Why employer branding is crucial to your company’s recruitment process

April 1, 2021

With the Government’s proposed roadmap signalling a turning point in the fight against the pandemic, for many businesses, recruitment will make up a key part of the strategy towards ‘normality’. To help those looking to sharpen their recruitment process, Phil Lowery, managing director of creative agency Projector, discusses the importance of employer branding in the recruitment process; sharing the reasons why this vital area of business deserves your attention.

A company’s recruitment process and who they attract plays a crucial role in a business’ progression and development. Now, with a shift in the way we work – with some returning to their offices while others adopt a more permanent work-from-home approach – there’s never been a more important time to reflect and focus on your recruitment process.

Whether it’s designed to help you recover from the impacts of the last 12 months, or you’re in a position where demand for your services this last year has increased and you’re looking to continue this growth, focusing efforts on your employer branding will play an instrumental role in the effectiveness of your recruitment process.

What is employer branding?

Simply put, employer branding is the reputation of a company that helps to both attract and retain employees. It’s this type of reputation that differentiates a business from its competition and is as responsible for attracting candidates as it is from deterring them from even applying in the first place.

While it’s common for businesses to focus on their consumer brand exclusively, it’s the employer brand which helps potential candidates get a feel for your business – encouraging them to apply based on an instant impression. This type of impression could be born from a variety of employer branding techniques, such as; an online employee testimonial the company have responded to, an internal event that was posted about on social media, a careers hubs that shows how a business invests in their workforce, or a consistent and well-maintained online presence that demonstrates a passion for the organisation and its people.

What’s more, with studies showing that 84% of job seekers say the reputation of a company as an employer is important to them when looking for a job, it’s increasingly apparent that without focusing on this aspect of your strategy, no matter how extensive (and potentially expensive) your recruitment campaign is, your efforts risk being wasted through lack of attention to your employer branding.

Helps to recruit new employees

With so many people now researching a company online before applying for a job role, it’s apparent that strong and unified employer branding maintained across multiple channels and platforms will help to recruit new employees.

With 9 out of 10 candidates admitting they would apply for a job when it’s from an employer brand that’s actively maintained, it’s vital that you focus on your branding holistically and regularly to ensure you don’t miss out on attracting candidates at the first touchpoint.

Attracts the right talent

Arguably more importantly, in addition to attracting candidates in the first place, is the potential to attract the right candidates. A strong employer brand will put your company in a good position to engage and interest high-quality applicants to fill your positions.

With 80% of talent acquisition managers believing that employer branding has a significant impact on the ability to hire this sort of talent, it’s clear that positioning your business as a quality employer will increase the likelihood of attracting the same sort of employees.

Encourages employee retention

A sound and well-regarded employer brand will resonate with your existing members of staff; making them feel proud to be part of your team and want to remain in your company as a result.

Company work culture is considered increasingly important for today’s job seeker. Therefore, by actively highlighting and accurately portraying your workplace culture and values through employer branding, candidates won’t feel as though they’ve been misled once in the role and will be more inclined to remain loyal for some time.

Improves employee productivity and engagement

Similarly, for companies that communicate how valuable their employees are and take the effort to make them feel such a way through employer branding, their workforce is generally more enthusiastic and motivated by the work they do as a consequence. As such, the workplace is more enjoyable, employees are more productive, and the business is able to grow from strength-to-strength.

A sound method of instilling this sense of worth is by making sure your employer branding continues after you’ve filled the position and hired a candidate, taking care to look after your reputation as an employer through internal communication.

To help with this, you need to take a holistic approach to your recruitment and employer brand strategy, analysing all aspects of your branding to take care of both your reputation and staff – an approach we, at Projector, have assisted many clients with over the last 18 years…

It’s something we were able to help Sage’s internal communications department with during their large-scale relocation of staff to new offices, whereby we designed a guide to their new building to assist staff with orientation and help manage the impact this change could have on the business.

Additionally, in an effort to ensure remote-based advisers felt as much a part of the True Potential workforce as their team in the office, we created a brand manual to be given to such advisers – providing them with a common set of cultural guidelines in one convenient location. Similarly, in a bid to help Wandisco retain their start-up culture persona despite their shift from SME to international organisation, we designed a brochure to be given to new recruits to help them get a feel for the company’s culture.

How to incorporate employer branding into your strategy?

With 96% of companies suggesting that employer branding has the ability to positively or negatively impact business revenue, there’s no doubt that this aspect of the recruitment process shouldn’t be overlooked. If you think we could help you with your strategy, get in touch today.

For help with an aspect of your employer brand strategy, get in touch today.

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