How to Attract the Right People to your Organisation
“Don't promise bean bags and ping pong when your workplace is oak panelling and hushed tones!”
What is Employer Branding and why is it important?
Your employer brand can make the difference between attracting and retaining the type of people you want to have working with you. It is more important than ever to have a clear understanding of how your people and customers perceive your business. Whilst most people appreciate the need for marketing a business to attract customers and maintain customer loyalty, it is equally as important to do the same for existing and prospective employees. For example, if your business has a reputation for its poor work-life balance, it will have a negative impact on the people who apply for job vacancies compared to if your employer brand is strong.
Whether consciously or unconsciously, all organisations have an employer brand. It is how an organisation differentiates themselves in the market, enabling them to recruit, retain and get the most out of their people.
A strong employer brand and employer value proposition can help businesses compete for the best candidates and is linked closely with the company mission, vision and values. As we embark on business in our post-pandemic world, many organisations are looking at how they can tailor their employee value proposition to the current climate and why this will be crucial to their success.
Why is Employer Brand important post Covid?
Your brand is how your organisation declares what it stands for, how it treats its people, and how it’s going to behave. It provides potential candidates with an insight into what it’s like to work for you, and more importantly, why they should want to work for you. This is particularly important in a marketplace with skills shortages and where talent is being fought over.
Despite entering a post-covid recession, talented individuals will still be doing their research and your existing people could be weighing up their options depending on how they feel they have been treated through the pandemic. As many employers adapt to agile and flexible working, the opportunities for talented people are increasing and so too does your competition to attract and retain the best people for your business.
How to develop a strong employer brand
If you want to attract and retain the best available talent, start with creating an environment and culture that appeals to them. People place a high value on work-life balance, authenticity, social responsibility, and opportunities for growth and development.
Developing an employer brand that reflects these attributes is easier than you think.
Here we outline our top tips for building and employer brand that will attract and retain the best people to your business in 2021 and beyond:
1. Research and Analyse your Existing Employer Brand
Take the time to understand how your current people perceive your existing employer brand. Review exit interviews from those who have left the business and review any issues raised in appraisals and employee forums. Also consider conducting internal surveys or set up a working group with some existing employees.
From your findings, review any areas with positive feedback and highlight areas for improvement.
2. Create an Employee Value Proposition
Use the results of your research to develop an employee value proposition. This is everything your organisation stands for, what it offers, and what is expected from it’s people. It should also offer a clear answer to the question "why should I work for your organisation?" by covering the following areas:
Physical benefits: the advantages and bonuses that your people receive or have access to e.g. private health insurance, time off for caregiving, competitive salaries, a trendy office environment.
Emotional connection: derived from a positive corporate culture. People are often proud to work for a socially conscious company, or grateful to be offered paid days off to allow them to do volunteer work. Cultivating an environment that focuses on staff wellbeing as well as collaborative effort can help to build an emotional connection.
Belief: when people have a real sense of meaning and purpose in what they do, they tend to believe that they are part of something great. And when they believe, they will be your biggest advocates.
Also, consider what you offer in terms of pay and flexible working. Having clear policies for all these issues can help when recruiting and keeping talent.
Develop your value proposition by thinking carefully about your organisation's mission, vision and values.
3. Be clear on work-life post-covid
Over the course of the pandemic, many businesses have adopted a remote or part-remote working model. Where we previously focussed on presenting a business as being a “great place to work” we now also need to consider how we can present it being a “great way to work.” This shouldn’t only cover whether you offer remote working as part of your flexible and agile working policy, but also how supportive your work culture is; both in terms of the trust you demonstrate to your remote workers, and the compassion you exhibit towards mental health.
4. Live up to Your Brand
It’s important that your employer brand is an honest and genuine reflection of your business, culture and behaviour through every level of your organisation.
Focus on helping instil the brand with your existing people by incorporating elements into your performance management process and recognise and reward people who match up to your employer brand values. Ensure that you manage expectations to avoid disappointment - don't make promises you can't keep.
Your internal communications, website and social media, should promote your employer brand. You could also encourage your people to share job adverts on their personal social media accounts to say what a great place they work at!
5. Maintain Your Employer Brand
Keep your employer brand fresh by continuing to communicate both internally and externally, to keep a positive view in people's minds.
Treat your suppliers, customers, and the wider community well. Deliver on your promises and exceed people's expectations.
Key Takeaways
Your employer branding is what you tell the world about your culture, values, and daily working experience.
A strong employer brand will help you to attract and retain the best talent, who in turn can become ambassadors for your organisation.
Developing an employer brand requires you to:
- Research your strengths and weaknesses.
- Create a value proposition for your people.
- Communicate your brand internally and externally.
- Keep your brand fresh and authentic.
How Danton HR can help
Danton HR help business owners review their existing employer brand and offer valuable insight to develop an action list that aligns with your people strategy. We offer a free 30 minute, no obligation, call for anyone wanting to talk through their plans. Call now: 01527 306760.