Despite being first coined in the mid 90s, employer branding is likely on your leadership team’s mind now more than ever. As more and more companies are competing against one another to lock down top talent, they’re looking to employer branding to solve some of these recruiting issues. In fact, a 2017 survey revealed that 77% of CEOs see the availability of talent as the biggest threat to their business.
To attract and retain promising individuals, organizations are adjusting their employer branding strategies to match what candidates are looking for in a job. Here are just a few trends companies should keep in mind today.
1. Authenticity and Personalization Will Continue to Be King
As organizations continue to focus on employer branding, a lot of it is starting to look the same. Ping pong table? Check. Charity event? Check. Friday happy hour? You get the point.
Authenticity and personalization have always been important, but as the competition increases, differentiating your employer brand from the crowd will not only help companies attract prospects, but it will also help them attract the right people. Now more than ever before, job searchers are looking for a cultural fit just as much as the companies hiring them. When organizations can effectively communicate their unique culture and community, they’ll be more likely to find the kinds of people who will add – not detract – from their culture.
Finally, companies must follow through once they set expectations or else the experience is broken. For example, Airbnb’s mission statement is centered around belonging, and their offices and culture represent that. At Element Three, we want people to feel like they’re part of our team from day one, which is why we make sure to onboard new employees with swag.
2. Communicating a Clear Greater Purpose
In the past, job security and a decent salary were enough for employers and employees alike. Today, job seekers don’t want to be satisfied, they want to feel like they’re making a difference in the world. In other words, they’re looking for companies who share their same ideological values.
In some ways, this idea is similar to the infamous Maslow’s Hierarchy of Needs. If a company can both support the basic needs of the employee, and figure out how to reach the top part of the pyramid, they will find that their employees are happier and that more people are lining up to join their team.
A great example is Patagonia, whose mission statement is “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” And they’re putting their money where their mouth is, not just talking a big game. When you work at Patagonia, you know you actually are part of a mission greater than yourself. Because it’s becoming more common for people to associate what they do with their own personal identity and values, employers who have a clearly defined greater mission and original core values will recruit better than the companies that lack the vision.
3. Optimizing Communication Methods for Each Generation
Baby boomers, Gen Xers, and millennials all belong to today’s workforce, often working alongside one another. What convinces one generational group to join your team is going to vary compared to other groups. Clever organizations, therefore, will be more aware of how each group communicates and more proactive in how they plan to pursue each group.
On top of communication, organizations will look to better understand what intangible things each generation cares about. While millennials might look for a robust training and development program, baby boomers might value individual recognition instead. Organizations that are already focusing on employer brand will continue to fine-tune their workplace environment to better meet the needs of their employees, and might even begin to experiment with new technology in the hiring and onboarding processes.
4. Managing Employer Brand in the Digital Era
As the internet continues to become more accessible, it’s much easier for job seekers to find tons of information about a company. One of the biggest areas of transparency is social media. When a candidate researches a company, a common first step will be to look at their LinkedIn, Facebook, or Twitter page. Companies that neglect these channels might not automatically lose these job searchers, but they’re also missing out on an opportunity to display their culture and values (bonus points if current employees are organically sharing the company’s employer brand, too).
In addition to social media channels, employer branding will also be affected by the growth of review sites like Glassdoor and Indeed. When you consider that 76% of professionals research a company online before considering a job opportunity, negative reviews can definitely sway their opinion. Companies will look to clean up their online presence and build authority within their industry.
Trends Change, the Desire for Authenticity Won’t
Employer branding is not going away. As companies grow and look for the best possible talent, an employer brand that fits the prospect’s needs will be a huge asset both for recruiting these professionals and retaining them. And while technology will certainly change, some of the intangibles will not.
People want to work for authentic employer brands – now you just have to effectively communicate the message.
