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Employer Branding

While it can be tempting for marketers – especially those in charge of branding initiatives – to jump on the health crisis bandwagon today, it is particular important not to forget the end goal of your marketing efforts.

With demand sucked out of the market for most industries and sectors right now, many marketers will fill the time by building campaigns and initiatives that are designed to capitalize on the current market conditions.

But remember, branding, especially your employer brand, is a long-term game.

Don’t change who you are today, to capitalize on something that is a momentary pain, if it adversely affect who you will be tomorrow.

Continue to build sustainable, long-term infrastructures and programs – and continue to invest time and resources into the programs that enable your organization to continue moving in the direction you established, strategically, before this health crisis.

At the end of the day, anything you build today – for today – only has value for a short period of time.  When this crisis is over – and it will be over sooner or later – you will want to look back at the time fondly – having invested in the things that actually help your organization in the future.

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Employer Branding

Because an employer brand is built, primarily, around the employee experience – times of uncertainty and crisis – like the one we’re living through right now with the COVID 19 outbreak mean companies need to be extra careful and extra thoughtful in their marketing and branding efforts as they navigate these choppy waters.

When times are prosperous, levity and promotion can go a long way for a company, and employees are usually more than happy to contribute anecdotes, stories, and testimonials to the positive work culture.

However, when downturns happen, and uncertainty creeps into the psyche of a workforce, employees look for leadership and guidance from the top.

Employer branding shifts from an employee-focused exercise to one of leadership and direction.

Furthermore, other companies and executives look around the business ecosystem for leadership and guidance, too.

So how does your company capitalize?

By not seeking to capitalize. Instead, focus on painting large, visible leadership strokes that are not only visible to your staff – who are really the most important people in this scenario. But in strokes that other companies can look at and receive direction from.

At the end of the day, an employer brand is a company’s reputation. And reputation is a function of all the inputs that go into running a sound, successful organization.

If you find yourself looking around in need of a shining light for guidance? Be that lighthouse for not only your company, but those around too.

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Employer Branding
Employee engagement is the overall commitment of an organization’s employees to its mission, goals, and value. It is viewed as the emotional and mental connection with an employee and his/her employer, work, and workplace activities.

Employee engagement at its highest level is a driver of employee participation, employee commitment, and employee motivation. This helps push the organization further towards its business goals as employees give their greatest efforts each and every day.

What are the Main Components of Employee Engagement?

Employee Engagement encompasses several different aspects of what makes an organization successful. Some of the main components of employee engagement include:

Leadership/ Working relationships with Peers, Managers, and Subordinates

The relationship between employees, their peers, their subordinates, and leadership should be meaningful and encouraging. Giving employees praise and feedback on their work has been shown to increase their efficiency and engagement in the workplace.

Internal Employee Communications 

Employees must be able to communicate, interact, and express their thoughts, feelings, and ideas freely with coworkers and leaders. An open-door policy should be established and communicated to the employee early in the hiring process where they will be made aware they can voice their concerns or opinions at any time they feel it necessary.

Creating a communicative environment builds trust, straightforwardness, and ultimately encourages employees to be more participative.

Company Mission and Core Values

Employees must have a clear company mission and core values to model their behaviors after. Instilling in employees the importance of your organization’s mission and core values are a key aspect in encouraging engagement.

Culture

One of the most important components of employee engagement. Strive to create a fun, friendly workplace culture that encourages employees to engage and be at their best at all times.

Rewards and Recognition

Employee appreciation is a huge factor in employee engagement.

Over 75% of employees have noted that with more recognition and appreciation for their good work, they would work harder. Creating a rewards program and including formal recognition for a job well done in the form of gift cards, company acknowledgments, and awards will influence the behaviors of every employee in the workplace.

Personal and Professional Development/Career Advancement

Creating opportunity and space for your employees to grow in a personal and professional manner will encourage hard work and engagement. In addition to this, employees develop knew skillsets that can be beneficial to business growth.

Corporate Social Responsibility 

67% of employees regard business social and environmental responsibility as essential when choosing the right employer. Corporate social responsibility should be at the forefront of employee initiatives as engagement levels are reportedly twice as high when employees be a part of an organization making positive changes in the community.

Impact of Attrition on Employee Engagement

Attrition is the reduction of the workforce due to resignation or retirement without plans to replace the vacant positions. Attrition has a direct effect on the engagement of employees in the workplace.

