Here’s how to build an employer brand to boost your bottom line
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strong employer brand is now a necessity. Every company has an employer brand or reputation, whether by design or by chance. Strong employer brands attract and retain strong talent. With a weak employer brand, just a few disgruntled employees can do significant damage. When an organization builds Denise Gredler a strong employer brand, four Corporate branding things happen: 1. Employees become ambassadors. Only with a strong employer brand will the positive voices speak as loudly as the negative ones. People only go to social media to express their delight or their disappointment – not their indifference. 2. The company becomes a talent magnet. Unemployment is zero percent in many fields. Rock stars aren’t looking for jobs, but are interested in conversations with attractive employers. Engaged employees refer their friends, often passive candidates who work for competitors. 3. Overall company performance improves. There is an economic link between a positive employer brand and broader performance. In the stock market, best companies outperform the S&P 500 by 84 percent to 115 percent. 4. Customers turn into fans. A great employer brand creates confidence in customers that they will receive superior quality products or services from engaged employees. What are the essential components to building a strong employer brand?
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Positive culture. Culture is the overall employee experience that results from vision, values, manifesto, leadership, practices and people. It can’t be copied. Workplace cultures are a one-of-a kind art and a good one is a masterpiece. 2. Brand consistency. Linking employer brand with the product/service brand strengthens both. 3. Differentiation. Great companies are like ice cream. They all share some common ingredients, but come in many different flavors. A company’s unique “flavor” can be defined through internal communication and specialized career events. 4.
A well-designed careers page and blog create the desire to be a part of something amazing. Job postings have
transformed from lists of qualifications into inspiring stories describing dream jobs. Blog posts associating a company with a positive employee experience are effective brand builders, especially when they come from a source with solid credibility. 5. Recognition as a Great Place to Work. Companies that win awards such as Arizona’s Most Admired Companies or Fortune’s 100 Best Places to Work often become “destination workplaces”, as famous for their corporate cultures as for their products. USAA, Charles Schwab and GoDaddy are examples of local and national award winning employer brands. Awards are even more important for lesser-known B2B brands. There is no downside to building a strong employer brand. Your employees are a powerful force, and they want to buy in to your company’s powerful story. Denise Gredler is founder and president of BestCompaniesAZ, which works with CEOs and HR leaders to maximize the value of their company’s brand and at the same time attract world class talent.
Benefits of a strong employer brand
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n a poll of award-winning employers, 83 percent agreed that employer brand has a significant impact on ability to hire great talent. The stats are impressive: • 50 percent reduction in overall recruitment costs • 22 percent reduced third
party recruitment fees • Draw from 60 percent of the labor market, vs. 40 percent available to those with weaker brands • 94 percent of applicants more likely to apply for a job if the employer has a strong employer brand
• 54 percent increase in the quality of the talent pool for strong brands • Candidates under 40 are 61 percent more likely to make career decisions based on employer brand
AB | September- October 2016
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