How to Develop an Employer Brand That's True to Your Company

In the competitive landscape of talent acquisition, companies are realizing the significance of establishing a genuine employer brand. It's not just about attracting the right candidates; it's about attracting the right candidates who align with the company's values and culture. 

In this blog post, Aniday will explore how to develop an employer brand that's true to your company, and a two-part guide on developing and reinforcing an authentic employer brand.

What is an Employer Brand?

An employer brand represents your company's image to current and future employees, encompassing mission, values, culture, and personality. Despite the straightforward theory, there's often a gap between leaders' claims and the daily employee experience. 

This disconnect may arise from aspirational branding, inadequate communication, or a lack of strategy for reinforcement. To address these issues, leaders must be intentional in developing, communicating, and continually reinforcing their employer brand. 

What is an Employer Value Proposition?

An employer value proposition (EVP) encompasses your organization’s mission, values, and culture, providing a compelling reason for employees to choose your company. It outlines what your company offers in exchange for skills, experience, talents, and connections.

A well-crafted EVP, consistently communicated to both potential and current employees, brings various benefits. It attracts and retains top talent, aligns with company goals, reengages a dispassionate workforce, and reduces hiring costs, ultimately contributing to a strong employer brand.

Employee-centered, the EVP is shaped by insights from existing employees, capturing what drew them in and keeps them committed. Key elements may include the company's mission, compensation, career development, flexible work options, diversity commitment, job security, work-life balance, benefits, recognition, travel opportunities, social responsibility, and office facilities.

Part One: Development

While incorporating aspirational elements into your employer brand is acceptable and even advisable, it is crucial that it remains firmly grounded in your existing company culture. Every company possesses distinctive strengths, such as an open communication style or a culture of embracing risks, setting them apart and shaping the work experience. Your existing workforce is the most qualified to articulate and emphasize these strengths.

To develop your employer brand authentically, survey your employees to understand their perceptions of the current company culture. This feedback allows you to extract and highlight positive elements, reinforcing your employer brand while staying true to your company's essence. Building your employer brand on employee feedback ensures that it remains connected to your actual company culture.

In addition to employee input, consider insights from your customer-facing brand, mission statement, and core values. These combined perspectives can be distilled into an employee value proposition that succinctly communicates the benefits of your employer brand.

Part Two: Reinforcement

Defining your employer brand is only the first step; the next is integrating it into the daily aspects of the employee experience. To transform it from an ideal into a guiding force for your organization, prioritize employee recognition. Identify specific behaviors that epitomize your employer brand, whether it's a willingness to help or a fast-paced work style driving innovation.

Once these behaviors are identified, establish them as occasions for recognition. Encourage managers and peers to publicly acknowledge colleagues embodying your employer brand. This not only motivates employees to strive for these ideals but also keeps them at the forefront of everyone's minds.

Beyond influencing employee behavior, critically evaluate the policies and programs supporting your employees. Whether through health benefits, flexible PTO policies, corporate discounts, or other initiatives, your actions towards employees speak volumes about your employer brand. It is as much about what you do for your employees as it is about what your employees do for you.

How to amplify your employer brand

Enhancing your employer brand is an ongoing endeavor that demands a comprehensive strategy. By consistently showcasing your company’s culture, EVP, and opportunities, you can fortify your employer brand and draw top-tier talent to your organization.

1. Develop a Comprehensive Careers Site

Your careers site should transcend mere job listings, serving as a tool to engage and convert candidates by spotlighting what sets your company apart. Incorporate relevant information about your employer brand, including your mission, vision, values, company culture, benefits, perks, commitment to DEI, flexible work options, and common career paths. 

Utilize high-quality videos, photos, and slideshows to narrate your company story, showcase DEI initiatives, and feature inspiring workspaces. Consider including a welcome video from your CEO and employee interviews to provide firsthand insights. Allocate resources and budget for these projects as integral components of your recruiting strategy.

2. Craft Compelling Job Descriptions

Job postings serve as the initial point of contact for many candidates, presenting an opportunity to amplify your employer brand. Stand out by highlighting the unique aspects of your company, describing a day in the life of an employee, and discussing the specific projects associated with the role.

3. Foster Engagement Among Current Employees

Leverage your workforce to establish trust as a reliable employer. Candidates are more likely to trust the experiences shared by your employees than curated employer branding materials. 

Encourage team members to share their work experiences on social media, through reviews, and while networking. Recognize that employees play a pivotal role in shaping your company’s culture, embodying its values, achieving objectives, and manifesting its mission.

4. Launch an Employer Blog

Employ a content-focused strategy to stand out in the competitive talent market. Initiate an employer blog featuring company news, culture updates, and articles contributed by employees or company leaders. Use the blog to spotlight unique people policies, processes, and programs that underscore your organization’s commitment to employee satisfaction.

5. Harness the Power of Social Media

Seize employer branding opportunities on LinkedIn and other social platforms by sharing content tailored to your ideal candidates. Highlight company values, employee benefits, perks, and testimonials from existing employees.

Encourage team members to update their social profiles to reflect current, professional, and noteworthy information, especially after learning about job opportunities.

The Benefits of a Strong Employer Brand

Possessing a compelling employer brand not only reinforces your existing team but also plays a crucial role in shaping the team you aim to build in the future. It serves as a powerful tool for attracting top talent that resonates with your company culture. 

According to a study by LinkedIn Talent Solutions, companies with a robust employer brand attracted a remarkable 50% more qualified applicants. Ensuring that your employer brand is effectively communicated in job listings and on hiring sites is essential, as it provides candidates with a clear understanding of your company's values. The advantages of a strong employer brand extend to both your current team and the overall success of your company.

Who is Responsible for Employer Branding?

Responsibility for employer branding can vary, with CEOs, HR, or marketing often involved. However, it's crucial to recognize that the ownership of your employer brand isn't solely within the company. It fundamentally rests with candidates and employees. While your people team may shape the messaging, the real essence of your employer brand is tied to the experiences of candidates and employees.

Social media posts, reviews, testimonials, and referrals from candidates and employees significantly impact your company's reputation. Whether it works for or against you depends on the alignment of their experiences with your communicated brand. 

Regardless of who leads employer branding, the influence of candidates and employees on your reputation is paramount. Focus on cultivating a healthy work environment and culture, as this is the foundation for a positive employer brand.

For the blog post, Aniday has explored how to develop an employer brand that's true to your company. By understanding your company culture, defining a compelling EVP, and consistently reinforcing your brand through various channels, you can attract and retain top talent while building a positive company image. Remember, employer branding is not a one-time effort; it's an ongoing process that evolves with your organization.