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Employer Branding: The Key to Attracting Top Talent

Did you know, a whopping 92% of people said they’d be open to switching jobs if it meant working for a company with a stellar reputation? (Glassdoor) 

Reader, meet: employer branding… It’s not just about fancy perks. It’s about capturing the essence of what it’s really like to spend ~8 hours a day at X company: from the values it guides itself by, to the experiences they create, and the way they treat their people. 

A strong employer brand positions its company as an “employer of choice”.  

Here are a few steps to get you started: 

Define Your Company’s Culture:

What are your core values? What kind of atmosphere have you created for your employees? What are the benefits and what values do those benefits reflect? A clearly defined company culture will help you attract candidates who align with your organization.  

Develop an Employee Value Proposition (EVP):

Your EVP is your unique selling proposition for people who come to work for you. It goes beyond just a paycheck, outlining the total value employees receive in exchange for their skills and dedication. This includes competitive compensation and benefits, but also factors like opportunities for growth and development, a positive culture aligned with your company’s values, and a sense of purpose tied to your strategic goals. To be truly effective, your EVP must consider external market demands, what your competitors offer, the reality of your internal culture, and the overall direction of your company.

For instance, consider &pizza, a fast-casual pizza chain with locations along the Northeast. Unlike traditional fast food restaurants with limited career growth opportunities, &pizza’s EVP / No Celling policy, prioritizes unrestricted career growth, viewing employees as individuals with potential, not robots in fixed roles. This resonates with a generation seeking purpose in work, and directly addresses a major cause of high turnover in the restaurant industry.  

Showcase Your Company Culture:

People want to see what it’s really like to work at your company. Use employee testimonials, stories, and behind-the-scenes content to give potential candidates a glimpse into your company culture. 

A great example is Heineken’s “Go Places” campaign (2016), which showcased employee stories to attract talent aligned with their unique culture. The interactive online interview assessed fit and introduced candidates to the company. This innovative employer branding strategy resulted in a significant 56% increase in job applications

Engage on Social Media:

Use social media platforms to connect with potential candidates. Share company updates, industry insights and employee stories. 

Starbucks uses platforms like Instagram and X to interact with potential employees and celebrate its current partners i.e employees.

 

Be Consistent Across All Touchpoints:

Ensure your employer brand messaging is consistent on your website, social media profiles, job postings, and internal communications. Consistency builds trust and credibility with potential candidates. 

All in all, the world of talent acquisition has evolved. In today’s competitive landscape, a strong employer brand is no longer a perk – it’s the difference between attracting top performers and getting lost in the noise. It’s your company story, whispered through consistent messaging and a thriving work environment. By investing in employer branding, you’re not just filling vacancies, you’re building a talent magnet that fuels your business success. 

By Vibha Sathesh Kumar
Vibha Sathesh Kumar