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How Can Employer Branding Bring You Value?

In today’s competitive digital and offline landscape, businesses must establish a positive reputation, as consumers tend to engage more frequently with trusted businesses.

86% of job seekers research a company’s reputation and brand before applying. No matter how large the salary might be, 75% of candidates don’t want to work for a company with a bad reputation.

Creating compelling brand stories around your products or services is a great start for a positive reputation building, but what about your employer brand?

There’s no denying the importance of managing your employer brand in a tight labor market, but the truth is that it must be always managed and influenced proactively; the importance cannot be overstated.

In this article, you will learn how employer branding can bring value to your company and receive tips on creating a successful employer branding strategy.

Let’s dive in.

And don’t forget to explore our recent work:

What is Employer Branding?

It is the process of building and promoting a company’s reputation as an employer of choice. Companies must create a positive image of themselves to attract potential candidates and employees and highlight their values, cultures, and benefits.

It is a key factor in attracting and retaining top talent, reducing recruitment costs, as well as improving employee engagement and productivity to have a strong employer brand.

How does Employer Branding Benefit your Organization?

The task of recruiting and retaining the best employees becomes challenging – and costly – without employer branding. To drive your business forward, you need talented, leadership-bound employees, and the best way to find them is by casting the impression that your company is a great place to work.

Did you know that 9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained? It’s not just the salary and benefits you offer; it’s the organization’s culture and how it treats its employees that can significantly affect the impression you want to make on prospective applicants.

Here are 6 reasons why employer branding is useful:

1.     More brand visibility and trust

The phrase “Nothing personal, it’s just business” is unsuitable when selling in B2B. By building brand trust and visibility, you don’t have to look too far; your employees in this situation are your advocates.

“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you”

– Zig Ziglar

A person who shares information from his background personally will always increase his network with acquaintances that would link him to his professional experience. So, when in need, a person from his network will know whom to contact for consultation or services directly.

2.     Increases website traffic and conversions

By creating a positive employer brand, you can also increase website traffic and conversions, leading to more significant revenue and sales for your company. For example, you can ask your employees to share their knowledge and share it on social media. It will be even more believable when you share actual quotes from current employees.

3.     Helps to attract new candidates (HR)

A strong employer brand can help HR teams attract high-quality candidates who fit the company’s culture and values well. Did you know that 62% of organizations say that employer branding is one of their most critical HR functions?

4.     Gives attractive storytelling opportunities

A solid employer brand also offers interesting storytelling possibilities that can be used to interest potential candidates and employees. It helps attract the attention of future talents and inspires them to work for your company. Not only that, but it also attracts like-minded candidates who can relate to your storytelling.

5.     Employees feel more confident in their field

A stronger employer brand can also help employees feel more confident in their area, which leads to higher job satisfaction and productivity. Give your employees a voice and the right platform; they will give you excellent employer branding in return.

6.     They improve their personal branding as well

Finally, a strong employer brand can help employees improve their personal branding, making them more attractive to potential employers in the future. Because it will help them.

What Channels Should be Used for Employer Branding?

1.     LinkedIn

LinkedIn is a social media platform that’s great for businesses wanting to connect with potential clients or others in their industry. Potential job candidates often research potential employers on LinkedIn to determine if they would be a good fit for the company.

Using LinkedIn to show your company’s expertise can help establish your business as a leader in your industry and attract good leads. LinkedIn is also useful for advertising job openings, communicating with your employees, and reaching potential clients through paid advertising.

Additionally, LinkedIn provides a suite of tools for businesses to create and promote their employer brand, including company pages, job postings, employee testimonials, and targeted advertising options.

Interesting facts:

  • You can reach 900.2 million users.
  • Most popular in The United States has at least 200.0 million registered users, and India has 99.0 million registered users.
  • Most active demographic is men with 56.3%, and 60% of users are around 25-34 years old.
  • Ideal for B2B companies.

2.     Glassdoor

Another great platform for employee branding is Glassdoor. The platform allows current and former employees to leave anonymous reviews about their experience in your company. They can provide information about salaries, bonuses, promotions, interview questions, etc.

As you already know, employer branding refers to a process that helps you create a positive reputation and image of a company’s culture, and The Glassdoor platform can help you with it. As current and former employees can share their experiences. A positive review can attract potential job candidates, while a negative review can deter them.

