What is employer branding?

Employer branding is the key to attracting talent. But what is employer branding? What employer branding strategies should you know? Let’s take a look.

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Scott van Dort

As Senior Copywriter at Teamtailor, my goal is to communicate, inform, educate, and inspire existing and potential users about our incredible, all-in-one recruitment solution.

The average person will spend one-third of their life working. Deciding where to work is, therefore, one of the most important decisions any of us can make. 

As writer Annie Dillard once wisely said, “How we spend our days is, of course, how we spend our lives.” 

So, let’s imagine that a person receives two job offers from two different companies for a similar role and the same salary. What would make them choose one over the other?

The answer? Employer branding.

What is the meaning of employer branding?

We can all think of companies that people want to work for and brands that people connect and identify themselves with. The reasons for this go beyond simply what the company does or sells. People want to work for a company that has a strong reputation. 

You can think of employer branding as a company’s magnet to attract talent. A company’s reputation is influenced by many things, both internal and external, including not only what its consumers or users say but also what its employees say. 

How does employer branding help in attracting top talent?

From fresh fruit and monthly wellness days to pet-friendly offices and extra vacation days, in today’s war for talent, every company is trying different strategies to attract candidates. However, beyond any of that, it’s the company’s employer brand and reputation that carries the most weight.

Unsurprisingly, companies with a strong positive reputation not only attract more candidates but also better-qualified candidates. In other words, the importance of a strong employer brand cannot be overstated.

Companies hoping to attract top talent will often post job ads with tantalizing perks, competitive compensation, and flexible working environments. However, as one Gallup article shares*, the things that job seekers are looking for today aren't often conveyed in typical job postings. “They seek companies that feed their desire for meaning and purpose -- and run-of-the-mill job ads and career websites rarely differentiate companies or showcase purpose-centric cultures.”

Where does employer branding start?

We’ve all heard about the importance of making a great first impression. This stands true for employer branding too. For potential candidates, the crucial first impression of a company comes long before they apply for a job. In other words, we cannot overstate the benefits of employer branding.

You can be certain that job-seekers and potential candidates will do their research about the company before applying for a job. They will read online reviews from current and former employees. They will also check their network for connections to people who work at the company.

Gallup writes that employees have become "consumers of the workplace”. “They do their research and browse before they buy. You now have to convince them to choose you.” As such, employer branding and reputation greatly influence people’s perception of your company. So, if you’ve ever wondered “How can employer branding affect recruitment?” now you know.

Did you know that 75% of job seekers consider an employer’s brand before applying for a job?*

How to build a strong employer brand

With first impressions in mind, the best place to start when it comes to thinking about your employer brand is the first touch point for potential candidates – your career site. Think about it, this is where job seekers get their first introduction to your company. 

According to LinkedIn, the number one obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organization.**

Teamtailor’s all-in-one recruitment software includes a powerful but easy-to-use career site that helps companies use their employer brand to attract talent and give potential candidates a glimpse into what it’s like to work there. 

Your career site is your chance to showcase your company culture, including photos of your happy employees, your EVP, employee benefits, goals and objectives, and core values. This is the information that candidates want to see.

It's great to have a dedicated careers site with everything in one place, including testimonials and stories to attract candidates. We can be as transparent as possible on there and really give candidates a sense of what it's like to work here. It's also a great tool to speak to both active and passive candidates.” 

–  Claire Wise, Internal Recruitment Manager, Mark Allen Group.

Using drag-and-drop boxes and pre-built templates, you can build an attractive career site without any technical knowledge.

A career site usually consists of multiple pages. In addition to the main page that showcases your culture, companies create additional pages for their office locations, departments, and, of course, current job opportunities. You can also create targeted campaign pages for specialized roles, upcoming events, job fairs, or other occasions.

Don’t miss our article on the seven keys to building a great career site.

Using your employer brand to attract talent

Using your company's unique branding or brand identity, such as logos and colors, your career site helps you put your best foot forward and enables your employer brand to do the talking.

Your career site also includes a candidate chat widget that you can place on the home page of your career site or on specific job ads. Using this widget, you can start conversations with visitors before they become candidates. This way potential candidates have the opportunity to ask any questions about your company or role before applying.

With Teamtailor, you can use your brand to reach talent wherever they are. Publish your job ads to more than 150 integrated job boards and on your social media channels in just a click, maximizing your reach and saving time finding your next hire. To ensure your ads hit the spot with potential candidates, be sure your ads contain the right information and emphasize your unique culture, inclusion, and diversity policies, and any benefits and perks.

What's more, you can also find talent using Teamtailor’s advertising feature, Promote. Teamtailor’s team of experts will give your job postings the attention they deserve with paid advertising strategies designed to convert.

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