Lori Blanford, ClearEdge Marketing Account Manager joins Account Manager Emily Tatum to dive into all things employer branding on this episode, starting their discussion by defining the differences between the more commonly known consumer brand and a company’s employer brand. While a traditional brand is the marketplace perception of a company’s product or service, and employer brand is a company’s reputation as an employer and what it offers to potential employees. Lori points out that the key to a strong employer brand is about building relationships long before candidates hit the “apply” button.
Part of that relationship building is rooted in understanding how a company is perceived by current employees. Companies need to ensure its current employees are sharing their honest experiences on sites like Glassdoor and Indeed, as well as in their own communications. This requires companies to deliver on what they promise to employees. In addition, it means that stakeholders in the company must work together to ensure the employee experience being shared publicly is the real deal.
The payoff of a solid employer brand is significant. One of the top advantages is that companies with strong employer brands attract the right talent, reducing time-to-hire and improving retention. Lori stresses that companies with strong employer brands offer something more than competitive salaries; they allow potential candidates to get a really good feel as to if they would be a good fit for your company.
If a company is unsure of how they’re perceived as an employer, what should they do? Lori explains how the following tactics can help companies audit their current employer brand and decide if they need to adjust their strategy:
- Check out social media and review sites like Glassdoor and Indeed to better understand the market perception of your employer brand.
- Survey your employees to make sure you are accommodating your workforce. You can’t effectively communicate what it’s like to work at your company if you don’t get the information straight from the source!
- Know your competitor’s strength and weakness as employers. Why are candidates taking jobs with them over you? Why are you losing candidates?
Once companies have a better handle on how they’re currently being perceived as an employer, they can begin to take a more proactive strategy to their employer brand, and Lori shares a number of different approaches to do so. While building an employer brand takes time, honesty and dedication, it’s key to attracting the right talent needed to thrive in today’s tight talent market.Tune in to hear evaluate your own employer brand and get guidance on next steps to elevating your employer brand.