Why Employer Branding Is Vital For Your Business

The time when you are most likely to think about employer branding is when it comes to recruiting; how are you going to attract great people to want to work for your business?

Employer value proposition

It is easy to overlook the fact that branding forms the identity of your organisation.  Your chosen branding remains important throughout the employment life-cycle.  Branding is important not just if you are to attract talented people to work for you, but so you are able to engage them, retain them and then successfully transition them out of the business. This lifetime branding is otherwise known as the Employer Value Proposition.

Employer branding is about understanding the relationship with and appealing to all stakeholders both internal and external and addressing the needs of both in their holistic relationship with your organisation.

Attracting the right people

When it comes to attracting the right people, it is important not just to think about the traditional aspects, for example, job descriptions.  You need to also consider your wider marketability.  Does your website reflect the messages you want to get across to potential recruits?  Remember your website is your shop window.

What will the experience be like for anyone applying for a job through any of the channels you decide to use?  Think about some of the finer detail such as the message that is portrayed through an offer letter. Is it designed to excite the new recruit and give them the feeling that they can’t wait to start working with you?

Branding and onboarding

Once recruited, the next vital aspect to get right is the onboarding process.  This is a great opportunity for you to embed your employer brand throughout the whole programme.  Your branding should be engaging for all new starters no matter which role they are taking up.

The employee lifecycle

Throughout the employment life cycle, employees should be regularly reminded of the rewards and benefits. Communications in this respect should touch on employee experience and what is offered in return for their performance.

Aim to keep the focus away from purely financial reward, instead emphasising the wider offering. Set KPIs and incentives that have a clear link with the delivery of the employer brand.  Consider appointing ambassadors for the employer brand. Encourage individuals who can champion the cause but also contribute to ensuring that strategies and policies such as performance management, reflect the brand and convey the right images and messages and whether they are counter to the brand.

Development interventions demonstrating your brand

Expecting employees to deliver on your brand can’t just happen overnight.  Training across the organisation, at all levels is a key feature of making it happen.  The next step is then to look at talent within the organisation and whether learning and development initiatives reflect your brand. Do individual leaders have what it takes to deliver the brand strategy or do they need support in doing this?

Even when it comes to employees leaving the organisation, it is important to get their experience right; you want them to continue to say positive things about your business after they have gone, no matter the reason for leaving.