The Power of Employer Branding: How to Shape Your Talent Attraction Strategy
Let's be real—before hitting that "apply" button, we're all doing our homework. A quick Google search here, a scroll through social media there, and definitely a deep dive into Glassdoor reviews. It’s the professional equivalent of checking someone's Instagram before a first date—you want to know what you're getting into, right?
What is an Employer Brand Strategy?
Your employer brand is your company's reputation as a workplace, both with your current team and the broader workforce. Think of your Employer Brand Strategy (EBS) as your game plan for shaping how people see you as an employer. And in today's world, where information is readily available, your reputation can make or break your ability to attract top talent.
Here's the thing: 86% of job seekers will research company reviews and ratings before even considering an application. Which means, your talent attraction strategy needs to start long before candidates enter the pipeline.
Why Does It Matter? And for Whom?
A strong Employer Brand Strategy will create powerful ripple effects—it doesn't just attract great candidates; it impacts your current workforce, reducing turnover and helps cut down on those painful recruitment costs.
This is especially crucial in industries like education or healthcare, where you need people on-site and turnover can be a real challenge. When you're competing for teachers, nurses, and other essential workers, your employer brand becomes your secret weapon. In fact, 92% of people would jump ship to join a company with a better reputation. Let that sink in.
Core Components of an Employer Brand Strategy
Ready to level up your employer brand? Here are the must-haves:
Employee Value Proposition (EVP)
Think of your EVP as your workplace's unique selling point. What makes your company special? Why should talented people choose you? This goes beyond just salary and benefits—it's about growth opportunities, culture, and how you're making a difference in the world.
Company Values and Culture
Your culture isn't just about having cold brew coffee on tap in the break room. It's the DNA of your organization—how decisions are made, how people interact, and what really matters day-to-day. When candidates can clearly see your culture, they can imagine themselves being part of your story.
Consistent Communication and Presence
Your brand needs to show up consistently across all channels. Whether someone's checking out your LinkedIn, scrolling through Instagram, or reading reviews, they should get the same authentic feel for who you are as an employer. This means devoting resources to maintaining your brand.
Brand Reputation and Employee Advocacy
Keep your finger on the pulse of what people are saying about you online. But here's the real power move: get your current employees involved. Their authentic stories and experiences are pure gold for your employer brand. Nothing beats real people sharing real experiences.
Candidate Experience
From the first click on your careers page to the final onboarding session, make every interaction count. Even candidates who don't get the job should walk away thinking, "Wow, that was a great experience." They might not join your team today, but their experience will determine if they’ll be back and what they’ll tell others who are thinking of applying.
Creating an effective Employer Brand Strategy takes time, thoughtful planning, and input from across your organization. It’ll require bringing together your recruitment team, marketing experts and leadership for a collaborative process. And once you’ve crafted it, it should not live in a presentation deck buried deep in your team’s drive. The real impact comes crafting talent attraction strategies around your EBS and training teams to incorporate it into every candidate touchpoint. Do this and you'll create something truly powerful: a magnetic employer brand that attracts and retains the kind of talent that makes great companies even greater.
