Your organization needs to stand out if you want to build an industry-leading team and remain an employer of choice. You already know that your company reputation matters – and now more than ever, it can be a deal breaker when it comes to staffing.
Consumer Brand vs. Employer Brand
Your consumer brand is your reputation among the people who see your ads, use your products, and speak to others about them. It inspires a lasting emotional and intellectual perception in the minds of your customers.
Take the same definition and apply it to some of your most important customers: your current and prospective employees. What kind of lasting impression are you building there? That’s your employer brand.
The essence of employer branding is how you market your company to job seekers and what your current team members say about your organization as a workplace.
- Research has shown that 86 percent of workers would not apply at, or continue to work at, a company with a negative reputation.
Building a Winning Brand
Great branding is about telling your compelling story as an employer – and also living out that story day to day in your workplace environment. Before you can communicate or market your winning brand, you need to make sure you’re giving it more than just lip service. Build your brand by:
- Honing in on your employer value proposition (EVP): This encompasses your company’s mission, values and culture. In a nutshell, it gives people a powerful reason to want to work for you. Be sure you have clearly defined your EVP, understand your organizational objectives, and know what sort of talent you need to fulfill them.
- Auditing your existing brand: You already have a brand. Every company does. The question is: What exactly does it look like – and how strong is it? Conduct a brand audit so you are fully aware of your reputation among candidates and employees. Pay attention to what’s working and be open to making any needed improvements.
Elements of a Strong Brand
There are numerous tools that comprise a robust employer brand. Here are just a few examples:
- An engaging careers site: Your site needs to go beyond a list of job postings to truly engage candidates and convert them into applicants.
- Outstanding job descriptions: These are often a person’s first contact with your organization. Make them stand out by sharing the qualities that make your company unique and the job opportunity invaluable.
- Optimal use of social media: In addition to utilizing your company pages, encourage your employees to share information that would appeal to like-minded talent.
Your watertight employer brand strategy positions your company to attract and retain top candidates and stay at the forefront of today’s competitive talent war. Partnering with the right staffing agency can mean the difference between branding success and failure. In the Fresno market, the PrideStaff team is proud to be a recognized industry leader. Contact us today so we can tell you more.