In fact, 62% of Glassdoor users agree that their opinion of a company improves after an employer responds to a review.

Interesting facts:

  • Glassdoor has 55 million monthly visitors.
  • America was the first country to gain access to Glassdoor.
  • Most active demographic is women, with 51%.
  • 60% of Glassdoor users read at least five reviews before deciding on a company.

How to Ensure Successful Employer Branding?

1.     Motivate employees

Incentives and rewards motivating employees are essential to successful employer branding. It is possible to boost employee engagement and productivity by rewarding them for their hard work and encouraging them to feel satisfied with their work. Some effective incentive and reward programs include bonuses, profit sharing, stock options, and recognition programs.

2.     Lead by example

By setting a good example, you can inspire your employees. Successful employer branding can be demonstrated by highlighting positive company culture, demonstrating a commitment to employee development, and demonstrating social responsibility.

It will help to increase the employees’ productivity. Satisfied employees miss less work, are more positive, contribute more to discussions, volunteer for more projects, or help a colleague.

3.     Invest in training

Leaving your job is often attributed to boredom and a need for a change of pace. It should be relatively easy to resolve this issue. Training programs can help employees develop their skills and knowledge, leading to higher job satisfaction and improved performance.

Companies can provide management and leadership training, offer special certifications, and provide plenty of opportunities for career advancement to capture job candidate interest and commitment from their employees.

4.     Recognize employee results

Recognizing employee results and sharing them with the broader community can help to build a positive employer brand and improve employee morale. For example, companies can highlight individual and team accomplishments, share positive customer feedback, and celebrate significant milestones to build a positive company culture.

5.     Prioritize onboarding

For a new hire to become a productive member of your team, the first 90 days are critical. Companies can make a profound and lasting first impression by offering a smooth onboarding process.

It is essential because if newcomers have a bad experience, they will most likely seek a different job opportunity, and they could leave a bad review that is unsuitable for your company to attract talents and keep them.

Onboarding plays a significant role in establishing a positive company brand image. The key to ensuring employee engagement is to get them excited about their roles and teams from the very beginning.

 If you empower your new employees with the tools and instructions they need to succeed, their transition will be smooth, turnover will be lower, and they will be more productive.

Bringing HR & Marketing Team Together

While HR teams focus on cultivating a positive company culture and values, marketing teams promote and showcase these values to the broader community. When they work together, they can craft engaging stories and campaigns that resonate with potential candidates and enhance the company’s employer brand.

Employee advocacy is a powerful tool in employer branding strategy, as it was mentioned before. Employers can create a trustworthy and authentic image of their brand by encouraging employees to share positive content about their workplace on social media.

Similar to customer reviews, potential candidates are more likely to trust the opinions of actual employees. Almost 90% of companies with successful employer branding believe in the power of employee advocacy and recognize that what employees say matters to the perception of their brand.

Employers can leverage employee sentiments in different ways, such as sharing reviews and testimonials on hiring pages or creating short interview videos for social media.

Share Quality & Interesting Content

To maintain a strong employer brand, companies should share quality and exciting content that reflects the company’s culture and values.

While using high-quality videos, photos, and slideshows effectively showcasing your company and its unique attributes. These can be used to tell your company’s story, celebrate diversity among your employees, and showcase your beautiful workspaces.

One effective way to introduce your company is by creating a welcome video from your CEO or hiring manager. At the same time, staff interviews can provide valuable insight into what working for your organization is like.

It’s essential to plan and budget for these marketing costs at the start of each quarter to ensure that you have the resources necessary to create compelling content that resonates with potential candidates.

Choose the Right Channels

It’s essential to choose the correct channels for promoting employer branding. Different channels may be more effective for different target audiences, so it’s necessary to research and understand where potential candidates and employees are most active.

For example, social media platforms like Instagram or TikTok may be more effective if the company is looking to attract young professionals. On the other hand, LinkedIn may be the best channel for the company to attract more experienced professionals.

Companies can ensure that their employer branding efforts reach the right audience and achieve the desired results by choosing the proper channels.

If you need assistance finding the right channels for your company or want your company to be put on the first page of Google, contact us today.

