Employer Branding Strategies: 7 Practical Tips For Scaling Businesses

Published on 
June 27, 2021

What is employer branding?

Employer branding is an umbrella term that describes the various activities that a company or employer engages in to enhance their attractiveness as an employer, both on and offline. These activities aim to show both potential and current employees why their organization is a great place to work. This is why effective employer branding strategies have strong benefits within the talent acquisition area of the business, and often is the area of the business leading the charge with an employer brand strategy . Employer branding is about finding the right talent to fill your jobs. It’s about attracting the right people to your organization and making sure that they stay.

Another way to think about it - employer branding is the marketing of your company as an employer. It’s your chance to show everyone why they should want to work for you, not your competition. This is an aspect that a lot of companies forget about. An employer brand isn’t just a logo on your website, it’s a lifestyle that you’re trying to sell. You want to show people how good it is to work at your company, and why your company values are worth committing a career to.

The importance of employer branding strategies

Employer branding strategies are key to recruiting and retaining the right talent. In fact, according to LinkedIn, a study found that 77% of millennials are likely to apply to a job based on an employer's reputation alone. Luckily for employers, there are numerous tools and strategies that can help them monitor their employer brand. Employer branding can be an important part of a company's overall marketing strategy. A good employer brand attracts applicants, which ultimately leads to a good talent pipeline for your company. It also builds trust and loyalty amongst your employees, which leads to more engaged and happier employees. Here are seven ways you can measure the impact of your employer brand:

Your company's employer branding strategy is incredibly important as a recruitment and retention tool, and also for the overall success of the business. The way in which you approach your employer branding will say a lot about the company you work for -- from the job adverts, to the website, to the job role itself, to the office environment and to the people who work there. Your employer brand can be a key recruitment tool -- if it is well planned, well executed and well communicated. It can also be a valuable retention tool, as it can help your employees to feel pride in their company, and to feel that they are part of a community.

Here's 5 tips on building employer branding strategies to get you started.

1. Clarify company goals

The most important thing in building employer branding strategies is to determine what kind of culture your company envisions for itself in terms of hiring new employees and what kinds of attributes should they have that are specifically related to the job at hand. 

To clarify these goals, engage key stakeholders and leadership. Get an understanding on ideal current culture, candidate personas, employee turnover, identifying qualified candidates, and overall business strategy . Essentially, this information will give you insight into ideal future employees for the business, and provide a top line understanding of how you have to fill your talent pool. Having this input into the company goals and visions will help you with your employer branding content, and allow you to begin thinking about a compelling story for your target audiences.

It’s important to set clear objectives. This helps you compare your progress and determine what you need to improve. It’s easy to get carried away with the idea of employer branding, but you need to remember that it’s not just about the brand itself. It’s about how your brand is perceived as an employer.

2. Conduct a content audit

Content is at the heart of any successful marketing strategy. And it’s the most important part of employer branding strategies. Content gives you the opportunity to tell your story. It gives you the chance to show off your expertise. And it can help you to build your employer brand.

But content is tricky. It’s easy to fall into the trap of creating content for the sake of creating content. Or churning out content that’s not really designed to do anything. And that’s why you need to do a content audit. A content audit allows you to see what’s working and what’s not. It allows you to see what you should be doing more of and what you should be doing less of. And it makes it easier for you to develop a content strategy that will help you to grow your business.

3.Develop an employee value proposition

An employee value proposition (EVP) is a statement of what the employer or a company offers its employees. EVP is a term that is used in the fields of employment branding, corporate marketing and human resources. An EVP is a strategic marketing tool that can be used to attract and retain top talent in the best way possible. The importance of a strong EVP is that it will help to differentiate your employer brand from other competitors' in the industry.

To develop a great EVP, you need to understand what makes your employees tick, so you can appeal to their emotions and their needs. The best way to do this is to ask the employees what they want, and compare this to your current offering. You'll then get an indication of what is potentially missing from your employee value proposition, and where you can improve.

employer branding strategies

4. Set your KPIs

Employer branding is used by businesses to attract and retain talent by creating a positive employer brand. This can be done by creating a culture that people want to be a part of, or by showing how your company is changing the world. It’s important to measure the success of your employer branding efforts and to set KPIs for them.

Employer branding is a powerful recruitment strategy, but it is often hard to see exactly how well it is working. It can be difficult to track the KPIs (Key Performance Indicators) for employer branding. Setting KPIs is the first step to measuring how well your employer branding strategy is working. Use these tips to set up your employer branding KPIs and then you can track the results. Here is a quick list of the most important things you should be doing and measuring when it comes to employer branding.

  1. Offer acceptance rate
  2. Time-to-hire
  3.  The quality of hire
  4.  Employee referrals quantity
  5.  Employee engagement rate
  6.  Retention rate (new hires)

5. Create a content calendar

Helping your current employees publicise more employer brand content to their personal networks is key to it's success. Whether this means them publishing open across their social networks, or posting about the latest company initiatives, a platform like Curatebase can help. It provides employees with a Post Library of one-click social media content, which empowers your people to spread the good word about your business. This is a simple way to increase employee engagement, and with features like Post Ideas, getting employee-generated content has never been easier.

So there you have it, the top 7 tips for implementing employer branding strategies within a scaling business. If you have any questions, please feel free to contact us at support@curatebase.com. We're always happy to help with any questions. Alternatively, start a free 14 day trial of Curatebase to start leveraging employee-led content marketing.

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