As a business, your job is to offer value in two ways: the products or services you provide and the culture you foster for your employees. If you fail to execute the latter, you will almost certainly miss out on the former. Understanding how to create and demonstrate a positive employer brand is how you source great talent, which is the backbone of your company and is vital to its success. This post will outline the importance of having good employer branding and why you should be integrating it into your marketing strategy.
At its core, employer branding is the process of marketing your company as a great place to work. It is the value proposition that you provide for your employees – or potential hires for a business.
Currently, nearly 70% of Americans say they will not accept a job if it has a poor reputation. To avoid rejection from candidates, companies need to focus on their employer brand and make sure that the messaging is clear.
Why is it so Important for Marketing?
With so many challenges recruiters face, an employer brand is vital to the sourcing process. Not only does it show what the company is like to work for, but also how it values its employees.
To ensure that your marketing strategy is effective, you need to be aware of the employer brand and how it impacts everything from website design to social media outreach.
It isn’t just prospective employees who pay attention to employer branding, either. There are significant implications for your current staff, who want to know that they have a bright future with your company and maintain job security.
In addition, over three of every four millennials say their career decisions depend on what’s going on internally in the organization.
Furthermore, today’s customers are just as concerned with whom they are buying from as they are with the businesses’ products and services. They want to know that their money is going towards a company that shares their values, so your marketing strategy needs to reflect the positive aspects of your employer’s brand.
First and foremost, it is crucial that you know where you stand. To do so, you need to know the values that your company supports, what type of work environment it is, and how you can communicate these messages effectively. You also need to know where you might be falling short.
Defining your Employer Brand
Before you can start promoting your employer brand, you first need to define it. Consider the unique value proposition of your company culture and how your employees feel about working for you. Then, spend time formulating a mission statement and emphasizing your core values clearly and concisely. Include your employees’ input and document it for the outside world to see.
Marketing your Employer Brand
There are several different ways that you can market your employer brand. Start by creating a landing page on your website that dedicates itself to promoting your company as a great place to work. Then, make sure that it is optimized for search engines so that people can find it when they Google search for companies in your industry.
In addition to on-site information, you must have content readily available about your company. Social recruiting is the dominating method of candidate sourcing, so your external content is of paramount importance.
Good content includes blog posts, social media updates, and any other online content that will be visible to the public eye. For example, you could write blog posts about the benefits of working for your company, highlighting employee success stories as part of your performance management strategy, or sharing photos and videos that show how great it is to work at your organization.
Continuing to Build your Employer Brand
Once you’ve launched your employer branding campaign, it’s important to keep the momentum going. You must regularly publish content, maintain a solid social media presence, and be active on job boards. It would help if you also continuously surveyed your employees to get their feedback and make necessary changes.
The bottom line is that employer branding is a critical part of your marketing strategy, and you should take it seriously. By taking the time to define your brand, market it effectively, and keep up the momentum, you’ll be sure to attract top talent and customers who share your values.
With this, we come to an end to this article on the importance of employer branding in marketing strategy. So, if you are interested to know more about Oorwin’s products, take a product tour today or contact us at +91-8977801805 / USA: +1877-766-7946 to talk to our product advisors.