How to use employer branding in recruitment to attract top talent

Attracting and keeping top talent is tougher than ever in today’s competitive job market. Your employer brand and how your company is perceived can make all the difference in drawing in and keeping the best people. But building a strong employer brand can be challenging, especially in fast-paced industries where innovation and competition are the norm.

If you’re finding it challenging to develop an effective employer branding strategy, you’re not alone. Many businesses recognise its importance but aren’t sure where to start or how to make their brand truly stand out.

At Salt, we’ve seen firsthand how a well-crafted employer brand can transform recruitment and retention.

Benefits of employer branding for recruiting

A strong employer brand sets you apart from the competition. When candidates see your company as a fantastic place to work, they’re more likely to apply. It’s not just about filling positions; it’s about attracting people who genuinely fit your culture and values. Imagine having a line of qualified candidates who are skilled and excited to join your team – that’s the magic of a compelling employer brand.

According to the Global Talent Trends study by Mercer, the impact of a strong employer brand is crystal clear. Companies with well-crafted employer brands enjoy a 50% boost in qualified applicants and manage to reduce turnover rates by 28%.

If that doesn’t already highlight the importance, consider this: 75% of job seekers check out an employer’s brand before even considering applying. These numbers drive home how powerful a strong employer brand can be in shaping your recruitment success. It’s about more than just attracting talent; it’s about creating a workplace that people are eager to be a part of from the get-go.

Let’s explore the significance of authenticity and transparency. Modern candidates seek genuine insight into a company’s culture and values. They want to know if your company’s values align with theirs and what it’s genuinely like to work there. It’s not about painting a perfect picture – be upfront about your culture, values, and ethics. This level of transparency builds trust and helps attract the right talent who will thrive in your environment.

Using your employer brand throughout the recruitment process

Developing a compelling employer brand isn’t just about having a flashy website or catchy slogans. It’s about weaving your brand into every aspect of your recruitment process. Let’s break it down into some key steps:

Define company values and culture:

Start with the foundation. Clearly articulate your core values and culture. Your EVP should reflect what makes your company unique and why top talent would want to join you.

Integrate employer branding into the recruitment strategy:

Your employer brand should be clear at every touchpoint with potential candidates. From job descriptions to the first contact with recruiters who can passionately tell your story, make sure your brand shines through. 

Job descriptions that make immediate impact:

Highlight how each role contributes to the company’s success and aligns with your values. Candidates should see themselves making a real impact from the get-go.

Reflect value to candidates from the start:

Use recruiters who can effectively communicate your company’s story and values. They should be able to convey why your company is an excellent place to work right from the first interaction.

Get the latest insights in hiring:

Stay ahead of the curve by integrating the latest insights into your hiring strategies. Whether you’re considering contract and permanent hires or outsourcing for more dynamic and flexible solutions, these approaches can help both your business and your recruitment process.

How employer branding in recruitment attracts top talent

Employer branding has a powerful influence on how candidates perceive your company and their decision to apply. Let’s look at some successful strategies from leading companies that have effectively used employer branding to their advantage.

Starbucks: Starbucks has taken a proactive approach to employer branding by creating social media accounts specifically for job seekers. These accounts focus on appreciating current employees while engaging with future job seekers. They even use the hashtag #sbuxjobchat to allow potential hires to connect directly. This strategy not only showcases their culture but also makes potential employees feel valued and involved from the start.

PWC: PWC leverages its career page to showcase employee stories, highlighting individuals and their careers to offer an authentic insight into the people who work there and the company culture. By featuring real stories from team members, they give potential hires the information they need directly from the teams they will work with. This authentic glimpse into the workplace helps candidates feel more connected and informed, making the decision to apply much easier.

HubSpot: HubSpot takes a transparent approach to employer branding by openly sharing its company culture code, which outlines its core values and expectations. This document, available on their website, serves as a public declaration of what HubSpot stands for and what it’s like to work there. Additionally, HubSpot’s “HubSpot Life” social media channels provide an authentic glimpse into the daily lives of employees, showcasing both professional achievements and personal milestones. By being transparent and actively celebrating its culture, HubSpot attracts candidates who align with its values and are excited to join a workplace that promotes growth and inclusivity.

Spotify: Spotify focuses on creating a compelling employer brand by highlighting its vibrant culture and dedication to diversity and inclusion. Through its dedicated “Life at Spotify” blog and social media channels, Spotify shares stories about employee experiences, events, and initiatives that celebrate diversity and encourage creativity. They also emphasise their commitment to work-life balance and employee well-being by showcasing flexible working arrangements and various employee support programmes. This approach attracts candidates who are looking for a dynamic work environment that values innovation, diversity, and employee satisfaction.

