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How to Invest in Employer Branding

5 months ago by Andrea Amato

​It’s time to grow your business by positively influencing your company reputation.

Every organisation upholds a reputation that first stirs internally and is later voiced by regular consumers. The beginning reputation of a company leads to its recognisability to a global audience, in order to separate it from competitors. It is how consumers respond and perceive an organisation—be it as told from a friend, or an experience had with the company.

This reputation is known as your brand and can mean a significant impact on your consumers, but also to prospective ones as well. The qualities held about your brand is the first impression rested on a new audience, or solidifies previous notions to loyal consumers, and can be a strong force in carrying your organisation forward—enter employer branding in Malta and beyond.

Employer branding jumps off your primary brand and welcomes a newer prospect in curating a positive company reputation. Namely, the perspective turns on employers and more personal relationship building with job seekers, stakeholders, and current employees. It encompasses your role as an employer within an organisation, positioning the reputation of an organisation as a whole.

The Importance of Employer Brands

In representing your organisation, it is now more than ever critical to consider employer branding in order to retain great talent and secure newer permanent hires. You want to find solace in knowing that when employees leave the office (or shut down their work laptops in today’s world of remote jobs), they’re satisfied with the company they work in. From leadership qualities to other workplace benefits, the organisational culture is pivotal in ensuring a positive company brand.

With social media and digital platforms, we’re all interconnected online and vocalise our satisfaction (and dissatisfaction) to our family, friends, and even social networks. These comments can make or break a company, for individuals nowadays seek employment that is value-driven and fit well with their own personal belief systems. This means that organisations cannot always have a hold on their reputation, making it more important to ensure employees are satisfied with their current positions.

Communicating your organisations aspirations and values enhances an organisational culture that speaks to today’s workers. This communication must be effective, considering one study found that 95% of job seekers claim the employer brand impacts how they consider career opportunities (Bulchand-Gidumal, 2017). The talent that makes up your company and how they perceive the organisational culture resonates with external recipients and generates a public understanding of your employer brand.

Luckily, numerous strategies exist to improve an employer brand. Even smaller implementations can help attract and retain great talent. At the end of day, employer branding exists even without explicit action from the organisation’s part, so companies might as well work to positively influence their reputation.

Constructing your Employer Brand

The following describes a few strategies an organisation can utilise to help develop a great employer brand in Malta and abroad. Done well, an organisation will be able to attract and recruit new talent, whilst keeping current employees satisfied, and generally assist in constructing a long-standing beneficial culture for both employers and employees.

Create an employer brand audit

First things first, it’s no use for organisations to immediately work on employer branding when they’re uncertain of how their organisation is perceived outside the office—enter an employer brand audit.

The aim of an employer brand audit is twofold: explore how a company is already presenting itself in the corporate world and compare this to what individuals are actually understanding and speaking about the company. Firstly, you need to assess your current workplace practices and analyse these critically: how does your organisation conduct performance reviews and similar practices? What is your social media presence like?

In understanding current practices and opening a critical lens towards these, you can then maintain an open mind for incoming feedback. You want to hold discussions openly and honestly with current employees and provide a safe space to have these conversations. Certain example questions could include:

  • What made you apply to the company in the first place?

  • How would you describe the company to a friend?

  • What makes you stay in the company?

Remember, you want individuals to provide meaningful answers, so ensure questions are direct but are open for future interpretation. When the audit is complete, gather the data you have to explore the gaps of your organisation and where these could be improved. You should also gain a reasonable amount of information to understand common perceptions of your company from existing employees.

Prepare your employer value proposition (EVP)

The EVP builds upon your recently generated data to inform employees and prospective candidates what to expect when entering an organisation, and vice versa, where the company outlines their expectations to employees and candidates. It is typically a communication held internally, and although it could never meet external recipients, the EVP details a way forward in employer branding communications and can serve as a reminder where needed.

When constructing your company EVP, you want to detail the organisational missions, values, and culture, describing to employees why it’s beneficial for them to work for you. Here you also outline other company benefits as these add to the narrative. Subsequently, these will explain to employees what is needed to work for a company like yours and what skill sets they could bring to heighten the organisation.

A well-defined EVP can lead organisations to construct effective goals and set short and long-term priorities. It will also serve as a reference point to keep employees engaged and reduce hiring costs in retaining talent. These benefits together help create a strong and robust employer brand.

Nevertheless, it can be that less established organisations haven’t seriously thought about their mission statements that can serve as EVPs. If this is the case, the following topics can be discussed to lead you in the right direction:

  • Company values and culture,

  • Facilities such as common areas and accessibility,

  • Career training and professional development,

  • Work-life wellness, and so forth.

Showcasing your Employer Brand

In amending current company material, several components should be evaluated to implement your employer brand effectively. These include:

  • Job descriptions: these are often the first impression garnered from job seekers when approaching your organisation. A job description is a good way of establishing your employer brand whilst leaving a positive impression on job seekers.

  • Career page: in line with the above, the career page serves as a secondary about page outlining the core of your organisation. These pages often include information regarding company culture and values, setting the tone for prospective employees. They can also be interactive; including video and photographic material and current employee testimonials are all positive additions to telling your narrative.

  • Social proof: nowadays, job seekers have access to information regarding any business, including reviews on the organisation generally across different platforms. Although public reviews can little be controlled, it’s important that organisations are responsive to these, especially toward any negative commentary. Responding to negative reviews helps restore the reputation of an organisation whilst tending to the individual’s needs.

  • In-office and remote experiences: throughout interview processes and onboarding experiences, it’s worth considering other workplace interactions that take place after employee applications. This is the beginning of ensuring you retain great talent, by letting them know their needs are taken care of right from the start of their job in Malta or elsewhere.

Learn more about employer branding with Castille

Effective employer branding strategies are no easy feat, though the above illustrates the beginning measures organisations can take to improve and grow critically aware of what their brand means outside the company. Castille is a great place to reach and attract potential candidates at every stage of their career path. We also know a thing or two about employer branding, so if the above is not enough for you, you can speak with us about our services at support@castilleresource.com.