Employer branding refers to the process of managing and influencing a company’s ability to differentiate and promote its identity and its reputation to a defined group of candidates who are interested in hiring. It means everything you do to position your organization as an employer of choice. The employer brand is considered to be the organization’s reputation as an employer. It describes an employer’s reputation as a place to work along with their employee value proposition.
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How to Implement an Employer Branding Strategy?
Not everyone is aware of how to develop and implement a productive employer branding strategy. Here are some steps that you can follow when implementing an employer branding strategy.
Step 1: Determine Your Employer Branding Goals
Start by thinking about what do you want to achieve with your employer branding strategy. You can lay down some of the common goals like getting more job applicants, getting more high-quality candidates, increasing online engagement, etc. Along with these, you can also include goals like increasing candidate engagement, increase employer brand awareness, getting more career site visitors, etc.
Step 2: Recognize Your Candidate Image
This is considered to be one of the crucial steps while implementing an employer branding strategy. It includes defining your candidate persona or the image of the candidate. You will not be able to send targeted messages to the candidates that you want to attract without knowing who your perfect candidate is.
Step 3: Specify Your Employee Value Theory
This step of the implementation process includes answering certain questions like why your current have chosen you? Or why do they stay? Answering all these questions helps in setting up a successful employer branding strategy.
Step 4: Designate the Mediums to Promote Your Employer Brand
There are certain points that the candidates must reach and many of these points are also mediums for promoting your Employer Brand. It is important to specifically choose some of your channels to promote your employer brand before you start hiring your candidates.
Step 5: Start Measuring Your Employer Branding Success
It is one of the main goals while implementing your employer branding. It is to measure the most important hiring metrics. You should measure the success of your employer branding strategy based on the goals that you set up in the first step.
What Does Employer Brand Mean?
An employer brand includes the market’s interpretation of your company as an employer similar to the way a corporate brand works but also describes your promise to employees in exchange for their experience, talents, skills or contacts. Employer branding thus simply means how you market your company to desired job seekers. This can be done by showcasing your organization’s unique cultural differentiators, and then work to amplify them so that you can put yourself as a top place to work.
An employer brand is also known as your “talent” brand that reproduces is about defining the essence of your company and both how it is unique and what it stands for. It crafts and aligns those aspirations with the people that you’re looking to attract. This communicates that your organization is a good employer and a great place to work which also boosts recruitment efforts and the engagement and retention of your current employees.
Why is an Employer Branding Strategy Important?
There are some ways to truly understand why having an employer branding strategy matters for your company. One of the best ways is to see some real-world status. There are some points as to why is it important:
- A high percent of job seekers say that the reputation of a company as an employer is important while deciding on where to apply for a job.
- At least 9 out of 10 candidates would apply for a job when it is a form an employer brand that is actively maintained.
- Around 50% of candidates say they would not work for a company with a bad reputation and even for a pay increase.
What are the Benefits of Employer Brand?
No doubt having a strong employer brand has many opportunities in the modern business world. Employer branding is used for introducing the company as a great place to work in the world of talent acquisition. It is also used for communicating with current employees as well as attracting new and passive workforce. It has been observed how strong the employer brand has a direct impact on talent acquisition. Companies that have a better reputation have higher-quality and more satisfied employees.
What is Employer Brand Management?
With the help of employer brand management, you can expand the scope of a brand intervention beyond communication to incorporate every aspect of the employment experience. It also enhances the people management processes ad practices that shape the perceptions of existing and prospective employees. Employer brand management also helps in addressing the reality of the employment experience and not simply its presentation. By doing this, it supports both external recruitments of the right kind of talent that is required. This is sought by an organization to achieve its goals as well as the subsequent desire for effective employee engagement.