An Organization’s Attrition Rate = Number of Attritions/Average Number of Employees x 100

If the attrition rate is higher than 10%, your organization would need to figure out the kind of employees the organization is losing and to check to see if there are an solutions in order to decrease the rate. Attrition has a direct effect on the engagement of employees in the workplace as it can also lead to more well performing and engages employees leaving your organization. Investing in employee engagement helps you decrease attrition rates.

How Important is Employee Engagement to the Organization?

Employee engagement reduces employee turnover, increase employee productivity, increase organizational success, increase efficiency, and creates a positive workplace attitude. These should all influence and reinforce one another, creating a heightened sense of loyalty and pride in working for your organization.

The Importance of Employee Feedback

In the organizational scheme of things, employee feedback can potentially have a positive impact on your organization’s business. SHRM researched that 70% of employees are empowered to take action at work when a problem or an opportunity comes about as having a big impact on their engagement as employees. Employee feedback can lead to important changes in management style and workplace practices that can ultimately benefit your company and create an environment where more growth of the employees can be fostered.

Measuring Employee Engagement

In order to make a concentrated effort in refining employee engagement in the workplace, you must identify areas in which your organization can improve through accurate measurements of engagement. The trick in identifying employee engagement measurements is that it’s not seen on paper. Taking the time in creating a measurement strategy for employee engagement at the workplace is key in promoting the growth of your business.

Employee Engagement Measurement Strategy

Surveys are one of the best strategies in measuring employee engagement. Some examples of the most common questions that are seen in employee engagement surveys are:

My manager provide me with the tools I need to succeed.
I would recommend my company as a great place to work.
I rarely think about looking at employment at another company.
I receive recognition for my efforts at work.
I am happy working here.

Providing employees with the opportunity to anonymously voice their opinion once or twice a year allows organizations to pinpoint problem areas and workplace issues that get in the way of a healthy, motivating work environment and immediately correct them.

Tips in Having Healthy, Engaging Employees

There are stats that show the benefits of creating an engaging work environment for your employees to engage, commit and grow. Here are some tips and benefits. Provide better perks to your employees, as 37% of employees say that better perks will help them stay more engaged at the office.

Take the time and effort to invest in your employer brand as companies who have great employer brands are 130% more likely to see an increase in overall employee engagement. Create a culture that supports your mission, which leads to a 40% higher rate of employee engagement.
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Employer Branding

There is a common misconception that employer branding and recruitment marketing are synonymous with each other. The truth of the matter is, although strikingly similar to one another, there are differences that actually exist between these two terms. Failure to know what exactly it is that differentiates the two from one another can lead to an extremely poor employer branding strategy which, in turn, leads to less qualified candidates, limiting your potential to grow as a business.

The moment in which organizations realize that there is a difference and once they are able to understand the difference and how to properly strategize, only then will they see successful employer branding initiatives.

The importance of successful employer branding initiatives? Companies with positive employer branding get twice as many applications as companies with negative brand perceptions as 94% of candidates will be likely to apply if your employer brand is managed correctly.

What Is Employer Branding?

Employer branding consists of strategies designed to ultimately attract the highest-quality candidates to your company. Your employer brand falls under the Employee Value Proposition, or EVP, which is the talent that a company needs to exist in order to support its Corporate Value Proposition.

The Employee Value Proposition represents the balance of rewards and benefits an employee will receive from the company in return for their workplace performance, skills, assets, and experience. These assets are incorporated into a company’s balance sheet. Some well-known employer branding tactics include asking employees for honest feedback on your organization through surveys, employee referral programs, encouraging employees to advocate brand to their professional audiences, and taking a look at customer reviews left about your company and professionally addressing criticism.

What is Recruitment Marketing?

Recruitment marketing, also look at as the pre-applicant phase of recruiting, consists of strategies that are geared towards locating, attracting, and engaging talent in the job market before they actually apply to a role. Recruitment marketing lives within talent acquisition through social media strategy, analytics, omni-channel communication, automation, targeted messaging, and targeted advertising campaigns. With effective recruitment marketing strategies, organizations’ talent acquisition staff find success in landing job placements as this creates and allows them to build pipelines of high-quality candidates.

The Similarities

Both employer branding and recruitment marketing are integral to the entire talent acquisition process. They both are geared towards targeting applicants by striking an emotional response and presenting the organization as a desirable place to work.

The Difference Between Employer Branding and Recruitment Marketing

The major difference between employer branding and recruitment marketing is recruitment marketing focuses more on trackable marketing initiatives and conversions whereas employer branding serves as the engine that drives recruitment marketing. Without great employer branding, there is no effective recruitment marketing strategy.

