How do potential employees view you as an employer?
How do prospective employees view your company? What is your perceived ’employer brand’ when it comes to attracting the right candidates to work with you?
Post-pandemic, several countries are experiencing staff shortages as people rethink their careers and shuffle around in the economy in an attempt to undertake happier career choices and income pursuits.
This has become known as the “Great Resignation” or the “Big Quit.” Others have coined the term “Great Reshuffle.”.
One thing we do know is that people are making a choice to voluntarily resign as a result of wage stagnation and rising costs of living.
With many industries being affected, some employers are struggling to fill vacant positions.
It has become an “employee’s market,” giving workers the power to choose where they want to work, when they want to work, how they want to work, and often dictating fairer terms.
Many economies are experiencing higher employment (i.e., lower unemployment) too, and while this is good for economies, from a spending and saving perspective, it may impact productivity and growth of an economy when there is a situation of full employment, wage stagnation, and high inflation.
So how can employers attract the right employees in such a volatile employment marketplace?
Your Employment Brand Focus
You may be interested to know that there is a solution to helping gain more prospective employees and it is one some businesses neglect to consider.
The solution is one you may be doing on a daily basis for clients and customers and that is building brand.
As businesses we tend to build brands around what we do, how we serve and what we sell, but some businesses neglect to build brands around their people, and the work environments they offer and create.
This is referred to as employer branding or employer marketing.
Improving Your Employer Brand
Employer branding is a marketing strategy that aims to attract potential employees. It’s a way of defining and projecting the “personality” of an organization.
It can be done in many ways, but the most popular ones are through social media posts, company websites, and career pages.
If you are a business looking to attract more employees in a tough employment market, ask yourself how you are presenting your business as a potential place to work?
Are you showing your business workplace and staff, demonstrating the positives for participating as an employee in your company or business?
The employer brand is created with the purpose of attracting talent to apply for jobs at a company or organization.
This can be accomplished by presenting the workplace as fun, supportive, and inclusive.
Employer branding is a very important aspect of the modern workplace. It is a way to show employees what the company culture and values are.
A positive and supportive work environment is one of the most important aspects of an employer brand.
A fun and vibrant work environment will attract employees who are looking for something more than just a paycheck.
Employer branding is the process of building a strong employer brand.
Employers have to be aware of their employer branding and make sure that it matches with the company’s culture.
So in such a competitive employment marketplace left by the pandemic.
There is an opportunity to embrace such a marketing strategy or campaign to attract new employees, retain current employees, and improve employee productivity.
A good workplace marketing campaign will help employers attract potential candidates by showing them what their workplace environment will be like if they join the company.
Key Employer Brand Marketing Considerations
So, to employ a good employment brand marketing strategy here are 3 key components:
- Identify 3 key positive traits you want your workplace and workforce to be known for
- Post on social media and your website content that demonstrates these traits
- Ensure you provide links to the content when responding to potential employees applying for roles
The approach does not have to be complicated.
Sharing a video or photos of your most recent work function or hosted events, testimonials from current employees and content explaining the day to day of your workplace may well be enough.
In the same way as you will be checking potential employees’ social media to determine if they are the right fit for you, so too, employees are searching for information about your work environment.
So, the more you can offer them to demonstrate your employment brand, the better the outcome will be for both parties.
Just remember you need to identify what makes your workplace special and unique compared to other work places and share that message with potential candidates and this approach will certainly help you attract more potential employees in a tough employment marketplace.
