How to build employer branding is one of the important strategies to help attract talent of enterprises. If the strategy is carried out nicely, the enterprise is more likely to recruit capable employees. The question here is that what is the most effective employer branding approach? In the following article, Viindoo will provide you with all information related to employer branding.
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What is employer branding
Employer brand is the credibility of a company as an employer instead of as a business entity. Employer brand also refers to a mission statement, core values as well as an assessment of the future development of the business.
What is employer branding?
Once understanding the definition of what is employer brand, employers will have accurate and effective employer branding plans. Currently, many large companies or corporations have been focusing on building employer brand, thereby attracting potential candidates.
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Why do businesses need to build an employer brand?
In the information explosion era, all comments about businesses are easily found on social networking sites, especially job search groups. According to Glassdoor statistics, 69% of the researched would reject an employer brand that has a bad reputation. Therefore, the business with a bad employer brand will lose a number of potential candidates.
On the contrary, having an active and reputable employer brand is an extremely strong competitive edge in today's recruitment market. This is demonstrated by research by LinkedIn, which shows that companies with a good employer brand receive twice as many job applications.
Therefore, an active employer brand plays an extremely important role in the enterprise' talent attraction strategies, helping businesses find the right candidate, limiting the chance of hiring the wrong person, reducing the turnover rate, and lowering the training costs for new hires.
- Optimize recruitment time and costs: When businesses build an influential employer brand, the recruitment processes will be carried out in a methodical, reasonable and orderly way. The recruitment content is built more clearly and transparently, thereby reducing the effort, time and cost of recruitment.
- Help businesses attract potential candidates: Building a successful employer brand will create leverage for businesses to attract more potential candidates. As a result, the company has better options, suitable for the job positions they are looking for.
- Help businesses retain employees: The longer the businesses can retain talented people, the more costs for advertising, recruitment and training they can save.
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How to build employer branding in 9 steps
By helping you understand the importance of building employer brand, this article will bring you the most effective 7-step employer branding process in recruitment process.
Assess the current state of the business
The assessment of the current state of the business will give you the overview of the company's situation. From there, you know the company's strengths, weaknesses, opportunities and threats to have the most suitable employer branding plan.
Some issues that HR departments need to consider include company image, leadership capacity, working environment, company culture, remuneration, etc. These contents must be assessed objectively and accurately to bring about brand effectiveness.
Using the SWOT model to assess the current state of the business
Determine EVP (Employee Value Propositions)
EVP is an indicator that determines an employer's commitment to the interests of employees. The EVP index shows attractiveness, differentiation and clearly reflects the company's benefits and culture.
EVP is an important indicator
EVP is determined based on the basis from step 1. The higher the EVP, the greater the attractiveness of the business to the candidate. In addition, the EVP index is also considered as a motivation for employees to stick with the company for a long time.
Promote your business brand
After determining the EVP, businesses need to "visualize" those indicators through visual media such as images and videos.
However, the selection of images and videos is also crucial to the effectiveness of advertising. Enterprises should prioritize photos or videos with authentic content about business activities, working environment, employee morale, etc. to ensure image quality, clear messages, and integrity for a prominent employer brand.
Promote the brand widely
The use of media is considered as a double-edged sword, so businesses must have a specific strategy to bring the best effect. When businesses have a foothold on social networks, approaching candidates also becomes faster and easier.
In addition, the employee's advocates are also a factor influencing the decisions of the candidates. They will see the reviews from past and current employees before making a final decision. Therefore, when employees have positive feelings about the company, the company's image will also become better and spread more widely.
Build a recruitment website
As mentioned above, social networks and the Internet have a great influence on the process of building employer brand. This is a place for businesses to show their working culture, share recruitment information, raise candidate's brand awareness and help businesses get closer to candidates.
Building recruitment websites for businesses
The content of recruitment pages must reflect the corporate culture, be compatible with many devices, be constantly updated and have regular interaction with users.
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Create awareness from the community
Currently, many businesses have invested in organizing free workshops, community events, contests, awards, etc. to bring valuable information and attract the participation of a large number of candidates.
It can be said that creating awareness from the community means that your employer branding plan is being accepted. The company's messages have been convincing more people, bringing higher brand values.
Workshops to help improve brand awareness
Create good job descriptions
In step 6, employers need to send candidates the most accurate and specific job descriptions. Create a job description is considered the minimum requirement to attract candidates to the position and company. A detailed and specific description also helps businesses screen out excellent candidates, showing the professionalism of the company.
