Every company has a reputation. It could include thoughts about your products, services, leaders, team members, history, and more. And your company’s reputation can also go beyond to inspire a specific perception — emotional, instinctive, intellectual — in the people who see your ads, use your products, and eventually, speak to others about you. That reputation is known as your brand, and it can be a powerful, mysterious, and synergistic force — far more than just what you sell or office.

At its most basic, an employer brand is your reputation among the workforce as well as your employees’ perception of you as an employer.

Employer branding is important
In other words, employer branding is how you market your company to job seekers and internal employees. The better you are at employer branding, the more likely you are to attract top talent. Additionally, a positive employer brand can also help you retain top talent. In today’s businesses, the employee value proposition is a critically important piece of cultural infrastructure: get it right, and you could help overcome the current recruitment and employee engagement challenges. Get it wrong, and you could face a disengaged workforce and a productivity problem.

Attract purpose-driven candidates
Whilst for some people the notion of having an “inspiring purpose” is morally and commercially a no-brainer, for other people, a purpose can still seem like an irrelevant tagline. You might argue that businesses have an ethical responsibility to contribute to the societies in which they exist, or that it simply makes economic sense because they can attract more customers and maybe even charge them more, but having purpose is still not obvious. These purpose-driven organisations have an urge to attract talent who align with the organisation’s goal, respect its value, and stand by its mission. Hence, it becomes important for recruiters to tailor their recruitment strategies to help them attract the best purpose-driven talent, especially for senior roles.

The power of storytelling in employer branding
Storytelling describes the social and cultural activity of sharing stories, sometimes with improvisation, theatrics, or embellishment. We’ve heard about the power of storytelling – but how does it fit into your employer brand strategy? Storytelling has been around from the start of time. We tell ourselves hundreds of stories every day just to make sense of the world around us. It’s the most effective means of communication, and when it comes to business strategy, even that can be boiled down to a story. It’s the building blocks and the essence of good business. Sometimes companies lead with mission and values, but stories are what makes it real for candidates. At its most basic, a story must have a candidate picturing themselves as the storyteller in the story, thus imagining themselves working for your company.

Activating your brand will allow you to “re-recruit” your workforce and turn executives into brand ambassadors. Your employer brand should capture the essence of your company brand and highlight the broader company culture that the marketing team has developed, while emphasizing personal stories within your workforce. It’s within this workforce that you can truly launch your new employer brand.

While doing your research and finding your stories, you should be able to identify the people who really respond well to the process. These people may be perfect for getting some of the spotlight during the rollout of your brand. When brand promotion comes from a co-worker rather than from HR, the rest of the workforce is all the more likely to embrace it as well.

Make your career site the center of your employer brand.
Take a look at your company career site. If it is boring, dull and doesn’t tell much about your organisation, you might be losing out on top candidates. Top talent values the importance of a solid career site. According to recent studies employer sites are a key factor when learning more about a company they’re interested in. If you need to make some adjustments, don’t fear — there are some quick and easy ways that you can enhance your company career site to allow candidates to get to know your organization quickly, and help form a connection that lasts.

Use objective metrics when launching a new employer brand campaign.
For most employer branding campaigns, return on investment means securing brand awareness with the right employee candidates to support future recruitment drives. To achieve that, it’s important to first define the right objectives and metrics to measure. The best metrics to measure, channels to use and specific campaign tactics will of course depend on your precise target employee personas, the scale (local or global) of the campaign and the content assets you are promoting.

While working on creating a healthy work environment, you can also design employer branding campaigns to promote your company. Here are a few ideas:

• Share pictures of your workspaces and group gatherings on social media.
• Build engaging careers pages where candidates can learn more about your work life.
• Give voice to your employees (through videos, testimonials, blog posts, etc.) so they can share their unique experiences while working with you.
• Host career days at your offices where job seekers can see first-hand what it’s like working at your company.