A well-executed employer branding strategy acts as a magnet, drawing in candidates who seek a job and an opportunity to make an impact and grow personally and professionally at an organization that aligns with their beliefs.
Your employer brand is essentially the organization’s reputation, encompassing its values, mission, work environment, and overall employee experience. It serves as a reflection of the company’s identity and sets expectations for potential candidates.
An authentic employer brand sets an organization apart from its competitors. Today’s job seekers look to companies that commit to their employees’ well-being, growth, and satisfaction. By showcasing an authentic employer brand, organizations can capture the attention of high-potential candidates and stand out as an employer of choice.
An organization’s employer brand can be a powerful tool, but it can also be detrimental if not managed correctly (e.g. if the employer brand is inaccurate or stagnant for too long).
So how do you harness the power of an authentic employer brand? You leverage it throughout the entire candidate journey.
The importance of an authentic employer brand and the talent funnel
Awareness: Authenticity is the best way to resonate with top talent and increase your chances of attracting individuals who best align with your core values and ways of working.
An authentic employer brand provides a transparent window into an organization’s internal culture. Candidates want to understand what working for a company is like before committing to it. An organization can accurately represent its culture by showcasing its values, employee stories, and testimonials. This enables candidates to assess if the company’s values align with their own, fostering a sense of belonging and attracting those with similar mindsets.
This is where an employer value proposition (EVP) comes into play. An organization’s EVP is the foundational framework of your employer brand. The EVP encompasses your messages, personality, tone, and visuals for prospective and existing talent.
“There can’t be any disconnect between what you say you offer as an employer and what you actually do offer. Your credibility and reputation rely on an honest, authentic expression of who you are as an employer. And ensuring you attract, hire, and retain the right people means you must be upfront about who you are as an employer, what you expect from employees, and what employees can expect when working with your organization.”
- Simon Phillips, EVP, Managing Director, Studio, Symphony Talent
Learn more about the differences between an employer brand and an EVP.
Connection: Moving down the funnel, we enter the connection phase of the talent journey, where candidates are looking for evidence of the employer brand. Organizations must back up their promises with concrete evidence to demonstrate their authenticity to job seekers.
Three ways to demonstrate authenticity through your employer brand:
- Showcase the experiences of current employees through testimonials and stories to provide an insider’s view of what it’s like to work for the organization.
- Share diverse perspectives to demonstrate a commitment to fostering an inclusive and supportive culture.
- Highlight social initiatives and sustainability efforts to highlight the organization’s dedication to making a positive difference.
Today’s job seekers increasingly value companies that prioritize social responsibility and ethical practices. Many seek to work for organizations that positively impact society and demonstrate inclusivity, diversity, and sustainability. An authentic employer brand should highlight an organization’s social initiatives, community involvement, and commitment to ethical practices. This appeals to candidates who want to contribute to a greater purpose and feel good about their work.
Retention: An authentic employer brand not only attracts talent but also helps to retain it. When individuals join an organization that lives up to its employer brand promises, they are more likely to experience job satisfaction and engagement, which directly correlates to higher retention. Highlighting current employees’ stories and experiences creates a sense of belonging, fosters loyalty, and encourages retention.
The value of an employer brand strategy
In today’s competitive job market, an authentic employer brand tied to an organization’s internal culture and external social attitudes and behaviors is crucial for attracting and retaining top talent.
An authentic employer brand that values diversity and fosters inclusivity attracts more diverse talent by providing:
- Representation
- Cultural alignment
- A sense of belonging
- Community support
- A positive external reputation
By promoting these values, organizations can create an inclusive environment where everyone can thrive and contribute their unique perspectives and talents. Authenticity isn’t just a nice-to-have attribute, it directly impacts an organization’s ability to differentiate itself in the market and establish long-term relationships with best-fit talent.
What do your employer brand and EVP say about your organization? Are you attracting top talent, or missing out on potential all-stars? Our award-winning brand and creative experts are here to help you elevate your organization as an employer of choice – the first step is to schedule a consultation.
