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The ultimate guide to employer branding strategy

The ultimate guide to employer branding strategy

We discover the whole lot HR wants to find out about employer manufacturers – from how yours could be harming your organisation, to how to enhance it and talk it to employees and candidates

Loads of recruitment ‘experts’ and hiring platforms speak about a greater employer model being the key to attracting and retaining nice individuals in an more and more aggressive hiring market. However what precisely is an ‘employer brand’? How have you learnt what your organisation’s is? What influence does it have on you as an employer? And how are you going to work to refine and improve your branding? We discover all this and extra in our ultimate guide to employer branding.

What’s an ‘employer brand’?

Let’s begin by getting everybody on the identical web page, and clearly defining what we’re discussing right here. The CIPD, the skilled physique for HR within the UK, defines employer model as “the way in which organisations differentiate themselves in the labour market, enabling them to recruit, retain and engage the right people.”

Each organisation has an employer model, whether or not they’re conscious of it or not. For it to be efficient, the employer model ought to hyperlink intently with an organisation’s values, and have to be persistently utilized to the organisation’s strategy to individuals administration – from the candidate expertise via to onboarding, reward, efficiency administration, studying and improvement, and all the things in between.

Is it a brand new idea?

The concept of branding in relation to the general public picture of an organisation and its services, is nothing new. Nevertheless it’s solely because the 1990s that the idea of branding has been linked with how employees and candidates understand an employer. Arguably, it’s solely up to now 15 years that it’s turn into a standard concern amongst HR professionals. Concrete knowledge concerning the proportion of HR groups specializing in their employer model as a precedence is tough to come by, however check out LinkedIn, Twitter, or HR blogs and also you’ll see loads of individuals discussing their methods for enhancing it.

Is it one thing that I actually need to be frightened about?

If you would like to give you the chance to rent and retain the individuals you want on your organisation to achieve success, then sure. And don’t simply take our phrase for it: there’s loads of knowledge on the market which quantifies the price of a poor employer model. A 2016 research by LinkedIn estimates that an employer could have to increase wages by 10% to compensate for the influence of a nasty employer model, and that the annual  value of poor branding to UK employers is £four.1 million.

The research additionally discovered that organisations which exhibit a minimum of three of the 5 constructive employer model traits it recognized (job safety, improvement alternatives, the prospect to work on a greater workforce, shared values, and constructive suggestions from present staff and alumni) might appeal to 41% of full-time US staff without having to supply a pay improve.

One other 2016 research, featured in Harvard Enterprise Evaluate, discovered that almost half of individuals wouldn’t take a job with an organization that exhibited the highest three unfavourable employer model elements (job insecurity, dysfunctional groups, and poor management), even when they have been provided a pay improve. Solely 28% of respondents stated that a 10% pay rise would tempt them to be a part of such an organization.

Why may my employer branding efforts be failing?

As a result of employer branding is so intently linked to organisational tradition, there is perhaps some systemic explanation why your model isn’t resonating with employees and job hunters. These might embrace:

  • Failing to reward and recognise staff’ onerous work, particularly once they go the additional mile. Easy efforts to thank staff will make a big distinction
  • Leaders are setting a nasty instance. Desired behaviours – akin to collaboration, respect and recognition – want to be modelled from the highest down
  • Managers aren’t up to the job. In lots of organisations, gaining administration obligations is a default a part of profession progress – however many new managers aren’t given the suitable help and coaching to allow them to handle their groups correctly. Spend money on your line managers and watch your tradition enhance
  • Onboarding is an afterthought. Should you don’t plan a supportive, useful and interesting induction (or onboarding) course of, new starters gained’t interact together with your organisation from the outset and may search employment elsewhere – which means the money and time you’ve invested in hiring will go to waste
  • Individuals aren’t being listened to. If there are not any inner mechanisms for workers to inform HR, managers and leaders what they truthfully really feel about how and the place they work, they gained’t really feel valued. They could even take to public boards reminiscent of Glassdoor to vent about what they don’t like about your organisation. As an alternative, create protected, nameless areas inside your organisation via which staff’ views, hopes and fears might be mentioned and addressed
  • Your working setting is uninspiring. It’s estimated that the typical American spends 90,000 hours at work over their lifetime – and the typical Brit in all probability isn’t far behind. Neglecting to make your office a pleasing and productive place to be is a sure-fire method to trigger staff to disengage at work
  • You don’t supply job safety. Temperamental line managers that rent and hearth will create a poisonous environment, and employees will depart

What are the damaging outcomes of poor employer branding?

