The workplace has changed significantly in recent years, and that evolution has been accelerated by the COVID-19 pandemic. The shift to remote work, combined with the rise of gig employment and the emergence of the digital age, means it’s no longer necessary for employees to spend 9-to-5 workdays in the office to get the job done.
That transition has helped to create an employees’ job market, and it is here to stay, certainly for the foreseeable future. In that environment, it is essential that companies competing for the best talent take action to develop and promote a strong employer brand.
Why your employer brand is critical
Employers have long done due diligence on candidates, from reviewing resumes to conducting interviews to performing reference checks. Now, candidates are doing the same with employers.
In an employees’ market, potential employees aren’t jumping at whatever job opportunities are available. Instead, they’re choosing the companies where they want to work – and much of that choice is based on their impression of the employer. If they believe a company has a questionable or poor reputation, they won’t even consider applying to the organization.
How employees are determining an employer’s brand
Learning what it’s like to work at a company is as easy as a few well-placed internet clicks. Candidates are doing research online, browsing a company’s website, social media pages, employee reviews, and pertinent news about the organization. In short, its entire ecosystem.
What are they looking for? Insight about the company’s reputation in its community and industry, descriptions of its culture, information on how it engages and treats employees, and more. It’s critical to understand that candidates will form an opinion on a potential employer based on the information available, whether it’s accurate or not.
How an Employer Brand Strategy makes a difference
Savvy employers are addressing this new reality by developing an Employer Brand Strategy, which is essentially a plan for marketing to potential employees by sharing the reasons they should consider working for the organization.
An Employer Brand Strategy is more than simply a job posting or your company’s career page. It speaks to the values your organization stands for, the support and opportunities you offer to employees, and the value and respect you afford to members of your team. It gives candidates a sense of why a company is a place they can not only make a living, but more importantly, build a career.
Creating an Employer Brand Strategy
Even if the pandemic and resulting economic challenges have slowed hiring, your employer brand is essential. You will need to hire, whether today or in the future, and it’s vital to have a strong brand in place that generates interest among potential employees.
There are many things companies can and should be doing to develop an optimal employer brand, and it can be done in a cost-effective manner. If you’re ready to start building an Employer Brand Strategy, we can help. Contact us today and let’s get the conversation started!
