How to Build and Drive Your Employer Brand: 4 Key Steps

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Employee turnover is the highest in more than two decades, with the quit rate estimated to be four million per month. So while the economy may be recovering, companies struggle to hold onto their best employees and minimize unwanted turnover.

“People feel very empowered to change jobs (driven by remote work), so the “quit rate” is now four million per month — the highest ever. That means companies have to be even more focused on employment brand, wages, benefits, and fantastic recruiting processes. The “war for talent” is now a “holy war for talent,” if you know what I mean.”

Josh Bersin, Josh Bersin Academy

A strong employer brand will help you attract the right talent, improve your recruitment process, and stand out in a competitive market. Companies that invest in employer branding are 3x more likely to hire quality talent. The key is to present an authentic brand that attracts job candidates by showcasing what no competitor can copy: your culture.

Similarly, people are also 3x more likely to trust what employees have to say about a company than what the company itself has to say. Using your employees’ voices to convey what it’s like to work for your company is essential to building a reputation that job seekers can trust. Here are four steps to help you get started.

Start with an employee engagement survey to capture candid feedback

If you’ve participated in the Top Workplaces employer recognition program, you’ve already completed this step. The Workplace Survey qualifies your company for year-round employer recognition. And that’s not all. It provides you with valuable insights that make it easy to identify blind spots and bright spots. You can also use the feedback to showcase and illustrate what makes your company the right choice for potential talent.

Following survey completion, your first task is simple. Thank your employees for their candid feedback. Then, in addition to hearing from leaders and discussing survey results at the team level, choose a visual tool to convey strengths and opportunities for improvement. The infographic included in Energage Employer Branding is a good example. Using these tools also illustrates for employees that their feedback has been heard.

Understand your employer value proposition

Exceptional talent is looking for authentic brands and realistic job previews. That means you need to know what you’re offering. Continue to use survey insights – specifically, data around recruiting – to iron out your brand promise and inform your expectation-setting strategy.

Next, consider your employee lifecycle and how your recruiting efforts fit into it. What is your strategy to attract the right talent? Does it fit your current value proposition and culture? Your survey insights can help inform and drive the next steps.

Top Workplaces excel at setting expectations. In fact, some have been awarded for their employer value proposition efforts. Here are the 2021 Top Workplaces National Culture Excellence award winners for Employee Value Prop.

Promote an authentic, credible brand

Now that you’ve closed the loop with your employees and determined how you want to go out into the talent market, we recommend highlighting your Culture Facts. One of the Energage Employer Branding tools, Culture Facts enables you to showcase your hiring differentiators and offer a glimpse at what makes your culture unique.

Employer Branding assets – such as Culture Facts, Culture Clouds, and national Top Workplaces award badges – are easy to publish and share online. Ideas for showcasing these include:

  • Careers pages
  • Job postings
  • Top Workplaces profile
  • Social media channels

Refresh employee feedback to stay updated

Refresh your Employer Branding tools with every new employee engagement survey. While we recommend doing this every six months to a year, you can issue a new survey at any time. And remember, the results from your engagement survey qualify your company for all eligible Top Workplaces programs for 12 months.

 

Learn how a combination of employer branding tools and Top Workplaces employer recognition can help you to attract the right talent.