MISTAKE #3:

NOT FOCUSING ON

YOUR EMPLOYER BRAND

MISTAKE #3:

NOT FOCUSING

ON YOUR EMPLOYER BRAND

In a competitive hiring environment, job seekers will come across hundreds of companies during their job search. With so many options, why should they pick you over another company? The answer lies in your employer brand.

 

Even before the pandemic, employer branding was critical to a successful recruitment strategy. Today, it matters even more. Priorities have changed for employees. They have a powerful new awareness of the impact work has on their lives—and are making educated career decisions based on what they can find out about a company’s reputation, values, and work environment.

Employer branding:

A strategy to position your organization as an ‘employer of choice’ for current and future employees. Your employer brand refers to your reputation, your values, and what it’s like to work for you.

Employer branding:

A strategy to position your organization as an ‘employer of choice’ for current and future employees. Your employer brand refers to your reputation, your values, and what it’s like to work for you.

Employer branding:

A strategy to position your organization as an ‘employer of choice’ for current and future employees. Your employer brand refers to your reputation, your values, and what it’s like to work for you.

Employer branding:

A strategy to position your organization as an ‘employer of choice’ for current and future employees. Your employer brand refers to your reputation, your values, and what it’s like to work for you.

of active job seekers are likely to apply to a job if the employer actively manages its employer brand

GlassdoorOpens in a new window.

of employees and job seekers research company reviews and ratings to decide where to apply for a job

GlassdoorOpens in a new window.

of active job seekers are likely to apply to a job if the employer actively manages its employer brand

Glassdoor

Opens in a new window.

of employees and job seekers research company reviews and ratings to decide where to apply for a job

Glassdoor

Opens in a new window.

50% of candidates say they wouldn't work for a company with a bad reputation, even for a pay increase

HR Daily Advisor

Opens in a new window.
Job seekers have an array of tools at their disposal to gain insights into your company and evaluate your culture—even before they apply for a job. As a result, first impressions matter. While a negative (or nonexistent) employer brand can drive top candidates away, a strong employer brand can create a sense of excitement about joining your team.

50% of candidates say they wouldn't work for a company with a bad reputation, even for a pay increase

HR Daily Advisor

Opens in a new window.
Job seekers have an array of tools at their disposal to gain insights into your company and evaluate your culture—even before they apply for a job. As a result, first impressions matter. While a negative (or nonexistent) employer brand can drive top candidates away, a strong employer brand can create a sense of excitement about joining your team.

Your employer brand is your competitive advantage, so why not put effort into it? Here’s how you can implement an employer branding strategy:

1. Define your message

Developing a message about who you are, what you do, and why you’re a great place to work is key to helping prospective hires envision a future at your company. These are messages that should be communicated consistently across all platforms that are relevant to the organization's business efforts (company website, career sites, social media, 3rd party review sites) as well as during all touch points of the hiring process.

employee-reviews
BONUS TIP!
BONUS TIP:  When sharing employer branding content (employee testimonials, team spotlights, etc.) directly with potential hires, try personalizing your communications. 

2. Write impactful job descriptions

Companies can no longer rely on a generic job description to attract top talent. Instead of simply describing your expectations for the role, re-write the script by focusing on the value you can offer as an employer. By weaving your brand’s story into the job description, you can help the candidate envision what it would be like to work for your company. In a sea of employers, this can help you stand out!

3. Be authentic

Being authentic is key when attracting talent. Everything you are saying (and showing) must be real. If a candidate feels they are being misled, they will not hesitate to withdraw from hiring process.


That’s why it’s critical for companies to understand how current employees perceive the brand. Platforms like Glassdoor, LinkedIn, and various job boards make the employee experience more transparent. If the hiring manager is communicating one thing, but current (and former) employees have consistently said the opposite, these mixed messages can lead a top applicant to accept a job elsewhere.

