The Benefits of Employee Branding
Employee branding is very important when it comes to attracting new talent and retaining existing staff. When your company’s values and goals align with your employees’, they are more motivated to perform better — and that’s great for business.
A brand can be defined through its personality and culture and we’ve found that happy employees make a strong brand. Involving your employees in your company’s social media can demonstrate the work environment and common behaviour among workers, which will effectively increase your brand’s reach and engagement. Research shows that 84% of job seekers value recommendations from friends and family above all forms of advertising. Therefore, featuring authentic testimonials from existing employees will enable any new talent to imagine themselves joining your brand.
Employee branding doesn’t only help the external brand but it also creates positive behaviour internally. Hinge Research Institute teamed with Social Media Today to find that almost 86% of advocates said that being involved in social media, such as Linkedin, had a positive impact on their own careers. It has demonstrated that it allowed them to expand their professional networks as well as keep them up-to-date with industry trends. Other notable benefits also include the ability to develop skills that are in high demand, become recognised as thought leaders and differentiate themselves from their peers.
Three Ways to Enhance your Employee Branding
There is no one-size-fits all strategy so it is key to deliver in a medium that feels true and authentic to your brand. But here are some ideas:
- Social media: Facebook and Instagram can be excellent for showing a glimpse into the employee side of your brand. With the right combination of amusement and professionalism, you can show that your brand is connected, fun, and promotes self-discovery through personal branding.
- Live events: The power of an in-person event is stronger than ever, especially in today’s digital marketplace. There’s no quicker way to determine if someone will be a good culture fit than meeting them face to face. These events can be anything from career fairs and conferences to more casual drinks and networking.
- Employee reviews: Employees generally tend to only leave reviews on sites like GlassDoor and Indeed after they have left. By encouraging your existing employees to leave reviews while they are part of your business will help to attract potential new hires. Positive reviews will boost your brand awareness and desirability, and any negative comments will help you address internal friction.
It’s important your employer brand is authentic. Once the candidates become new employees, they’ll expect to encounter the brand they experienced during the recruitment process. So your employer brand must closely align with your actual organisational culture and employee experience. When it does, your new hires will quickly become engaged and passionate employees that can themselves become part of the employer brand.