Employment31 Mar 2023Simon Druery

Creating a Strong Employer Brand: Strategies and Best Practices

Your Employer Brand is a powerful business asset that supports your brand recognition in attracting and retaining top talent. In today's turbulent economy, you need an active and engaged workforce to stay ahead of your competition. To create such a workforce and to attract and retain top talent, requires a strategically developed Employer Brand that authentically reflects the diverse culture and values alive in your employee experience.

A strong and compelling Employer Brand helps businesses to attract new candidates to the talent pool of your organisation, while a weaker one can tarnish your brand, meaning employees will not even show up to fill your vacancies. 

Why implementing an Employer Branding Strategy is important

Your Employer Branding strategy keeps your company ahead of competitors by crafting a positive message about your business and how your people feel about the employee experience. A strong Employer Branding strategy helps to reduce employee turnover and attracts new talent without increasing your recruitment costs.

Some of the essential benefits of implementing an Employer Branding strategy are:

How to plan your Employer Branding Strategy

Successful Employer Branding strategy planning involves the input of a wide range of stakeholders including your senior executives, middle management and employees. Taking into account your company’s vision, values and objectives as well as understanding what employees value about the workplace and how they like to be seen, recognised and rewarded. 

The planning of employer branding strategy involves the following steps:

Set actionable objectives

For an Employer Branding strategy to be successful, it is essential to identify achievable and measurable objectives. Doing so allows the organisation to address a problem or achieve a desired goal effectively.  

The company must achieve these actionable Employer Branding objectives within an allotted time frame. These Employer Branding objectives will help attract and retain qualified talent to attain the desired organisational goals.

Identify your key talent segments

To make Employer Branding strategy more efficient, we must define and understand your key talent segments. This is about understanding what the different types of talent value most about working in your organisation.

To achieve this, use focus groups or surveys to garner employee perceptions and values. Identify the commonalities across segments but also highlight the key differences as these will make your messaging more relatable to prospective candidates.

Define relevant KPIs

Identify the critical metrics required to measure how you will achieve your Employer Brand objectives. Key Performance Indicators (KPIs) should align with overall company objectives and could include the following:

1. Social media engagement (e.g., clicks, shares, likes)

2. Cost per hire

3. Attrition rate

4. Ratings from job-seeking platforms (e.g., Glassdoor)

Define your Employee Value Proposition

Your Employee Value Proposition (EVP) clearly outlines what candidates can expected to experience once working at your organisation. Developing a compelling EVP is essential in constructing your Employer Branding strategy. It will form the basis for all your internal and external messages.

Measure your Employer Branding success

Assessing the efficacy of your Employer Branding efforts is paramount for refining them in the future and achieving the best possible return on investment. To gauge your Employer Branding strategy's success, you should refer to the predetermined objectives and compare the results before and after implementation.

Employer Branding Best Practices you need to know

To attract and retain the best talent, organisations must first assess what they need to build a magnetic Employer Brand. Companies can follow these essential considerations to help craft a strong Employer Brand.

Frequently Asked Questions

Q. What is an example of an Employer Branding strategy?

The best example of an Employer branding strategy is Google. They have created an incredible EVP that attracts a talent pool from across the globe.

Q. How do you build a strong Employer Branding strategy?

To build a strong Employee Branding strategy, you need first to define your Employer Branding objectives, set relevant KPIs, draft messages to communicate your EVP, and finally measure the success of your Employer Branding strategy.

Q. What are the components of an Employer Branding strategy?

The components of an Employer Branding strategy are:

1. Employer Brand objectives based on business goals

2. The culture, vision and values of an organisation

3. Employee Value Proposition - including strategic pillars

4. Employer Brand Positioning (Talent Tagline) and Narrative

5. Authentic EVP-aligned people stories 

6. Segmented target employee personas

7. Measurement of key metrics

Belong Creative has been developing Employer Brands since 2009 for sought-after employers throughout Australia and globally. If you’re embarking on your Employer Branding journey and would like support to ensure your result is authentic, relatable and differentiating then please reach out to us today.

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.