Employer Branding: 5 Brand Elements Employers Need to Recruit Top Talent

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The churn rate of labor across the U.S. is at 20-year high. Being short on workers has become so prevalent we’ve given it a historical name: The Great Resignation. And disengaging at work with the latest trend of quiet quitting has put employers in a bind as well.

Recruiting top talent and improving retention rates are now top priorities for many. It’s possible to achieve both by leveraging your brand to hire more effectively. But before implementing those tips, you’ll have to hone in on your employer brand, and make it shine for potential candidates. Here are five elements we suggest you should spotlight:

A Process for Incorporating Employee Feedback

The worst offenders of undoing your careful employer strategy and recruitment efforts will always and forever be your existing employees. If you try to roll out a new campaign that is in direct competition with their experience with the company, then they won’t buy in, and they’ll pass on that knowledge to all future hires before you can train them. No one wants water cooler gossip. So, take the time to listen to employee feedback and make changes that are in line with the business’ value system. Being receptive to change will keep current employees positive, and act as living proof of your promise to potential candidates.

An Emphasis on the Higher Calling Beyond Profit

This is where the mission, vision, and corporate values come into play, but you need to go beyond a display of these traits and incorporate them into your hiring practices to ensure you’re recruiting talent that aligns with your ‘why’. According to Beyond Blue Consulting, 80 percent of workers want to work for a business that shares their beliefs. And there’s always a reason, beyond profit, behind launching a business. Leveraging that could give you a leg up.

A Cohesive Workplace Culture

Your brand as an employer is going to extend to the culture and the day-to-day experiences in the office. In fact, these will be two of the most enticing recruitment tools that your company may have to market itself to top candidates and keep your best talent on the payroll. Communicating your company culture in a way that is in line with staff feedback will help ensure you’re not selling something that isn’t the true experience for candidates. The last thing we want is for a new employee to come on board and experience culture shock. This can also be a great opportunity to lay the groundwork for changes to company culture if you find that team sentiment is lacking.

A History of Rewarding Experiences

Do you reward hard work, offer teambuilding activities, or invest in each employee? Communicate these efforts in your hiring process. Employees want more than a paycheck from their employers, so rewarding and investing in employees while on the clock can help reinforce and shape a company culture. By giving new hires something to reach for, you’re more likely to attract talent motivated by the same goals as your business.

A Clear Employer Value Proposition

An employer value proposition is a strategic statement that defines how a company wants to be perceived by its employees. It should embody a company’s mission, values (both internal and external), and shape the ideals your business is striving towards. This can provide employees with clear reasons as to why they should stay with or choose your company and set the expectations moving forward. When this is done correctly, you’ll see the positive impact resonate in your bottom line, retention rates, and recruitment efforts.

While salary is the most common factor in an employee’s decision to join, leave, or stay with your company, most crave more from their work. Can you offer employees a culture of belonging, a sense of purpose, or a place to grow? When you discover what you can offer and communicate it early in the hiring process, you’ll be on the road to effectively leveraging your employer brand.