Take Your Employer Brand to the Next Level: Why Your Company Needs to Focus on Becoming a Preferred Employer

11 of October, 2023

You know your company is awesome, but do potential job candidates? Achieving a strong employer brand is key to attracting top talent. If people don’t know why they should want to work for you, they won’t.

It’s time to start focusing on what makes your company culture amazing and sharing that story with the world. It goes without saying that working inside your company, like improving culture with better internal communication, for example, will likely also improve the external vision of candidates.

In this article, we will talk about the importance of strong employer branding for your company, the benefits brought to your business and how to achieve it. Let’s start!

What Is Employer Branding and Why Does It Matter?

Employer brand is how your company is perceived by both current and potential employees. It’s what makes you stand out in a sea of competitors vying for top talent. A strong employer brand means you’ll attract the best candidates and keep your star employees for the long haul.

Why it Matters

A positive employer brand yields real benefits:

• Higher quality applicants. Candidates see you as an attractive place to work and actively want to join your team.
• Lower turnover. Employees feel engaged and loyal, so they stay longer. This reduces costs associated with constant recruiting and re-training.
• Increased productivity. Happy, motivated employees simply do better work. They go the extra mile because they genuinely care about the company’s success.
• Better work culture. When you have a cohesive brand that aligns with your company values, it creates a positive environment where people thrive.

Building Your Employer Brand

Focus on these areas to establish a memorable and compelling brand:

• Define your company culture and values. Figure out what makes your workplace unique.
• Improve the candidate experience. Make applying and interviewing a positive process. Even for those you don’t hire, they’ll remember their experience.
• Prioritize internal communication. Use a tool like Sesame to regularly update employees, share company news, and make them feel like valued members of the team.
• Encourage employee advocacy. When your people genuinely love their jobs, they’ll spread the word. Their authentic stories and recommendations are very persuasive.
• Continuously improve. Monitor how your brand is perceived and make enhancements. An employer brand is always evolving, so keep putting in the effort to be a preferred place to work.

With focus and commitment to these best practices, you’ll achieve an employer brand that attracts top talent and fuels business success. Make it a priority and you’ll reap the rewards.

Tips for Developing a Strong Employer Brand

Developing a strong employer brand takes work, but the payoff is huge. Here are some tips to help boost your company’s brand:

Focus on your company culture

What makes your company unique? Share stories and photos on your website and social media that give candidates a glimpse into your work environment and company values. Let your personality shine through!

Highlight employee benefits and perks

Talk about things like flexible work hours, professional development opportunities, gym memberships or free lunches. Show how you support work-life balance and invest in your employees.

Improve the candidate experience

From the moment someone views your job ad, ensure a positive experience. Respond quickly, keep candidates informed about the process, and make interviews as pleasant as possible. Even those not hired should walk away with a good impression.

Use an internal communications tool

A platform like Sesame makes it easy to engage employees and keep them up-to-date on company news and initiatives. When your own team is informed and excited, that enthusiasm will shine through to candidates and help strengthen your brand.

Becoming a preferred employer takes continuous effort, but is vital in today’s competitive market. Focus on culture, highlight perks, improve the candidate experience and leverage the right tools. Do this, and top talent will be lining up to join your team!

Leveraging Internal Communication Tools to Enhance Your Employer Brand

Leveraging internal communication tools is key to building a strong employer brand. As an HR professional, you know the importance of attracting and retaining top talent. An engaging employee experience, conveyed through consistent internal messaging, is what turns a company into a preferred employer.

With the right internal comms platform, you can boost employee satisfaction and strengthen your employer brand. For example, a tool like Sesame enables you to:

• Share company news and updates. Keep employees in the loop with the latest happenings. This fosters a sense of inclusion and transparency.
• Highlight employee stories. Feature profiles of team members to put a human face on your brand. This helps build connection between coworkers and gives people a sense of purpose.
• Promote your company culture. Share photos, videos, and stories that bring your values and mission to life. This helps attract candidates who will be a great cultural fit.
• Gather employee feedback. Use surveys and comments to better understand your workforce and make improvements. This demonstrates you value employee input and are willing to take action.
• Share career opportunities. Post open roles within the company so current employees feel supported in their career growth. This is appealing to job seekers looking for career advancement.

By leveraging a robust internal communications platform, you can strengthen bonds between teams, keep people engaged with your mission, and ultimately build a reputation as an employer of choice. Focusing on the employee experience—both for current and future team members—is how you take your employer brand to the next level.

Conclusion

So you see, building a strong employer brand should be a top priority for your company. Focusing on becoming a preferred employer will help you attract and retain the best talent. It will boost employee satisfaction, loyalty and productivity. And it will give your business a competitive edge.

The benefits far outweigh the efforts required. By improving your employee experience, strengthening your culture, and communicating your brand internally and externally, you’ll take your employer brand to the next level in no time.

What are you waiting for? Start making a difference today. Your employees and business will thank you for it.