You are where you work

When you meet someone for the first time and they ask where you work, how do you feel?

Well-known brands have kudos while having to explain and often justify your unknown employer, can leave you feeling deflated, no matter how big and clever your role is.

It’s not just employees that face this dilemma.

First impressions count

A recent employer branding report by the EBI associated a 22% reduced recruitment fee with a good employer brand. Additionally, 94% of candidates said they were more likely to apply for a job if the employer brand was strong. Sound familiar?

One big happy family

One of the fastest ways to improve your employer brand is through a strong referral programme. Existing employees are the most believable source of information because they are behind the scenes.

Candidates can be cynical about the “business speak” on standard recruitment ads and company own websites. They daily seek out reviews on Amazon for goods, TripAdvisor for holidays and carry that self-education into their job hunting too – looking to employees and neutral parties to help with their decision making, rather than the carefully crafted company PR.

Contrast the recent Amazon expose with this marketing of company culture from Skyscanner. Where would you apply?

If your organisation’s culture means you can’t keep your best people or worse still you can’t attract top talent in the first place, your employer brand needs attention. Now might be a good time to check your company rating on Glassdoor …

Talent branding as well as employer branding

Employer branding focuses on the importance of messaging to shape market perceptions, but this can only be successful if it’s an honest reflection of employee satisfaction and engagement (otherwise known as talent branding).

Look around you now. Can you see, feel and hear your company values? Do existing employees even know what these values are?

In this highly competitive arena, recruitment has become a marketing function and who better to sell your brand to the world than those who already know and love it.

Short-term pain for long-term gain

Strong employer branding positions a company as more than just somewhere to earn a salary. It focuses on elements like brand and reputation, career opportunities and work-life balance.

While employer branding is a vital part of company growth strategy, reviewing and polishing your brand's reputation can seem like an uphill struggle. Thankfully, increasing your success in hiring and boosting employee retention is easier than you think and  The Employer Brand Handbook from LinkedIn has some great tips to get you started.

Talk to Denholm

We are a search, recruitment and employer brand consultancy that specialises in commercial marketing, sales & digital opportunities. If you'd like to find out more, call us on 0131 554 6191 or email connect@denholmassociates.com.