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These days, people are fanatical about brands. There was a time when social status was associated with brand names; now a brand is also a symbol of quality and trust. Today, the corporate world is far more brand conscious, therefore, a brand is now required in order to gain a competitive advantage.
Your brand serves several functions; it not only identifies you in the marketplace and attracts potential customers, it also plays a key role in attracting new employees.
An employer brand is an essential part of the employee value proposition. It is used to communicate the identity of the company to both current and potential employees. A good employer brand should represent the company’s mission, culture, values, and personality. It will help prospective new employees to judge whether an organisation is the right fit for them, as well as serve as an aid in the retention of current employees.
A company needs good employees to sustain itself in a competitive environment and to grow to new levels of success. A robust employer brand can produce a real competitive advantage.
What are the advantages of having a strong employer brand?
Competition - in some industries and markets, there is tough competition when it comes to finding and hiring the best talent. To keep a healthy pool of talent for your organisation, it is important to create an employer brand that differentiates you from the rest of the organisations within that industry.
Identity - An employer brand should instantly be able to share your company’s message. It helps employees determine whether they can adjust to your working environment. Employer brand shows the personality of the company and can help attract similar-minded people.
Engagement - Improved employee engagement will lead to better motivation among the employees and result in a growth in productivity.
Talent Pool - Traditional recruitment methods require a company to do the talent hunt. A good employer brand can reverse this process and make the potential employees come to you.
There are many things a company needs to embrace and implement in order to develop a suitable employer brand.
Vision – Your organisation needs to identify its vision, mission, and goals in order to know what the employer brand should communicate. It should be able to show the uniqueness of the company.
Focus Groups – Use a focus group to conduct a survey to learn how your current employees feel about the company. This insight can help you understand what the employee’s expectations are, and where the company has failed to establish a positive image. Fill these gaps to create an employer brand that represents the high side of your company.
Key Players - Every organisation has certain employees who represent the values of the company. Identify the characteristics of these star employees and incorporate them into the employer brand. This will help you to attract new employees that best suit the needs of your company.
Competitive Advantage - Besides researching within the environment of the organisation, it is also important to know the external environment in which the company stands. Identify what your position is in relation to your competitors. Create an employer brand that sets you apart from your rivals.
Customer - An employer brand must be aligned with the customer brand. It should reflect what you do and how you serve.
Retention - An employer brand not only attracts new employees, while you use it across the employee market to build a talent pool, it should also be shared with your current employees to increase the retention rate.
Management - Everyone related to the organisation — including the management — should uphold the values that are part of the company’s employer brand. The operations and functions carried out within the company should be congruent with this as well and will help to keep the employer brand honest and reliable.
Growth - Every engagement should match the values that are communicated through the brand. An employer brand should not be fixed; this means successful companies are constantly learning and growing, and are able to change their values and practices to adjust to external and internal changes. Therefore help to sustain and develop the image of the company.
Because the business market is constantly changing and the level of competition is increasingly tougher, in order to survive, companies need to become learning organisations. There is not only a need for research and development, but also for innovation. We have reached the point where innovation paves the path to success and competitive advantage. Innovation shouldn’t come from just one source though. The beauty of innovation is that you will come up with something unique, which can be acquired through the smallest of shifts in any of the various functions and operations of a company.
Branding might have been considered a status aspect in the past, but nowadays it is what makes you stand out from your competitors. However, status doesn’t matter if you can’t live up to it. Employer brands help to keep a company on its toes and not lose the values it was built on. It ensures the values are consistent from top management down to the reception desk.
For more information on how QJumpers can provide a strategy for your team, to identify your strengths and weaknesses for your recruitment strategy, please contact us on 0800 758673, firstname.lastname@example.org or via the website.