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The TOP 15 Marketing Tips for 2024

With the advancement of technology, the digital world is booming like never before. It’s not a secret, that companies taking advantage of digital marketing outgrow their competitors and stay competitive.

While constantly working in the Business Development field for more than 12 years, I’ll be glad to share the top 15 digital marketing tips for 2024, that will hopefully help you nail your marketing goals. 

Based on our experience and research, here are some digital strategies to consider:

  1. Update Your Website with a Simple Design
  2. Make Your Website Mobile-Friendly
  3. Content, Content & Content
  4. Paid Ads to Start Getting Traffic
  5. Use Google My Business
  6. Target Low-Competition Topics (Keywords)
  7. More Content (Outreach Placements)
  8. Use Video on Social Media
  9. Track & Measure Spendings
  10. Researching What People Search for in Your Industry
  11. Account-Based Marketing
  12. Remain Consistent with Design
  13. Become Visible in B2B Marketplaces
  14. Email Marketing
  15. Try Different Things

Tip 1# Update Your Website with a Simple Design  

94% of first impressions about your business are based on the design of your website, so make sure it’s great. 

Where do you start? Get your audience engaged with your website by creating a visually appealing site.  

In fact, research has shown that users prefer simpler website designs. A clean and simple design makes it easier for users to navigate through your site. In addition, the less clutter, and visual distractions you eliminate on your website, the more your content and calls-to-action (CTA) will be noticed. 

With a simple website design, you can improve: 

  • User experience; 
  • Drive conversions; 
  • Increase accessibility. 

 

Tip 2# Make Your Website Mobile-Friendly  

As we move into the future, mobile-friendly design is becoming increasingly important. Probably everyone you know has some kind of phone. In fact, around  9 in 10 internet users own a smartphone.    

By making your website mobile-friendly, you will: 

  • Reach a wider audience; 
  • Have better website engagement; 
  • Increase traffic and conversions.   

If you are thinking about how to make that happen, we recommend using responsive design. That means that your website will automatically adjust to a mobile view, and it will be easier to navigate for a user. In addition, it will look more appealing to the eye.  

It is important to mention that loading time speed is essential. Potential customers are more likely to abandon a site that takes too long to load it. What you can do to reduce that is to make sure you are compressing images and using JPG files instead of PNG files. 

Tip 3# Content, Content & Content  

A great piece of content answers your audience’s questions, builds trust, establishes relationships, improves conversions, and generates leads. Currently, users expect high-quality and consistent content from their favorite brands.  

Many customers are more likely to focus on your brand‘s value. The more  high-quality content you have, the more they know about your company, and the more people are likely to contact you. 

The past couple of years were rough for the financial world, so more people are likely to buy from companies that maintain communication. It‘s important that the user gets all answers to every question they might have. The more information you can put on your website and social media, the better. 

Tip 4# Paid Ads to Start Getting Traffic  

Ranking organically could take some time. To increase your website ranking, you can start using paid media ads. It will help you have a better chance of a higher search result.  

You can target your audience using platforms such as social media ads (Facebook, Instagram, LinkedIn, YouTube, etc.) or Google Ads. By knowing their interest, behavior, and demographic, it will be easier to connect and build trust with them.  

Using this strategy, you can encourage users to engage more, for example, by signing up for your newsletter.  

If you need help with paid media, you are more than welcome to contact our team

Tip 5# Use Google My Business  

Another effective way to boost your website is Google My Business. Why? Basically, it helps people find your business in their local area when they’re searching for similar products or services. 

You can display your business’s location and directions on your Google My Business listing. When people search for nearby businesses using Google Maps, a listing for a local business is more likely to appear. It will increase your business visibility.  

If you want to learn how to create Google My Business,  here is the guide

Tip 6# Target Low-Competition Topics (Keywords)  

Low-competition niches are essential because it is one for which fewer companies and websites actively compete for high organic rankings with SEO.  

From the tip name, you can already tell that this suggests less competition, which makes them good SEO opportunities. In addition, low-competition keywords, if relevant, can be a great source of content ideas.   

Benefits of targeting low-competition topics:  

  • Targeted audience;  
  • Less competition;  
  • Generate traffic.  

If you want help with SEO, our team is more than happy to assist you.  

