The E3 Employer Branding Collection
A compilation of resources to ignite your employer brand
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First, What Is Employer Branding?
You’ve likely heard the term “employer branding” before. But maybe you aren’t entirely sure what it is. How does it relate to company culture? Or your organization’s external brand? How do you build your employer brand and get everyone on board, from the leaders of the company to the employees just starting their careers at the company?
Employer branding is a hot topic, as finding, attracting, and retaining talent has grown even more challenging over the past few years. Now, HR professionals and executives are looking to employer branding to help solve the problem. According to one study, employee turnover can be reduced by 28% by simply investing in employer branding.
Over the years we’ve invested a lot of time, money, and energy into building our employer brand. Now, we want to share some of those lessons with you. Download our free collection of employer branding resources, blog posts, and ebooks to help build, market, and maximize your employer brand to win the war for talent.
Employer Branding Definition
Defined, employer branding is the process of marketing an organization as the employer of choice for a target group, while communicating a specific value proposition to employees. In simplified terms, it’s how people view you as an employer.
It should be noted that employer branding is different from an organization’s external brand, which should carry its own value proposition and reputation to consumers. Our collection dives deeper into employer branding and brand in general, but a good way to think about the two is that your employer brand’s main focus is on acquiring and retaining talent, while your external brand prioritizes the people actually using your products or services. The two influence each other, and understanding how they work can help improve both.
Employer Branding Is Changing. Keep Up.
While the term “employer branding” has been around since the 1990s, it’s become more prevalent as more and more companies have begun investing time, money, and energy in it.
In the past, there simply weren’t as many opportunities to market your internal brand to the public, which meant employers had more control of their messaging. Outside of ads placed in newspapers or flyers announcing new job opportunities at your company, there wasn’t a lot you had to worry about. And as a prospect looking for a job, you really couldn’t get an inside look at the company unless you personally knew someone who worked there.
Now, it’s a completely new ballgame.
With the rise of social media and, well, the internet in general, prospects can catch a glimpse inside an organization’s four walls, whether that be through Facebook, LinkedIn, or Glassdoor. And they’re taking advantage of it. In 2017, Glassdoor reported that 83% of job seekers are likely to research company reviews and ratings online during the hiring process. Needless to say, companies are looking to clean up and improve their employer branding.
In truth, most companies know they should have the employer branding basics covered. They know about core values, mission statements, and maybe even a little bit about the employee life cycle.
But just because an organization checks off some of the employer branding must-haves, that doesn’t mean they’re maximizing the employer brand to its full potential. Which is why we decided to bundle up our best blog posts, ebooks, resources, and templates to help you improve your employer branding.
Importance of Employer Branding in Attracting and Retaining Talent
Today, many organizations, no matter the industry or size, are facing a similar challenge—how to find, attract, and retain top talent. For this reason, employer branding has piqued the interest of HR professionals and CEOs alike.
Organizations that can deliver an intriguing value proposition to future employees while building an impressive reputation as an employer of choice won’t just win talent, they’ll grow their businesses, too—the better your people, the more likely the business succeeds. But using employer branding to attract new talent doesn’t mean that you can neglect your current employees. In fact, it’s quite the opposite.
According to CareerArc, job seekers view their own personal networks as the most useful job search resource. So if you can earn buy-in from your employees through stellar employer branding, you might just be able to win some of their friends, too.
As an agency that provides employer branding guidance to clients, as well as investing a lot of time and energy into creating an awesome experience for our own employees, we’ve gained first-hand insights that we think could help any organization. By downloading our collection of resources, you’ll learn how to build a strong employer brand to grow your organization—inside and out.
Build Your Employer Brand. It Starts with Our Collection.
To win—and retain—top talent today starts with employer branding. Our compilation of resources will help you grow your employer brand, learn how to define your culture, and get up-to-speed on the basics by diving into employer branding examples.
The Foundations of Employer Branding
Learn the basics of employer branding, discover the characteristics of some of the best employer brands, and read up on the latest employer branding trends shaping the modern work environment.
Defining Your Culture
From auditing your own company culture to defining (or redefining) your own core values, you’ll learn what it means to set—and execute—a vision.
Employer Branding Examples
Discover how to infuse your employer brand into your employee handbooks, company swag, core values, content strategy and more.
Free Ebooks, Templates, and Resources to Grow Your Employer Brand
Extended research that covers brand more generally, to develop an employer brand that’s truly authentic to your organization.
Employer Branding Strategy
Developing an employer branding strategy is no walk in the park. But with our resources, you’ll learn how to maximize your employer brand through a number of different channels.
Develop Your Employer Branding by Starting with Your “Why”
For many, knowing where to start can be the most difficult part of the employer branding process. With our collection, you’ll gain a better understanding of how to create an employer brand with depth—and it starts with your organization’s “why,” or, the reason you exist.
While employer branding and your company’s brand are different, the process is similar. Which is why we’ve included a few of our very best brand resources to help you define your message and peel back the layers of your organization to uncover your “reason for being” and what makes your company truly unique.
Employer Branding Process
There are a few staples that every organization looking to improve their employer branding should have. Things like, mission statements, core values, an employer value proposition (EVP), and a vision for where you want to take your employer branding in the future. Our collection dives into defining these employer branding elements in the most authentic way possible, helping you answer questions like:
- What do we, as an employer, believe in? What are our values?
- What do my employees love about the organization? What do they hate?
- How do we define culture? What does it look like?
- Why would someone want to work here? What’s in it for them?
The employer branding process can feel overwhelming. Let us help break it down for you.
Marketing Your Employer Brand
Today, statistics tell us that 86% of HR professionals agree that recruitment is becoming more like marketing. Which means that once you’ve defined your employer brand, you have to figure out how to relay that message throughout the entire employee lifecycle, from recruiting to eventual offboarding.
Being a marketing agency, we’ve integrated our employer branding into everything from the onboarding process to our office space and company swag. In our collection, you’ll find examples of how we’ve incorporated our core values into our blog, content, and employee handbook. You’ll also gain access to our brand template, a guide that helps communicate your brand to the entire company and keeps your employer branding consistent.
Social Media and Employer Branding
According to CareerArc, companies believe that social media marketing will be the most in-demand HR skill by 2020. Let that sink in for a second.
On top of producing content, marketing your employer brand today also means tackling social media channels—LinkedIn, Facebook, Twitter, and even Instagram. And it’s not just posting company updates. It’s engaging with your audience, answering questions, and responding to comments—be they on Glassdoor or the latest company review site, social media platform, or forum.
Start Building Your Employer Brand Today!
Employer branding is critical for companies to win the war for talent. Not only does it reduce employee turnover, but organizations that invest in employer branding are 3x more likely to make a quality hire because the quality of candidates increases. People want to work for businesses with great employee branding, and once they’re there, they want to stay.
If you haven’t put thought into your own employer branding, or if you just feel like it’s no longer resonating in the marketplace, it’s time to get to work. So whether you need help defining your employee value proposition or marketing your brand to both internal and external personnel, our collection can help you—and your team—along the way.
And if you’re looking to fully maximize your employer branding, give us a shout. We’ve devoted a lot of time—not to mention some blood, sweat, and tears—to building our own, and we’ve learned a lot in the process. We’d love to talk about how you can leverage the lessons we’ve learned, and how we can help you attract, engage, and retain talent!
In 2018, it’s impossible to attract and retain the best talent without strong employer branding. We have the tools to help you stay ahead. Don’t miss the opportunity.