The Importance of Employer Branding in Recruitment

The term ‘Employer Branding’ isn’t a new concept by any means but has become a hot topic of conversation in more recent years thanks to rapid changes in the jobs market and the acceleration of hybrid workplaces.

While many organisations may have relied on a bouyant market and strength of brand to attract talent in the past, the changing needs of job seekers and employees demands a new approach and closer attention to the overall employee experience.

So what is employer branding?

At its core, employer branding is the unique identity and reputation your organisation holds as an employer. It encompasses the perception that current and potential employees have about your company as a place to work. Think of it as your company’s personality and values as seen through the eyes of your workforce and job seekers.

A strong employer brand built off the back of a healthy workplace culture can therefore have a real impact on whether or not potential candiates are interested in working for your organisation, or not.

According to a study by LinkedIn, companies with strong employer brands receive 50% more qualified applicants, experience 28% lower turnover rates, and reduce their cost per hire by half. Beyond these statistics, an attractive employer brand enhances your company’s reputation, fosters employee loyalty, and drives innovation.

Here’s 7 reasons how investing in your employer brand can benefit your recruitment efforts:

Attracting Top Talent: A strong employer brand can be like a magnet for top talent. It sets your organisation apart by illustrating your workplace culture to potential new employees, demonstrating your values and showcasing your employees – the very people they will potentially working with. In a competitive job market, this can be a crucial factor in securing the best candidates for your team.

Retention of Key Employees: A positive employer brand contributes to higher employee satisfaction and engagement. When employees feel proud of their workplace and believe in its values, they are more likely to stay with the organisation. This leads to lower turnover rates, reducing the costs associated with recruitment and training.

Enhanced Employee Performance: A positive employer brand fosters a sense of pride and commitment among employees. When individuals identify with and believe in their organisation, they are more likely to be motivated, productive, and committed to achieving their best performance.

Competitive Advantage: In a crowded marketplace, where companies vie for the attention of top talent, a distinctive employer brand provides a competitive advantage. It helps your organisation stand out and be remembered by potential candidates, influencing their decisions when considering job opportunities.

Positive Company Culture: Employer branding is closely linked to company culture. A well-defined and communicated employer brand reflects the organisation’s values, work environment, and overall culture. This clarity helps in attracting individuals who align with these aspects, contributing to a positive and cohesive workplace.

Customer Perception: Employer branding doesn’t only impact potential employees but also influences how customers perceive your company. A positive employer brand can enhance your company’s overall reputation, making it more appealing to customers who value businesses with strong ethical and employee-focused practices.

Recruitment Cost Savings: An established and positive employer brand can lead to significant cost savings in recruitment by reducing the time to hire. Additionally, lower turnover rates mean fewer resources spent on hiring and training new employees.

Ready to boost your employer brand? We’ve put together a comprehensive guide to provide you with actionable insights and strategies to build your employer brand. Download the guide here.