You’ve nailed your company’s branding — packaging, messaging, that magical something — and customers are eating it up. But that je ne sais quoi isn’t exactly translating when it comes to finding and attracting the top talent needed to keep your business on top.
So, what gives? Unfortunately, the branding that attracts customers doesn’t always have the same sway to attract top talent.
To get the best and brightest, you need to focus on your employer branding — the messaging and image that attracts employees, creating a desire to work for your company.
In this guide, we’ll explain the concept and importance of employer branding, best practices, real-life examples, and more.
Employer branding is the image a business conveys in its recruitment efforts or its reputation as an employer. It encompasses what it’s like to work for a company, including its benefits, opportunities, structure, and more.
Apple, Google, Nike are some examples of high visbility and emotion evoking in the branding discussion. What image immediately popped into your head when you read the names? That image, feeling, and opinion is branding. Now think about how you would feel if tomorrow one of those companies, or another brand offered you your dream job. That feeling reflects the employer brand.
Employer branding aims to position your business as the ideal workplace, which is key to attracting and retaining star talent.
Employer branding helps you stand out by creating a positive perception of the company before applicants hit “apply.” This positive perception means increased interest from top talent and improved recruitment outcomes.
Here’s our top five benefits for creating an intentional employer branding strategy:
Employer value proposition, or EVP, is the entire package your company brings to the table during recruitment. It's your values, culture, benefits; anything you can offer an employee in exchange for their skills.
EVP is a foundational component of your employer brand. It represents how you want your organization to be perceived by current and prospective talent.
Take the time to crystalize your EVP and it can serve as a north star for all your employer branding initiatives. Survey employees about why they love where they work, take inventory of your benefits and offerings, define your differentiators, and hone in on what your organization stands for. Distill these findings into a few resonant statements, and you have your guiding pillars for your EVP.
Once you have a well-defined EVP, it will be easier to communicate your employer brand to your employees and prospective employees.
Let's explore some best practices will help you focus on fine tuning benefits, improving your company's culture, and beefing up your EVP for building a strong employer brand.
At Paylocity, “Forward Together” is at the core of our company culture, and forms the basis of our mission and value proposition: Together, we'll help you achieve the promise of tomorrow, today.
“Forward Together” is how we communicate our brand promise and differentiator. It conveys partnership. It conveys innovation. And it articulates what’s so special about Paylocity — the idea that we work together across different parts of the organization. work with each other, striving to get our clients to a better place.
This simple phrase is woven into our brand narrative and reinforces our brand identity.
Use a variety of communication channels to promote your EVP and share it with prospective employees, current employees, and other stakeholders. It should be evident in your job postings, social media, employee testimonials, and other marketing materials.
Check out how we communicate Paylocity’s EVP in this video:
Encourage employees to be brand ambassadors and to share their positive experiences. Employee advocacy is a powerful tool for building a strong employer brand, but make sure it's authentic to everyone’s experience.
Prospective employees will want to know about their salary, but they'll be equally concerned about benefits, perks, and where your company stands in the community. Highlight how your company gives back to the community, diversity initiatives, benefits that go above and beyond (like employee assistance programs, mental health support, and payment on demand), and also your organization’s stance on professional development.
Monitor your online reputation regularly and stay active on your primary channels. Respond to reviews and address negative feedback constructively. This can significantly impact your employer brand.
Continuously measure and assess the effectiveness of your employer branding efforts. Use metrics such as employee satisfaction, retention rates, and candidate feedback to identify areas for improvement. Consider implementing an annual review of your employer branding and EVP to guarantee it's current.
Keeping tabs on your employer branding strategy may seem impossible. How do you measure something that seems so intangible?
Luckily, there are a few tried-and-true ways to measure your employer branding efforts so you know when you're on course and when you need to redirect.
A straightforward way to measure employer branding is through employee engagement surveys. These surveys provide direct feedback on how your employees view the company culture, leadership, opportunities for professional development, and more.
The right HR platform will allow for easy employee survey creation and collection. Consider sending out an annual survey to measure how employees feel about your organization. Since survey data is stored right in the software, you can track results over time and see the impact of your employer branding strategy.
Social media metrics can also help you measure employer branding. Using native or third-party tools, you can track metrics like engagement rates, follower growth, and sentiment analysis to evaluate the effectiveness of your social media marketing efforts.
You can also use social media to convey your employer value proposition and promote a positive image of your company as an employer.
Employee referrals are an often-overlooked way to measure employer branding. They can show if employees are proud to work for the organization and are willing to recommend it to others.
You can examine the number of employee referrals as an indicator or survey your workforce to uncover your Employee Net Promoter Score (eNPS). eNPS is how likely an employee is to recommend your organization as an employer, usually measured on a scale of 1-10. This is a common tactic for measuring overall employee engagement and a direct reflection of your employer brand.
Read More: 10 HR Metrics That Matter to Your C-Suite
So, how have real-life companies developed their employer brand? We've talked at length about building your business's reputation with potential candidates and current employees through measures beyond compensation, and no one showcases this more than Paylocity (in our humble opinion).
Paylocity prides itself on being a great place to work (not to brag, but we’ve received a number of awards!). A few ways we’ve built our employer brand:
Weigel’s, a Tennessee-based convenience store chain, cultivated a strong employer brand through benefits that match the needs of their workforce and local initiatives that showcase their community-focused culture.
Weigel’s has built an employee-centric brand by offering flexible benefits, like payment on demand. The company also demonstrates their commitment to the community through local sponsorships, and notably partnered with a local news station to report on "A Day in the Life of a Weigel's Employee". These efforts are highlighted on Weigel’s social channels for prospective talent to see.
With a fully realized employer branding strategy, you can attract the talent needed to maintain your established branding efforts.
Defining your employer brand is one thing, but living it is another. The right HR platform can help. A robust HRIS can enhance your job descriptions to showcase your culture, provide a community for your employees to connect with one another, and offer a foundation for learning and development opportunities that foster (and retain) a strong workforce.
Request a demo today to see how Paylocity can help boost your employer brand.
Finding the right talent for your team can be challenging in today’s market. But with the right tools, it doesn’t have to be a strain on your internal resources as well. Our recruiting platform streamlines the process, bringing you an intuitive way to search for and engage with top candidates. With communication methods like texting and video, and data that helps you track progress, attracting and winning has never been easier.