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In a tight job market, employer branding is more important than ever. A company's employer brand is the reputation it has as a place to work. It's how prospective employees perceive the company as a potential employer.
However, most talent leaders believe that "employer branding" can only be done at a large company like Microsoft or Adobe. That's not true. Most employees in the U.S. work for SMBs or large employers without much public brand awareness. Thankfully, creating an employer brand for companies like these that attract top talent doesn't have to be difficult or expensive.
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Here are some tips with which we've seen success in small and medium-sized companies — and how to get started.
Why employer branding now?
The labor market is compelling many businesses to get creative regarding their talent acquisition practices. The latest JOLTS report estimated that there are 1.7 jobs per unemployed person in the U.S., though that data also suggests the labor market is cooling a bit.
Even still, it's been a nightmare for many organizations trying to hire right now, as you can likely attest.
Demand for workers continues to strengthen even as its supply tightens. And this plays out against the macroeconomic backdrop of increasing interest rates, supply chain backups, market volatility, and war.
To combat these vectors and have a competitive employer brand in a weird market, companies have resorted to creative hiring practices like recruiting recently-laid-off workers. Another way is to build a stand-out employer brand and value proposition that will attract potential hires in droves.
Here are some foundational elements to revive an impressive employer brand given the current dynamics.
Define your company's purpose, values, and culture.
Your company's purpose is why it exists. It's the reason you get out of bed in the morning and go to work. Your values are the guiding principles that shape your company culture. They should be reflected in everything you do, from the way you treat your employees to the products and services you provide. Ask your employees if you're unsure what your company's purpose, values, and culture are. They can give you some insights that you may not have considered before.
Communicate your employer brand internally and externally.
Your employer brand should be communicated both internally and externally. Internally, make sure your employees are aware of your company's purpose, values, and culture, like I mentioned. They should be able to articulate these things to prospective employees when they're talking to them about the company. Externally, you can clearly communicate your employer brand through your website, social media, job postings, and other marketing materials. Your prospective employees should be able to tell from your website and social media channels what your company culture is like.
How?
Make sure your website is up-to-date with a fresh culture or jobs page: Your website is often the first impression potential employees will have of your company — so make sure it's a good one. Take some time to update your website with fresh content that accurately reflects who you are as a company today. Highlight any recent awards or accolades, showcase employee testimonials, and be sure to include an up-to-date list of current job openings.
Use social media platforms like LinkedIn to share timely articles relevant to your industry, post updates about news and events happening at your company, and highlight any recent news that will impress candidates. You can also use social media as a way to engage directly with prospective employees — answer their questions, address their concerns, and let them get to know the real people behind the brand.
Live your values every day.
Values are meaningless unless they're put into practice every day. That means living your values in the way you treat your employees, customers, and vendors; in the decisions you make about the products and services you offer; and in everything else you do as a business. If you say you value creativity, for example, then make sure you give your employees the freedom to be creative in their jobs. If you say you value customer service, then make sure your customer service team has the resources they need to provide outstanding service.
Unfortunately, this is all too rare, which leads to mistrust. For example, employees can feel betrayed when they find out that what was promised to them in the interviews was merely a mirage, especially about remote work.
Gain alignment across the organization.
Creating an employer brand is not a one-person show. It takes buy-in from everyone in the company, from the CEO on down to the newest intern. Make sure all of your key stakeholders are on board with your employer brand and are representing it well both inside and outside of work.
Employer branding for all
Companies not named Adobe or Microsoft typically don't think they can sell employer branding to attract top talent, but that's a limited view. In today's tight job market, most people are looking for new opportunities that are more fulfilling or with businesses that demonstrate care, support, or even a righteous mission — employer branding helps with all of those things. And it's not just for big companies. Small to midsize companies can benefit from employer branding, too. By taking the time to craft a positive employer brand, you can make your company more attractive to potential employees and improve employee retention rates — it's a win-win for all.
Kermit Randa is CEO and board member at Symphony Talent.
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