Why Does Employer Branding Matter?

HR Tech Outlook | Saturday, February 26, 2022

Employer branding is a method of sharing your tale with job-seekers, telling them who you are, what you believe in, and what you can give them.

Fremont, CA: What is necessary to create a strong and healthy brand that lasts? More products? More clients? More effective methods? Nope. Your brand's real potential is not about your product innovation or your supply chain; it is your people, your employees in particular. They're the ones who lend their time, energy, bodies, and minds to your brand, and at the end of the day, they'll help you create it or give it up. But in a market where competition is fierce, it's challenging to recruit the right employees and keep them aligned around a common goal. Yet, there is one thing that will make things a lot easier: employer branding.

What's Employer Branding About?

Employer branding is a method of sharing your tale with job-seekers, telling them who you are, what you believe in, and what you can give them. By throwing light on what makes you unique through your culture and content, employer branding lets you transform your brand into a beacon. People who believe in your brand's purpose will come to you instead of you running after them.

This begins a phase of transition. The better your recruits are, the stronger the community becomes. When people are happier, motivated, and aligned, they are more dedicated to your brand's vision, which feeds into every aspect of your organization.

Why does Employer Branding Matter?

The job search has improved significantly over the past decade. Brands today have more competition, and employees have higher expectations than ever before. Brands that wish to find and retain the best and brightest people need to be informed of these trends and be strategic around them.

Jobs are easier to find and leave: Social media has provided job-seekers greater access to jobs than ever before. Through LinkedIn, Monster, or Twitter, people have broader networks and can connect more effectively with prospective employers.

Technology has also made it possible to operate remotely, eliminating the geographical obstacles that have kept people's opportunities limited. That means brands aren't just competing with local businesses for talent; they may be competing on a global scale.

Employees want more than just money: According to Glassdoor, more than 77 percent of adults would recognize the culture of a business before applying for a position there, and 56 percent claim that the culture of a company is more important than compensation when it comes to job satisfaction.

Today, people tend to associate themselves with the companies they trust in and do meaningful work worth their time and effort. Beyond the standard advantages, things like culture, community, intent, personal development, and growth are also among determining factors. If your brand hasn't invested in these areas, you'll find it much harder to get people to work for you.

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