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Building a Strong Employer Brand: A Guide to Attracting Talent
Your organization needs to stand out if you want to build an industry-leading team and remain an employer of choice. You already know that your company reputation matters – and now more than ever, it can be a deal breaker when it comes to staffing.
Consumer Brand vs. Employer Brand
Your consumer brand is your reputation among the people who see your ads, use your products, and speak to others about them. It inspires a lasting emotional and intellectual perception in the minds of your customers.
Take the same definition and apply it to some of your most important customers: your current and prospective employees. What kind of lasting impression are you building there? That’s your employer brand.
The essence of employer branding is how you market your company to job seekers and what your current team members say about your organization as a workplace.
- Research has shown that 86 percent of workers would not apply at, or continue to work at, a company with a negative reputation.
Building a Winning Brand
Great branding is about telling your compelling story as an employer – and also living out that story day to day in your workplace environment. Before you can communicate or market your winning brand, you need to make sure you’re giving it more than just lip service. Build your brand by:
- Honing in on your employer value proposition (EVP): This encompasses your company’s mission, values, and culture. In a nutshell, it gives people a powerful reason to want to work for you. Be sure you have clearly defined your EVP, understand your organizational objectives, and know what sort of talent you need to fulfill them.
- Auditing your existing brand: You already have a brand. Every company does. The question is: What exactly does it look like – and how strong is it? Conduct a brand audit so you are fully aware of your reputation among candidates and employees. Pay attention to what’s working and be open to making any needed improvements.
Elements of a Strong Brand
There are numerous tools that comprise a robust employer brand. Here are just a few examples:
- An engaging careers site: Your site needs to go beyond a list of job postings to truly engage candidates and convert them into applicants.
- Outstanding job descriptions: These are often a person’s first contact with your organization. Make them stand out by sharing the qualities that make your company unique and the job opportunity invaluable.
- Optimal use of social media: In addition to utilizing your company pages, encourage your employees to share information that would appeal to like-minded talent.
Your watertight employer brand strategy positions your company to attract and retain top candidates and stay at the forefront of today’s competitive talent war. Partnering with the right staffing agency can mean the difference between branding success and failure. In today’s market, the PrideStaff team is proud to be a recognized industry leader. Contact us today so we can tell you more.
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Optimizing Hiring: An Onboarding Guide for Employers
Onboarding – the process by which new hires hone the knowledge, skills, and behaviors they need to succeed in their roles – really matters. How well you plan and execute your onboarding process can impact employee performance, well-being, retention, learning, and, last but not least, your company’s bottom line.
- The proof is in the numbers: Results of a recent Gallup poll showed that employees who had a highly positive onboarding experience were 2.6 times more likely to be happy at their jobs and to stay with their company.
- On the flip side, research also has shown that new hires are twice as likely to look for a new job if they are disappointed with their onboarding – and each of those rehires can cost your business between 50 and 200 percent of a person’s annual salary.
Here are some practical tips to help ensure you get onboarding right and not risk losing valuable new talent:
Preboard
As long as a new hire has officially accepted your offer, it’s never too early to open communication lines and continue building a lasting mutual relationship. Before a person’s first day on the job, preboarding to-do items might include:
- Sending a welcome kit with an FAQ booklet and some company-branded swag like a tee shirt, laptop, mug, or other appropriate branded item. You can also send an introductory email with details on what to bring and expect on Day One.
- Completing routine administrative tasks like employment forms, bank information for payroll purposes, and the like.
Build Connections
During pre-onboarding, help new hires integrate with their new colleagues and foster a sense of belonging at your company. Even if your team is fully remote, you can make interactions happen; for instance, host virtual watercooler talks and coworking events, or an online Happy Hour.
- Put emphasis on making meetings safe places. New hires may hold back their opinions because they feel they don’t have enough experience to speak up. Make sure they feel safe sharing their views. You may want to directly invite them to do so, by saying something like, “ Let’s hear from our newest team member. Do you have a fresh perspective on this project?” Gauge overall team dynamics to help define the best approach.
Avoid Information Overload
Consuming too much information at once can lead to stress, fatigue, and poor decision-making – not qualities you want to instill in your new hires. Avoid long to-do lists or overwhelming meetings or activities during a person’s first few days. Instead, pace their learning on what they need to know on a day-by-day and week-by-week basis.
- Schedule frequent check-ins to help new employees ramp up. These are a key part of your communication and information-sharing process.
The PrideStaff team is ready to hit the ground running to help you develop your winning hiring strategies, including onboarding once you land desired talent. Reach out to us today to learn more.
