Employer branding is arguably the most critical factor in assuring your company’s success, as it reflects the personality of your business, creates an enduring perception in the minds of talent you want to acquire, and sets your business apart from the competition. Employer branding has never been as crucial for companies as it is today.
Employer branding comprises the practical, financial, and emotional benefits the organization provides to its workforce. This blog briefly describes the positive impacts of strong employer branding on organizational success and the key players involved in building a successful employer brand.
Benefits of a Strong Employer Brand
- Access to Top Talent: Talent acquisition through employer branding is similar to inbound sales. Unlike the outbound approach, where companies start a search by sourcing new candidates and emailing them to gauge their interest, employer branding leverages the power of inbound to have interested candidates swarming to you, thus lowering the cost-per-hire and other costs associated with the recruitment. The market belongs to top industry talent who have many options. Skilled professionals and business opportunists will always choose organizations with a solid brand reputation and shared values. Consider forming an Employee Value Proposition and communicating it effectively so you can draw in the finest of the best.
- Increased Customer Acquisition and Satisfaction: According to the American Customer Satisfaction Index (ACSI), a 1-point rise in an employer’s Glassdoor company rating corresponds to an increase of 1.3 points in customer satisfaction. However, many employers don’t seem to realize how interconnected the two are. Furthermore, they frequently ignore the impact and reach of the employee experience in the era of social media. The transparency offered by social media sites like LinkedIn and Twitter or job review websites like Glassdoor makes it simpler for customers to read first-hand accounts and get a sense of your employees’ experiences during business-related encounters. It might surprise you that some clients seek such reviews before doing business with your organization.
- Customers and Employees as Brand Advocates: Customers express concerns about how you do your business and treat your employees by voting with their dollars. 64% of customers have stopped buying a product after learning how poorly the company treats its employees. You can turn your customers into brand advocates by asking them to share their testimonials. Similarly, employees can share their experiences, including their onboarding experience, company news, activities, and accolades. When people tweet, publish, pin, and post about their professional and personal successes, your brand power will inevitably draw in and influence new clients.
- Competitive Advantage: Branding connects good strategy with good creativity. The golden rule of business is that people will listen to you if they like you, but they will only do business with you if they trust you. A strong employer branding strategy leverages brand identity to gain a competitive edge and enables you to cut down expenditures associated with promotional marketing. Employer branding extends beyond the office and helps you define your brand story for you.
Who Should be Involved in Employer Branding?
Based on the employer branding definition, you may think it’s human resources or your recruiting team running this initiative. While that is partially true, these are the four key players you’ll want to include for successful employer branding:
- Human Resources (HR): The role of HR members in employer branding is imperative, as they are closely related to hiring, employee engagement, and retention. The HR and recruiting teams will typically engage more frequently each day and serve as the face of the employer branding and the recruitment process.
- Marketing: The Marketing team has a vital role to play in employer branding. They will be valuable in delivering assets to HR and recruiting and help spread the internal culture message. The marketing team is responsible for communicating a company’s brand consistently to all external stakeholders.
- CEO: The CEO of a company is busy diversifying the business opportunities and innovations. They ought to be strategic in business development. But, it is also critical to ensure that company culture and employer branding are successful.
- Brand Advocates: They are the representatives and brand ambassadors of an organization with more public dealing. They are responsible for sharing company content and building a positive brand image of the organization. This group does not always involve senior employees but those who understand the law and media.
With remote work impacting organizations across all verticals, it is ever more critical for organizations to maintain a healthy culture and have robust strategies to brand the employer name. HR must hire quality candidates that will add value and be employer advocates. iQuasar LLC has an experience of more than 18+ years of helping organizations to fill roles and contribute to employer branding by vetting experienced and quality candidates for organizations.
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