4 Steps to Build a Successful Employer Branding Strategy

Last updated on June 6, 2024

Employer branding is your reputation and popularity as an employer. It is how your current employees and people on the job hunt see your organization as a workplace.

84% of candidates say that the identity of a business significantly affects whether they apply for a job there. What is more, 9 out of 10 job seekers would apply to a position if the employer has an actively maintained brand.

As attracting and retaining TOP talent has become increasingly difficult over the past few years due to skills deficits and the current hiring crisis, employers need to place a further emphasis on recruitment marketing. And it is essential to take employer branding as the core of your recruitment strategy.

Employer branding statistics

86% of U.S. citizens wouldn’t apply for a position at a company with a bad reputation. (CRO Magazine)

80% of hiring professionals say that employer branding influences the ability to hire top-notch talent. (LinkedIn)

Organizations with a powerful employer brand can reduce their turnover by 28%. (Officevibe)

78% of jobseekers claim that candidate experience reflects how an organization values its employees. (Talent Adore)

What is an employer branding strategy?

An approach developed to communicate the employee value proposition of your business successfully. To connect your business with people, both as individuals and as a team.

The goal of your employer branding strategy is to translate the essence of your company values and culture to your audience, laying the ground for a terrific candidate and employee experience that can help your business grow faster. 

The best practices established within a strong employer brand ensure that the following aspects are promoted in a transparent and consistent way:

• A positive brand image the helps you get ahead of the competition
• The benefits of joining and staying on your team
• A clear vision that projects how the organization is strengthening

Planning and implementing a successful employer branding strategy is not an easy task, but being constantly maintained, it can be a dealbreaker in attracting new talent and developing your team. 

Let’s see the steps you need to take to build one! 

1. Define your unique employee value proposition

A well-developed employee value proposition (EVP) drives higher motivation and generates more engagement. Thus, the first step to create a winning employer brand is to determine your one-of-a-kind EVP, so you can maximize your talent acquisition potential. 

EVP is a system of company values, mission, and recognition that helps the employer establish job satisfaction and allows employees to reach their goals.

So how do you create one? Survey your employees and work out these components below:

Organization: Company culture and business goals

Rewards: Salary, benefits, and perks

Work: Job-related factors, work-life balance, career development and personal growth opportunities 

Team: The ideal employees who can maintain your target team cohesion

Now, articulate how your EVP is different from your competitors’, and make sure you emphasize its uniqueness throughout your employer branding efforts.

2. Plan how to tackle talent acquisition challenges

Unlike recruitment, talent acquisition (TA) is permanent, proactive, and continuous. It entwines with the mindset of your business, so its improvement is paramount. 

The key to a better TA approach is focusing on the biggest acquisition challenges your business faces. For this, you need to have a deep understanding of your entire hiring needs and related priorities.

Unravel the core of your TA difficulties and create a solution roadmap.

3. Build your employer brand voice

Your employer brand voice is a unique tool that helps you reflect your brand personality the most authentic way – something that speaks volumes about who you are as an organization and magnetizes the best employees your way.

The foundation of your brand messaging is not only what you say. It is also how you say it. The choice of your words attracts the people who you truly want to work with and allows them to relate to your story. This is inevitable to create an excellent candidate experience and earn the trust of your future and current team. So how do you build your own employer brand voice?

1. First things first, let’s define your brand persona. Are you the innovative disruptor or the supportive mentor? Pinning down your vibe helps set the tone for all your communications.
2. Next up, know your audience like the back of your hand. What makes them tick? What gets them excited? Tailor your messaging to hit their sweet spot, whether you’re chatting with potential hires or rallying your internal troops.
3. Now, let’s talk values. Your brand voice should echo your company’s core values loud and clear. Whether it’s championing diversity or embracing collaboration, weave those values into every word you say.
4. Consistency is key – it’s like the glue that holds everything together. Keep your brand voice consistent across all platforms, from your careers page to your social media feeds. This way, you’re building a brand people can recognize and trust.
5. Let your employees shine! Share their stories, their wins, and their experiences. After all, they’re the heart and soul of your brand, and their voices add an authentic touch that can’t be beaten.
6. Authenticity is your secret sauce. Skip the corporate jargon and speak from the heart. Genuine, relatable messaging goes a long way in building trust and connections with candidates.
7. And last but not least, stay flexible. Building your employer brand voice is a journey, not a destination. Listen to feedback, adapt as needed, and keep refining your voice to stay fresh and relevant.

4. Choose your employer branding distribution channels

Once your brand is ready, you also need a strategy for gaining visibility.

There are several ways to show the world what it is like working for you, but the most popular distribution channels for employer brand distribution are professional networks, company websites, and social media.

Whether you share them on social media, your About Us page, or during a conference speech, informative and engaging contents, especially employee-generated ones, allow you to build bonds of trust with your prospects.

Wrap Up

A strong employer brand is essential for attracting and retaining top talent. It’s how your company is perceived by current employees and job seekers alike. By defining your unique employee value proposition, addressing talent acquisition challenges, building a distinct brand voice, and strategically sharing your message, you can create an engaging and authentic candidate experience. Investing in employer branding not only attracts the best talent but also builds trust and drives your business forward. Start crafting your employer brand today to transform your recruitment process and strengthen your team.