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Employer Branding: How to Build a Brand Candidates Want to Work For

Sep 26, 2023

Blog, HR and Recruiting Industry Information, Recruiting Best Practices

Building your brand as an employer can play a significant role in the success of the business overall. Additionally, brand recognition and awareness may impact recruiting efforts. Explore how to build a brand that candidates want to work for and how your brand plays a role in hiring efforts.

What is Employer Branding?

Employer branding refers to the image and reputation of a company to its employees and potential new hires. The process of building an employer brand includes shaping the perception as a place where people should want to work, both among its existing workforce and any jobseekers with skills that align.

Some of the key components of employer branding include:

Employee retention levels
Talent acquisition and recruitment efforts
Company culture
Communication practices
Employee advocacy

Creating an Employer Brand that Candidates Want to Work For

No company can afford to ignore how it appears to those on the outside world. Customer loyalty is significantly impacted by the overall reputation of a business. And beyond how customers perceive it, your brand should be seen as appealing to its employees and those who may be looking for new professional opportunities.

This step-by-step guide highlights how to create an employer brand that supports your hiring and recruiting efforts.

Define your employee value proposition (EVP)

The first step in creating your brand as an employer is defining the value proposition. We covered this concept in detail, offering insights into why it matters as an employer and how to create one. As you define what you offer as an employer, you can more clearly outline the benefits and overall appeal to potential employees. This information should go a step further than simply describing the compensation and benefits offer, highlighting what makes your company stand out as an appealing place to work.

Outline your unique selling proposition (USP)

We also discussed the importance of a unique selling proposition, and its value can’t be overstated in your company’s recruiting processes. When applicants compare workplaces and the overall values of different organizations, they may opt to accept a position at one that more clearly defines what sets it apart in its industry. If your company hasn’t established such a definition, you may find it more challenging to find and hire candidates.

Build a strong company culture

Building your organizational culture is a vital aspect of creating and maintaining your employer branding. The culture incorporates the behaviors and procedures of those in the workplace, determining what it’s actually like to work for a specific company.

As you consider what you want your organizational culture to reflect, make sure to think about how to incorporate the following aspects:

Implement competitive compensation and benefits: Employees should receive fair compensation and appealing benefits in exchange for the work they do. Make sure your open positions (and even the ones that are already filled) offer competitive wages and benefits.
Promote career growth opportunities: Hardworking employees want to know what their futures look like, so make sure to outline opportunities for growth and advancement within the company as part of the overall culture. And if you emphasize that internal candidates will be given preference over external ones, be sure your hiring and promotion practices align.
Invest in employee development and recognition: Employees deserve to be recognized for their contributions, as well as have access to opportunities to progress. Offer development programs, such as in-house training or funds to take relevant courses. Implement a formal recognition program that allows top performers to be recognized for what they bring to the table.
Promote diversity and inclusion: Creating a diverse workforce can boost overall workplace morale while directly impacting the success of an organization. Inclusion is vital to the workplace because it ensures that everyone feels involved and that their voice is heard. Actively look for ways to include all team members in discussions and procedural changes.

Involve employees in the branding process

Another aspect of building your brand involves tapping into your most valuable asset — the employees. Ask for feedback from members of the workforce as you establish the culture and brand aspects that make it unique. Those who work for the organization will have unique insights, as they’re the ones representing on a day-to-day basis. Plus, if they feel involved in the branding process, it’s more likely that you’ll develop brand ambassadors who represent the organization in a positive way and boost recognition and loyalty.

Take Advantage of the Tools Available

Even with a strong and appealing employer brand, hiring can be a challenge, especially in today’s climate. Explore the tools available to you and make the most of them to gain a competitive edge when seeking top talent. ApplicantStack is a powerful hiring tool with features that simplify the process of creating, posting, and filling jobs. Want to learn more or try it for free? Get started now!