Why focus on employer branding?
With the growing competition for talent, companies are having to work much harder to attract and retain the best people. But how do you recruit the right people for your culture in a way that is authentic and true to your business?
Earlier this year, SodaStream International did something a little unusual. The company launched Join the Revolution, a commercial-style video to celebrate their culture, showcase what makes them unique and ultimately attract new talent. Available across their social channels and accompanied by a dedicated recruitment microsite, there is little doubt what kind of person SodaStream are looking for. The campaign is bold but as Daniel Birnbaum, CEO of SodaStream pointed out, “SodaStream is all about people and attracting extraordinary talent requires extraordinary methods.”
The term ‘employer brand’ refers to a business’s reputation and perception as an employer within the marketplace. Its importance in the boardroom has been steadily increasing since around 2004 when Unilever, P&G and Shell began giving it the same level of attention as their corporate and consumer branding.
Fast-forward to the present day, and a recent study by LinkedIn found 80% of business leaders agree that employer branding has a substantial impact on a company’s ability to hire talent. But not only that, they also recognise wider knock-on benefits in terms of speed per hire, employee turnover and applications per vacancy.
So we think SodaSteam have got their employer brand exactly right. Smart, forward-thinking companies like this are starting to create campaigns directed not just at consumers but at would-be hires.
Market research and understanding how your employees’ perceive you plays a critical role in ensuring that you articulate your employer brand in an authentic way. It’s detrimental to everyone involved to attract candidates only to lose them because the business isn’t what they expected. Or worse, for them to disrupt your culture and cause tensions within teams and long-standing employees.
Get to the heart of what make your business great, what makes it unique and work hard to showcase that to potential recruits. Think carefully about the types of people that could add to your culture, strengthen it, bring diversity and maintain its vitality.
The employer brand starts with an articulated employee value proposition (EVP) based on real insights in order to shape the story and drive reputation. The EVP is what a business promises to its employees – and keeping this promise builds trust. “Companies need to put as much thought and care into their employer brand strategy as that of their consumer brands, or they will miss out on talent as well as long-term growth”, says Rebecca Gloyne, Head of Employer Branding for PepsiCo Europe and Sub-Saharan Africa.
Take a look at our employer branding work with AG Barr.