Five Employer Brand Best Practices

by Energage

Employer brand must-haves to win the game of attracting and retaining talent

“Hey, what’s it like to work there?” It’s the question on the minds of every job seeker. Maybe you’ve asked the same question yourself. Most have. Energage research suggests more half – nearly 60 percent – of employees admit to looking for better opportunities.

Nowadays, it’s easier than ever for job seekers to take a peek at your organization before they ever set foot through your front door. And that means the game of scouting for talent has changed. Completely.

Employer branding what it is and why you should care

Simply put, employer branding is how you market your organization to attract new talent. It’s also a direct reflection of your culture and an expression of company values. The stronger your employer brand, the more effective you’ll be at filling the funnel with quality candidates, accelerating your hire rate, and reducing recruitment costs.

Job candidates are doing their homework

More than 76% of job seekers consider an employer’s brand before they submit a resume. So it stands to reason one of the greatest frustrations of job seekers is not knowing what it might be like to work for an organization. Your employer brand gives job candidates that all-important glimpse into your company culture to show what they can expect.

Employer branding benefits your organization too

A strong employer brand will help you to attract more qualified candidates, increase your hire rate, and improve retention. Done right, it can also cut your recruiting costs significantly. Some report as much as 50 percent.

Get started with employer brand best practices

1.  Know where your culture stands

Start by measuring your culture with a trusted, third-party employee engagement survey. This will help identify what’s really happening within your culture, increase your brand awareness, and uncover what matters most to your employees.

Candidates are 3x more likely to trust company employees to provide credible information on what it’s like to work for an organization.


2. Recruit from a position of strength

The key here is authenticity. Don’t spend time crafting a story about what makes your organization so great. Do something better – utilize what employees say are your culture strengths and leverage them to give candidates a behind-the-scenes look at what matters most to your organization. Here’s one example:

CHCFL Employer Branding
Community Health Centers uses recent employee survey data to highlight its organizational strengths

3. Know your threats too

More than a third (38%) of workers will leave a job because of a toxic work culture. And Harvard Business Review reports a bad reputation costs a company at least 10% more per hire. That’s why it’s equally important to know what’s hurting your culture so you can focus your efforts to eliminate potential trouble areas.

Companies with a poor employer brand spend 10% more on salaries just to acquire the same talent.

Harvard Business Review

4. Earn credibility as an employer of choice

Nowadays, job seekers have easy access to information about your organization sites that often paint a picture of your workplace based on anonymous, unverified data. Share an accurate and authentic culture story based on employee feedback that’s verified by a credible third party.

5. Perform wellness checks on your culture and employer brand

Creating a strong employer brand requires a year-round commitment to culture and engagement. Interim pulse surveys enable you to check in with employees to capture real-time insights, monitor progress on key initiatives, and ensure culture remains your competitive advantage.

“With growing consumer interest in company transparency and the treatment of workers, executives should have a finger on the pulse of how they are being perceived by the public.”

Forbes Magazine

Win the recruiting and retention game with an authentic employer brand

A strong employer brand will give you an edge on the competition. That’s why it’s time to invest in telling your culture story – the right way.