Employer brand is an important factor for all companies. Your employer brand is what attracts and retains workers, making your company a better place to work than your competition. However, far from being the reserve of big companies, small businesses can develop employer brands too – and it needn’t cost the earth.
Your recruitment partner should always be educated in your brand and be able to sell it to potential candidates. Sadly, not all recruitment agencies take such a vested interest in their clients. At eRecruit, it is our priority; knowing your brand is part and parcel of our low-cost, flat rate recruitment service.
A brand is of the people…
… And an employer brand is no different. Modern resources and media allow candidates to find out what it’s like to work at your company. This may make a brand harder to control, but it also allows companies with smaller marketing budgets a chance to be recognised.
Deliver what you promise
With a small budget, you have to pick your moments and excel. One false move could destroy any trust and momentum you have built up. Never promise one thing and deliver another – or worse, not deliver at all. Always align your employer brand with what you can actually provide employees.
Remember: branding opportunities are everywhere
Employer branding isn’t about huge marketing budgets and fancy adverts; it is about relaying what it’s actually like to work for your company. Get active; think outside the box: get video testimonials from your top talent, ring the local newspaper and tell them about your quirky office, put interesting content on your blogs and social media.
Speaking of social media…
… It is your friend. Use it to your advantage. Social media isn’t always free; it takes time and money to do properly, to learn how to effectively engage with an online community and create your employer brand. It’s more than just tweeting streams of jobs, but rather interesting news and ideas about your business and industry. Also, creating a Facebook page will only attract the most devoted jobseekers. Adding a careers tab to your Facebook consumer page is much more beneficial.
Used shrewdly, social media can help meet your branding objectives. For instance, you can build your employer brand around being a thought leader or innovator. Use your strengths to build an online personality that will attract new workers. Be sure to engage in tweet chats and similar. By creating or joining chats for jobseekers, you can reach new talent without using many resources at all.
In the modern world, flexible working hours are the norm. This is especially true of startup and small businesses. By embracing this flexibility, you strengthen your employer brand and recruitment drives. For instance, market yourself as a company that promotes working from home or flexible working arrangements. Other ways to promote flexibility are through dress policy or new-parent policy. There is a degree of flexibility that will suit all workers – and not just in terms of working hours. Think outside the box: can you offer a day off so an employer can attend college or university classes?
Don’t forget your existing employees
It’s not just about retaining your new recruits, but your existing ones too. Focusing on newcomers whilst overlooking current talent is one of the biggest mistakes companies make. Don’t forget: your current employees are the best ambassadors for your business. If they enjoy the job, they will naturally shout about it. Indeed, integrate them into your employer brand and get them tweeting, blogging and participating in brand-building projects.