How do you define your employer brand? On the one hand, it’s a very abstract concept. It’s the sum total of your reputation, identity, values, culture, and purpose as contextualized by your role as an employer.
On the other hand, it’s imperative that you have a very clear vision of your employer brand in order to present an attractive employee value proposition (EVP).
How Important Is Your Employer Brand
Ultimately, your brand is what you present to potential employees to convince them that your company is the kind of place they want to work for.
Think about some of the companies that are widely considered to be amazing workplaces. Even people who have never worked for brands like Google or Disney often fantasize about landing a job at these companies.
Why? Because each of them has built an employer brand that communicates that they are fun, challenging, interesting places to work.
If you can build and communicate a solid employer brand, top talent will be interested in working for your organization as well. You can start getting a better sense of your brand identity by answering these questions:
What Is the Story of Your Company?
Every clear and compelling employer branding statement begins with a story. How did your company begin? What motivated you to take the risk of launching a business, and what did you have to overcome to get there?
You can reveal so much about your company and your purpose through your brand story. Answer this question, and you will really flesh out your values and mission.
What Do You Do?
When you answer this question, think broadly. Don’t limit your answer to the products you make or the services you offer. Instead, consider the problems you solve, the audience you serve, and the experience you create.
How Is Your Company Different from Others in Your Niche?
When you think in terms of products and services, there are very few truly unique companies. The chances are that you have competitors that are doing the same things as you. What makes your company unique are the other details.
For example, you may have innovated a new twist on a common product to make life easier for your customers. Perhaps your difference is that you have upscaled a service so that it appeals to a more refined audience.
Feel free to take a look at your consumer marketing to answer this question. The chances are that you have explored this topic deeply in order to communicate with potential customers. Now, you just need to incorporate this understanding into your employer branding.
What Unique Benefits Do You Offer Employees?
When people talk about the most sought-after employers, they often mention unique perks and benefits. That’s because these extras help to define the employee experience and make up an important part of your employee value proposition.
These unique offerings also communicate your priorities and the work culture you want to create.
When you offer your employees a technology reimbursement plan, that shows you value providing access to the latest devices and apps. If you have a quiet space for employees to meditate or do yoga, potential employees will see that you prioritize well-being.
Do you offer tuition reimbursement or a training stipend? Clearly, you give your workers opportunities to develop their skills and advance in their careers.
What Gives Your Brand Credibility?
Your credibility as an employer is influenced by many different factors. These include:
- Your ability to attract and retain workers
- The way that you treat employees on a daily basis
- Your policies
- The amount of flexibility and autonomy you offer
- Your reputation among consumers
- Diversity and social responsibility
- Salary and benefits
- Opportunities for professional development
Combined, all of these things answer a simple yet important question: Is your company a good place to work? Remember that your answer isn’t important. The way that employees and prospective employees would answer this question is what really matters.
How Do You Offer Employees a Unique and Amazing Experience?
Employee experience is the sum total of what people who work for you will see, do, and witness while they work for you.
This experience includes the projects people work on, how communication is handled, the way that people are recognized for their achievements, how leadership interacts with employees, social opportunities, and even the way that work is completed on a daily basis.
When you can communicate employee experience in your brand messaging, job seekers can match that with their own interests and desires. Then, they can make an informed decision as to whether they would fit into your company culture well or not.
That’s a good thing because cultural fit is a major determining factor when it comes to an employee’s ability to succeed at your company.
Who Do You Want to Work for Your Company?
Building your employee brand isn’t just about creating an identity that appeals to prospective employees. It’s also an important process that helps you determine who you want to have work for your organization.
Your employer brand can communicate that you want to attract a serious, goal-oriented workforce or one that is a bit more laidback and creative.
Imagine your most successful employee. This example should be someone who is productive and well-regarded by their coworkers.
What are their personality traits, values, and skills? These answers can help you communicate what you’re looking for in a worker when you create themed job posts or create branded content on your career page.
