In a recent report, in which LinkedIn surveyed 4,000 HR managers, 59 percent of respondents said they are investing more time and focus on their employer brand than last year.
As job creation remains steady and talent becomes harder to recruit and retain, employer branding needs to stay top of mind. Marketing tools like social media, company websites and online professional networks such as LinkedIn should be used to improve the employer brand, along with a strong emphasis on HR and benefits.
What’s the value of improving and nurturing your brand? And how can you start? We’ve rounded up several articles from around the web to offer you insight into best practices for employer branding:
In his Entrepreneur article, Matt Straz explains that awesome employer branding on career platforms involves interacting with job seekers and showcasing company leadership. Managers need to establish a strong presence on LinkedIn and interact with job seekers directly. A majority of job candidates research a company before they even apply, so original posts introduce this talent to company leaders, as well as share the company’s perspectives and values.
In this Business2Community article, human resources expert Sandra Hess shares some advantages of effective employer branding. Attracting talent is at the top of the list—that doesn’t just mean catching the eye of great candidates, but rather gaining the interest of the right candidates. Another advantage of exceptional employer branding is a cut in recruiting costs. LinkedIn reported that companies with a strong employer brand strategy were able to cut recruiting costs by 50 percent and had a 22 percent lower turnover rate than those with weak or nonexistent employer brands.
Thomas Buus Madsen in his Huffington Post article urges HR manager to find the organizations’ perks and then show candidates what’s in it for them. If you realize you don’t have many perks to offer, that’s an important insight too. “Maybe you need to do more for your employees,” Madsen explains. “Maybe one reason for your lack of success is that you’re simply not offering enough to be an attractive employer.”
By offering perks like extended paid time off, remote working opportunities, and outplacement services, organizations can show job seekers that they have so much more to offer than just a competitive salary.
As the job market becomes more competitive, HR managers are placing a greater emphasis on effective employer branding strategies than ever before. This is great news for both the job seeker and the employer. A strong employer identity attracts the candidates that fit an organization’s culture, reducing hiring mistakes and recruitment costs—making employer branding a valuable asset.