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10 Ways to Establish a Strong Employer Branding as a Growing Business

Employer branding promotes a company's reputation as a great workplace to attract and retain top talent.

Businesses can use many strategies to establish and maintain a strong employer brand, including developing a compelling employer value proposition, creating a consistent and comprehensive branding strategy, and investing in team member development and engagement programs.

Strong Employer Branding

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"Your employer brand is a promise to your employees about what it's like to work for you. It's a way for them to understand the experience they'll have and the impact they'll make." - Simon Sinek


Employer branding is a critical component of any growing business. It helps to increase the number of qualified job applicants, increases employee loyalty, reduces team member turnover, and improves team member engagement and productivity--and it serves as a powerful recruitment tool

 

How to establish your employer branding and attract top talent:

  1. Develop a strong employer value proposition (EVP) that communicates the benefits of working at your company. This should include information about your company's culture, values, and mission and the specific benefits and perks employees can expect.

    • Our team-based approach to problem-solving fosters a collaborative and inclusive work environment.

    • We invest in the development and growth of our team members through ongoing training and professional development opportunities.

    • Team members enjoy a comprehensive benefits package, including health insurance, 401(k) matching, and generous paid time off.

  2. You can create a comprehensive and consistent employer branding strategy across your company's online and offline channels, including your website, social media, and recruitment materials. This will help ensure your employer's branding message is consistent and effective.

    • Our employer branding emphasizes our innovative and forward-thinking culture through modern design elements and clear messaging across our website, social media, and recruitment materials.

    • Our team members are our best ambassadors. We regularly feature team member testimonials and stories on our website and social media to give candidates a real-life perspective on working at our company.

    • We are leveraging recruitment marketing trends to reach and attract top talent in our industry, including targeted social media advertising, thought leadership content, and targeted recruitment events.

  1. Use team member testimonials and case studies to showcase the experiences of current and former employees, highlighting the positive aspects of working at your company. This will help to build credibility and trust with potential candidates.

    • Team member testimonials: Share quotes and personal stories from current and former employees demonstrating the positive aspects of working at your company. For example, "I've been with the company for five years, and I've been given opportunities to grow and advance my career."

    • Case studies: Share specific examples of how your company has helped employees succeed, such as a case study on how a team member could advance their career or how your company helped a team member achieve their personal goals.

    • Highlighting team member achievements: Share examples of how your employees have excelled in their roles, such as receiving an award, being promoted, or achieving a personal milestone. For example, "One of our employees was recognized as the top salesperson for the year and credited the company's training and support for his success."

  2. Encourage team member engagement and empowerment, and ensure your employees feel valued and supported. This will not only help to improve team member satisfaction and retention but also help to attract top talent.

    • Encourage teamwork and collaboration: Foster a culture of teamwork and cooperation by encouraging employees to work together on projects and initiatives. For example, "Our team members regularly participate in cross-functional teams to develop new product ideas and improve processes."

    • Empower employees to make decisions: Give them autonomy and take ownership of their work. For example, "Our employees are empowered to make decisions that directly impact their work and are held accountable for the results."

    • Show appreciation and recognition: Recognize and appreciate employees for their hard work and contributions. For example, "We have a culture of appreciation and recognition, where team members are regularly acknowledged for their efforts and achievements."

Train people well enough so they can leave, treat them well enough so they don’t want to.

Sir Richard Branson

 

5. Invest in team member development and training programs, and offer career advancement and growth opportunities. This will help attract and retain top talent and improve employee engagement and productivity.


    • Professional development opportunities: Offer training and development programs that allow employees to acquire new skills and knowledge. For example, "We offer a wide range of professional development opportunities, including online courses, in-person workshops, and mentoring programs to help our employees advance their careers."

    • Career advancement opportunities: Create clear paths for career advancement within the company and actively help employees achieve their career goals. For example, "Our company has a structured career development program that helps employees move up the ranks and take on leadership roles."

    • Mentorship programs: Provide employees access to experienced mentors who can guide them in their careers and personal development. For example, "Our mentor program matches employees with experienced professionals who provide guidance and support to help them achieve their goals."

    6. You can build a strong company culture that aligns with your values and mission and then let potential candidates know. This will help to attract top talent that is a good fit for your company.

    • Communicate company values: Communicate the values and mission of the company to potential candidates, and ensure that they align with the company culture. For example, "We are a values-driven company committed to diversity, inclusivity, and sustainability, and these values are reflected in our hiring process and team member policies."

    • Promote company culture: Share stories and examples of how the company culture is lived out in the workplace to give potential candidates a sense of what it would be like to work there. For example, "Our team members regularly participate in volunteer opportunities and community service projects, which aligns with our commitment to making a positive impact in the community."

    • Employee engagement: Encourage employee engagement, and promote activities and events that help build a strong sense of community and belonging within the company. For example, "We have a variety of employee-led clubs and activities, from a book club to a running club, that help to build a strong sense of community and belonging among our team members."

    7. Leverage team member referral programs and incentivize current employees to refer friends and colleagues for open positions. This can be a cost-effective and efficient way to attract top talent.

    • Team member referral bonuses: Offer bonuses or incentives to employees who refer candidates who are ultimately hired. For example, "We offer a $500 referral bonus for any team member who refers a candidate hired for a full-time position."

