Return on Employer Branding – Your key to revenue growth

Taylar Farquhar Written by Taylar Farquhar

You know your primary brand; your story, your image, personality, culture – all the emotional, intellectual or distinctive markers that are left on your target audience. All these factors make up your reputation.

However, what you may be unaware of is your secondary brand and how you’re viewed as an employer. Your employer brand is embedded in your past, current and future employees. An employer brand is the market’s perception of your business, but also the exchange you promise to make to employees in return for their skills, knowledge, and experience. 

In order to remain competitive in today’s ever-growing marketplace,  a negative employer brand can sabotage your hiring efforts and make it all the more difficult for you to hire talented candidates. 55% of job seekers abandon applications after reading negative reviews online, whilst 84% of job seekers say the reputation of a company as an employer is important.

What employees are telling their families, friends, acquaintances and strangers about your business and working there, the benefits they receive, and the level of contentment they experience can alter the company’s reputation. You need to build your dream team in order to attract the right clients and customers. Businesses that support and empower their employee’s growth and go beyond the basic employee benefits, builds an aura of community, which entices potential candidates to apply. Today employees spend more than ever in their workplaces, and they long to be a part of a thriving and happy workplace with a stable future.

As with all branding, crafting a strong employer brand is all about good storytelling. What is the impression you’re casting to potential employers? What are the benefits of your organisation? What are the salary packages, advancement opportunities or the culture?

An example of storytelling value adds that can be considered include:

  • Company values and culture
  • Company location(s) and facilities, including accessibility and convenience
  • Overall compensation
  • Career development
  • Management style
  • Team calibre and quality
  • Quality of work
  • Ongoing employee recognition
  • Work-life balance, or proportion of work to time off
  • Benefits, such as dental insurance and vacation time
  • On-the-job perks like lunch, on-site childcare, flextime, and telecommuting
  • Non-salary financial perks like commuter credits, bonuses, housing subsidies, relocation, and assistance
  • Opportunities for travel and client exposure
  • Opportunities to perform community service
  • Job security

Sportsbet is an example of a business that has done this well. They have built an army of happy employees who spread the buzz about their company’s culture and positive experiences that attract talent, clients, customers, and stakeholders – further broadening the scope of their employer brand.

Be the company where talented people thrive

Financially, employer branding is an investment not worth disregarding and should be considered a leading priority in your strategic planning. The cost of recruitment, HR budget, and overall bottom line can be drastically improved. The number of candidate applications increases as your company is viewed as favourable in the marketplace, which exposes you to a broader range of skill sets and experience. Less time is also spent on the HR manager in recruitment that can be best spent on improving existing employees. The lack of available talent brought on by a bad employer reputation can also lend itself to poor quality recruitment or higher turnover. The ramifications therefore include new recruitment costs and time wasted to complete the process again. Regardless of internal HR, is your employer brand is strong, your recruiters experience less friction introducing your organisation to higher-quality candidates to get them to the offer stage.

Go from ordinary to extraordinary and receive twice as many job applications
  1. Understand your business 
    There is no better way to begin your employee branding journey than completely understanding your core business values, mission, and vision. Understanding the basics ensures you hire employees who can carry out your business objectives. 
  2. Look at the marketplace
    How do you compare? What are you already doing well and what needs to be improved on? Research into morale and operations procedures of those within your industry and what employees or past employers have said about the business via reviews, LinkedIn etc.
  3. Create a value proposition for future employees
    Ensure your value proposition aligns with your business objectives and can be easily understood and communicates those values to future employees. Not only will you attract employees who have similar values, you’ll ensure a smooth transition into your corporate culture. 
  4. Engage your current workforce
    Individuals are more likely to trust other employees about the culture and standards of operation within an organisation than those in higher managerial roles. Employees shape your employer brand therefore ensure you hone your values and overall objectives into all interviews and hiring avenues, help employees promote your organisations via their LinkedIn and social media, ensure a smooth onboarding process and offer advancement opportunities for current employees to increase commitment. 
  5. Write compelling job descriptions
    Bring your organisations personality to life – they are the first point of contact a candidate has with your organisation and the perfect platform to promote your employer brand. 
  6. Promote your organisation across all platforms with high-quality graphics and content
    Tell your company story across your social channels and website in an aesthetically pleasing manner to celebrate your employees and the workplace. Place videos, photos or slideshows, and budget these into each marketing quarter.

If you don’t have a solid employer brand, even small tweaks to your organisation can improve your employer branding strategy in order to attract, recruit, and retain the best employees. However it is not enough to talk about your employer brand, you need to live it.