When we talk about branding we often refer to the image we give off to our potential customers.
As the world of job-seeking and recruitment continues to evolve, more companies are recognising the importance of and investing in their brand image as an employer and not just a service or product provider.
When you think of some of the big brands like Google or Starbucks you automatically think about the branding and the imagery accompanying the products or services they offer. But it doesn’t stop there. These companies also have an exceptionally strong employer brand. This refers to how they’re being viewed in terms of their work culture, values and, ultimately, how they treat their employees.
“78% of job-seekers look into a company’s reputation as employers before applying for a job”
While product or service branding refers to the brand image in the eyes of customers, employer branding is the company’s brand image in the eyes of current and potential employees and places a lot of emphasis on how that company performs in the job market and the type of candidates it attracts.
78% of job-seekers look into a company’s reputation as employers before applying for a job and 82% would not consider working for one with a bad reputation. This is why companies are investing time and money into strengthening and communicating their employer brand. Entire exercises are set up to investigate and establish company culture and values and, most importantly, in communicating them clearly to their employees and to the world.
Engel & Völkers Malta – Sara Grech
E&V Sara Grech isn’t just another ordinary real estate agency. Rocksteady helped E&V Sara Grech, do things differently and surpass the ordinary. Exclusively represented by BROADWING Recruitment.
Why Your Company’s Reputation as an Employer Matters
First of all, a strong employer brand reinforces your own team’s belief and affinity to your company’s culture and values. Just like your customers have the potential to be your best ambassadors for pushing and promoting your product or service, your employees are the ambassadors that many people listen to when deciding whether or not to work for you.
This also means that your employees are more engaged at work. Employee-centric companies experience better productivity and less turnover which means they spend more time hiring new recruits rather than constantly having to replace old ones.
“very often, a company’s vision, mission, values and work culture could end up being a deciding factor for job-seekers who are looking for a new challenge”
Employer branding is vital for successful recruitment. Companies with a strong brand spend less on recruitment and outreach since prospective employees are more likely to flock to them. This is especially true if your brand demonstrates a unique and diverse work culture which is something that is increasingly valued in the job market.
The best, most skilled professionals give a lot of importance to brand value. It’s not that your financial or business offering isn’t important but, very often, a company’s vision, mission, values and work culture could end up being a deciding factor for job-seekers who are looking for a new challenge.
The type of image you portray is important in determining the sort of candidate you will attract. An employer brand image that says that your company is progressive and tech-savvy is particularly enticing for younger candidates for example.
Ultimately, effective and well-communicated employer branding will attract potential employees as well as retain existing ones, turning them into your most valued ambassadors. Investing the time and resources into developing your employer brand and creating a strategy to promote it is an investment into the future of your company and anyone who works with you.
