Your employer brand represents the image of your company to both your current and future employees. It sets the tone of the work environment and sets employee expectations about your company’s culture, values, and hiring practices. In addition to helping you attract top talent, it also helps retain existing employees by increasing their loyalty and sense of commitment to your company. If you’re not sure how to improve your employer brand, follow these three steps toward creating an effective one that sets you apart from other employers in your industry and helps you gain traction in attracting top talent.

Market Position

Your employer brand is the impression people have about your company before they ever apply for a job with you. Your employer brand includes everything from the clothes your employees wear to the way your company culture is portrayed in marketing materials. A strong employer brand will give potential employees confidence that they'll be able to thrive in an environment that aligns with their values, and will encourage them to apply for open positions. Your market position is how well you show these things throughout your digital marketing presence.

Culture

Make sure you create an engaging and authentic company culture that attracts the right people. The best way to achieve this is by hiring for your culture instead of your skills. For example, if you're looking for someone who thrives in fast-paced environments, don't just hire people with those skills; instead, look for those who have that personality and are willing to work in a fast-paced environment. Your culture has to be so strong and real, that your current team are the biggest advocates for it.

Employee Advocacy

Create opportunities for your employees to share their experiences with your company, products and culture. This is an excellent opportunity for you to create content that showcases the great things happening in your organization. The more people who see it, the more likely they will be interested in working for you and giving you feedback on how you can make it even better. This is some of the most powerful content that you can put out on your company's social media channels.

Solid Recruiting Strategy

Your recruiting strategy is the keystone to your employer brand. It's what your potential hires will read first, and it's what they'll use to judge whether or not you're worth their time. The better you recruit, the more people that will be attracted to your company - and as a result, the stronger your employer brand will become. Consistency, courtesy, and transparency should existent in every stage of your recruiting strategy.