Have you ever come across the term “Employer Branding”? Do you know what it means or why it is important? If you are struggling to find new talents to join your team or to retain the people you already have, you should consider investing in it.
Employer Branding is the marketing and branding of a company’s work experience; its reputation as a workplace. Differing from other types of marketing, this is not aimed at customers and does not have the scope of selling a product or service. It is used to share a company’s values and position towards their employees and show the world what it is like to work for them. With a good reputation within employees, any company is sure to attract the right candidates to work for them and create a strong company culture and good work environment. And it is also aimed at incentivizing your current employees to stay in your company.

Much like in other types of branding, employer branding is done by constructing a narrative that will be beneficial for the image of your company from the perspective of the people who actually work there. Usually, this includes sharing the experiences of employees that already work for you, as well as the promises and benefits that the experience of working in your company brings. A few good examples of values every company should have in order to be appealing for new hires and good to their current employees are having clear career plans for the growth and development of those who work for them, showing respect and the value they hold in their position and understanding their needs in and outside of the company. But the most important thing to keep in mind is authenticity; aim to become the best space for your employees and share the reality of your workplace, staying true to your values. Sharing the experience of your employees can serve as testimony and inspire potential new hires.
One way to do so is through social media campaigns that promote and share with the public the values of the company and the company culture. Another more traditional way would be through events held inside the company, which is also a powerful tool to work on team bonding and to spread the word about what it is like to work at your company. If you are still unsure of how to approach your employer branding, taking a look at some examples is always a good idea.
Usually the first thing that comes to mind when thinking about employer branding is Google. The company is the reference in the market for its exceptional employer branding. Through their socials, Google is constantly sharing the lives of their employees in the company and letting us into their workspace, like a constant online open day. Another famous example is Starbucks. Their socials are not just used to share their products and news, but also to spotlight the people who work for them, whom they call “partners”, and the work opportunities with the franchise.
The way you do your employer branding and the true way in which you treat the people who work for you can have a direct impact on your sales too. It is about your reputation. People will not want to work with you if they know your values actively harm others or go against their beliefs. The better the work experience truly is at your company, the better the image you can construct.
Essentially, it comes down to truly valuing those who work for you and letting the world know your company is an inviting place to work at. Share your values and testimonies from your satisfied employees and let us know what it is really like to be part of your “family”. Letting people in on this side of your business can also help to build a good reputation with your audience and inspire them to see you as a trustworthy company.
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