Five reasons why Employer Branding is indispensable in business
E3 Agency Truly Deeply recently spent a few days in Belgium with fellow E3 agency member BBC on a deep dive into the essential elements of employer branding. David Ansett, Chief Creator of Brands at Truly Deeply, wrote up a great blog summarizing the key elements of what makes employer branding essential for the coming decades. We’ve included an excerpt below. For more, visit the Truly Deeply website.
“As markets in every corner of the world become more competitive, perhaps the last genuine opportunity for businesses to differentiate is through attracting and retaining the very best talent. With this in mind the role of HR or Employer Branding is without doubt more critical to organisations than ever before — businesses who have developed a strategic approach to attracting talent hold a distinct advantage over their competitors.” – David Ansett, Chief Creator of Brands at Truly Deeply.
Five reasons why Employer Branding is indispensable in Business
1. War for talent continues
As the war for talent continues in times of economic difficulty, attracting and retaining the right people becomes even harder and even more essential. Good employees are key to your business’ growth; and it’s not just about finding the right talent in terms of skills and education. Finding people that match your company DNA, your culture, goals, ambition and values is vital for retainment as well. This DNA lies at the heart of your employer brand.
2. Not every company is Apple or Redbull
Amazon, Apple, Redbull, Google — who would not want to work for them? But only rarely is a company’s brand strong enough to make people start their careers there because of its famous product or service. Most companies need a carefully and truthfully crafted employer brand to attract, recruit and retain the right people. That is why an employer brand needs its very own approach and has its very own dynamics.
03. Retaining good employees is essential
The only way to recruit and retain the right people is by aligning your external and internal communication efforts. A successful employer brand is truthful: it realistically conveys the way employers and candidates experience the company, but does so in a creative way that speaks to the imagination. It’s all about making the right promises — and then keeping them. That is why employer branding helps aligning management, marketing, HR and business.
4. Talent ‘shops’ for employers
As more employers fish in the same talent pond, talent itself looks around before deciding where to work, more than ever. It Googles companies, asks friends for opinions and experiences with employers, people share working experiences easily — offline and online. This means you have to be ‘found’ as an employer with your side of the story: employer branding ensures your employer value proposition (EVP) is authentically and evenly communicated and found across all channels.
5. It makes recruitment more efficient
As candidates become increasingly aware of who you are as an employer, recruitment becomes more efficient and cost-effective in time. You’ll benefit from a larger candidate pool, employees are more likely to become ambassadors which causes employee engagement and referrals to increase. It will take less time and effort to hire the right candidates and you’ll spend less time dealing with non-matching profiles.
Filed under: B2B, Branding, Employer Branding | 23 Comments