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Who Has Time to Build an Employer Brand?
Posted By Raj Sheth On May 16, 2013 @ 6:21 am In Advice and How-Tos | 13 Comments
Odds are, you read the title and just said, “not me!” So we’re left with the question, “Is it worth your time to build an employment brand ?” Absolutely.
I get it. There aren’t enough hours in the day, and this isn’t exactly a “today’s to-do list” type of endeavor. But building an employer brand  is only as complicated and time consuming as you make it. It will also be as expensive as you make it, but it will be worth more than its weight in work.
You will get more out of a properly constructed employer brand  than you put into it. And if you believe that time is money, then take note. In a survey  of more than 4,700 talent acquisition decision makers, a reported 50 percent savings in cost per hire is associated with a strong employer brand.
I work with small- to medium-sized businesses every day, and many of them don’t have the time, resources, or knowledge base that the big guys do to recruit. That’s where employer brand shines. According to research firm Universum, two of the top three channels that will be the most used for employer brand promotion are the website (92 percent) and social media (80 percent). Most of us have those things and in a smaller firm you often have far more access to the control of those things than you would in a Fortune 500.
Here’s what to do:
Abstract, fake promises are easy to make and market. They’re also easy enough for a candidate to spot. In order to stay true to your company culture, figure out what it is before you go around marketing it. According to Employer Brand International , “84 percent of companies believe a clearly defined strategy is the key to achieving employer branding objectives.” In layman’s terms, don’t try to be something you aren’t. Figuring out your culture isn’t difficult.
Consider how the company interacts, behaves, and communicates. Incorporate surface interactions as well as the underlying aspects like attitudes, common goals, perspectives, standards, and beliefs.
All too often we see an employer brand that conveys what a company wants to be, not what they are . The company culture that you want people to see should be a good mix of the two. Stay true to who you are as a company, while keeping a constant heading toward who you would like to become . Clear, authentic messages and offerings are what you should concentrate on.
When you have a clear message in mind, make it visible and get to the meat of creating an employer brand. And back to the beginning of this post, who has time for that? That’s like asking, “Who has time to be good at their job?”
Employer branding has become such a huge part of recruiting  today that it is now part of your job, whether you’re concentrating on it or not. If you haven’t started fostering a strong employer brand, you’re not doing your job. So start simple.
With 92 percent using  or planning to use social media to recruit, you better make your content interesting.
And this doesn’t mean being glued to your social media profiles 24/7, use a tool like Buffer or TweetDeck to organize and schedule your posts. And don’t forget to drive traffic to and from each media source.
Most companies consider employee referrals the most important indicator  in evaluating candidate quality.
Happy employees equal a good employer brand, and it might be easier than you think to make them happy.
Sometimes, meeting your employees expectations can be cheaper and easier than you think. You just have to know what they’re looking for.
Article printed from ERE.net: http://www.ere.net
URL to article: http://www.ere.net/2013/05/16/who-has-time-to-build-an-employer-brand/
URLs in this post:
 employment brand: http://www.ere.net/tags/branding
 building an employer brand: http://fistfuloftalent.com/2013/04/employer-branding-viking-style-who-we-are-and-the-stories-we-tell.html
 properly constructed employer brand: http://ongig.com/blog/employer-branding/3-tips-to-start-with-employer-branding
 survey: http://www.slideshare.net/VeronicaSegovia1/employer-branding-with-social-media-for-bright-webinars
 Employer Brand International: http://theundercoverrecruiter.com/infographic-worldwide-employer-branding-facts-and-stats/
 what they are: http://www.ere.net/2013/03/26/avoid-the-yugo-trap-and-identify-your-culture/
 like to become: http://recruiterbox.com/blog/5-tips-for-building-a-strong-team/
 huge part of recruiting: http://www.4leisurerecruitment.co.uk/blog/interview-tips/the-importance-of-employer-branding-in-the-recruitment-process/
 92 percent using: http://www.slideshare.net/Bright_Recruiter/employer-branding-with-social-media-16011512
 trust peer recommendations: http://www.wollmilchsau.de/social-recruiting-employer-branding-10-reasons-to-engage/
 new tools: http://www.ere.net/2013/03/29/8-tips-for-creating-stellar-employer-branding-videos/
 longer-than-average stay: http://theundercoverrecruiter.com/tag/referrals/
 over salary: http://connectiveage.com/2012/06/11/job-offer-higher-salary-or-freedom-to-stay-connected/
 telecommuting options: http://www.jenx67.com/2009/06/8-reasons-the-future-is-bright-for-generation-x.html
 mentoring program: http://odysseymentoring.com/news/the-boomer-brain-drain-unprecedented-opportunities-for-future-leaders/
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