Employer branding tools

Employer branding is now essential if companies want to hire the best people. It's a long and demanding process that requires a diverse toolbox to choose from. What are the most effective employer branding tools? We've explored it in this blog post!

What is employer branding?

Employer branding is a process that aims to strengthen the employer brand of a company in the eyes of its employees. It involves building a company's positive image and values to make itself attractive to potential employees. Well-developed employer branding helps employers attract, engage and retain a talented workforce.

It's a very complex concept, not just about salary, but also about the unique working environment, development opportunities and company culture. It increases the loyalty of the workforce, enhances the reputation of the company and provides a long-term competitive advantage in attracting and retaining talented staff. Developing and maintaining it requires strategic and long-term thinking.

Why take employer brand building seriously?

It's essential to see that employer branding is much more important than the programmes we organise for our employees. If a company is able to build a strong and sympathetic employer brand, it will be able to attract the best. This means working with the most professional people in the field, who together can bring the stars down from the sky.

There is another aspect that companies need to focus on the employer brand, and that is retention. In some areas, turnover is huge. If we want to retain staff, we need to offer a competitive offer and create an environment and atmosphere where employees feel comfortable and do not want to leave.

The importance of building an employer brand is becoming more important as labour shortages in certain sectors and positions are becoming more acute. Even though digitalisation has taken off, with many places striving to optimise processes, labour shortages are being felt and experienced by companies. So much so that the only way to get a foothold in manual jobs is with the most professional benefits packages and employer branding.

Statistics also show that employer branding is essential. They show that 75% of jobseekers consider the quality of an employer brand before deciding whether to apply for an open position.

What are the most effective employer brand building tools and how should they be used? Let's look at the details!

Employer branding tools and their use

The range of employer branding tools is very diverse and employers can choose according to their strategic objectives and circumstances. The key is to create a positive image of the company and the employer in the eyes of the employees and to attract candidates to the positions to be filled by what the company has to offer.

Let's take a look at what tools to use!

Communication

External communication and internal communication are an important part of building an employer brand. The channels used by companies can be job portals, company websites, social media platforms and they can also build internal channels. The aim is to showcase the company's culture and values to prospective employees. Consistency, coherence and usefulness are the most important elements of communication - they create a sense of professionalism.

Website

The website is one of the main platforms where jobseekers can learn about the company, its history, values and current vacancies. It is an important tool for sharing information and creating a first impression.

Job ad

The job advertisements directly communicate the company's job offers to job seekers. They usually include a job description, expectations, benefits and how to apply. A job advertisement can be really engaging if it describes the benefits from the employee's point of view, what the candidate stands to gain.

Social media

A presence on social media platforms gives the company the opportunity to actively communicate and promote its corporate culture. It is important that the content posted on social media sites is informative and creative. After all, if value is created, the employer brand is strengthened. On these platforms, we can provide an opportunity to learn about the company on the one hand, and recruitment on the other.

Recruitment process

One of the tools of employer branding is the recruitment process, which aims to select and retain the right employees. This includes interviews, tests and the whole process. This is a very important stage, as you can lose a lot of good candidates if recruitment is not professional enough, interfaces are difficult to navigate, applicant management is clunky, communication is stilted. So if you want to get a lot of applications, it's worth thinking carefully about recruitment.

Referral system

Employees can also contribute to employer branding through their recommendations. Referral schemes are an incentive for employees, as referrals can earn them cash rewards. Employer referrals are one of the most powerful tools for branding, as they are more personal than any job advertisement.

Trainee programme

Internships give young people the opportunity to learn about the company and discover potential talent. This helps attract future employees.

Onboarding

The onboarding process is the process of settling new employees into the company. Effective onboarding helps to integrate employees quickly and successfully, creating a good impression and fostering engagement.

Storytelling

Storytelling allows companies to present themselves through stories and experiences. This creates an emotional connection between employees and the company. People can feel that they are not just going to work in a workplace, but that they are part of a story, an important part of it.

Fostering motivation

Employer branding includes motivating employees, for example through a benefits scheme, career development and management support. The benefits system includes everything that the employee receives in addition to the salary, such as cafeteria, bonuses, etc. These can really motivate employees. 

It can help a lot if employees can see the prospects, the career opportunities, where they can go, the knowledge they can acquire thanks to the company. Equally important is the way the manager relates to the company and the employees, the example he or she sets.

Teambuilding

Team building events and programmes can help to build team spirit and positive relationships between colleagues. Such events provide an opportunity to deepen bonds, which can reduce turnover.

Corporate social responsibility

Corporate social responsibility has a positive impact on employer branding, as it shows that the company cares about the community and the environment. This can also be combined with other employer branding tools, for example, a great team-building programme where the company does something for the environment and society.

Work-life balance

Work-life balance helps employees to lead balanced lives, which can be attractive to jobseekers and employees. Remote working, home office and flexibility are increasingly expected by employees. If we don't provide these conditions in the company and support employees with family-friendly measures, there is a chance that they will go to a company that does.

Using employer branding tools smartly and consciously can make your employer brand attractive and strong, making it easier to fill vacancies and easier to retain employees. At Meraki Marketing, we know that a strong employer brand makes recruitment much easier and reduces turnover. In this spirit, we manage employer brand in a systematic way and keep business objectives in mind. Click here to find out how we work to develop Employer branding!