You can start building an employer branding strategy by understanding your current image with the help of an employer brand audit. Then, based on this audit, create a compelling narrative that highlights your company culture, your values, and your unique workplace offerings. Then set clear goals for your employer branding efforts and choose the right channels to reach your target audience.
But there is much more to it. In this article, we dive deeper into the steps, as well as come up with tips and examples that can be indicative for you when creating an employer branding strategy. Now let’s dive into…
Employer branding is the process of shaping how your company is perceived as a workplace. It’s about creating a compelling story that showcases your unique culture, your values and what makes you a great place to work at. A solid employer brand attracts top talent, increases employee retention and positions your company as a popular employer. But be careful! It’s not just about flashy marketing; it’s about aligning your brand promise with the actual experience of your employees.
Before we dive into the details, it is important to know what employer branding is. That way we know what the end goal is and can work accordingly with that. Once you understand the potential of employer branding, it is also easier to familiarize yourself with the 15 steps that can guide you to build a winning strategy.
Once you understand the potential of employer branding, it is much easier to familiarize yourself with the 15 steps that can guide you to build a winning strategy.
Before building your employer branding strategy, it is important to understand your current status. Conduct an employer brand audit to assess how future and current employees perceive your company. Use surveys, focus groups and competitor analysis to uncover your strengths and weaknesses. This self-assessment is the basis for creating a compelling Employer Value Proposition (EVP) that resonates with your target talent pool.
Your recruitment process is an important point of contact for potential employees. Take a critical look at your selection process in step 2. Is it efficient and candidate-friendly? Are the job descriptions clear and engaging? How long does it take to get feedback? You can also try to assess your organization’s DEI maturity level in this step.
When you review these aspects, you ensure that your recruitment experience reflects your employer brand – and attracts talented talent by showing your commitment to a positive and respectful candidate journey.
There are plenty of digital tools that can help create a much better candidate experience. Develop Diverse is, for example, a tool that corrects the language in your job ads and removes bias, so that your company does not always attract the same type of employees – but gets a wider pool of talent.
The cornerstone of your employer brand is your Employer Value Proposition (EVP).
So, what is an Employer Value Proposition (EVP)?
Your EVP is a concise statement that describes the unique benefits and work environment your company offers to attract and retain the best talent.
It defines what makes your company very special and attractive as a workplace. An effective EVP goes beyond benefits packages – it considers external market demands, competitors’ offerings, your internal company culture and your overall business strategy.
Shaping an effective EVP includes:
By understanding these factors, you can create an EVP that resonates with your target talent pool and makes you stand out.
This step involves evaluating the insights from your employer brand audit (step 1) to define your company’s unique EVP.
Building a solid employer brand is an ongoing journey. To measure your progress and ensure that your efforts are having an impact, it is essential to define clear objectives at the beginning of your employer branding project. These goals must be designed so that they are clear and demanding, but at the same time they must be within reach before a given deadline.
For example, you can aim to:
By setting clear and measurable goals – you can more easily monitor the effectiveness of your employer branding initiatives and adjust as needed.
Building a successful employer branding strategy requires support from all levels. In step 5, it is important to secure the support of your C-suite. Explain how essential a well-regarded employer brand is for appealing to highly qualified candidates and for the company’s performance. Once management is on board, delegate responsibility to the relevant departments – marketing, HR and internal communications can all play an important role in the implementation of your employer branding initiatives.
Once your goals are in place, it’s about choosing the most effective channels to promote your employer brand. This involves understanding your target audience and where they spend their time online and offline.
See here how you can combine different channels in an employer branding campaign:
Career Page: Make sure your career page is informative, user-friendly and reflects your company culture.
Social media: Leverage platforms like LinkedIn, X (Twitter) and Instagram to share job postings, company culture highlights and employee testimonials. Employer branding and social media are an all-time partner. For example, run targeted campaigns to reach qualified candidates and build brand awareness.
Content Marketing: Develop engaging content (blog posts, videos, infographics) that showcases your company culture, your work environment and your employees’ stories.
Events: Attend industry events and job fairs to connect directly with potential candidates.
Employee referrals: Encourage existing employees to become brand ambassadors.
By using multiple channels, you can effectively promote your employer brand and reach your target audience. The key, however, is that your content needs to be tailored to each channel for maximum impact.
Step 7 is about authenticity. Your employer branding is not just about words on a page; it’s about the actual culture of your company.
