Whether cultivated purposely or not, your organization has an employer brand, and it’s narrating the impression your past, current, and future employees have about working for your organization.
According to LinkedIn’s Employer Branding Playbook, more than 80% of leaders feel that having a strong employer branding strategy is necessary for this competitive market. Since companies today face unique challenges in attracting technologists, many of whom are in high demand, employer branding is an increasingly crucial differentiating factor in a candidate’s decision to join an organization or leave it for a competitor.
Here’s the bottom-line impact of having a strong employer brand:
- Reduces turnover by 28%
- Reduces the cost per hire by 50%
- 50% more qualified applicants
- Time to hire is 1-2X faster
How to Shape Your Employer Brand Strategy
Start with your existing employees. Characteristics like purpose, culture, leadership, working environment, opportunities, and benefits strongly influence your current and incoming employees, their focus, the work they do – and how they do it. A strong employer brand works hard inside and outside of the company to get the best from the people you have – and attract top talent.
- Ask your team basic questions to develop your brand story:
- What do you do?
- What makes your company unique?
- How do you differ from your competitors?
- Define your ‘why.’
Who are you trying to hire?
Develop a candidate persona. Who is your ideal candidate? Identify the characteristics of the perfect tech hire.
- What are their pain points?
- What stage are they at in their career?
- What do they value? Business-sponsored training? Or benefits that enrich their lives outside of the office?
Get the word out
To build a strong employer brand, you must craft a comprehensive, multi-channel content strategy to engage your target candidates. You have to know your target audience to compete. Know where they hang out, serve them compelling content that highlights your unique culture, empower your employees to do the same, and show them why they should want to work for you.
The number one obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organization. Let Innova People help you develop an employer branding strategy and shine a light on why you’re a great organization to work at, and ultimately attracting top tech talent.