Tip 7# More Content (Outreach Placements)  

As mentioned before, content is significant for today’s marketing. Google now rewards websites that prioritize useful content for their audiences.  

If you want useful content, find its value. That means when creating content, it is essential to keep the reader in mind. Think of what question they are seeking answers for, that they can’t find it anywhere. This not only helps with ranking but also builds website’s authority. Let’s not forget that it helps SEO itself.

Tip 8# Use Video on Social Media  

If you are still not using videos on social media, you are missing out BIG! 

Why? Well, apparently, 91% of companies are using it as an effective marketing tool. It not only has a positive ROI (Return On Investment), but it helps 96% of marketers to increase user knowledge of their service or product.  

Video content will continue to dominate social media sites in 2024, with TikTok and Instagram Reels dominating the scene. Video is preferred by 72% of customers as a way to learn about a product or service.  

Tip 9# Track & Measure Spendings  

To maintain healthy cash flow, you must track your business spending. For better future investments, you not only track them but you measure them.  There are many apps that could help you manage and track your spending.  

One of them you can try is called Mint; CNBC Select reviews recommend this as the best free app for managing your money spending. Besides the usual budgeting app features, users can monitor their credit, customize alerts, and access educational tools. 

Tip 10# Researching What People Search for in Your Industry or Just SEO  

Suppose you want a user to buy your product or use your services in 2024. Firstly, you need to know what they are looking for and how it is related to your business. In that way, you will find faster connections with customers.  Use SEO for targeting your audience.

It will allow you to know the terms and phrases that people are searching for. If you use them correctly, it will increase drive traffic to your website.  

For developing a campaign for your business, you can use Google Keyword Planner and Google Trends to discover what keywords people are using to search online. 

Tip 11# Account-Based Marketing  

Account-Based Marketing (ABM) is a personalized and strategic marketing method that targets key business accounts directly. B2B marketers are increasingly focusing on ABM strategies, with 84% of digital marketing specialists reporting that ABM delivers higher returns than any other marketing approach, according to the Information Technology Services Marketing Association.  

This marketing approach focuses resources on a set of target accounts, delivering tailored campaigns that cater to each account’s unique attributes and pain points.  

In personal experience ABM tools can get hot leads that are much more likely to convert with the data you can get from different providers. Especially now, when OpenAI is on every corner, ABM also has the advantage of using AI code to give more personalized automated messages, for example.

If you’re interested in Account-Based Marketing and want to know how it works, don’t hesitate to contact me, and let’s talk about it. 

Tip 12# Remain Consistent with Design  

Consistency in design not only looks pleasing but also offers benefits to businesses, designers, and users. Consistency creates a framework that can be built upon and maintains an on-brand look, which is essential for companies.  

It Saves Time. For designers as most decisions have already been made, allowing them to execute functional and attractive designs quickly.  

Less Confusion. For users, consistency simplifies their experience, making it predictable and easy to follow and reducing confusion. This ultimately builds trust between the user and the design, leading to an engaging and comfortable interaction.  

Less Problematic. Consistency in user experience design leads to more accessible learning for new users, fewer errors, and support a strong brand image for the website.  

Tip 13# Become Visible in B2B Marketplaces  

Companies can present their products and services on B2B marketplaces in order to attract potential customers and reach a wider audience. 

A small or newer business that has yet to establish itself can benefit from this significantly. Companies can increase revenue and sales by connecting with potential customers and generating new leads through B2B marketplaces.  

Tip 14# Email Marketing  

If your business has an online presence, email marketing is essential. The advantages of email marketing: 

  • It significantly increases reach and improves communication;  
  • It is a flexible, measurable, and scalable marketing approach; 
  • It boosts revenue and helps generate more business; 
  • It keeps data ownership with you, making it easier to analyze and understand your audience. 

Contact our team if you need assistance handling your email marketing service

Tip 15# Try Different Things 

“The creative process is fueled by divergent thinking — a breaking away from familiar or established ways of seeing and doing.” — The Innovator’s Toolkit, Harvard Business Essentials

Step out of your comfort zone and think outside of the box. Explore new possibilities with a fresh head. By breaking away from familiar ways you will help your brand stand out. For example, try brainstorming ideas with your colleagues or use these tips and see how changes can make a big difference.