Employer Branding 101: The complete guide to attracting and retaining your dream employees

What is employer branding?

Employer branding refers to the reputation and perception of an organization as an employer. It encompasses the values, culture, and overall experience that a company offers to its employees. Unlike corporate branding, which focuses on promoting a company's products or services to customers, employer branding aims to attract and retain top talent by showcasing the company as an attractive and desirable place to work.

Why is employer branding important?

Employer branding has become increasingly crucial in today's competitive job market. It plays a vital role in attracting top talent and retaining valuable employees within an organization.

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• According to a LinkedIn study, companies with a strong employer brand can reduce their cost-per-hire by up to 50%.
• This same study found that organizations with a strong employer brand experience a 28% reduction in employee turnover rates.
• A survey by HR Daily Advisor found that 92% of employees would consider leaving their current job for a company with an excellent corporate reputation.
• Research by Universum indicates that 78% of the World’s Most Attractive Employers say employer branding is a critical strategy to remain competitive in an economic slowdown.

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🧲 Impact on talent attraction

Job seekers today are more discerning and actively research potential employers before applying or accepting job offers. A positive employer brand showcases the company's values, culture, and employee experience, making it more appealing to prospective candidates.

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By effectively communicating the unique value proposition and highlighting the benefits of working for the organization, companies can differentiate themselves from competitors and increase their chances of attracting top talent. A compelling employer brand can position the company as an employer of choice, making it easier to attract the right candidates who align with the company's culture and values.

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🧲 Impact on employee retention

When employees feel proud to work for their employer and identify with the company's values and culture, they are more likely to remain engaged and committed to their roles.

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A strong employer brand fosters a sense of belonging and pride among employees, which can lead to increased job satisfaction, motivation, and loyalty. Employees who feel valued and appreciated by their employer are less likely to seek opportunities elsewhere, reducing costly employee turnover.

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5 Steps to develop an employer branding strategy

An effective employer branding strategy is essential for attracting and retaining top talent. Here are the key steps to develop a compelling employer branding strategy:

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1. Define your Employer Value Proposition (EVP)

Your EVP is the unique set of benefits and rewards that your organization offers to employees in exchange for their skills, capabilities, and experience. It's the reason why talented individuals would choose to work for your company over others. To define your EVP, you need to understand what your employees value most, such as competitive compensation, career growth opportunities, work-life balance, company culture, or a sense of purpose.

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2. Align with company values, mission, and vision

Your employer branding strategy should be closely aligned with your company's core values, mission, and vision. This ensures consistency and authenticity in your messaging and helps to attract candidates who share similar values and beliefs. Your employer brand should reflect the unique aspects of your organization's culture, work environment, and employee experience.

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3. Conduct internal and external research

Gather insights from both internal and external sources to develop a comprehensive understanding of your employer brand. Internally, conduct surveys, focus groups, or interviews with current employees to understand their perceptions of the company and what they value most. Externally, analyze industry trends, competitor strategies, and feedback from job seekers and candidates to identify areas for improvement and differentiation.

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4. Develop a content strategy

This may include creating engaging job descriptions, sharing employee testimonials and stories, highlighting company culture and values, and showcasing your organization's impact and contributions. Develop a consistent tone and messaging that resonates with your target audience.

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5. Leverage social media and other platforms

Utilize social media platforms, career sites, and other online channels to promote your employer brand and reach potential candidates. Share company updates, job openings, and behind-the-scenes glimpses of your organization's culture and employee experiences. Engage with your target audience by responding to comments, questions, and feedback.

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How to measure the success of your employer branding efforts

Key metrics to track

To effectively measure the success of your employer branding initiatives, it's crucial to track specific metrics that provide insights into your efforts' impact. Some key metrics to consider include:

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→ Application rates: Monitor the number of applications received for open positions. A strong employer brand can lead to an increase in the quantity and quality of applicants.

→ Source of hire: Analyze where your new hires are coming from, such as job boards, social media, employee referrals, or career fairs. This data can help you identify the most effective channels for attracting talent.

→ Cost per hire: Calculate the total cost associated with hiring a new employee, including advertising, recruitment agency fees, and onboarding expenses. A strong employer brand can reduce these costs by attracting more qualified candidates and streamlining the hiring process.

→ Employee retention rates: Track the percentage of employees who voluntarily leave the organization each year. A positive employer brand can improve retention rates by fostering a sense of pride and commitment among employees.

→ Employee engagement scores: Regularly conduct employee engagement surveys to measure factors such as job satisfaction, company culture, and overall work experience. High engagement scores are often indicative of a strong employer brand.

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Tools and software for measurement

Various tools and software can assist in measuring the success of your employer branding efforts:

• Applicant Tracking Systems (ATS): These systems can provide valuable data on application rates, sources of hire, and cost per hire.

• Social Media Analytics Tools: Platforms like LinkedIn, Twitter, and Facebook offer analytics tools to track engagement, reach, and sentiment around your employer brand on social media.

• Employee Engagement Surveys: Platforms like Oneteam can help you design and distribute employee engagement surveys, as well as analyze the results.

• Brand Monitoring Tools: Tools like Google Alerts, Mention, and Brandwatch can track online mentions of your company and employer brand, helping you gauge sentiment and reputation.

How Kwalitaria boosted its employer brand with Oneteam

With Oneteam, Kwalitaria boosted its employer brand by improving communication and engagement within the organization. Prior to using Oneteam, Kwalitaria struggled with a communication gap between the head office, franchise entrepreneurs, and employees. This led to dissatisfaction among entrepreneurs who felt unheard, as well as a lack of awareness and connection among employees.

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With Oneteam, Kwalitaria was able to bridge this communication gap and create interactive communication flows throughout the organization. They achieved a high adoption rate of 78.8% and improved communication between entrepreneurs and employees. Oneteam was used for internal communication, onboarding, e-learning, and events, providing a comprehensive solution for the organization's needs.

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One of the major impacts of Oneteam was the strengthening of Kwalitaria's employer brand. Through the platform, employees had access to important information, training materials, and opportunities to engage with the organization. This helped create a sense of unity within Kwalitaria and gave employees the feeling that they were working for the largest and most fun franchise organization in the Netherlands.

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The improved communication and engagement facilitated by Oneteam also had a positive impact on the organization as a whole. Engaged employees were more successful, enjoying their work more and generating more revenue. In addition, Oneteam provided Kwalitaria with valuable insights and feedback from employees, allowing them to collect ideas and improve their products and campaigns.

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