Employer branding

How to build your brand to attract the best talent

When we hear the word “branding” we instantly assume the use of branding to appeal to consumers. However, many organisations also use branding to strengthen their reputation to recruit and retain the best talent and there could not be a more relevant time than now for organisations to be focusing on their employer branding.

While the skilled labour shortage in Australia has been an issue for some time, the pandemic has only exacerbated the problem further with border closures reducing the supply of skilled labour and increasing competition amongst employers for top talent.

In fact, according to the Australian Bureau of Statistics (ABS), one in five businesses reported that they were having difficulty finding suitably skilled or qualified staff.

This article will uncover what Employer Branding entails and how to incorporate it into your business strategy to strengthen your organisation’s ability to recruit the best talent.

An employer brand is an organisation’s reputation as a place to work and the value proposition it can offer employees. Employer branding, therefore, is the active management of an organisation’s reputation for best results in attracting the best talent. Here are a few simple steps to follow to incorporate employer branding into your business strategy.

1. Understand how your employer brand is currently being perceived

The departure point for any strategy should be to understand where you are currently in comparison to your target. Start by conducting an employer brand audit. This will entail asking your employees (past and present) and candidates what they think about your organisation as a place of work. The feedback will help you gauge where you are against your target of being a desirable place to work and will indicate how hard you need to work to achieve your target.

2. Conduct competitor research to ascertain what makes a strong employer brand

Know the candidates that you trying to attract and research the organisations with whom they currently work with. Try to understand as much as possible about what might draw the top talent to these organisations. Do they offer special benefits, offer training and career growth or be a fun place to work? These are things that should be built into your Employee Value Proposition (EVP).

3. Develop your Employee Value Proposition

Utilise the information received from your employer brand audit and competitor research to develop your EVP. This will include not only what an employee can expect from you but also what you, as the employer, can expect from your employees. Your EVP will be used to shape the message your organisation conveys to its employees and candidates.

4. Implement your employer branding strategy

4.1 Leverage career sites

Career sites such as SEEK and LinkedIn are excellent platforms to connect organisations with prospective employees. It provides a platform for organisations to showcase their EVP and it is also acts as a window for people to view the calibre of talent they have successfully recruited which is another influencing factor. Ensure the content you share on these sites is enticing and delivers the right message.

4.2 Pay attention to your job descriptions

This is a crucial touchpoint for many prospective employees to learn more about your organisation and spark an interest as a potential place to work. Make it count by ensuring your messaging captures your desired employer branding.

4.3 Leverage employees as brand advocates

Boost social recruiting by getting your employees to promote your brand. If your organisation is doing great things to impress your employees, they will more than likely talk about it online which can be an excellent way to improve your employer brand.

Australia’s skilled labour shortage has meant that employer branding has never been so crucial and should be considered by all organisations needing to strengthen their reputation as a place of work. The good news is that it can be developed and implemented simply by following the above-mentioned steps.

If your organisation needs help with its employer branding, get in touch to book your free branding strategy session today.

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