A definitive guide to build a strong employer brand

The days when organisations would primarily focus on enhancing their products and services are long gone. One persistent question that employers around the globe are busy answering is this: “Are we a good organisation to work with?” And this is where the story has changed altogether. Several organisations across the country and the world have laid emphasis on the need to build a strong employer brand. An outstanding example of a company that not only has proved itself to be a good workplace for its employees but also offers great products is Google. 

But what exactly is the success story behind the distinguished employer brand that Google possesses? Let us peel the layers off and dive into the necessary steps required to build a strong employer brand.

Define the aim of building your employer brand

• The first step of working towards building your employer brand is to define the objective that you want to address. It can be generic - like enhancing your company’s reputation in the eyes of prospective employees. Or it can be more defined - like increasing the number of job applications you receive in a month. Increase your chances by hiring design experts that specialize in a certain speciality, such as web design for restaurant by Digital Silk.

For either of these, follow the steps below - 

• Evaluate your current status in terms of the employment experience of candidates, recruitment materials, etc that can help you acknowledge the pits and falls of the hiring process which can then be worked upon.
• Assess your organisation’s behaviour, characteristics and personality.
• Decide the characteristics, personality and behaviour that you would like your organisation to have in the future.
• Make sure that you align your employer branding strategy with your overall strategy in order to cater to the direction your organisation would take in the future. 
• Figure out the people you want to address with your strategy and their expectations.
• Know why your staff members joined your organisation and are still a valuable part of the team, conduct surveys.
• Study your competitors and analyse how their employer brand experience is. 
• Involve your Marketing team from the very beginning of the plan so that everybody is on the same page and you are prepared for the future.
  
  

Curate an EVP - Employee Value Proposition

Once you have decided the objective of creating your employer branding strategy, the next step is to comprehend the personality of your organisation. That is when you will be able to create a well-defined and precise employer proposition, heading on to the next stage of curating an EVP. Employee Value Proposition or EVP is a mere statement that sets you apart from your competitors and helps you convey your message externally.

Answer the following questions to create an EVP - 

• What perks does your organisation offer that your competitors do not?
• What are the strengths of your firm?
• What makes you different or exclusive?
• What values do your employees imbibe and live by, daily, while working with your organisation?
• What culture and personality does your organisation have?

How to create an EVP?

Getting answers to these questions is simple and yet a little tricky. You will be required to speak to different employees of your organisation. Talk about the various things they like about the company. Try delving deep into their perspectives to know the areas of improvement. It is better to start conversing with the ones who have recently joined your organisation. They will be able to give better insights about why they joined your firm in the first place. You can also ask how their perspective has developed or changed over time.

It is crucial for you to ensure that your employees are comfortable in sharing their experiences with you. So, create a feel-good environment in office, amongst your employees. Ask them to be honest about their views and their professional experiences - be it good or bad. It is essential to have an honest account from your employees for you to curate an EVP - the experience that you would like to offer your employees in the future. 

While creating an EVP, make sure that it is true and clearly reflects the values and culture of the organisation. You can also choose to take opinions from people that you trust, even if they happen to not be a part of the organisation. 

The above-mentioned steps if followed judiciously will help you achieve your organisational goals and objectives, in addition to leaving an impact on everybody around you, including your competitors and potential candidates. Remember - Building a strong employer brand is no duck soup and requires consistent effort. So, plan an efficient employer branding strategy, act wisely and leave no stone unturned. All the best!