58% of job seekers have declined a job offer
due to a poor experience
during the hiring process

CareerPlug

Opens in a new window.
employee-reviews
BONUS TIP!
BONUS TIP:  Employee reviews and testimonials can provide you with valuable feedback about your employee experience. Use this insight to address pain points, improve employee engagement, and identify any factors that would deter job seekers from applying.

4. Get social

Social media is often one of the first places where job seekers look when researching a prospective employer. Companies can use this to their advantage by establishing a strong presence on sites like Facebook, LinkedIn, and Glassdoor. Give candidates a behind-the-scenes look at what it’s like to work for your company by:

sharing-photos

SHARING PHOTOS +

COMPANY UPDATES

fun-initiatives

HIGHLIGHTING FUN

INITIATIVES8

frequent-updates

PUBLISHING EMPLOYEE

TESTIMONIALS

This is also a great opportunity to leverage current employees as brand advocates! In addition to sharing employee testimonials, encourage staff to build their own brands and share their stories.

CANDIDATES TRUST EMPLOYEES

3X MORE THAN THE EMPLOYERS

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

LinkedIn

This is also a great opportunity to leverage current employees as brand advocates! In addition to sharing employee testimonials, encourage staff to build their own brands and share their stories.

CANDIDATES TRUST EMPLOYEES

3X MORE THAN THE EMPLOYERS

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

LinkedIn

1. Define your message

Developing a message about who you are, what you do, and why you’re a great place to work is key to helping prospective hires envision a future at your company. These are messages that should be communicated consistently across all platforms that are relevant to the organization's business efforts (company website, career sites, social media, 3rd party review sites) as well as during all touch points of the hiring process.

employee-reviews
BONUS TIP!
BONUS TIP:  When sharing employer branding content (employee testimonials, team spotlights, etc.) directly with potential hires, try personalizing your communications. 

2. Write impactful job descriptions

Companies can no longer rely on a generic job description to attract top talent. Instead of simply describing your expectations for the role, re-write the script by focusing on the value you can offer as an employer. By weaving your brand’s story into the job description, you can help the candidate envision what it would be like to work for your company. In a sea of employers, this can help you stand out!

3. Be authentic

Being authentic is key when attracting talent. Everything you are saying (and showing) must be real. If a candidate feels they are being misled, they will not hesitate to withdraw from hiring process.


That’s why it’s critical for companies to understand how current employees perceive the brand. Platforms like Glassdoor, LinkedIn, and various job boards make the employee experience more transparent. If the hiring manager is communicating one thing, but current (and former) employees have consistently said the opposite, these mixed messages can lead a top applicant to accept a job elsewhere.

58% of job seekers have declined a job offer
due to a poor experience
during the hiring process

CareerPlug

Opens in a new window.
employee-reviews
BONUS TIP!
BONUS TIP:  Employee reviews and testimonials can provide you with valuable feedback about your employee experience. Use this insight to address pain points, improve employee engagement, and identify any factors that would deter job seekers from applying.

4. Get social

Social media is often one of the first places where job seekers look when researching a prospective employer. Companies can use this to their advantage by establishing a strong presence on sites like Facebook, LinkedIn, and Glassdoor. Give candidates a behind-the-scenes look at what it’s like to work for your company by:

sharing-photos

SHARING PHOTOS +

COMPANY UPDATES

fun-initiatives

HIGHLIGHTING FUN

INITIATIVES

frequent-updates

PUBLISHING EMPLOYEE

TESTIMONIALS

This is also a great opportunity to leverage current employees as brand advocates! In addition to sharing employee testimonials, encourage staff to build their own brands and share their stories.

CANDIDATES TRUST EMPLOYEES

3X MORE THAN THE EMPLOYERS

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

LinkedIn

This is also a great opportunity to leverage current employees as brand advocates! In addition to sharing employee testimonials, encourage staff to build their own brands and share their stories.

CANDIDATES TRUST EMPLOYEES

3X MORE THAN THE EMPLOYERS

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

TO PROVIDE INFORMATION ON WORKING AT THE COMPANY

LinkedIn