So, as you plan your campaigns, make sure you showcase your company’s values and vision in everything you do, from interactions with employees to social media content. When your internal culture reflects your brand, you’ll attract talent that aligns with your values and build a more engaged workforce.
A professional onboarding process is the cornerstone of a successful employer brand. It is your first chance to make a positive impression on new employees and show your commitment to their development.
Move beyond traditional paperwork by:
An example: Imagine starting your first day with a personalized welcome video from your manager, a team lunch and a clear roadmap for your first week. It sets the stage for a positive experience and promotes long-term commitment to your company.
In today’s competitive job market, employees are looking for opportunities to develop. Step 9 emphasises the importance of providing learning and development (L&D) opportunities. It shows your commitment to employee development and promotes a culture of continuous learning. Give your employees the opportunity to:
By investing in L&D, you not only improve employee skills, but also increase retention. It promotes your employer brand when you show that it is a place where people thrive and develop.
In today’s competitive landscape, talented candidates seek workplaces that prioritize diversity and inclusion (D&I). In Phase 10, we concentrate on developing a comprehensive D&I initiative that goes beyond mere policies, particularly by addressing unconscious biases in the hiring process.
Get an insight into methods to promote diversity and inclusion in your company:
Formulate inclusive job postings: With Develop Diverse’s software, you can prepare job descriptions without unconscious bias. By tailoring your language to be inclusive, you encourage all people with the right qualifications to apply. You will see a wider talent pool and attract more diverse applicants who will help improve your company in everything from performance to innovation.
In addition to focusing on the language in job advertisements, you can also:
By prioritizing D&I (diversity and inclusion) with support from Develop Diverse and implementing these additional strategies, you will attract a wider range of skilled people – and in the long run, drive innovation and achieve a more engaged workforce.
Authenticity is the key. Step 11 emphasises transparency in your employer branding. Show both the exciting aspects and the realities of working in your company. It creates trust with potential employees and promotes a more realistic understanding of your working environment.
For example, when someone leaves the company or when someone is laid off, you should communicate the exact reasons to everyone on the team. This goes a long way, and then the employee begins to respect the workplace even more.
Your employees are your biggest brand ambassadors! Step 12 is about involving employees and encouraging them to share their positive experiences on social media and employer review sites.
An insightful internal voice contributes to enhancing your employer brand and attracts talented candidates.
Building a solid employer brand is an ongoing process. In this step, it is essential to monitor and evaluate your progress. Use the metrics you defined in step 4 (website traffic, number of applicants, employee engagement, etc.). Pay attention to trends and identify areas for improvement.
Examples: Did your employer branding campaign increase website traffic by 20% as planned? Are you seeing a higher percentage of applicants, measured by their skills and experience?
By regularly monitoring these factors, you can gain an important understanding of how well your efforts within employer branding are performing.
The data gathered in step 13 is the key to step 14 – where you need to refine and adapt your employer branding strategy. Based on your results, identify what is working well and what adjustments are needed. Perhaps a particular social media platform is not producing the desired results, or your messaging needs tweaking.
By continuously repeating and adapting your strategy, you can ensure that your employer branding efforts remain relevant and effective in terms of attracting and retaining top talent.
Building a solid employer branding strategy can have a major impact on your ability to attract and retain talented talent. Let’s explore some good examples to inspire your own approach.
Google is often placed at the top in employer branding. The company is known for cultivating an atmosphere where innovation flourishes, employee well-being is prioritized and a rewarding learning environment is offered, attracting qualified experts from many fields.
Apple leverages its reputation for innovative product design in its employer branding. They recognize the importance of a creative and collaborative work environment, which attracts those with a love of design and technology.
Amazon is known for its fast-paced environment and customer focus. Their employer branding highlights great career opportunities, a culture of innovation and the chance to make a real difference on a global scale.
Maersk: Maersk is a global leader in logistics and shipping, and Maersk’s employer branding focuses on exciting international opportunities, a commitment to sustainability and a culture that values diversity and inclusion.
Lego: Is an innovative toy manufacturer that uses its playful and innovative brand identity to attract creative minds. Their employer branding highlights a fun and collaborative working environment where employees can make a positive difference through the power of play.
Gen Z prioritizes work-life balance, social responsibility and meaningful work. Highlight these aspects in your employer branding strategy to attract them.
Building a good employer branding strategy is an ongoing process. With these steps, you have a guide as to what you can do to attract the right talent and build an unrivalled employer brand that creates value for the company and employees.
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