Why You Need to Shout About Your Employee Brand Even When You’re Not Hiring
All too often we work with organisations that have so much to offer, but never volunteer up that information until someone asks. An employee’s experience of a brand extends far beyond the recruitment process. It is not just a tool to attract employees, it encompasses engagement and retention as well. In this article, we delve into why this comprehensive strategy is not just a luxury but a necessity, emphasising its importance throughout the year, the power of consistency, and the invaluable role of employee advocacy.
Necessity, Not Luxury
Gone are the days when talent attraction alone sufficed. Today, organisations recognise that nurturing a thriving workforce involves more than just filling vacancies; it's about cultivating a culture where employees feel valued, supported, and motivated to achieve their potential. Engaging and retaining talent isn't an add-on—it's fundamental to organisational health and longevity.
Year-Round Engagement
Engagement and retention efforts shouldn't be confined to hiring peaks. Instead, they should be ongoing, woven seamlessly into the fabric of organisational culture. Consistency is key. Whether it's through regular check-ins, meaningful feedback mechanisms, or ongoing learning and development opportunities, maintaining a year-round focus on engagement fosters trust, loyalty, and continuous improvement.
The Power of Employee Advocacy
Your employees are your best ambassadors. Their advocacy can significantly enhance and improve your recruitment efforts. Authenticity is paramount—encourage employees to share their stories, insights into company culture, and experiences. Their voices offer a genuine glimpse into what makes your organisation unique, resonating with potential candidates and influencing their decision making.
Content Matters
Authenticity shines through in the content you produce. Showcase employee stories, providing a window into the lived experiences within your organisation. Offer insights into your culture, sign post your values, and include evidence of your programmes such as L&D and ED&I. Prioritise employee wellbeing and engagement, demonstrating a commitment to fostering a supportive and fulfilling work environment.
What Makes Your Brand Unique
Your employee value proposition is unique to your organisation and culture. Set yourself apart from other organisations, by showcasing your innovation and forward-thinking initiatives. Whether it's groundbreaking projects, cutting-edge technologies, or progressive policies, highlight what makes your organisation a leader in its field. These points of difference can be powerful magnets for top talent seeking dynamic and forward-looking workplaces.
Effective Channels
Most organisations have all of the above, they just don’t communicate it as effectively as possible. You should be using your HR and marketing teams’ skills to get the message out through a variety of channels:
Website Careers Page: Your digital storefront for talent. Make it informative, engaging, and easy to navigate.
Social Media: Use platforms like LinkedIn, to show different elements of your culture, share employee stories, and connect with potential candidates.
Third-Party Review Sites: Platforms like Glassdoor provide valuable insights into employee sentiment. Encourage honest reviews and respond proactively to feedback.
Press & PR: Share success stories, thought leadership pieces, and organisational updates to enhance brand visibility and reputation.
Partnerships & Sponsorship: Forge alliances with local businesses and community organisations, demonstrating your commitment to social responsibility and community engagement.
Targeted Advertising: Tailor your advertising efforts to specific geographical areas or demographic segments to reach the right audience effectively.
Successful recruitment goes beyond talent acquisition at any given time, it's about fostering a culture of engagement, retention, and continuous improvement. By prioritising authenticity, employee advocacy, and consistent communication, organisations can attract, retain, and empower top talent.