A strong employer brand can truly set you apart in attracting the right talent

By highlighting what makes your culture special and making candidates feel valued from the start, you can build a strong employer brand that not only attracts top talent but also keeps them excited to be part of your team.

Putting digital and Innovation at the forefront of your employer brand

If your company is leading the way with digital projects and transformations, it’s a fantastic opportunity to show off your commitment to innovation. Make sure you’re highlighting those cutting-edge projects and exciting growth opportunities – this is what attracts candidates who are looking for a dynamic and forward-thinking workplace.

When you’re hiring across various departments to support your digital ambitions, let that digital focus shine through. By doing this, you’ll naturally attract talented individuals who not only have the skills you need but are also eager to make a real impact and drive change. It’s all about creating a story that resonates with those who want to be part of something innovative and meaningful.

The difference between employer branding and company branding

At first glance, employer branding might seem similar to company branding, but they are quite different. Understanding this distinction is essential for creating strategies that attract top talent and engage employees effectively.

Employer branding focuses on how your company is perceived as a place to work. It’s about what employees and potential candidates think about your workplace, culture, and values. For example, an employer brand might highlight a company’s inclusive culture, innovative work environment, or being recognised as a ‘Best Place to Work.’ These elements help attract and keep employees by showcasing what makes your workplace special.

Company branding, on the other hand, is centred around how your business is perceived by customers and clients. It focuses on what you’re selling and how you present your products or services to the market. A strong company brand might emphasise a top-rated product, exceptional customer service, or industry leadership. This type of branding is all about building a positive reputation in the marketplace and attracting and retaining customers.

The difference between employer branding and employee value propositions

It’s also important to distinguish between your employer brand and your employee value proposition (EVP). While they are closely related, they serve different purposes in your overall strategy.

Employer brand is the perception and reputation of your company as an employer. It’s how employees and job seekers view your company as a place to work. For instance, an employer brand might be shaped by a positive work environment, strong company values, and a reputation for employee satisfaction.

Employee value proposition (EVP) is the unique set of benefits and rewards that employees receive in return for their skills and experience. It’s what makes your company attractive to potential hires. This could include competitive salaries, comprehensive benefits, opportunities for career development, and a supportive work culture. The EVP is a core part of the employer brand, as it directly influences how your company is perceived by current and prospective employees.

By understanding and clearly defining both your employer brand and EVP, you can create a compelling narrative that not only attracts top talent but also fosters a positive, engaging workplace. Focusing on what makes your company unique and what you offer to employees will help you stand out in a competitive job market and build a strong foundation for long-term success.

Salt’s role in enhancing your employer brand

Imagine your employer brand as the foundation of a house, with your Employee Value Proposition (EVP) as the solid bricks that build it up. By clearly defining and enhancing your employer brand and EVP, you can attract and retain the talent you need to thrive.

Here are some best practices to keep in mind:

• Develop a strong employer brand: Think about what makes your company unique and how you can communicate that effectively. A strong employer brand helps you stand out in the job market and makes your organisation more appealing to top talent.
  
• Shape a compelling EVP: Your EVP is all about what you offer to your employees in return for their skills and dedication. It’s what makes your company a great place to work. By clearly defining your EVP, you can highlight what’s special about working with you and attract candidates who share your values.
  
• Showcase your positive company culture: Your company culture is one of your greatest assets when it comes to attracting talent. Make sure it’s front and centre in your branding efforts. Share stories and examples that reflect what it’s like to work at your company, so potential hires can see if they’re a good fit for your team.
  
• Encourage employee storytelling: Let your employees be the voice of your brand. When your team shares their own stories and experiences, it gives a genuine insight into your workplace. This authenticity can resonate with potential candidates and help them picture themselves as part of your team.
  
• Tailor your recruitment messages: Personalising your recruitment messages can make a big difference. Think about what will resonate most with the candidates you’re trying to attract and highlight those aspects of your company and culture. This way, you’ll attract people who are not only qualified but also genuinely excited about joining your team.

By focusing on these strategies, you’ll build an employer brand that draws in top talent and supports long-term employee engagement and satisfaction. It’s all about being authentic and letting your company’s unique story shine through. When you do that, you’ll naturally attract people who want to be part of your journey.

Making employer branding work for you

Investing in your employer brand isn’t just a bonus; it’s a vital strategy for attracting the right talent and building a thriving workplace. By clearly defining and sharing your company values and culture, you make your organisation stand out in a competitive market. By keeping these strategies at the heart of your recruitment efforts, you’ll attract passionate individuals who are excited to be a part of your journey. So, focus on strengthening your employer brand – it’s an investment that pays off in more ways than one!