Are you struggling to recruit enough candidates for your company? Is staff turnover high? We explain why you want to get started with an employer branding strategy for your business.
What is employer branding?
Employer branding is creating a pleasant and attractive employer brand, so that you recruit more new staff and keep your current employees longer. Questions you need to ask yourself are: what characterizes the organization? What do you want to convey as a company to potential employees? What are your standards and values? And what are the unique benefits of working at your organization? That is how you build a strong employer brand with employees who are proud to work for you, and how you avoid falling behind competitors. Employer branding is not a goal in itself, it is more of a means to an end. There is a difference between internal and external branding. When it comes to internal branding it is called employee branding, while the external focus is called employer branding.
In short, why is an employer branding strategy important for your company?
- You show that you are a good employer, and so attract new staff. That comes with lower recruitment costs.
- The candidates who apply to you often have a better picture of the organization, and can therefore judge better whether they are a good fit. That increases the chance of a successful match.
- In this tight labor market it is important to find and keep staff. Employer branding helps with that.
- You gain greater brand awareness by focusing on marketing around employer branding. And that also gives a boost when it comes to winning customers.
- You set your organization apart, because you show exactly what your company stands for. And what your employees stand for.
Putting your website to good use
Your website is an important part of your employer branding strategy. A big element of employer branding is the vacancies section. A well-known example is a separate careers website. Still, that is certainly not always necessary. What matters most is covering things such as how you catch the attention of potential candidates and how you hold on to it.
Employer branding is mainly about what you convey, and that does not necessarily require a separate careers website. Make the vacancies on your website interesting, arrange offline promotion at a trade fair, send a nice little gift: there are more ways to recruit staff. Make it clear what the company’s image is and what the benefits of working there are.
Companies often have the above in order (to some extent), but it does not come across clearly enough on the website or in other marketing materials. We are happy to help you with that!
If you want to keep the potential customer and potential employee audiences separate, a careers website is definitely a good option.
A few important things to think about for your employer branding:
- What makes your organization unique or different?
- What do you stand for as an organization?
- What is your organization’s mission and vision?
- Why do your current employees enjoy working at your organization?
- Why would new employees want to work at your organization?
We are happy to give you more tips for more conversion on the vacancies on your website.
Employer branding with JKC Media
Do you want to get started with employer branding for your company? Together with you, we look at which strategy works best for your organization. Get in touch and we will discuss all the options. That way you can take recruiting and retaining staff to a higher level.
