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Employee recruiting continues to be challenging as our improving economy means more companies are hiring. With the increased competition to win over top talent, many employers are getting creative with how they attract and retain employees. However, no perk or incentive will outweigh the value of your employer brand.
What is an employer brand?
An employer brand is how prospective employees perceive the culture and atmosphere of your brand. The concept of employer branding is catching on as companies are working hard to build brands that employees genuinely want to work for. From the employee's point of view, the idea of working for a company with a strong employer brand is just as attractive as the salary and employee benefits package. Great examples of companies with strong employee brands include Apple, Google, and Nike.
How can you create a strong employer brand?
Fortunately, you can build a strong employer brand without having to spend a lot of time and money that could be used elsewhere. Here are several proven techniques to help your company improve its employer image to help you attract and retain top talent:
1. Ensure all employees know the company's elevator pitch.
An elevator pitch is your company's value proposition. All of your employees should have a prepared response that answers the basic question of your company does. Having employees at all levels within your company prepare an elevator pitch will go a long way in helping you build a solid employer brand.
2. Promote employees' stories.
Your website and social media activity play critical roles in today's employee recruiting process. By promoting stories of your top employees on your website and social media channels, you can paint a narrative of what it's like to work for your organization and help job candidates to be able to better relate to your company. Find ways to involve employees in blogging, social media, and online discussion boards in a way that's well-suited to the overall corporate image that you want to portray.
3. Communicate with your employees.
If you want to create a company that employees want to work for, start by asking your employees what they would tell a friend about working for your company. Relying on the core knowledge of your employees is an easy and cost-effective way to build a strong employer brand.
4. Use imagery to your advantage.
While word-of-mouth is one way to communicate a message about your brand, imagery can be even more effective. Find opportunities to share behind-the-scenes images on social media to show what make your company a unique and desirable place to work.
5. Offer a strong employee benefits package.
Today's employees place just as much value on the benefits offered by an employer as they do their salaries. Set yourself apart by offering creative solutions to help offset the rising cost of healthcare. Offering dependent benefits is another way to differentiate your business and earn top talent. Establish a corporate wellness program to encourage a healthy lifestyle and help your employees reach their fullest potential.
There's nothing easy about employee recruiting in a competitive job market. However, if you take the time to focus on building a strong employer brand, you'll be much more successful with attracting and retaining talent that aligns with your company's culture and goals.