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How Employer Branding Improves Recruiting

How Employer Branding Improves Recruitment

Welcome to the first in our 2019 series of guest posts from leading experts in integrated marketing.

With the job market tightening and talent becoming more difficult to find, hire and retain, many companies have not optimized company branding in their recruitment efforts.

Omar Molad, Co-Founder and CEO of Vervoe published the following article on his company blog in 2017.

 

For most businesses, recruitment proves to be a real challenge. With so many companies out there vying for the same job seekers, what strategies can a business can implement to establish itself as the organization that everyone is dying to work for?

Hiring managers nowadays are increasingly turning to inbound hiring to automate processes that once ate up their schedules, but this innovation is just the first step in a larger trend toward enhancing your company’s recruiting efforts.

Offering the best salaries and ample opportunity for advancement simply isn’t enough to win the attention of today’s workers. Since people spend a significant percentage of their lives on the job, they want to work somewhere they can be proud of. That’s where employer branding — which focuses on a company’s values and culture — comes into play.

 

What Is Employer Branding?

In a nutshell, employer branding boils down to whatever you use to portray your company as an attractive place to work. This could be anything from a jobs page with videos of happy employees to a word-of-mouth reputation for great perks. This is how a company earns a reputation — positive or negative — within the job market and greatly affects the interest that jobseekers have in open positions. Employer branding can have far-reaching effects on a business and often begins at the executive level.

When employer branding is weak or non-existent, it naturally becomes more difficult to attract and retain talent. In contrast, great employer doesn’t just make it easier to recruit — it also serves as a balance of the rewards and benefits offered to employees, incentivizing them to operate at peak performance. Companies devoted to strong employer branding must demonstrate a commitment to the well-being of its workers from the start, and should continue working to not only serve customers, but also employees.

Now that you have a clearer understanding of how employer branding can impact recruitment, we expect you’re wondering how you can take action now to ensure that your organization bolsters its own profile on the job market. So let’s delve into some key strategies you can use to do just that.

 

  • Offer something special to employees: If you hope to connect to prospective workers, you first need to give your current employees a great work experience. For some companies, this could be a beautiful office space, fun team building events, or impressive perks and benefits. Then, you can show off your great company culture and garner positive PR that will foster the employer brand externally.

 

  • Tackle cultural issues head-on: As anyone who has dealt with a tough Glassdoor review knows, lingering problems that threaten your company’s internal culture could eventually hurt your recruiting efforts. Empower your employees with a clear sense of purpose, a reasonable measure of independence within the workplace and the skills they need to thrive. It may be common sense to proclaim that your employees will respect a company that treats them right, but it’s true. If something stands in the way of that, don’t hesitate to take action.

 

  • Let employee advocacy take hold: Your employees are the best spokespeople you could hope for when it comes to recruitment. Just imagine the power in a staff that is so empowered and thrilled with their employer that they cannot help but share the positive experience they’re having. What a recruitment tool! Furthermore, reach out to your workforce for guidance in your recruiting efforts. Let them share their stories with you, and it could very well help you determine the best way to attract top talent to your company.

 

  • Create your brand: Now that you’ve proven you’re a great company to work for, it’s time to show it off. Create a brand identity and build out a company jobs page that shows off everything great about your company. Include photos, testimonials, and anything else that you think may attract great candidates. That way, every time a candidate applies, they see immediate evidence of your fantastic culture.

Brand New You

Once a company establishes itself as an entity that workers can be proud to call their employer, the results will inevitably follow. Employer branding may take a bit of work up front, but the power of creating a deeper identity for your company is well worth the effort when it comes to attracting new workers.

No matter how you’ve tailored the hiring process to your company, we cannot stress the importance of employer branding enough. By allowing prospective employees to know precisely what your company stands for, you’ll open yourself up to more willing applicants and, even more importantly, will be far more likely to attract the right individuals who match your company’s mission and cultural impact. It’s time to start now.

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Vera K. Fischer is the CEO of the brand marketing agency, 97 Degrees West, an integrated marketing expert, speaker and the host of the award winning System Execution Podcast. 

To be considered as a guest on System Execution, click here.

To book Vera as a speaker at your next event, click here. 

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.