In attracting the best of the best, employer branding needs to be at the top of an organization’s efforts in order to bring in the people that are necessary for business growth. With the rise of social media, diversity & inclusion initiatives, technology and automated marketing tactics, many companies find success in investing in employer branding, digital marketing, and growth strategies firms to thoroughly assess their initiatives, identify where the employer brand can be improved, and implement a strategy to drive business growth.

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Employer Branding, Social Media

For most businesses, getting your brand in front of as many eyes as possible is the name of the game. With increased exposure comes the increased opportunity to make a sale. The rise of social media has seen most businesses take to the various platforms available to tout their goods, products, or services.

But social media isn’t always effective for businesses, especially when monitored on a return on investment basis.

For every Away, there is a 15-person accounting firm desperate to leverage the power of social media to reach a wider audience, but unable to generate any return on the marketing expenditure required to grow a social media following.

The issue, however, isn’t that the businesses aren’t attractive on social media, but that many businesses have not outlined what they want to achieve with their social media presence.

They haven’t figured out the ‘why’.

When someone is using Instagram, Facebook, Twitter, or any of the countless other social media platforms available, they are looking for entertainment. B2B brands have been drilled to provide value at any opportunity. Our experience is that this approach – one where B2B businesses tout their products, services, or goods – doesn’t work.

B2B brands can begin to generate a positive return on investment when they use their social media presence to build employer brand.

Remember, companies who spend thoughtfully on an employer brand program can drop cost per hire by more than $10,000. Being a more attractive employer means that instead of paying a base salary of $60,000 a year, a company can offer $50,000 in base salary yet not lose competitiveness within the candidate pool.

Nearly 80% of job seekers will look at social media when vetting out a future employer. As a B2B brand, why not leverage this visibility to showcase what makes your company different as an employer? What programs and initiatives does your company have in place to enhance your employer brand?

Any easy way to start building a positive employer brand on social media is to highlight staff achievements and goals. Humanize your organization by showcasing the people that make up the company – their goals, their passion projects, their dreams.

By investing in employer brand on social media, you put your B2B company in front of potential hires in a positive light – which in turn can lower your cost per hire. All good things.

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Employer Branding, Social Media

Effectively communicating your brand to prospective candidates in the job market is a necessity in order for your company to grow. In a time where company layoffs and closures are rampant, it is extremely important to hire high potential employees to keep your company moving. 76% of companies choose social media to communicate an employer brand. The #1 proven way to effectively brand yourself as an employer is through social media, as using social media for employer branding is set to grow 70% in the next five years.

Take a look at some of the data points when it comes to using social media for employer branding:

– Roughly 52% of candidates first look at the company’s websites and social media to learn more about an employer.
– More than 1 in 10 recent hires found their current roles through social media.
– 73% of Millennials found their last position through a social media site.
– 71% of recruiters said social media recruiting was effective in decreasing time-to-fill for non-management, salaried positions.
– 68% of Millennials visit a company’s social media properties specifically to evaluate an employer’s brand.



Inform Potential Candidates of Your Company Perks and Benefits

37% of employees say that better perks and benefits will help them stay more engaged at the office. Using social media to communicate the great, competitive perks that your company provides will allow you to reach the best of talent in the job market.


Highlight Your Current Employees

Showing off the accomplishments and how you cater to your current employees will paint candidates a bright picture of the type of company you are. Highlighting your company’s employees is a practice used by many, and you would be putting your firm at a disadvantage if you fail to use this tactic on your brand’s social media platforms.


Respond to Customers and Interested Individuals

Whether it’s someone leaving a positive comment under one of your posts, or an angry customer leaving a bad review, in order for you to effectively communicate a great employer brand, you MUST respond to any sort of interaction as quickly as possible. A company that does this effectively will make a connection with consumers and candidates alike.


Post about Open Positions

Creating posts about open jobs within your organization can encourage more people to apply. Taking care to make the most informative and exciting while implementing keywords in your text will attract some of the best talent to your company website.


Create an Image of Your Company Culture

The job market will soon be comprised of more than 50% of Millennials. In order to appeal to Millennials, you must demonstrate that your company is innovative, fun, and supportive of your employees. Posting live updates on team outings, fun in the office, and company events will give candidates an idea of what it is like to work for your organization, and painting a positive, vibrant image will lead your employer brand in the right direction.


