Why Building A Strong Employer Brand Is Critical to Attract Top Talent

An ‘employer brand’ refers to how potential candidates and current employees regard an organisation as a place to work. This reputation plays a vital role in attracting and retaining top talent in the market. It isn’t something you own, but is rather something that exists in the minds of candidates and employees.

Creating an appealing and positive employer brand is crucial to attracting the best talent as well as retaining your top performers. On the other side of the equation, an organisation that does not invest time and effort into their branding can be seen as less trustworthy and can be a reason for candidates to refrain from applying for positions there.

Let’s discuss a few important reasons as to how building a strong employer brand can attract and retain talent.

Rich and Strong Pool of Candidates

A company that possesses a strong employer brand which is easily accessible to potential candidates stands out from the competition. Highly skilled employees are excited to apply at organisations that have a strong brand. This leads to a higher application pool with a wider range of skillsets for the hiring manager to ultimately choose from. An employer brand that is lacking will not have the same pool of candidates to select from and will be missing out on vital talent.

Think as A Candidate

Candidates are no longer drawn to work with a company only because of a paycheck. Candidates are drawn to places that align with their own values and beliefs, offer challenges, and offer opportunities to learn and grow. It is important that these features are showcased in easy to find places such as the company website or LinkedIn page. It is a good idea to mirror the mindset of a candidate and visit your website and find the reasons as to why candidates should work there.

Promote Brand Advocacy

Existing employees and happy customers play a huge role in employer branding. When you have large amounts of people saying positive things about a company brand, it has a huge and lasting impact. Potential candidates are more likely to trust the opinion of an individual rather than what is being written on a company website. The same goes with happy customers. Good experience = telling your friends about it and turning them into customers. Bad experiences = complaining to your friends and telling them to avoid at all costs.

Demonstrate Culture, Diversity and Inclusion

75% of candidates will consider the employer’s brand before applying for a vacancy. Candidates will search for a company that has a strong culture and a diverse workforce. The culture begins with the mission, vision and purpose of the company. To triumph against the competition and secure the best talent, it is vital that the culture, environment and benefits are all communicated throughout the various channels.

Overall, employer branding provides candidates with an opportunity to assess their fit by offering an insight into what a particular organisation is like. As a result, a strong branding will not only attract the best talent but also increase employee retention and engagement.