Importance of Employer Branding


Low unemployment along with an up-tick in retirees is resulting in increased competition for top talent.  With that in mind, employers that are attracting and maintaining the best talent have made employer branding their top game plan.  Employer brand includes the perception of your organization as an employer and also describes your value proposition to employees in exchange for their experience and skills.    When done well, employer branding can spark positive buzz about a company, attracting top talent and happy employees.  Creating a good employer brand is about storytelling. It’s about how your company is perceived in the marketplace.  In this age of social media and user-generated feedback,  your employees are your loudest promoters, bad or good.  So, be good to them.

Review Online Profile Effects

According to recent surveys of candidate experience,  company brand is indeed affected by online feedback from candidates and current employees. Consider the effects of findings on your business:

  • 95% of candidates consider the employer’s reputation as a key factor when considering a new position.
  • Employers with strong brands average 28% less turnover.
  • To compensate for a negative employer brand, companies often need to offer a 10% pay increase to attract top job applicants.
  • Job applicants consider current and past employees as the “most trusted source” about an organization.

Take a Detailed Look at Your Company’s Feedback

Take a close look at your online profile to:

  • Read what job seekers and employees are reporting. Keep track of information while maintaining an open mind. Employers can make rating gains by responding to complaints with apologies and descriptions of quality improvements.
  • Evaluate how reviews are affecting consumer opinion. Are you currently tracking this data?

Begin an Improvement Process

The insights from your review of online feedback will likely lead to changes to make online and in-house. Address the top issues noted by job seekers and employees, such as:

  • A cumbersome application process with outdated skill assessments.
  • Limited opportunity for professional development and advancement.
  • The need to review HR resource allocation devoted to brand and profile.

Employer Branding Overview

Don’t leave your employer brand to chance.  Take the time to create an employer branding strategy that will streamline the development process and ensure everyone is working toward one common goal.

For more useful employer tips, check out Employee Onboarding Plan