Despite the fact that the Covid-19 pandemic has wreaked havoc across the world, India marked the birth of over 14 thousand new employers in 2020 alone. With the rise in the number of employers, started a rat race among businesses to attract the best talent for their organization.
Today, companies invest massively to attract top talent, yet finding the right talent is an eternal challenge for many organizations. In addition, job seekers have realized that the power of decision has shifted in their favor. Thus, salary is not the sole deciding factor in selecting a workplace. That being the case, organizations understood the importance of employer branding now more than ever.
So, What is Employer Branding, and Why is it important?
Employer branding is the base of an effective recruitment strategy to make a significant difference in attracting talents. An employer brand encompasses everything from recruitment to onboarding to company culture, values, and benefits. In a nutshell, an employer brand is a company’s reputation.
Employer brand is what your employees and other stakeholders say about your organization to their family and friends outside their work.
How do you develop a strong brand?
Employer brand is an integral part of the employee value proposition, and it can not be built overnight. A positive employer brand communicates the organization’s brand equity. Let’s discuss the Step-by-step approach to creating an employer brand.
1) Make a great first impression.
The company website is the first among many things stakeholders check before deciding whether to stay or leave. Therefore, designing a website that will leave a good impression on the stakeholders is crucial. For example, a company website should highlight the company video presentation, vision, mission, employee benefits, etc.
During the interview, interviewers should be on time and present themselves appropriately. HR managers should maintain an efficient recruitment process, creating a positive environment.
2) Deliver an outstanding candidate experience.
Candidate experience has been one of the most significant factors in creating a strong employer brand. Conversely, candidates having a negative experience with the company often discourage the candidate. Every interaction with an applicant affects his perception of the company. Whether or not an applicant is joining an organization, the negative experience often leads to negative publicity through word of mouth or social media. Therefore, every step in recruitment is essential.
3) Add a Personal Touch to Employer Brand.
Here are the three ways to add a personal touch to an Employer’s brand:
Every organization has its own story to tell. Design a website that narrates the company story to prospective candidates. Employers talk about how this company started, how it grew over the years, the challenges faced in the initial stage, how the company fought to overcome those challenges, and more.
Companies nowadays are using recruitment software like e2eHiring to automate the hiring process. To make a more personalized recruitment process, write an engaging job description, design easy-to-apply forms, set up an easy hiring workflow, give personalized feedback after the interview.
Make your current employees as your brand ambassadors and let them speak about the company. For example, ask employees to write reviews about the company on Google reviews and employment websites like Glassdoor. Make the best use of these reviews and showcase them on the website.
4) Contribute towards employee happiness.
Employee happiness is significant for the success of any company. In addition, prospective applicants observe how management treats existing employees before deciding to make a move. Therefore, employer branding strategies should include employee happiness programs.
5) Promote employer brand.
Nowadays, employers are being reviewed across every social media platform from Facebook and Twitter to Glassdoor and Google every single day. As a result, there are thousands of job seekers judging potential employers based on those reviews. Thus, maintaining and promoting a positive work culture is hence necessary.