Communicate Your Employer Brand to Prospective Employees

An important aspect of being a successful hiring body is establishing your employer brand. An “employer brand” is defined by the Society for Human Resource Management (SHRM) Foundation’s “Staffing Research” guide titled The Employer Brand: A Strategic Tool to Attract, Recruit and Retain Talent as “how the organization wants prospective and current employees to see the company.”

Establishing a solid employer brand isn’t as simple as merely making a statement; it is outlined in action as well as in word. It is a public-facing expression of the values your company looks for in job candidates and is an important part of your company’s identity. SHRM’s guide “Recruiting and Attracting Talent” states how a strong and sincere employer brand often means the difference between retaining talent and watching one good employee after another slip away (or never onboard to begin with).

The SHRM employer guide says employer brands are usually best as a “long-term strategy with a transparent message,” reflecting the way the organization wants prospective and current employees to view the company in terms of being an employer. “The most highly successful companies have three top goals for their employer brand: helping employees internalize the company’s values, achieving a reputation as an employer of choice, and recruiting and retaining employees.”

Here are some tips on building a solid employer brand:

Understand the company’s business objectives and commitment to growth. Knowing the culture of the company and how it strives to operate is essential to developing an employer brand, and is a key factor for potential employees in their decision whether to work there. The SHRM report states “SHRM found that when selecting a company, candidates carefully consider stability and growth, advancement opportunities and a reputation for being ethical.”

Develop a Communication Plan. How the company spotlights company initiatives like community service projects, and the methods and frequency with which they communicate important company news matters greatly. Even something as seemingly simple as frequently updating the company website can say a lot about your company’s culture.

Develop the creative content and the message. “For staffing management, evaluating the effectiveness of the employer brand is key,” the report states. Use focus groups and employee surveys to gauge the employee sentiment and make tweaks, or if necessary, change strategies.

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