Are you an employer? Then you probably recognize this: in a job market that is tighter than ever before, finding and retaining the right people for your organisation is quite the challenge. So, ask yourself, "How is my Employer Branding doing?"
Employer Branding: what is it exactly?
Let us explain. When you engage in Employer Branding, you think about promoting your organisation to excite potential employees. You start by creating an employer image for your company. When you clearly portray what your organisation stands for, candidates make targeted choices in their applications.
A strong Employer Branding strategy is therefore essential: it helps you stay ahead of the competition, ensures the right recruitment strategy in the long run, and makes the hiring process much more effective.
At &ploy, the employer branding label of LiveWall, we believe in the power of a strong employer brand. To lend you a hand, our Employer Branding experts provide you with the 9 most important tips to make candidates eager to get started. And as a result, your HR department suddenly gets a bit busier. Read along with us. 👇
1. Conduct comprehensive research
First things first. Before you start communicating, you need a solid foundation. Start by conducting research. In external research, analyse your competitors and your target audience. What exactly is that one successful competitor doing differently from you?
Additionally, you want to know everything (yes, everything!) about your target audience, so you can effectively start recruiting. Create personas based on the information gathered in your target audience research. This helps you get a better understanding of your potential employees and also provides insight into the (target audience-oriented) content you need to reach them.
Next is your internal research. Take a critical look at your own organisation. Identify your mission, vision, goals, culture, and employment conditions. In other words, what makes your organization special? How do you differentiate yourself from the competition? How do you want your employer brand to be perceived? Think about what you want to achieve with Employer Branding and then establish measurable objectives.
2. Create an Employer Value Proposition (EVP)
Have you gathered all the necessary information from step 1? Then start creating an EVP. This is the foundation of your employer brand and helps you paint a clear picture of your organisation. For completeness:
An Employer Brand describes how you want to be seen as an employer;
An EVP is what you, as an employer, offer to your employees;
Employer Branding encompasses all activities you carry out to communicate your employer brand to your target audience.
Through your EVP, a potential employee sees what you have to offer as an employer and, most importantly, what you add to their future. Think about translating the unique selling points that your organization wants to convey. Your EVP is a fundamental part of recruiting the right talents.
3. Be transparent in your communication
Be open and provide as much information as possible to potential candidates. Before people come in for an interview, they want to know as much as possible about you as an employer. What are your employment conditions, how is the company culture, what are the company's goals? These are determining factors in the match candidates feel with your company, which helps them identify with your organisation. Therefore, show what your organisation stands for. Be honest in the information you share and ensure a smooth onboarding process.
4. Build a relationship with potential candidates
Involve candidates in your organisation and what it stands for. You can achieve this by sharing the previously mentioned EVP and important information with candidates right from the start. When you are transparent, you build a relationship of trust during the application process (or even before). So, establish a strong relationship with your potential employees, adopt a personal approach, implement effective communication policies, and schedule regular contact moments to maintain a strong connection.
5. Initiate conversations and involve your employees
A strong relationship between employer and employee leads to better performance, a positive work environment, and increased motivation. Allow employees to share their opinions, ask about their experiences, and show that their insights matter. Plan feedback sessions, whether in person or online, and discover what current employees value and where there is room for improvement. This way, you can identify both the strengths and weaknesses of your organisation.
6. Recognise and appreciate your employees
Satisfied employees are the best ambassadors for your employer brand. Make it a regular agenda item to recognise and appreciate your employees. Acknowledge their achievements, celebrate successes, and surprise colleagues. Show them that you value their contributions, and make sure to remember and celebrate their milestones.
7. Turn your employees into brand ambassadors
Your employees know better than anyone what it's like to work for your organisation. Therefore, seek out employees with genuine success stories and make them ambassadors for your organisation. Make it easy for them to share their stories, for example, by providing a template for social media. This way, you spread positive messages about your organisation, showcase the atmosphere of your company, and highlight career growth opportunities. If your employees are satisfied with your organisation, encourage them to refer new candidates through a referral program. Talk about effective promotion!
8. Create a Careers page on your website
You can't avoid having a Careers page. This is the place where potential candidates go to discover what kind of organisation you are. A well-crafted Careers page allows your applicants to see, read, and feel why they must apply to your company. It's also where you showcase attractive content, share success stories, and provide essential information with applicants.
9. Launch your Employer Branding campaign
Only when you have gathered all the information about your organisation should you start communicating with the outside world. This is when you make a big splash with your employer brand. Do this by employing a solid strategy and supporting content. Consider writing blogs, expanding your website, actively engaging on job platforms, and leveraging social media. Make sure to visit physical locations where your target audience can be found, such as trade fairs, open days, colleges, and universities.
And there you have it! Those were our 9 tips for establishing an Employer Branding strategy that stands out. LiveWall is a digital agency that provides everything you need for your digital marketing strategy or online platforms. We create, innovate, and assist you in building a strong employer brand.
Do you want to take your organisation to the next level? Feel free to contact us!