How to Improve Your Employer Brand

Branding, branding, branding. Marketing and branding are huge for business. What do people associate you with as an organization? What do people know about your company? Do your customers have positive experiences? These are all important questions and details that should be focused on. However, what could be equally if not more important? Your employer brand. Employer brand is a term used to describe the reputation of an employer and its value proposition to its employees vs. the more general corporate brand reputation and value proposition to customers. What do your current and potential future employees know or say about your organization? You can’t execute on goals and initiatives as an organization without the right talent in place. That’s why I think employer branding is so important. Here are some tips to improve your employer brand.

Work with a staffing firm on your searches.

  • Selling your organization and position

Your company’s advertising and marketing is a good way to attract talent, but is it the best or should it be the only way? It’s hard not to be biased when talking about your organization; hopefully you will always talk highly about your company. Working with a recruiter adds a third party who is selling your company and the position. We are invested in finding you the right people so we take the time to get to know you, your processes, and your employees – and then share that with our candidates. If you work with a recruiter, do yourself a favor and make sure to set aside a good amount of time for them. The more recruiters know the better candidates you’re going to see.

  • Candidate experience

A complaint that we often get from candidates is that they apply to jobs and never hear anything from companies. Sometimes candidates even go through one or multiple interviews with the same organization and don’t hear anything back from them. When candidates have bad experiences, be sure that they will share that with people they know. You don’t want to have a reputation of treating applicants poorly. It gives the impression that you don’t care. Working with a recruiter on your searches can significantly change a candidate experience. We are constantly in contact with candidates. When candidates apply, we call to discuss the job. Once they have been presented, we are in communication with them throughout the process on next steps, feedback on interviews, job offers, or if they are no longer being considered. Don’t let a bad candidate experience hinder you from finding the best talent.

Master your onboarding process.

  • Communicate, communicate, communicate

I can’t hit this one home hard enough. Once you have an acceptance, don’t stop communicating with your new hire. Make sure they know exactly what the next steps are in the process and what to expect for timing. Sure, HR will probably take over with the background checks, references, etc., but they should also hear from you, their manager, frequently until they start. Send them a text to check in, let them know you’re excited for them to start, and make sure they have everything they need. Ghosting your new hire after an offer stage until they start is not a good foot to get started on.

  • Make sure their space is ready

It is absolutely necessary to make sure your new hire has a desk space that is set up, their computer is set up and all the programs are ready to be used, they have their access card to get into the building, and all other access that they need to do their job well. It is even a nice gesture to have a gift ready for them on their first day. This shows your employees that you care and are excited for them to get started. It is incredibly frustrating to start a job and not be able to do anything because nothing is ready. More times than not, you will have at least two weeks before a start date so use that time wisely.

  • Take them to lunch on their first day.

This is a great way to introduce them to their team and get to know one another. It also shows that you care.

Staffing firms can help with finding your talent, but if you find yourself in a place where you aren’t sure what your employer brand is or how to fix it, please reach out. We are more than willing to consult in this area in addition to recruiting and sourcing talent. Do you have any success stories or things that have worked for your organization that you could share? Please do! We would love to hear about them!

Here’s an additional resource that discusses the importance of employer branding: https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding

Chelsea Liska

Chelsea has been with Aureus Group since September 2011, and currently is an Account Manager for the Iowa market. Chelsea works with clients to discuss their staffing needs and assist in finding them the perfect candidate to join their team. She loves when she is able to use her skills to help someone and give them an amazing experience in their candidate and career search. Every day Chelsea gets to be a part of a company that is building into her so that she can build into others. When she isn’t working, she is active in her church. Chelsea loves being active and playing volleyball, golf, softball, snowboarding, working out, and hanging out with her friends and family. Binge watching her favorite shows is definitely a notable skill! She is personally and professionally committed to being an “Energy Ambassador!”

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