To keep candidates interested and engaged in the hiring process, HR managers need to build a strong employer brand. Voluntary turnover is expected to reach 35% in 2023 so companies need to start paying attention to this now.<\/p>\n
As with any branding, the goal is to keep the target audience engaged and inspire them to take action.<\/strong> Having a strong employer brand means your candidates will be waiting by the phone for you to call them, instead of looking for better opportunities than the one in front of them.<\/p>\n In this blog post, we\u2019re going to outline some of the best ways HR Managers can build a strong employer brand. By implementing these steps, you\u2019ll be able to keep candidates engaged and excited about the prospect of working with you, giving you your top choice in talent.<\/p>\n Researching and Analyzing Your Current Employer Brand<\/p>\n Before diving into a new brand strategy, the HR team should take the time to research and analyze your current employer brand work.<\/p>\n By doing this research, you should already be able to identify some clear areas for improvement within your employer brand.<\/p>\n Researching your competitors’ employer brands should provide even more clarity on how you can stand out as a company among candidates. Be intentional with analyzing where candidates are interviewing for positions similar to yours.<\/p>\n Your goal in analyzing your competitors should be to:<\/p>\n Developing an employer brand should be as thorough and intentional as the rest of your company branding. You wouldn\u2019t embark on a new branding project without doing research, analysis, and planning, so don\u2019t ignore the data when it comes to crafting your employer brand.<\/p>\n Once your research and analysis are completed, you should have a clear idea of what changes need to be made in order to attract your ideal candidates. Follow these steps to create a flawless brand that keeps candidates engaged.<\/p>\n Creating or updating your Employee Value Proposition should be a priority in enhancing your employer brand. After researching your competitors, you should have a clear idea of how you can go above and beyond in communicating your EVP to candidates.<\/p>\n Defining the company culture, values, and key benefits of working for you can help reduce employee turnover, improve profits, and provide a satisfactory work experience.<\/p>\n Keep in mind that, while you\u2019re looking at your candidate’s hard and soft skills, your EVP needs to offer the same variety of benefits as well.<\/p>\n A strong EVP should outline offers like compensation, benefits packages, healthcare, etc. You should also include information about employee satisfaction, career growth trajectory, and cultural satisfaction from working at your company.<\/p>\n Creating an in-depth and user-friendly EVP is a crucial aspect of keeping candidates engaged during the hiring process because it can help them visualize what it\u2019s like working with you.<\/p>\n After you\u2019ve created a thorough Employee Value Proposition, get creative and consistent in communicating it across all channels.<\/p>\n This means that your messaging is consistent across all job boards, social media, websites, and recruitment channels. By consistently communicating your EVP, you can ensure that your message is reaching your target audience and resonating with them.<\/p>\n Consistency in messaging helps create a sense of trust for your candidates. When they know they\u2019ll be guided through the hiring process with ease, it makes it easier to keep them engaged with your company.<\/p>\n This is a great opportunity to create a style guide for your brand as well. A style guide will help you create strong and consistent wording, messaging, and advertising when you\u2019re recruiting for a new position. Following a strong style guide will also help your listing stand out among a sea of generic listings for similar positions.<\/p>\n Building a strong online presence is essential to have an edge in today\u2019s competitive job market.<\/p>\n One of your top priorities should be developing a user-friendly career page on your website. This page should easily guide interested candidates to which positions are hiring and additional resources to get to know your company better.<\/p>\n Additionally, HR managers should be using social media to share company news, showcase employee success stories, and promote job openings. By posting engaging and informative content, you can attract potential candidates and keep your current employees engaged.<\/p>\n Leveraging the experience of your current employees online is a great way to strengthen your online presence. Share the experience of your current employees on social media through text, video, or testimonials.<\/p>\n If you want to take it a step further, you can offer incentives to employees who want to consistently engage with platforms like LinkedIn, and help improve their own profiles. This is a great tactic in case any potential candidates reach out to current employees for referrals.<\/p>\n Your current employees are your company’s most valuable asset, and they can be powerful advocates for your employer brand.<\/p>\n HR managers should strive to make sure current employees are strong brand ambassadors. For this reason, be sure you foster a positive work culture and provide opportunities for professional development and growth.<\/p>\n By investing in your employees, you can create a culture of engagement and loyalty that will easily translate into advocacy for your company. Thorough training for the HR team<\/a> is the root that will inspire this positive change in your company.<\/p>\n HR managers should provide consistent training and resources around your company\u2019s brand and values. This can be accomplished with a workshop or retreat at least once a quarter. Online training has made it easy to provide training that will help make teams stronger<\/a> or build a positive work culture.<\/a><\/p>\n By investing in employee development, you can ensure that your employees are sharing consistent messaging.<\/p>\n Be sure to include guidelines around communicating your company’s mission, vision, and values, both online and offline. By providing this messaging regularly, you\u2019ll ensure that your current employees are living testimonials of your employer brand.<\/p>\n Social media can be a powerful tool for employee advocacy as well. HR managers can provide guidelines for their employees on sharing their experiences on social media. This can include sharing photos and stories about company events, highlighting accomplishments and milestones, and providing insights into their day-to-day work.<\/p>\n To encourage employees to share their experiences, you can provide incentives or done-for-you messaging to make it easy for them to participate.<\/p>\n If you\u2019re ready to outperform the competition in developing your employer brand, bring other relevant organizations into partnership with your company.<\/p>\n By partnering with industry organizations, local schools and universities, community initiatives, and nonprofits, you\u2019ll be able to get your brand in front of more potential partners and candidates.<\/strong><\/p>\n The organizations you choose to partner with will be an extension of your values as a company. By showing how you\u2019re involved in your industry and community, you can further strengthen the trust in your brand.<\/p>\n This can also be an extension of internal partnerships you bring on board, such as professional development training, DEI initiatives, and employee resource groups.<\/p>\nThe research and analysis of your current employer brand can be done by:<\/h2>\n
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<\/a><\/h2>\n5 Ways to Build a Strong Employer Brand<\/h2>\n
1. Creating a compelling Employee Value Proposition (EVP)<\/strong><\/h3>\n
2. Develop Consistent Brand Messaging<\/strong><\/h3>\n
3. Build a Strong Online Presence<\/strong><\/h3>\n
4. Foster Employee Advocacy<\/strong><\/h3>\n
5. Partner with Relevant Organizations<\/strong><\/h3>\n
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