Is employer branding at the forefront of your recruitment and retention strategy? If not, why not, and what can you do about it?

Where recruitment and marketing meet

Employer branding is where recruitment and marketing meet. In an increasingly candidate-driven market, adopting a marketing mindset can help you attract the right talent in creative ways.

Your employer brand is essentially your reputation as a great place to work – or a ‘bad’ place to work according to the perceptions of employees past, present and potential future. It should be a business-wide strategy that supports long-term growth, future proofs your talent pipeline and improves employee retention, as well as building upon the overall company brand.

94% of jobseekers consider an employer’s brand

Why? Research tells us employer brand is key to recruitment success and employee retention. Our 2019 Employer Branding Insights Report revealed that an overwhelming 94% of jobseekers would take an employer’s brand into consideration when applying for jobs, and 45% of passive jobseekers would apply for a job if it was to work for an amazing brand. 

A plethora of other research supports the importance of employer brand. For example, research by job board provider, Madgex, reveals job seekers spend up to two hours per week researching potential employers. They want to understand the culture of a company and get a real feel for what it’s like to work there before filling in an application form. 

Every touchpoint is important, from your company website to the application process and beyond. The job interview itself could give candidates the right or wrong impression, and whether or not you offer them the job, your reputation matters.

What’s your working environment like?

However, there is a gap between candidates’ expectations and reality, as LinkedIn research showed recruiters fail to communicate the values of the hiring company in 55% of cases. Employer brand is clearly important, but this isn’t always appreciated by employers wondering why they’re struggling to hire and retain the best talent.

As an employer, what sort of working environment and culture do you offer and are you communicating that to the outside world as well as within your organisation? Why not ask your current and potential employees what they think about your employer brand and what is important to them in a workplace? 

Our research shows that many people leave their jobs due to a lack of career progression and are looking for a better work/life balance, as well as opportunities to develop their skills. Flexible working, autonomy, rewarding work and strong leadership are all key factors candidates tell us are important to them time and time again.

Indeed, investment in training and upskilling will continue to increase in importance with the ageing population and shortage of skills, and this will be key to employee retention, as well as your overall employer brand.

Need advice or help building your employer brand? Get in touch with Wonderful Workplaces on wonderfulworkplaces@haymarket.com 

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Jennifer Jackson is the senior content editor for Wonderful Workplaces, helping organisations attract and retain top talent through content, research and events. She has over 12 years experience in HR communications and also manages commercial careers content across Haymarket Business Media’s print and online publications, including Campaign, PRWeek, Third Sector, Horticulture Week, People Management Jobs and Planning Jobs.