Employee branding for business development is essential. If you’ve tried various plans to attract talents or improve employee engagement, but there was no benefit, maybe it’s time to learn about employee branding and develop it for your organization.
Employee branding can help show the company positively to stakeholders, customers, current employees, and job seekers. And yet it’s challenging for firms to implement without a solid plan.
In this article, you’ll learn all about employee branding and tips on having your employees effectively represent your brand using visual communication.
What is Employee Branding?
Employee branding is how your company is recognized as a workplace, conveyed by your employees and interns.
Employee branding can be done by word of mouth, social advocacy, and many more. It helps in the well-being of employees.
Examples of employee branding can be posts from employees recommending your company’s culture on social media or talking about your company’s values to job seekers at events.
Why is Employee Branding so Important?
Employee branding for business development is important. Employee branding is vital to shaping the brand image of an organization to current employees, partners, customers, and more.
Organizations with good employee branding can attract potential top-tier employees while reducing recruiting efforts.
Positive employee brand image means you have employees who talk to other people positively about your company.
This, in turn, makes your dream employee come to your firm when they’re searching for the job, and you don’t need to spend capital and effort searching for the right employee.
Research shows that 95% of employees consider company reputation a key factor when joining a new job, and a good employer brand can decrease your hiring process.
When you invest in developing your employee branding, you invest inexperience of the employee. If employees are happier, the higher productiveness and better performance will be.
Plus, as more employees become the company’s ambassadors, this puts your firm in the best light in front of your associates and customers and can help generate new returns and business opportunities.
How Do You Build Employee Branding?
To build a strong organizational brand through employee branding, it’s crucial to pay curiosity to employee engagement and how you can better it.
The major drivers of employee engagement are:
- Making employees feel seen, heard, and valued
- Providing employees the data they need to do well
- Work associated with employee strengths, interests, and goals
- Trust in firm’s leaders’ integrity
The factor that leads to greater employee engagement is company-wide employee communications.
Aside from building employee satisfaction through better communication, companies can consider other tactics for their employer branding strategy like organizing a firm’s events, offering benefits and compensations, providing more room for employee development and learning, etc.
Ways to Build a Strong Employee Brand for Your Company
Initiate Employer Branding Marketing
Before starting an employee branding process, you first need to know what your employees think about your company.
Most firms encourage employees to complete engagement/satisfaction surveys, but you can also conduct focus interviews for interested employees for more in-depth insight.
Besides internal company brand checking, you should also look at what’s being discussed in your business outside of the company.
This means looking at employee ratings, customer ratings, media outlets, social media, etc.
Employee Branding Strategy
Employee branding occurs when your employees start to accept the brand’s mission. This can affect recruitment effort, brand image, employee engagement, etc.
As you start setting goals for your employee branding strategy, think of the following things:
- What can you do to improve engagement in employees?
- What is doing well and what is not doing well?
- What do you expect to gain through branding in employees? Is it for hiring more talents or for attracting customers who support companies with strong employer branding?
- What is the unique employee value proposition of your brand? Employee value proposition refers to what you stand for. Make sure you communicate it with your employees.
The Employer Branding Process
As you’re creating goals for your employee branding strategy, consider which parts of the tactics can be quantifiable and measurable (SMART) objectives for those.
Make sure you have everything planned down to measure the effectiveness of your plan: the start of the process, when you’re going to report on learnings, how you’ll measure the impact, what are the next steps, the expected results, etc.
Create an Employee Ambassador Program
Employee referrals only make up 20% of candidates, filling 80% of new hires.
Here’re some stats:
- 67% of employers said the hiring process was shorter, and 51% said it was less expensive to recruit.
- Applicants hired from a referral begin their job position quicker than those found via job boards and career sites.
Employee referrals are important, and they work.
If you haven’t, you should consider starting an employee ambassador program by motivating employees who want to refer an employee. Many companies have done that already:
This employee ambassador program helps attract new talents, reduce hiring efforts, and keep current employees engaged, thus helping your employee branding.
Tell Your Employees to be Active on LinkedIn
LinkedIn is the social media network for professional networking, obtaining news about different brands, learning and developing professional skills, attracting talents, looking for jobs, and many more.
This means that many potential employees for your company are present on LinkedIn, who will be interested in working for your company if you have a stronger employee brand than your competitors.
Motivating your employees to share important content on LinkedIn is one way to get your organization present and more well-known on this platform.
They can share with their news about their daily lives, what they love about working at your company, whether you’re hiring, etc.
Fine-Tune Your Hiring Strategies and Hiring Process
Your hiring plans are essential for creating the right company brand, as you only have one chance to make the best first impression for potential hires.
Active listening is a great way to improve your hiring process. Get on social media platforms, learn what others are talking about regarding job interviews, back-and-forth communication between job seekers and recruiters, and see how you can apply that learning to your recruitment efforts.
Taking feedback from your current employees is also a great way. Ask them what worked and didn’t in their job interviews, and go from there.
Improve the Employee Experience Through Training Materials
When it comes to picking between offers, whether there’s room to develop professionally is part of what the employee considers.
This means if you manage to better your today’s and future employees’ experience through offering training or opportunities for career development, there’s a high chance you can build a better employee brand.
Optimize Your Onboarding and Offboarding Process
A better onboarding and offboarding phenomenon are also important to building the employee experience, thus contributing to potential brand advocates.
Especially now, when almost every organization has gone remote completely, it’s essential to know how to create an interesting, smooth hiring phenomenon for employees that will get them excited and ready for tasks while not leaving them feeling too overwhelmed.
It’s the same when it comes to firing an employee termination. Ensuring the employee feels your respect for their work is important and can lead to them recommending for your company even when they no longer work there.
Employee Experience is Key to Great Employee Branding
You should focus on creating an environment where all employees feel like they stake in communicating the brand message.
Launch initiatives that improve retention increase employee satisfaction, and foster a culture based on candid feedback sharing, transparency, and open communication.
Remember: engaged, motivated employees are more likely to become brand ambassadors than employees who aren’t invested in the company’s success.
Listen to Employee Feedback
The employer-employee feedback loop is an important component of the employee branding process.
Thanks to the growth of organization review sites like Glassdoor, more employees share their ideas through online reviews.
They’re rating their interview and employee experiences. They’re sharing details of their office work and expressing their feelings about their leadership team with a thumbs up or thumbs down.
When employees give their ideas in their own words, you have an incredible chance to take action in ways that help your organization grow.
Employer brand tracking is important for staff retention and the development of high-potential employees. Still, it also qualifies your organization to monitor your processes and identify areas for improvement.
Employer brand surveilling does not have to be a physical task that involves dedicating sheer workforce to reading through employee reviews and feedback.
Using software like Review Trackers, you can easily control employee feedback on the top job and review sites to keep tabs on your firm’s reputation, streamline the recruitment process, and increase employee retention.
Employee branding for business development is a must. If you are reading this article, you plan to build and improve an employee brand for your business development.
We have talked about employee branding, why it is important, and how to develop employee branding.
If you want to know how to build a strong employee brand for your company, please have a read.