As companies restructure in this period of uncertainly, now is the time to start planning ahead. Because when you resume hiring, your employer brand will play an enormous role in enticing top talent.
What is an employer brand?
According to Forbes, an employer brand includes a company’s “vision, mission, character, culture, and personality to attract and keep potential and current employees.”
Employer branding has been a term since the 1990s but has become increasingly relevant over time. These days, a company is expected to stand for something. This doesn’t have to be political or ideological, but it does have to be distinct. Your employer brand is the honey that will attract the worker bees.
Employees used to working from the comfort of home require even more incentive to join companies, especially ones that require working from the office.
Why do prospective hires desire employer branding?
At the end of the day, people need a purpose.
Increasingly often, prospective employees are asking why they should work for specific employers. The answer, more often than not, comes down to the employer branding. People want to be part of something they believe in. This makes their job more meaningful to them, which in turn makes them work that much harder for their company.
How do you create an employer brand?
Think about what differentiates you from your competitors. Your unique qualities are what will define your employer brand, allowing you to stand out in a positive and impactful manner. Define your company culture and make it clear and emotionally resonant for both your customers and employees. Use social media, job search sites, podcasts, recruiting videos and more to disseminate the word on what you’re about. If you have a strong vision, and people can get a sense of your goals, values, and reputation, you’ll be well on your way to creating a recognizable and definable employer brand.
What’s in it for you?
According to the financial times, “Just 21 percent of the world’s employees describe themselves as being engaged at work.” The best motivators for engaged, hard work are salary, and an employer brand employees actually believe in. In fact, employees who don’t believe in their employer brand will expect to receive higher salaries.
In order to boost employee incentive and engagement, a positive employer brand is key. If you start cultivating a strong brand now, when your company is ready to resume hiring you’ll have the best chance of achieving a high recruitment and retention rate.
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