Job description should be clear
A job description does not require sophisticated creativity, but must ensure the following contents:
- Details about the position and job title.
- Specific tasks that the candidate will do.
- Details of remuneration, salary, bonus and working environment at the company.
- Minimum requirements for work - don't ask for too much
Optimize candidate experience
The ultimate purpose of employer branding is to improve recruitment efficiency. Therefore, optimizing the candidate experience to be simple, easy to understand, and easy to interact with is always a priority.
The recruitment process is like the sales process, with the candidate being the customer and recruitment being the process of convincing the candidate to "use" the services of the business. Employers need to make sure to give candidates the best service experience and professional working style.
Call for employees advocacy
Calling for employee advocacy will help the employer branding campaigns be more successful, improve the efficiency of internal candidate introduction. This not only helps businesses recruit the right candidates, but also spreads the brand image wider.
Employees with a positive attitude towards the company will be the ones willing to refer candidates if they know. There are many ways for employees to express their opinions about the company such as through contests or surveys on forums and communities.
Evaluate and measure
Finally, the effectiveness of the employer branding plan will be demonstrated through evaluation and measurement. These metrics will help you manage your campaigns more effectively. Some criteria to evaluate the effectiveness of employer branding include:
- Employee commitment to the company.
- Percentage of employees who continue to work at the company after probation.
- New staff quality.
- Expenses for new employees.
- Number of candidates applying and being recruited.
- The duration of the recruitment process.
Case Study of effective employer branding
The effectiveness of employer branding is high, convincing many businesses to quickly grasp and implement this strategy. Here are some recruiting case studies of famous brands for your reference.
Heineken
Heineken is a well-known brand with a series of effective recruitment branding case studies. The campaigns of this brand have made a great impact, strengthening the recruitment brand in the eyes of candidates.
One of Heineken's unique and popular recruitment campaigns is "Heineken Go Places". This campaign introduced the company's recruitment information through impressive videos. In addition, Heineken also builds a well-designed recruitment website, aiming to be minimalistic and playful, which is close to candidates.
A scene from the "Heineiken Go Places" campaign
A special feature of this campaign is that the detailed results of the multiple-choice entrance test will be returned to candidates by Heineken. After the campaign, the campaign has achieved amazing recruitment efficiency with huge numbers, impressing potential candidates, creating new opportunities for them to better understand the values and messages that the company wants to offer.
Starbucks
Another good example of a successful employer branding strategy is Starbucks. Starbucks' brand has been widely promoted on social networking sites. This business also built a space dedicated to the field of recruitment and interaction with candidates who are looking for jobs.
Starbucks considers employees as working partners, hence successfully boost employees' pride in the company. Positive employee reviews on social networking sites have greatly contributed to this brand, thereby increasing the level of prestige in the eyes of potential candidates.
Starbucks - Case study to build a typical employer brand campaign
The content on Starbucks' social networking sites isn’t about products. In fact, it focuses on introducing the company's mission, conveying messages, congratulating employees, and sharing their stories. This has created a positive spillover for the brand.
FPT
FPT is a Vietnamese brand that has built a successful recruitment brand with a strong influence on the community. The scope of FPT's influencers is diverse in terms of age, gender, field of work, etc.
FPT's social networking sites and recruitment posts honestly reflect the content that candidates want to learn. By using a friendly approach, FPT spread their messages, reaching deeper into the community. At the same time, the business also has the ability to inspire and positive energy to the candidates.
FPT's transparent recruitment process
FPT also pays great attention to the company's employees. This business has a website where employees can share their stories during their time at the company on the occasion of its 30th anniversary. Photos and videos of the group's anniversary activities are also posted and updated. This gives a new look to social media users interested in this business.
FAQs
Can employer branding impact employee retention?
Yes, a strong employer brand can positively impact employee retention. When employees feel proud to be associated with the company, experience a positive work environment, and believe in the company's values, they are more likely to stay with the organization.
Can small or startup companies build a strong employer brand?
Yes, small or startup companies can build a strong employer brand by focusing on their unique selling points, such as a dynamic work environment, growth opportunities, and the ability to make a meaningful impact. They can leverage social media, networking, and personalized communication to attract top talent.
The above article Viindoo has introduced to you in detail 9 steps to build a compelling how to build employer branding. Start building a strong employer brand now as a great milestone in your HR career!
