Employer branding, a term once relegated to the backburner of corporate strategy, has surged to the forefront of talent management considerations. Unlike product or service branding, which focuses on external customer perception, employer branding is an organisation's reputation as an employer and its unique proposition to employees.
Given the competitive landscape of the modern job market, employer branding has never been more important. In this blog, we aim to delve into its far-reaching impact on talent attraction and offer insightful guides on harnessing this power effectively.
The Evolution of Employer Branding
The term 'employer branding' emerged in the late 20th century. Originally, it denoted distinct elements that made a company attractive to potential employees. However, with time, a vibrant employment market, shifting workforce attitudes, and an relentless march toward digitalisation have transformed the essence of employer branding.
The digital age, primarily through social media and online platforms, has enhanced companies' abilities to project their employer brands far and wide, while the rise of remote work has expanded the competition for talent beyond geographic limitations.
Understanding the Modern Job Seeker
Today's job seekers prioritise a blend of work-life balance, a company's culture and values, as well as opportunities for career development. Employer reputation has become a pivotal part of their decision-making process—with employee testimonials and reviews wielding considerable influence. Case studies highlight companies whose robust employer brands have led to tangible recruiting successes.
The Components of a Strong Employer Brand
A compelling employer brand is anchored in a clear Employee Value Proposition (EVP), which articulates the benefits employees receive in return for their skills and experience. Consistent messaging across various channels, from recruitment materials to social media, reinforces this proposition. Authenticity is paramount, with genuine storytelling often separating the best employer brands from their competition.
Strategies for Building and Promoting an Employer Brand
Effective strategies span from internal branding efforts—fostering employee advocacy and leadership embodiment of brand values—to outward-facing initiatives like targeted recruitment marketing and collaborations with educational bodies. Furthermore, encouraging employees to share their experiences on social platforms capitalises on the authentic voices within the company.
Measuring the Impact of Employer Branding
Quantifying the impact of employer branding efforts is essential. By monitoring application rates, employee retention, and brand perception, organisations can gauge their employer brand's health. Adopting tools such as Applicant Tracking Systems, social listening platforms, and employee feedback mechanisms facilitates this analysis.
Case Studies: Successful Employer Branding in Action
Examining companies known for their outstanding employer brands offers a wealth of insights. These case studies not only depict the strategic approaches taken but also uncover the positive outcomes, such as improved recruitment metrics and employee morale, underscored by lessons learned and best practices to be implemented.
Inspire People produce compelling Employer Brand Proposition (EVP) videos to market other elements of the job role. It includes your company culture and corporate values, highlighting the employee benefits and the day-to-day experience that employees have whilst working for your business.
The DVLA is an Executive Agency of the Department for Transport (DfT), based in Swansea, employing approximately 6,000 people on a hybrid working model. The DVLA has found it challenging attracting digital talent using traditional recruitment methods, so with this in mind, Inspire People produced an EVP video to showcase to potential candidates DVLA's mission, values, culture, tech stack and employee benefits.
Watch here: https://www.youtube.com/watch?v=kTyJekxD6ZU
If you want more information on how Inspire People can help you formulate your own EVP video then contact Alison Whitehead on 020 7871 8555 or email alison@inspirepeople.net.
About Inspire People
We believe that technology has the power to change the world for the better and we love working with businesses whose technology or purpose has a positive impact. We help businesses that share our vision access the people, resources and strategic advice they need to achieve their digital transformation goals
Our service is designed to accelerate your digital growth. We created our offer in response to emerging challenges in an uncertain business landscape: a blend of Advisory, Talent and Project led services that will help you achieve your strategic aims and deliver more for your employees and customers. We’ll connect you to rare specialist talent, experts and insight to help you navigate your biggest challenges and remain competitive in a changed world.
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