LinkedIn reports 75% of job candidates say they research a company’s reputation when exploring new career opportunities. A company with a strong employer brand will be more likely to attract and retain employees.
The U.S. Chamber of Commerce offers the following ways to build a successful employer brand.
- Focus on your reputation. Prospective employees will want to know about your company’s career opportunities, company culture and employee benefits. The current workforce also values companies’ effects on communities and society, so you could benefit from integrating your values into your brand.
- Define your employer value proposition. Identify your core values and principles as an organization so employees know what to expect. Highlight your unique offerings to employees and how your employer brand stands out from its competitors.
- Align your policies with your values. Flexjobs reports 79% of job seekers examine a company’s mission and purpose before applying, so be sure your employer brand accurately reflects that mission. Align your brand with your company values and find ways to implement those values in the workplace.
- Build your culture around employee belonging. “Inclusion” means ensuring all employees believe they are valued and truly belong in an organization, regardless of background or experiences. When employees feel valued, they are more likely to be engaged and motivated at work.
- Use social media to promote your brand. Many candidates use social media platforms such as LinkedIn to find jobs. Be sure your social media presence stands out by highlighting the best parts of your company, such as employee accomplishments.
- Establish a strong onboarding process. Most employees who have a negative onboarding experience do not stay long at a company. The process should be seamless, teach them about your company and its core values, and show them their skills are vital to the organization.
- Give employees a voice. Once you have developed your employer brand, ask current employees to help you assess whether your brand is living up to its reputation. Show them their ideas are valued.
