Employer branding – six points to keep in mind

Brath today has a relatively strong employer brand, at least in Örnsköldsvik where our headquarters are located. This is perhaps mainly due to the fact that we were pioneers in introducing the six-hour workday. In addition to talking a little about our own employer brand, in this article I will go through six key points worth keeping in mind when starting or developing your work with employer branding.

At Brath, we don’t consider ourselves to be working particularly actively with our employer brand, so why is it that we still have a strong one? The answer is no more complicated than the leadership having built a company they themselves want to work for. Their goal has rarely been to deliberately create a strong employer brand, but rather that two things – authenticity and employer branding – go hand in hand. In our view, to succeed with an employer branding strategy, it has to come from the inside, not be a façade you put on the outside.

Over the years that Brath has existed, the company has chosen to stand for certain values and act in ways that strengthen our employer brand. One of these actions is the initiative of the six-hour workday, where we were the trailblazers (and for which our employer brand is probably best known). Another example is the fact that we choose to stand for openness. While employer branding considerations may have been present when making these decisions, the motivation has always been rooted in how we want our workplace to function, rather than in creating a brand image itself.

Employer branding

When engaging in employer branding, you should carefully consider what you want people to associate your employer brand with. Like any other brand, there are a range of attributes that characterize you as an employer. To make your employer branding as effective as possible in terms of attracting top candidates and satisfying current employees, your brand must align with the company’s true identity. If you succeed in this, it will naturally generate a sense of authenticity and credibility. Also, make sure your communication around the employer brand is as clear as possible so there is no confusion about the company culture you offer.

The employer brand

All employers have an employer brand whether they created it consciously or not. Of course, the former is preferable. To create a conscious employer brand, you need to know what your target group wants. The target group in this case is both current and potential employees. Moreover, your employer brand is also shaped by the perception that former employees have of your company as a workplace.

Today, some companies stand out in how they communicate their company culture and role as an employer. A clear example is Google, which has very effectively communicated what they stand for as a company, what they can offer employees, and what they expect in return. Thanks to this, they receive more relevant job applications and positively influence employee retention. Why? Because those who apply know what to expect, which reduces the risk of disappointment and turnover. I also strongly believe that the word-of-mouth generated by a well-executed employer branding strategy – from both current and former employees – has a very powerful impact.

Employees are the company’s most important asset

Cliché or not, it is vital to truly understand that employees are the company’s most valuable resource. The long-term success of any business will always depend on its ability to attract, develop, and retain the right people. The constant competition for talent will never subside, even if some industries are more affected than others. Today we also see a greater diversity in employees’ interests, something employers must take into account. You need to understand the people you want in your business and what they are looking for in an employer.

Investing in long-term employer branding is necessary, and I would argue that it benefits all of the company’s stakeholders. Not only recruitment, but also retention of key employees already within the company. This in turn naturally impacts turnover and the quality of the company’s products, thanks to having employees who enjoy their workplace. The emotional connection created by a well-thought-out employer branding strategy pays dividends for the entire business.

Below I have outlined six key points to keep in mind when it comes to employer branding. For me, as someone who was a student less than a year ago and actively job-hunting, I encountered many companies with different approaches. Some are more deliberate and active than others in how they present themselves to future employees. Regardless of your experience in the field, I believe you can benefit from the following points.

1. Internal mapping

A key part of employer branding is to early on understand the company’s goals and needs. This ensures that long-term goals are aligned with the right competencies. You need to identify a target group of employees with the necessary skills to drive the company forward.

This may involve surveys on how current and former employees perceive the workplace, such as employee surveys and exit interviews. These provide insight into what employees are satisfied or dissatisfied with, offering opportunities to implement strategies accordingly. Essentially, an inventory of the workplace.

Furthermore, you should determine where to focus based on critical skills and business goals, and then plan how much time to invest in current versus future talent. It helps to define both primary and secondary target groups of competencies.

2. External analysis

In external analysis, you should study the defined target group to understand how to reach them and what they value in an employer. This can include surveys of your specific target group, educational statistics, and insights into how other companies handle employer branding.

It is no secret that different generations have different preferences when it comes to employers and how they search for information. Understanding potential employees and “tapping into their emotions” is crucial. Today, millennials make up a growing share of the workforce, making them an important group to reach when designing your strategy.

3. Clarify your Employer Value Proposition

At this stage, it’s time to create a unique offer that communicates your message to talent – your Employer Value Proposition (EVP). In simple terms, EVP is a form of storytelling that includes attributes that are both attractive and true. It’s pointless to paint a false picture – employees will see through it, and you risk attracting people who won’t fit in. As we’ve always been told, honesty lasts longest.

Your EVP should be seen as the star of your employee offering, and employer branding efforts should revolve around it. EVP is the tool that differentiates your company from others, particularly when recruiting young talent. Studies show that millennials can be seen as consumers of workplaces, constantly seeking a better match for their goals and life situations. This highlights the importance of clearly communicating who you are as an employer and what you can offer. This can include workplace environment, company culture, benefits, and employment conditions. The focus has shifted from what employees can offer employers to what employers can offer employees.

4. Review communication channels

As mentioned earlier, different generations search for information in different places. Digital channels play a major role, especially among millennials. Depending on the skills you need, you should tailor your employer branding to the platforms where potential employees look for information. This ensures the best return on investment by avoiding wasted resources on the wrong channels.

A useful approach is trial-and-error: test your EVP and communication methods with your target group before launching fully. Like in marketing, this lets you identify what works and improve. Also, consider your employees as ambassadors of your brand. Encouraging them to spread the word is akin to influencer marketing or word-of-mouth, which builds credibility since it comes directly from people, not the company.

5. Set an activity plan

An activity plan helps track what activities will be carried out and when. Employer branding is essentially a long-term marketing campaign and should be treated as such. Activities may include attending fairs, networking events, lectures, advertising, PR, and other marketing initiatives.

6. Measure and evaluate your employer brand

Continuous follow-up is essential to ensure your activities deliver the planned results. By constantly connecting back to the company’s goals and needs, you can optimize and adjust the employer branding strategy for desired outcomes.

As with most challenges, there are many solutions – strengthening your employer brand is no exception. New ideas and models for attracting and recruiting talent emerge daily, making it difficult to judge which ones suit your work. One model that works as a solid guide is ARUBA (attract, recruit, develop, retain, let go). It covers much of what relates to employees and the art of doing it right, and serves as a good foundation to build from.

I hope this article provided you with additional value in navigating the jungle that is employer branding.