As you know, people are the driving force behind all success. However, attracting and retaining the right talent has become increasingly difficult. Although salary is one of the most critical factors to win and retain your employees, according to frankwatching.com it will no longer allow you to win the war when it comes down to talent acquisition. Instead, 95% of job seekers now care more about your brand. Your brand is what makes you stand out from the competition as it is shaped by your reputation and forms your organisation's identity. Funnily enough, this is also where most companies fail. The real question then is, why have you not already invested your time and resources to improve your employer branding?
Your employer branding is part of your identity as an organisation, and 75% of active job seekers are more likely to apply if the employer actively manages and communicates their employer brand. A strong employer brand works as the reason employees choose to join and as the reason they choose – and are permitted – to stay, as Helen Rosenthorn explains in her book, The Employer Brand: Keeping Faith with the Deal. As a result, employer branding can decrease your turnover by 28%, your cost-per-hire by 50%, increase the number of qualified candidates that apply to your company by 50%, and speed up your time to hire, according to LinkedIn.
Although it might seem like a quick win, improving your employer branding is far from easy. Moreover, there are numerous pitfalls that you must avoid for your brand to be effective. We have listed the most common mistakes in regard to employer branding below;
Your employer branding should be a part of your business plan, and therefore requires a long-term strategy to be successful. After all, while your company continues to grow and develop, so should your brand.
Not actions or communication regarding your brand means that your (potential) employees will not be able to identify or participate with your brand, which almost makes it seem like your brand does not exist.
Do not copy large companies like Google, Apple or Buzzfeed. Copying their way of working and their story, only diminishes your own. Your organisation is unique, and your employer branding should reflect that.
No one is perfect. Do not whitewash the truth or lie but make it a company mission to improve. Engage (potential) employees by working together towards a common goal.
In short, your employer brand is one of the most important factors when it comes to attracting and retaining the right talent. However, it is also one of the most difficult challenges for any organisation as there are many pitfalls. To help you avoid these mistakes,and to help you improve your employer branding, read Vaqancies article on How to Improve Your Employer Branding.
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