HR Article
The Hidden Benefits of Employer Branding
Recent upticks in the economy and the labor market in particular have changed the balance of power between employers and job applicants, bringing the concept of employer branding to the forefront.
HR professionals with a strong understanding of the connection between effective employer branding and talent acquisition may still be surprised to learn that investing in building and marketing your company’s brand can have positive impacts on internal metrics such as employee engagement and turnover.
If your company has made branding a priority for 2015, you should begin by assessing the current strength of your brand. Neil Costa, founder and CEO of HireClix, a boutique digital recruiting firm, emphasized that your employer brand is not simply a company logo or career page. Instead, it is “the emotional reaction people have to the idea of working for your company.”
Once you’ve identified the central elements of your brand, it’s time to choose a communication medium that resonates with both job candidates and current employees. The use of logos, career pages and social media are all common ways to do this.
Don MacPherson, president of human capital consulting firm Modern Survey, asserts that social media is the perfect place to tout your brand and reach both audiences. He pointed out that “the relationship between level of engagement and social media activity is significant. About 80 percent of disengaged employees do not follow their company on social media, compared to 44 percent of fully engaged employees.”