Picture this: A talented pro in your niche is searching for a job, and they’ve got two options: your company, or a competitor. The question is, how do you make sure your company is the one they’re desperate to work for? By building a strong employer brand, that’s how!
In today’s fiercely competitive job market, having a fabulous employer brand is integral – nay, essential – to attract top talent to your organisation. In this blog, we’ll share tips and best UK Recruitment Best Practices for building the crème de la crème of employer brands, including how to showcase your company culture and values (hint: it’s not just about the beanbags or annual summer fun day), and how to use social media to your advantage. So grab a cuppa, and let’s dive in!
What’s an Employer Brand, Actually? And Why Does It Matter so much?
An employer brand is at once an extension of your overall brand and a separate entity. Just as your overall brand is about who your business is, what you deliver and what you stand for, what your brand actually says to your prospective customers is what they’ll experience when they do business with you and what it will say about them.
The same is true of your employer brand. It’s also about what you deliver, what you stand for – and to prospective employees it tells them what they might expect to have you as an employer and whether your culture aligns with their own values, hopes and aspirations.
So, your employer brand is the image you would like to project of what it would be like to work for you. People have different wishlists when it comes to their employer, some want to enjoy a good work-life balance while others want a stimulating, challenging environment that will propel them forward. Your employer brand should reflect what you genuinely want your company to be – and align with the desires and needs of the people you want to work for you.
Having a strong employer brand that truly reflects the reality of working for your business will not only help you attract top talent, but the right fit for your organisation. This should increase employee engagement, reduce turnover and help your business grow in the long run. In short, it’s the difference between having the pick of the litter or playing second fiddle in the talent game.
Showcase Your Company Culture and Values
Wondering how to let the world know that you’re not just another faceless corporate entity? By making your company culture and values shine like the top of the Shard, of course! Here’s how:
- Be authentic: The key to showcasing your culture and values is authenticity. Be true to who you are, and don’t try to portray an image that’s prettier than reality. Top talent can smell inauthenticity from a mile away – and they’ll also run a mile when they start work and discover it was all a sales pitch.
- Create a compelling employee value proposition (EVP): Your EVP is the unique mix of benefits and rewards that employees receive in return for working for your company. Think about what sets your company apart and what makes it a great place to work, then develop an EVP that accurately communicates these perks.
- Involve your employees: Encourage your team to share their experiences and stories about working for your company on social media, review sites, and with their networks. Employee testimonials are more convincing than corporate messages because they come from the horse’s mouth (or the horse’s smartphone, these days).
Use Social Media to Your Advantage
In the age of Insta and Twitter, it’s no longer enough to post a few job adverts and hope for the best. To attract top talent, you need to create a buzz about your company on social media. Here’s how to work the social media magic:
- Build a strong presence on relevant platforms: Depending on your target audience, focus on platforms like LinkedIn, Facebook, Instagram, and Twitter. Even TikTok if you’re feeling like a sprightly young Gen X wannabe video content legend.
Share relevant content (not just job postings), engage with your followers, and show off your company culture in a genuine way.
- Get creative with visual content: A picture is worth a thousand words, so use visuals to show what makes your company an amazing place to work. Share photos of team events, office spaces, and behind-the-scenes glimpses to give potential candidates an idea of what they can expect.
- Monitor and respond to reviews and messages: Keep an eye on what people are saying about your company on social media and review sites like Glassdoor. Address any negative feedback promptly and professionally, and thank people for their positive comments.
Partner with a Top-notch Friendly Recruitment Consultant Near You
When it comes to building a strong employer brand, it helps to have experts in your corner. Partnering with a really fantastic recruitment consultant (ahem!) can give you access to valuable advice, support, and a fresh perspective on your employer brand strategy. Look for consultants with experience in your industry, a proven track record, and happy clients – after all, if they’re going to help you build an employer brand that attracts top talent they should have successfully done so before!
Evaluate and Optimise Your Employer Brand
Like all good things in life, your employer brand needs a bit of TLC now and then. Monitor your employer brand performance regularly, gather feedback from employees and candidates, and make adjustments as needed to keep it fresh, exciting, and appealing to top talent.
Ready to build a strong employer brand? Contact us today to learn how we can help you attract the best talent to your organisation. As your knowledgeable, approachable friend in the UK Recruitment game, we’re here to seamlessly guide you through the nuances of creating an employer brand lighthouse that will light up the best talent in the stormiest seas (or job markets).