How to Build an Attractive Employer Brand

Just like your sales team emphasizes the company’s unique selling propositions (USP) to potential customers, your employer brand works the same way to attract the best candidates.

Top job candidates with experience and a strong skill set know that they’re in demand. They may be shopping for a new position, but are no longer solely concerned with salary. Now, they’re looking for unique benefits, a team with like-minded individuals, and similar values.

Without a strong employer brand, you could be missing out on incredible talent because job seekers aren’t aware of your unlimited vacation benefits or annual team retreat in the mountains. Not only does building an employer brand help you attract the right employees, it helps you strengthen the brand by continuing to recruit people that “fit”.

Here’s how to put your company on the map in terms of attractive employers and essentially build your employer brand:

Identify Your Culture

Organizational culture encompasses values and behaviours that "contribute to the unique social and psychological environment of an organization". Every company has a culture, whether it’s been identified or not. Knowing your culture plays a key role in effectively attracting more of it  as you’ll be able to expose gaps so you know where to take action. Use these questions to guide your team:

  • What is your mission statement and values?
  • How would employees describe the environment in which they work in?
  • What are the core values your employees possess?
  • How is the hierarchy structured?
  • What message does your company website send?
  • How are decisions made?

To put things into perspective, let’s look at 6 types of corporate cultures as identified by Eagle’s Flight:

Cultures of:

  1. Empowerment
  2. Innovation
  3. Sales
  4. Customer-centricity
  5. Leadership excellence
  6. Safety

Survey Your Employees

If defining your company culture is a brand new endeavour, collecting your information by eavesdropping by the water cooler or making assumptions based on the colleagues you’re close with, may not give an accurate picture of your culture. Instead, work with an employee engagement partner to help you identify your company culture through surveys and interviews.

Develop Your Employer "Voice"

Once you’ve identified your company culture, you’ve simultaneously narrowed in on the types of individuals that fit with the culture. Knowing who you’re speaking to can help you craft your messaging accordingly and create an employer “voice”. This should be an authentic style of communication that’s consistent across your website, job descriptions, role assessments, interviews, and job offers. Use keywords that your ideal candidates would use and language that reflects your culture.

Invest in Training and Development

Even the strongest companies will need to invest in training and development. Not only does it show your commitment to your employees, it also helps you ensure that your organization maintains the company culture and lives out your employer brand.

Communicate Your Differentiators

Further to offering your employees training and development opportunities, communicating the extra perks that set you apart from other employers contributes to a cohesive brand. Whether you’ve won a Top Employer award, have a pet-friendly office policy, a generous work-life balance program, or weekly paid lunches; these are the types of things that keep your employees happy and contribute substantially to your brand.

Tell your candidates what they can expect to receive by joining the team on job descriptions, your careers website page, and ensure your recruiter is well-versed in communicating these differentiators during interviews.

Put Practices in Place to Attract the Best Talent

Establishing your employer brand and company culture will be useless if you recruit candidates that don’t fit the part. Sometimes it takes an external recruiter to be able to effectively assess the culture you’re hiring for and analyze the candidate’s skills, personality traits, and values subjectively. A professional recruiter also has more time to dedicate to hiring (to ensure it’s done right) and access to a larger pool of candidates (some of which may already be hand-selected as a good fit).

Treat Candidates like Customers

People are your company’s best asset. An important part of your employer brand is the interview process, and if it’s not a positive experience, you can bet that you won’t attract top talent down the road. Just like disgruntled shoppers, job seekers are quick to share their experiences on social media, websites like Glassdoor, and word-of-mouth.

Your entire interview process should put the candidate first. Ensure that your candidates are:

  • Thoroughly listened to
  • Respected
  • Updated with the hiring status frequently
  • Comfortable with asking any questions during or after the interview
  • Leaving the interview feeling excited about the company

Even if the roles you’re hiring for aren’t customer-facing, every action your employees take, and their ability to fit in with the company culture contributes to overall business success. To ensure your employer brand is effectively recruiting the right candidates, talk to us. We’re experts in finding the best match for your business, no matter how long it takes.