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5 Reasons Why Employer Branding is Essential in Recruiting Top Prospects

by Simon Mullin

What are the first things you think about when you hear Google, Nike, Buzzfeed, or Wieden & Kennedy? For the new grad or the experienced job seeker, they think opportunity, growth, fun and personal success. These four companies are vastly different in terms of industry, but amazingly similar in one area: their stellar employer branding scores them the top recruits. And by securing the top recruits they experience better business growth and profitability.

So what is employer branding?

Employer branding is a strategy used by companies to establish a unique position in the recruitment marketplace. Simply put, employer branding works to help companies brand themselves in a way that attracts the top recruits. It’s also how companies appeal to desirable current employees in order to retain them.

5 reasons why employer branding is important

  1. Recruiting top talent
  2. Retaining top talent
  3. Growth and business profitability
  4. Desirability in the recruiting field
  5. Industry strength and bargaining power

How do you determine your company’s employer branding?

Research: Learn what your target group wants, needs and expects from an employer.

Employee Value Proposition (EVP): this is probably the most important thing to gauge and develop.

An EVP asks, what is your unique value?

What does the employee gain by taking the position?

What does the employee get by working for you as opposed to working with the competition?

Communication strategy: your company needs a unique, compelling and relevant strategy that speaks to your recruits in a way that will engage and excite them.

Employer branding turns your employer recruitment costs into a strategic driver for growth

In a nutshell, employer branding is matchmaking; it’s the way in which you create a harmonious relationship between employee and employer, set expectations, and recruit your ideal candidates.

For great resources on learning more about employer branding:

Corporate Imaging as a Recruiting Tool, by Lara Moroko, Wall Street Journal

The Importance of Employer Branding, by Dr Sandeep K Krishnan, Deccan Herald

Examples of Employer Branding Strategies, by Bayard Advertising

The Employer Branding Secret, by Mel DePaoli

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