7 reasons why you should build an employer brand

Mark Britton Jul 23, 2021 12:00:00 AM

Over the last few years, the factors that attract people to companies – or make them stay at their current company – have changed. Loyalty, consistency, and routine used to be common reasons why someone would stay in their job for years, even decades, but frequent job changes are becoming increasingly popular.

The coronavirus pandemic accelerated this trend, as working from home became the norm and employee wellbeing was highlighted. Not only does this mean that employees are more likely to look for a company that treats them better, but employees also have the opportunity to work remotely for companies across the UK, or even in a different country. This works the same way for employers, who now have a broader talent pool for each vacancy.

A generational shift has also changed employee behaviour. Millennials now make up a large percentage of employees at many companies, and they have different priorities and behaviours in comparison to the older Gen X. A work-life balance is sought-after, and training opportunities for career progression are also key factors. Millennials are also found to favour roles that have a ‘sense of meaning’ and offer a flexible lifestyle.

Building an Employer Brand

Employee benefits are now expected, rather than desired, and having worthwhile benefits is often the key to hiring the best staff. Companies can attract and retain talented employees by building a strong employer brand. According to The Guardian, an employer brand is ‘the perceptions both your employees and your next potential hires have about your business.’

By understanding how you compare to competitors, as well as the company’s current objectives, you can start to build an effective employer brand. It’s important to focus on current employees first, to develop and fine-tune the branding. Employee Value Propositions – the benefits employees get for their hard work – are important to share, and once all of this has been decided, it’s important to demonstrate the strong brand through social media. But what is the point in developing an employer brand?

1. Become more attractive to new talent.

As priorities shift, potential employees are looking for something different from their employers. An effective employer brand sets you apart from competitors, so talented people are more likely to choose to work for you when offered multiple roles.

2. Motivate Current Employees

It’s easy for employees to get stuck in a rut, but a strong employer brand keeps the company culture exciting and motivates employees by showing them that they are valued. We’re not talking about free tea and coffee, or food delivered for lunch once a month – we’re talking about real benefits. Good pension schemes, private healthcare, extra holiday allowance, and an achievable bonus scheme have been proven to keep employees motivated.

3. Create a training and development culture.

The employees of the future – millennials and Gen Z – are found to be attracted to companies that prioritise training, further education opportunities, and career development. Showcasing this culture attracts these talented individuals, while also further developing current employees. A growth mindset and training scheme improves the overall innovation of a company to stay ahead of the competition.

4. Benefit the community.

One key method to improve your employer brand is to offer time for employees to volunteer within the local community, in charities, organisations, or for an event. Not only does this boost employee wellbeing and satisfaction, but the local community benefits from their fundraising or volunteering efforts.

5. Enhance company reputation.

When industry professionals are eager to work for your company thanks to your employer brand, it improves the overall reputation of the company. People assume that if everyone wants to work for you that your products/services are great too, leading to more business.

6. Provide a better customer experience.

Well-trained, motivated employees don’t just lead to a happier workforce, but also happier customers. When employees enjoy their work, they are in a better mindset to provide great service to customers, or simply help the company function overall. Training opportunities lead to fresh ideas and better ways of working – greatly improving customer satisfaction.

7. Improve overall revenue.

All the points above improve the overall revenue of the company, as well as improving the wellbeing of staff. A great employer brand brings in more money, which can be reinvested in the employee culture to keep everyone in the company motivated.

Transforming your employer brand not only has a drastic improvement on the wellbeing of your employees, but it also benefits the company as a whole. Simple improvements can boost motivation, and training and development opportunities help new starters as well as current employees.

Here are three simple ways to kick-off your employer brand:

3 tips to start off

Define your business objectives – what do you want the employer brand to achieve?
Focus on your current employees – make sure the current team are happy
Spread the word – start promoting your benefits and culture to begin building an employer brand