It’s easy to dismiss the concept of employer brand as a fluffy “nice to have”. However, its implications reach far beyond its power to attract new talent to your company. It affects the motivation and retention of your current staff, your attrition rates, your public reputation and ultimately, your bottom line. It’s important to get right!
Your employer brand is not a fixed thing, rather a combination of inputs and sources that affect someone’s impression of your company. These are areas you can control and which are worth focusing for their impact:
- Your web site, especially your careers pages
- Social media
- Your application process
- Branded content
- Employee advocacy
There are of course, areas which you can’t control. Nonetheless, it is important that you pay attention to them, and where needed or possible, address:
- Glassdoor reviews
- Friends and family
- Word of mouth
- Consumer experience
Why is your employer brand more important than ever?
Larger talent pools with fewer geographical restrictions
Post-COVID, levels of unemployment are at all time highs and the talent pool has never been bigger. Remote working has effectively been proven as a viable option by many companies, and as such, geographical restrictions on hiring have been removed.
What applicants want has changed
Pre-2020, being a nimble, up-and-coming startup was seen as an attractive option for a candidate. While this might not have changed totally, for many, the attraction of a nimble business has faded somewhat in favour of stable, long-running and established companies.
Your purpose and values have never been more in focus
Industries which previously might not have attracted top talent, like retail and grocery, were reframed as essential in 2020. As such, they enjoyed a new influx of interest from top tech talent who had changed how they viewed them.
If you want to learn more about the chapter on why your employer brand has never been more important (and crucially, how to fix yours), click here to download this chapter for free.
This is just a small taster of some of the insights we uncover in our latest chapter of “The Future of Work is Now” ebook series. This ebook is being released as a series of chapters each addressing a different aspect of the hiring process, examining how it has changed and giving you practical advice for how to do it well.