EMPLOYER

BRANDING
WHAT IS EMPLOYER
BRANDING?

• Employer branding is the

process of managing and
influencing your reputation as
an employer among job
seekers, employees and key
stakeholders.
• It’s everything that makes
you different, everything that
makes you stand out.
WHY DOES IT MATTER?

• Employer branding is an important tool for companies trying to stand

out from the crowd and attract top candidates.
• Over 59% of employers say that employer branding represents one of
the key components of the organization’s overall HR strategy.
• 55% of talent leaders see employer branding as the top investment
priority in 2017.
• Data from the Harvard Business Review shows that CEOs and HR
leaders expect to make an increased investment into their employer
brand over the next few years. By 2020, it's likely to be a key part of
most recruiting teams' long-term strategy.
HOW TO BUILD YOUR EMPLOYER BRAND?

1. Careers site
• Easy to navigate and lets people learn more about your company,
mission, and jobs.
• Careers site needs to be mobile optimized as 94% of smartphone job
seekers have browsed or researched jobs on smartphones. Make sure
that your careers site:
 Highlights your EVP
 Provides credibility
 Uses clear job descriptions
2. Application experience
• The average candidate spends 3-4 hours submitting a
single application, while 70% companies think it takes
them less than an hour.
• 60 percent of job seekers quit in the middle of filling out
online job applications because of their length or
complexity.
3. Social media
• Social media is currently the most widely used channel for companies
looking to build their employer brand and attract applications.
• Social media gives candidates a channel to interact directly with your
brand and employees and provides a window into your organization.
• 9 out of 10 candidates would apply to a job when it’s from an
employer brand that’s actively maintained.
4. Content
• Content in the recruiting context can be any piece of information that a
candidate can easily consume. E.g. Infographics, JD, Surveys etc
• People don’t just arrive at your site ready to apply. They want to put in the
research.
• Content is extremely important during this awareness and education stage.
• It gives candidates the ammunition they need to learn about your employer
brand and plays a crucial role in their decision to apply.
5. Employee advocacy
• Candidates see employees as a window into the true nature of your
organization.
• Glassdoor has been a mixed blessing for employer branding teams.
• There's nowhere to hide. Poor treatment of employees, bad candidate
experiences; everything is broadcast for the world to see.
• Most candidates will check your Glassdoor page during their job search.
 Media: how do different outlets talk
about you?
Friends and family: what does a
candidate’s inner circle think about
THINGS THAT you?
Consumer experience: what experience
YOU CAN’T do people have when they buy from
CONTROL you?
Consumer marketing: what is the
messaging and approach of your
marketing department?
Word of mouth: what’s the word on the
street?