A poor employer model can have an effect on an organisation in quite a few methods, primarily:

  • Problem hiring the fitting individuals for the suitable roles: it’d take a very long time, or you’ll rent the incorrect individuals
  • Present staff might really feel disengaged and productiveness might fall
  • Employees might depart your organisation
  • Inner communication and collaboration could also be stifled
  • Well being and wellbeing could also be on the decline, and situations of stress and/or absence might rise
  • Clients could also be postpone buying your services or products if they’ve heard unfavourable tales about you as an employer

How can I create a terrific employer model?

The CIPD recommends that organisations looking for to develop their employer model achieve this by way of 4 distinct levels:

  1. Uncover – perceive how the employer model is perceived by numerous teams of stakeholders (these may embrace senior leaders, HR, line managers, staff, alumni and candidates). A employees survey, and social media evaluation, could be useful right here
  2. Evaluation, interpretation and creation – construct a transparent image of what the organisation stands for, provides to employees and requires as an employer. It will develop into your ‘employer value proposition’
  3. Implementation and communication – apply the employer model for the primary time. In case you are making modifications in response to suggestions, be open with employees about what you’re doing and why
  4. Measurement, upkeep and optimisation – evaluation how the employer model was acquired and make any needed changes

It’s essential to recognise that your creating your employer model isn’t a one-off course of; it’s one thing that may want continuous assessment and a spotlight from stakeholders all through your organisation. It’s definitely not a process that must be left to an HR or advertising group to personal: making your organisation a fantastic place to work, and speaking that tradition, is one thing that everybody in your organisation has a vested curiosity in, and must be answerable for.

What ought to I speak to potential candidates about to enhance their impression of my organisation?

One of many key methods for enhancing your employer model is telling tales about your organisation. Themes and codecs may embrace:

  • Staff’ tales and testimonials. Lodge chain Marriott, for instance, has an Instagram web page devoted to sharing worker tales. Make sure to use real pictures, movies and testimonials, from actual individuals
  • Your working surroundings. In the event you’ve invested in unbelievable amenities in your employees, ensure that individuals find out about them. Media protection of Apple Park is a superb instance – however even when your workplace design finances is smaller than Apple’s, there’s nonetheless worth in speaking about your office
  • Perks and advantages. Design a package deal that makes your organisation stand out from the gang and ensure employees and candidates find out about the advantages you present
  • Organisational tradition. LinkedIn could be very open about it’s tradition, with staff often sharing public updates about why they really feel it’s a particular place to work
  • Recognition and awards. Whether or not you’re doling out ‘employee of the month’ trophies or encouraging employees to thank their colleagues on social networks akin to Yammer, sharing tales of success and collaboration goes a great distance to create a constructive organisational tradition
  • Recruitment-focused content material. Giant organisations are investing massive in hiring campaigns; take, as an example, Heineken’s interactive ‘Go places’ initiative, launched in 2016, which is an interactive character check that permits individuals to discover out extra concerning the firm in a enjoyable and interesting method. In case you’re on a smaller finances, take into consideration what blogs or movies you would create in your web site, and the way you possibly can tailor the content material of your organisation’s LinkedIn profile to attraction extra to potential candidates

How do I do know if my up to date employer model is working?

It’s essential that you simply measure the effectiveness and return on funding (ROI) of your employer branding efforts. An employer branding guide by jobs.ac.uk recommends measuring:

  • Suggestions from new starters, recruiters and managers
  • The quantity and high quality of candidates for vacancies
  • Job acceptance charges
  • Velocity and price of rent
  • Worker efficiency
  • Quantity and high quality of inner referrals
  • Modifications in responses to your worker survey
  • Absence charges
  • Suggestions from exit interviews
  • Exterior surveys about individuals’s perceptions of your organisation and its attractiveness as an employer
  • Social media posts and scores on platforms reminiscent of Glassdoor

Delivering a unbelievable candidate expertise is a crucial a part of getting your employer model proper. Uncover how CIPHR iRecruit may help