Do you know what candidates think of your company as a place to work? Do your employees talk about your company in glowing terms, able to cite the corporate mission and vision? If you’ve developed a strong employer brand, you’ll be able to answer yes to both of these questions.
If not, you’re not taking advantage of one of the top ways to attract employees to build your workforce. Employer branding is part of the fundamental shift in recruiting that’s taken place in the last decade. According to LinkedIn’s whitepaper “Why Your Employer Brand Matters,” research by LinkedIn’s Hiring Solutions Insights team shows that a strong employer brand is important to attracting a younger demographic and professionals outside the U.S., making it a necessity for companies that need younger candidates or are growing globally.
If you’re growing your company and developing your workforce, you’ll need to know what a top employer brand looks like. Read on to understand these essential components of an employer brand that supports your recruiting and gives you a competitive advantage.
Favorable Word of Mouth from Employees
You’ll know your employer brand is getting traction when employees talk favorably about your company to their friends, families, customers, and associates. When employees are happy to talk about your management and business practices and how they feel about working for your company, especially outside the workplace, you have a strong employer brand.
That creates opportunities for word of mouth where employees and even their families are spreading the word about their experience working for your company to friends, family members, neighbors, in professional meetings, to customers, and social settings. When employees talk about what a great company they work for, it has a much stronger impact than company marketing and branding efforts. According to Dr. John Sullivan, it creates pride, affects retention, and increases employee referrals.
With the rise of employer branding since the early 2000s, the increase in “great-places-to-work” lists compiled by magazines and organizations has raised awareness of what a great employer looks like. Although the firms that make these types of lists often have outstanding perks and benefits that not every organization can offer, it’s easy to see that the investment in their workforce’s pays off.
The exposure your company gets from making a list like “Fortune’s 100 Best Companies to Work For” or “Working Mother Magazine’s 100 Best Companies” is invaluable and long-lasting. It results in local news about the organizations making the lists, magazine and industry trade publications features, and social media spotlights. That kind of expanded exposure takes your employer brand to the next level by increasing your credibility as a company that invests in and supports its workforce.
They’re Talking About You
You probably understand the impact of technology and social media, including social recruiting, on your business by now but the business press is also essential to your employer brand. Having managers participate in the wider conversation with your business peers personalizes your organization and gains business opportunities. Being talked about in industry publications provides a super-charged burst of positive impressions to your company’s reputation and credibility.
When managers talk and write about the company’s management practices and styles in public media, it makes a big impression in the business community. Things like giving speeches at industry conferences and writing articles in industry and association publications spotlights your organization and puts a name and a face to those leading your company. It increases the likelihood that writers and editors will pay attention and come back for more. When managers are available to the business press where reporters and editors publicize your best practices, the expanded exposure touches all areas of your business but especially your employer brand.
You don’t have to have nap pods like Google or pay people $2,000 to leave if they don’t fit your culture like Zappos to have a top employer brand. You need a workplace culture and work environment that your employees are proud of and excited enough about to want to talk about it to everyone they know. You need to be seen as a great place to work inside and outside your company. You need to understand what a top employer brand looks like.
Andrew Greenberg’s roots in recruiting date back to 1996. He has experience both on the agency-side and corporate-side of the staffing business, with a focus in the financial services space at companies like Bloomberg and UBS. He also has core experience with information technology staffing, and has worked for major software companies such as SAP Business Objects and IBM/Informix Software. To get in touch with Andrew, you can reach him by email or by phone at (800) 797-6160.