The Impact of Employer Branding on Recruitment

With ads flashing everywhere, from billboards to laptop screens, brand identity is everywhere. It is what defines the company and sells itself to customers. However, branding doesn’t only pertain to customers. It also plays a crucial role in attracting employees!

Employer branding is the strategic process of shaping the perception of an organization as an attractive employer. It involves crafting a compelling narrative that resonates with potential employees, highlighting the company’s unique culture, values, and employee experiences. 

Robust employer brand strategies play a pivotal role in recruitment. According to Vouch, at least 88% of job seekers consider a company’s employer brand before applying. In this blog, we will highlight the importance of employer branding in recruitment, the path to building a strong employer brand, and what metrics to keep in mind while working with such branding campaigns.

The Importance of Employer Branding in Recruitment

Employer branding has become increasingly crucial in today’s competitive recruitment landscape. Let’s look at how healthy recruitment is linked to effective employer branding.

Attracting Top Talent

A well-established employer brand is an irresistible magnet. Yet at the same time, only the best material sticks to it for long. When potential candidates perceive a company as an attractive workplace, they are more likely to be interested in applying for open positions. 

Robust employer brand strategies are facilitative for top talent as they can easily identify the company’s unique selling points. This attracts candidates who are not only qualified but also aligned with the company’s mission and vision. Hence, the HR and the potential candidates are assisted in their respective roles.

Reducing Time-to-Hire

With a strong employer brand, you can significantly reduce the time it takes to fill open positions. As mentioned, a large pool of qualified candidates is easy to attract. This increases the chances of finding the right person for the job quickly. 

It will save you any time you may have spent on candidates who had no idea about your company, the environment, or even the role at length! This makes the recruiting process much smoother and streamlined with minimum clutter. Naturally, this cuts back on hiring costs as well. According to Reviewtrackers:

“A strong employer brand can reduce the cost per hire by as much as 50%, and a negative reputation can cost a company as much as 10% more per hire”.

Improving Candidate Quality

According to Withe, a strong employer brand can

“…lead to a 50% increase in qualified candidates”. 

This is a natural end to the process we have outlined. Allowing the candidates to sift themselves out based on the job role and the entire brand identity, you can be sure that only the best would join. 

The filter of a strong employer brand would establish you as a serious company with profound principles, values, and culture. By clearly communicating the company’s values and culture, employers can attract candidates with similar beliefs and work styles. This can lead to higher employee satisfaction, lower turnover rates, and improved team performance.

How To Build a Strong Employer Brand?

Now that we have realized how vital employer branding is, the next step is to execute it. Employer branding, just like any other type that may exist out there, is a process. It is an extensive campaign that must be rigorously planned and ritually pursued. To know all these aspects in detail, check out Digital Hire’s Employer Branding Guide!

But for now, we will discuss three main things: defining your company values and culture, creating engaging employer branding content, and leveraging employee advocacy.

Defining Company Values and Culture

We discussed this multiple times before so it’s pretty evident that defining company values and culture is highly significant. We also discussed how it attracts top talent and communicates an authoritative representation of brand identity. 

Now, let’s look at some ways you can communicate these values effectively:

• Involve Employees: Bring your employees to the forefront and enable them to contribute to developing and refining company values. After all, they are the most compelling representations of what your brand stands for.
• Living the Values: Words entice, actions enrapture. When people see the culture in action, the real magic happens. So, hold leaders accountable for exemplifying these values and creating a culture where they are respected and rewarded. 
• Consistent Messaging: The customers and employees hear the brand’s voice. The voice must be the same, from internal newsletters and company websites to external marketing materials and social media. 
• Brand Mission on Job Description: When you put out a job description, keep a section about your values, goals, and culture. Mention what you stand for and what your work environment and ethics entail. Digital Hire’s AI-powered job Board makes this easy as it allows the upload of video resumes. 

By following these practical tips and actionable steps, companies can effectively communicate their values and culture, creating a strong employer brand that attracts top talent and fosters a positive and engaged workplace.