    • Team member referral contests: Host referral competitions to encourage employees to refer candidates for open positions. For example, "We hold quarterly referral contests where the team member who refers the most qualified candidates can win prizes such as a gift card or extra vacation days."

    • Leverage team member networks: Encourage employees to share job openings with their networks, such as on LinkedIn, as they may be able to reach candidates who would be a good fit for the company.

    8. Industry events sponsorship: Sponsor industry events and conferences to showcase your company's commitment to excellence and thought leadership. For example, "We are proud sponsors of the annual XYZ conference, which brings together thought leaders in our industry to share ideas and best practices."

    • Professional associations: Partner with professional associations to establish your company as a leader in the industry and attract top talent. For example, "We are a corporate member of the ABC association, which allows us to stay up-to-date on industry trends and connect with top talent in the field."

    • Awards and recognition: Apply for and win prizes and recognition from industry organizations. This can help establish your company as a leader in your industry and attract top talent. For example, "Our company was recently recognized as the "best in class" by the DEF association, which showcases our commitment to excellence and thought leadership in the industry."

    9. You can use employer branding metrics to measure and track the success of your employer branding efforts and make adjustments as needed. This will help to ensure that your employer's branding efforts are practical and efficient.

    • Brand awareness metrics: Use metrics such as website traffic and social media engagement to measure the success of your employer's branding efforts in raising awareness of your company as an employer of choice. For example, "We've seen a 20% increase in website traffic to our career page in the past quarter, which suggests that our employer branding efforts are effectively reaching potential candidates."

    • Application metrics: Use metrics such as the number of job applications and the candidate-to-hire ratio to measure the effectiveness of your employer's branding efforts in attracting top talent. For example, "We've seen a 50% increase in job applications since implementing our new employer branding strategy, which suggests that our efforts are resonating with potential candidates."

    • Team member engagement and retention metrics: Use metrics such as team member engagement surveys and retention rates to measure the effectiveness of your employer's branding efforts in retaining top talent. For example, "Our team member engagement survey results show a 10% increase in team member satisfaction with the company's culture, which suggests that our employer branding efforts effectively communicate our company's values and mission."


    10. You can continue to engage with your employees, gather feedback on their experiences, and use it to improve team members' experience. This will help to ensure that your employees are satisfied and engaged and will also help to improve your employer's branding efforts.

    • Team member engagement surveys: Regularly conduct team member engagement surveys to gather feedback on the team member experience and identify areas for improvement. For example, "We conduct an annual team member engagement survey to gather feedback on the team member experience and use the results to make changes and improve the workplace culture."

    • Team member focus groups: Organize team member focus groups to gather in-depth feedback on specific aspects of the team member experience. For example, "We hold regular team member focus groups to gather feedback on our benefits package and use the results to improve our offerings and ensure they meet the needs of our employees."

    • Team member feedback channels: Encourage team members to provide feedback regularly through open-door policies, suggestion boxes, or anonymous feedback channels. For example, "We have an anonymous feedback channel that employees can use to share their thoughts and suggestions, which we review and use to improve our workplace culture."

5 Businesses that have successfully implemented their Employer Branding:

  • Google: Google is a well-known example of a company that has successfully leveraged employer branding to attract top talent. The company has a strong employer value proposition that emphasizes the company's innovative culture, opportunities for professional growth, and the ability to make a meaningful impact in the world. Google also regularly shares team member testimonials and case studies, which helps to build trust and credibility with potential candidates.

  • Patagonia: Patagonia is a clothing and outdoor gear company that has successfully leveraged employer branding to attract top talent in the outdoor industry. The company is known for its commitment to environmental and social responsibility, reflected in its employer value proposition and culture. Patagonia also offers its employees various benefits, such as paid time off for environmental activism. It uses team member testimonials and case studies to showcase the positive aspects of working at the company.

  • Dropbox: Dropbox is a cloud-based storage company that has successfully leveraged employer branding to attract top talent in the technology industry. The company's strong employer value proposition emphasizes its innovative culture, opportunities for professional growth, and the ability to make a meaningful impact on the world. Dropbox also uses team member testimonials and case studies to showcase the positive aspects of working at the company, which helps to build trust and credibility with potential candidates.

  • Hubspot: Hubspot is a software company known for its innovative culture, opportunities for professional growth, and the ability to make a meaningful impact worldwide. The company's strong employer value proposition emphasizes its commitment to team member development and empowerment, reflected in its company culture and team member engagement programs. Hubspot also uses team member testimonials and case studies to showcase the positive aspects of working at the company, which helps to build trust and credibility with potential candidates.

  • Airbnb: Airbnb is a company that has successfully leveraged employer branding to attract top talent in the travel and hospitality industry. The company is known for its commitment to innovation, opportunities for professional growth, and the ability to make a meaningful impact on the world. Airbnb also uses team member testimonials and case studies to showcase the positive aspects of working at the company, which helps to build trust and credibility with potential candidates.

By developing a strong employer value proposition, creating a consistent and comprehensive branding strategy, and investing in team member development and engagement programs, you can establish a strong employer brand and begin to attract and retain top talent.

Implement these strategies and establish a strong employer brand for business growth and success! Are you ready to put this in place? 

Recruitment Marketing and Employer Branding? Find out more!

Claudia
Claudia
Claudia leads People Operations and owns "everything people" (=a lot). A Romanian native, she loves to travel, especially by car (she loves to drive). She’s also been practicing fitness for ten years now.
 

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