Employer Branding
Talent is no longer looking for the company with the biggest bank account, but the one with the greatest mission. Today, employees want to spend their 9 to 5 where they feel a sense of belonging, where they can grow personally and professionally, and make a difference.
What is Employer Branding, Today?
Brands can no longer sit back and wait for job seekers to come to them. If we want to win over talent today, we have to rethink our employer branding.
Our companies are built by people. People who buy our products. People who share our content. People who partner with us and invest in our work. And people who manage the day-to-day operations of our businesses. And generally, our brands reflect and respect that. Not only do we pour hours into developing beautifully polished logos and crafting messages that will resonate with our customers, but we work tirelessly to deliver an exceptional customer experience.
Employee Branding: More than Talent Retention
While retaining talent is important, it's just a start. To really tap into your employees' potential, you have to get your employees engaged in your brand.
Employees are an incredibly valuable asset. They enable us to accomplish a lot in a short amount of time. They contribute unique insights and handle mission-critical projects. And they provide a human element to our brands. However, all too often, that’s where their impact stops. Not because that’s where they cap out, but because we as employers fail to tap into their real potential as advocates and ambassadors for our brands.
Brand Story: Uniting Employees with a Narrative
Everyone loves a good brand story. Here, we've got some tips to help you create one that will captivate employees and job seekers alike.
Stories are powerful. They generate interest. They stir up emotions. And sometimes they spark action. But stories aren’t just meant to be read in books, watched on the silver screen, shared around a campfire, or one-upped by friends at a party. They can also be an impactful tool for our employer brands. That is, if you know how to tell them.
Brand Values: Crafting Authenticity
People crave purpose in the workplace. And believe it or not, the best way to give it to them is by creating, sharing, and living your brand values.
The truth is, job seekers can’t be swayed by a catchy job description or the promise of a paycheck, anymore. They want to do meaningful work in the world. Whether that’s marketing a solution designed to improve workplace productivity or managing donor relationships for a non-profit organization, they want to be part of a company they resonate with. They want to believe in the mission they champion on a daily basis, and they want to be able to confidently and comfortably stand behind the values the brand espouses.
How to Create Your Employee Value Proposition
To attract top talent today, your brand has to stand out. And that starts with a thoughtfully articulated employee value proposition.
Hiring is getting tougher. But not because there’s a dearth of qualified talent. Candidates are simply getting choosier. They’re spending more time researching their options and carefully weeding out companies that don’t fit their criteria. On top of that, competition for top talent is growing, as startups enter the market, SMBs expand their teams, and large corporations continue to add employees to their payroll.
