8 May 2017

Six top tips to creating a better employer branding strategy


Barry Chignell

Barry Chignell

Barry Chignell worked in Ciphr's marketing team from 2012-2020.


Recruitment and retention


Your reputation as an organisation extends beyond your customers. It is more important than ever to be viewed as a desirable place to work and have a good reputation as an employer. In a recent LinkedIn survey “72% of recruiting leaders worldwide agreed that employer brand had a significant impact on hiring.”

One of the key questions when creating your employer branding strategy is “what appeals to potential employees who are considering working for my organisation?” This is where your employee value proposition (EVP) comes in. In its simplest form, your EVP defines the benefits and rewards available to employees in return for their performance at work. Desirable benefits are great for attracting new talent, and, if followed through efficiently, your existing employees will be happier. This can have a very positive influence on improving your reputation, engagement and retention of existing employees.

1. Listen to your employees

Communication - Listening to your employees

How do your employees feel? What do they like about your organisation? What do they think needs to be improved? Employee surveys can be an essential tool in understanding how to promote your organisation effectively to new talent and highlight which areas of your organisation are perceived positively by your employees. It’s also a great way to draw attention to areas of your employer branding strategy that aren’t working as well as they should be. Be sure to include open questions, giving employees the opportunity to explain why they believe certain areas need improving and enable them to make constructive suggestions.  In addition to employee surveys, it must be remembered that employees can now review their company on Glassdoor, and this may be even more revealing. Have you read your reviews lately?

2. Showcase what you have to offer

One of the aspects of EVP that organisations can struggle with is making sure that you stand out as a great place to work. Work out what your competitors are offering – what else can you offer that makes you unique? What would your employees benefit from that they don’t have already? Once you have a clear understanding, you can begin showcasing what you have to offer effectively and explain why you’re different to your competitors.

3. Represent your brand effectively

career development and trainingIt is important to make sure that there is a true reflection of your organisation’s ethos and culture within your brand. If people join your organisation and feel your brand was not correctly represented, they can feel misled and disappointed. Equally, you will need to decide how to represent yourself based on your target audience. Successful organisations have strong values and a solid people strategy which they base their employer branding strategy on. These organisations also have a focus and know their audience. Whether you want to appeal to experienced professionals or graduates, you need a solid understanding of who you are planning on attracting, engaging and retaining.

4. Promote career development and training

To retain your employees and encourage engagement, offer the right training and the ability to earn qualifications. The opportunity to progress within your company and receive recognition for hard work helps to greatly improve retention.

5. Create a positive experience from start to finish

Ensure that each employee’s perception of your business is positive from start to finish. A job interview isn’t just an opportunity to find top talent, it’s also a chance for the individual to find out if they’re interested in working for you.

An effective onboarding strategy is essential to ensure your employees get off to the best start. Streamline your inductions and engage new hires by providing access to useful information, such as your company history summary, building layout information or important policies and procedures.

It’s also important to ensure your employees leave your organisation on a good note. An efficient offboarding strategy, which includes exit interviews, will give you the chance to discover why employees are leaving your organisation. This can directly help you to make improvements to your employer branding efforts.

6. Manage your reputation effectively

Businessman Reading Newspaper Workplace ConceptWith more people taking to social media sites to voice their opinions, online reputation management is an essential factor in ensuring that you have the best possible employer branding strategy. How you chose to act upon feedback is also essential; fast responses to complaints, whether these are from customers or employees, is crucial for engagement.  A recent Glassdoor survey found that “62% agree their perception of a company improves after seeing an employer respond to a review.”