Written by Kimberley Startup | January 10, 2013
Just as a customer brand proposition is used to define a product or service, an employer brand denotes an organisation’s reputation as an employer.
Also known as an Employee Value Proposition (EVP), employer branding has become increasingly important in the battle for talented and skilled professionals.
Filling a vacancy is a two way street. If you want to attract the top candidates, then you need to pay close attention to how your employer brand is perceived by potential applicants.
With this in mind, here are three smart ways to develop a strong employer brand to attract star talent.
1. Cultivate your brand ambassadors
Your employees are your most powerful source of promotion when it comes to your EVP.
Ask for their input on how to make your organisation a better place to work. Listen to their ambitions and passions, understand their drive and help them to realise their goals. This could be achieved through training courses, new and interesting projects or altered responsibilities.
If you give your employees long-term opportunities and rewarding options in their career, they will be happy to tell others about it.
2. Get to know your perfect employee
The most successful brands are built upon an in-depth and intimate understanding of their customers. The stronger the brand, the more you understand the hearts and minds of your ideal customer. Your EVP is no different.
Understand what today’s employee in your particular industry wants. What about those from different fields and positions you’re keen to hire?
This care and attention can not only attract top candidates but make them compete for your available positions too.
3. Deliver your brand experience
From the moment you post your vacancy online to the minute a candidate walks through the door, the culture of your company must be seen, felt and heard by all.
Find ways to communicate your EVP to the types of candidates you’re trying to attract. It’s particularly important to convey your employer branding through your hiring channels, such as your company website, social profiles and interview process.
Use PR, marketing and branding opportunities to communicate your EVP to passive candidates and form a positive perception about the value of working for you.
A consistent and compelling employer brand experience is paramount in order to attract and retain today’s top talent.
By digging a little deeper into your company’s proposition, getting to know your employees, their needs and your message, you will enhance and promote your brand – finding talent that fits not only the required skills, but also your culture and values.