4 Signs You Need to Reinvent Your Employer Brand for 2019 + 4 Easy Ways to Get Started

4 Signs You Need to Reinvent Your Employer Brand for 2019 + 4 Easy Ways to Get Started

With company culture at the forefront of a candidate’s decision-making process, good employer branding is a necessary element of any recruiting strategy. It helps guard against toxic hires, it attracts passive talent to your site, and it helps your hiring managers create a cohesive image of your company. But, are you approaching your employer brand in the most effective way?

If you’ve hired more than two bad-fits in the past year, or feel as though your social channels and job postings deserve more high-quality traffic, then you might need to reassess your branding.

Four signs that you need to reinvent your employer brand:

  1. You don’t remember your EVP.

  2. You are reactive online.

  3. You don’t attract top-tier talent in any field.

  4. You treat your employer brand completely separately from your consumer brand

You don’t remember your EVP.

Your Employee Value Proposition should be the common thread in all of your branded messaging and content. It’s a general summation of the values and culture that new hires should embody to make the most out of working with your team. Chances are you have some type of formal EVP floating around your Google Drive, but when was the last time you looked at it?

Revisit your EVP (or make one for the first time). Every hiring cycle is different, but having a consistent foundation of values, motivations, and benefits to use in your branded messaging will help to attract the right people for every department.

Get started by listing out all of the reasons why a candidate would want to work with you. Be specific: what about your culture is attractive, what benefits do employees appreciate the most? Turn those factors into specific motivators that you can use in your branded messaging. For example, our friends at DragonArmy participate in frequent volunteer days. For that to benefit a new employee, they need to be motivated by making a difference in their communities.

You are reactive online.

Before social media took root in today’s society, it was relatively easy to take total control of branding- both from a consumer and employee perspective. Most of our communication with potential candidates was one-way with job ads and recruiters to help connect us to people who would be a good fit.

Now, with the width and breadth of the internet, we have instant access to large pools of candidates, and they have instant access to us. Social networks, specifically LinkedIn, Twitter, and Glassdoor have given disgruntled employees and candidates a new level of control over people's’ perceptions of our company culture. One bad review on Glassdoor can scare dozens of good candidates away from your open position.

Get started with a more proactive approach to handling independent online reviewers. Make every candidate feel respected, especially when they are being rejected. Even more importantly, conduct thorough exit interviews to expose and remedy any residual hard feelings before a former employee takes their complaints online.

You don’t attract top-tier candidates in any field.

Think back over the last 12 months. Have you been genuinely excited about any of the candidates you’ve interviewed? Different people have different excuses for consistently lackluster talent, things like “all the best engineers are in Silicon Valley” or “the job market is candidate-driven. How are we supposed to compete with larger-scale brands?”

If you are having trouble engaging with stellar candidates, then the problem probably lies within your branding. The only purpose of your employer brand is to give rockstar candidates a reason to leave their current job and work for you. So what if you aren’t in Silicon Valley? Raleigh has great school districts and more affordable homes. Can’t compete with the industry leaders? Don’t. Appeal to talent that wants to help a business grow, not jump into a corporation with rigid structures. Take another look at your EVP, and make some changes.

Get started by creating a market map for the roles you anticipate being challenging in 2019.

You treat your employer brand completely separately from your consumer brand

Whether you are B2B or B2C, most candidates for your open positions probably have some experience with your consumer brand before they decide to apply. Bad consumer interactions (or those of their friends and family) or inconsistent branding between your employer and consumer messaging can have a major impact on if they decide to interact with your employer brand at all.

There are definitely elements of your consumer brand that resonate with your employees. If you pride yourself on your customer service, then a commitment to the customer trickles down into your culture. A clear connection between your business and your employees will help answer the “why us” question for people who are already familiar with your company.
Get started by sitting down with your marketing team and looking at their target audience. What do they have in common with your EVP?

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