Importance of employer branding in recruitment

Employer branding plays a fundamental role in the recruitment process, as it creates an image of the company as an attractive place to work. A strong brand attracts better resumes. Good external employer branding reduces recruitment time, as potential employees are willing to move more quickly to a company that has good PR. Satisfied employees are less likely to leave, reducing turnover and associated costs. Effective employer branding supports a company's long-term success.

Why is employer branding important for recruitment?

Employer branding is a comprehensive strategy for building a company's positive PR in the labor market. The goal is to attract, retain and engage talent, as well as improve the perception of the company among current and potential candidates. Employer branding helps build a loyal team of long-term employees at a lower cost. This is influenced by organizational culture, values, employee development, and internal and external communications.

How to build a strong employer brand?

This is an ongoing process that requires commitment at all levels. A well-thought-out employer branding strategy, employer branding tools, both internal and external, are helpful. How to do it effectively?

It is helpful to compare one's own brand with other companies in the industry, or benchmarking, to identify strengths and weaknesses. Surveys, on the other hand, allow you to understand what employees think of the company and what expectations they have.

Organizational culture means creating a friendly work environment that reflects the company's values. Investing in employees' professional development also increases loyalty, while competitive pay and non-wage benefits retain the best. Clear and regular communication with employees about company goals, successes and any changes is also helpful.

It is worth betting on employer branding tools, i.e. maintaining accounts on platforms: LinkedIn, Facebook, Instagram and Twitter to show the organization from the inside. It is also important to have a professionally designed and constantly positioned, website dedicated to recruitment, with information about company values, development opportunities and current job offers, as well as to create valuable content, i.e. blogs, articles, videos and webinars. Significance is given to the company's participation in job fairs, open days, industry conferences, and organizing its own events that attract potential candidates, such as post-graduate studies or specialized training, where lecturers are company professionals. Important, though underestimated, are employee referral programs.

The foundation of all employer branding activities in recruitment is regular measurement of effects with analytical tools. Also important is the still underestimated feedback from candidates, i.e. feedback from people who have gone through the recruitment process.

What are the latest trends in employer branding?

The latest trends focus on authenticity, sustainability and modern technology.

In the context of employer branding, companies are increasingly focusing on transparency and authenticity. Candidates expect insight into the organizational culture, not an idealized picture. Presenting real employee stories has become a key element in employer branding in practice.

Another trend is sustainability. Candidates are increasingly paying attention to environmental and social actions taken by corporations. This means that companies should communicate sustainability activities more often, both internally and externally.

The use of modern technology and digital tools is another important trend. The development of VR, or virtual reality, technology makes it possible to create virtual tours of the office, which is an innovative approach to presenting organizational culture.

What employer branding strategies are most effective in attracting talent to an organization?

The most effective employer branding strategies that attract talent to an organization focus on consistent communication of company values and culture. Simply being honest in communication and highlighting the company's values wins.

Training programs are another important aspect. Employees who see that the company is investing in their professional development are loyal. Internal communication should not be overlooked either. Communicating regularly and transparently with employees about the company's goals, successes and future plans increases commitment.

Direct contact with potential candidates, during open days, allows the company to be presented as an attractive place to work and provides an opportunity for direct face-to-face conversation. Employee referral programs are another effective strategy that reinforces the feeling that "together we play to one goal."

How to measure the effectiveness of employer branding activities?

Key performance indicators (KPIs) allow you to assess various aspects of employer branding and monitor progress on an ongoing basis.

One of the primary indicators is the number of applications for open positions. An increased number of applications indicates the effectiveness of employer branding campaigns and growing interest in the company as an employer.

Another important KPI, is the quality of resumes, which can be measured by assessing candidates' experience and qualifications. Higher application quality indicates that the company is attracting the right candidates.

Recruitment time is another important indicator. A reduction in the time to hire a new employee indicates the effectiveness of staffing efforts, which attract better-matched candidates.

Employee turnover is also a key KPI. Low is the result of positive employer PR.

Employee engagement can be measured through satisfaction surveys as well as absenteeism and the level of involvement in company initiatives. A high level of engagement indicates an effective employer branding strategy that creates a supportive work environment.

Reviews on recruitment portals are a valuable source of information. Employee ratings and comments on platforms will help identify strengths and areas for improvement in the company.

Another indicator is the Net Promoter Score (NPS), which measures employee loyalty. A high NPS indicates a high level of employee satisfaction and loyalty. It is also worth monitoring indicators related to employee retention. High retention means that employees like their jobs and want to stay with the company for the long term.

Effectiveness can be assessed by social media. The number of followers, shares, likes and comments shows how effectively a company communicates its values and culture.

If you don't know how to effectively do employer branding in practice, we encourage you, give us a call! Employer branding really is possible at any stage of business development.

Read also: 10 benefits of open training for employees at different career levels