Share Good Content

Content is king. Sharing visuals and interesting content revolving around your company’s market will always be beneficial for your employer brand. You want to brand yourself as a competitive firm that’s knowledgeable in subject matter within your specific market space. Doing so will attract the best talent to your social media profiles and encourage them to visit your website, which could ultimately lead to a completed application to work for you.


Promote Social Activism and Engage In Trending Topics

There are a lot of social movements and topics existent within today’s world. The best employer brands are the brands that engage in social activism and stand in support of those who are affected. Using social media to broadcast your brand as an organization who cares about these issues ill naturally influence high potential candidates to want to work for your brand.

Aside from active candidates, recruiting passive job candidates is the top reason that organizations use social media for employer branding and recruitment. Utilizing these 7 methods that exist within the social media realm will surely provide room for business growth and top talent acquisition. Invest in social media for your employer brand today!

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Employer Branding
In a world of technological advancement, the dynamics of talent acquisition are changing. In today’s market, the best recruiting practices are all embedded in a company’s marketing. Recruiting the best talent now involves and requires searching for candidates on social platforms, active participation in social media networks to showcase culture, innovation, and company accomplishments – all important aspects to establish with a thoughtful employer branding initiative. Employees are leaving their jobs at an alarming rate, and not having a strong emphasis on employer branding to attract and retain high potential employees can stop your business from growing and ultimately bury your company in the ground.

Let’s see some examples of great employer branding.

Southwest Airlines

Southwest Airlines places a heavy emphasis on the training of their employees, providing some of the most competitive benefits such as terrific travel privileges and ProfitSharing (the first company in the airline industry to offer this), and most recently, turning an incident of a Southwest flight attendant climbing and laying inside a plane’s overhead compartment into a positive branding moment about having a culture that fosters an environment where employees can demonstrate their unique personalities and sense of humor. Most recently being named Employer Brand of the Year by HR Dive, the Southwest Airlines brand has been a staple of what employer branding should be in today’s job market. Southwest Airlines currently holds a 4.3 rating on Indeed and Glassdoor and has also made the list of Glassdoor’s Best Places to Work for 10 consecutive years.

HubSpot

HubSpot was announced as this year’s #1 Best Place to Work in 2020 on Glassdoor, which was determined by employees who share feedback on Glassdoor about their companies’ culture, workplace, and their jobs. Their Diversity, Inclusion, & Belonging (DI&B) initiative and hiring their first-ever director for it allowed them to publish a new diversity webpage, a 2019 company diversity data report, expanding their resource group to provide resources for women, people of color, the LGBTQ+ community, and working parents has catapulted their way to the top in the eyes of top-rated prospective employees. Not only does HubSpot have a great diversity initiative, but they are also placing a focus of providing remote work for their employees. They hired a remote work and inclusion program manager for this initiative and even launched a remote work careers page. Along with learning & development, these are the things that most employees seek in a new job, and HubSpot has taken it to the next level by focusing their employer branding on the future, not the present.

Bain & Company

Bain & Company, the 2010, 2014, 2017, and 2019 #1 Best Place to Work by Glassdoor, was named #2 on the list behind HubSpot for 2020, and even expanded its rankings to Brazil, where it was named #7 on Glassdoor’s Best Places to Work in Brazil list. Bain & Company has a very unique approach to culture. Offering 4-6 month externships for their employees to work at an organization of their choice, permanent and temporary global relocation opportunities, happy hours, team outings, a diversity, inclusion, and collaboration initiative, and their infamous “Take Two” perk that allows eligible “Bainies” to take two months off to rejuvenate and/or fulfill their personal goals consistently puts Bain & Company at the top of the list.

Not such a big deal?

If you’re not convinced yet, take a look at these important stats:

– 84% of candidates say a company’s reputation as an employer is important. 55% of job seekers have abandoned applications after reading negative reviews online. And half say they wouldn’t work for a company with a bad reputation, even for a pay increase, according to TalentNow.
– Companies with a strong employer brand see a 43% decrease in cost hiring than those of their weaker competitors.
– According to LinkedIn, companies that have a strong talent brand get 31% higher InMail acceptance rate.
– 94% of candidates are likely to apply if the employer brand is managed correctly.
– More than 50% of job applicants are willing to be paid less if they can work for a well-known company with a strong employer brand.

Employer Branding is the key to taking your organization to the next level. Remember, it is not only the customers who keep your company afloat, but it is also the people. Invest in improving your employer brand today.
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