Employer branding is currently taking hold of the recruitment world. However, despite the increasing necessity to focus on your employer branding efforts, there are still some organizations who have a hard time defining it or who think it’s not ‘relevant’ for their organization.
In truth, this can do more harm than good when vying for top talent. So, let’s get down to business and banish these five misconceptions surrounding employer branding:
It’s Up to You to Build an Employer Brand
In truth, your employer brand already exists, regardless of your ‘choosing’ to build it or not. For as long as candidates have wanted to work for a particular company for particular reasons, it has existed. Your employer brand is created from the general perceptions you give off as a potential employer. It has been there in the background even before the term “employer branding” was coined.
So, the question is not where to start building your employer brand, but how you can shape it into something better to attract top talent.
Employer Branding is Too Expensive
While your employer brand can more often than not mirror your consumer brand, they are not alike in how they are built. Sure, it can be costly to develop your consumer brand from the ground up, but this doesn’t have to be the case with your employer brand. Your employer brand already exists, remember? The foundation is there for you to build upon, and you don’t need to start from scratch.
It’s vital to remember that you have a whole team at your fingertips who can act as company advocates, singing your praises from the rooftop. Nurture your current employees, teach them your company values, share your overall goals, and you’ll be one step closer to successful employer branding. The critical place for great employer branding to start is maximizing your current resources, which has a minimal cost involved!
Employer Branding is “Just a Fad”
While it may have existed under a range of other terms before being labeled “employer branding,” it has not just sprung into action now. Employer branding is nothing new; there is only an increasing need to build on it, becoming more prominent in the recruitment landscape.
It is not just a one-time thing. That feeling of “this too shall pass” doesn’t quite fit when it comes to employer branding. Candidates will always want to know what it’s like to work for an organization. It’s not enough for candidate skills to fit your hiring requirements; you have to be an excellent fit for their needs too. That particular ‘trend’ will never falter, so we can rest assured that it’s one fad that won’t cease!
Employer Branding is Only for Big Companies
In essence, anyone can get employer branding right or wrong, no matter what the company size. Employer branding is not only suited to “bigger brands,” and making no effort to win talent is what will force you out of the recruitment competition.
There are huge benefits of working for companies of all shapes, sizes, and sectors. If you want the best candidates to apply to your organization, it’s up to you to show them what you’re all about. If not being able to compete on the salary front is what’s holding you back, remember that it’s no longer the candidates’ most significant focus when it comes to applying to organizations. Candidates need to be part of great company culture, too! It’s up to you to sell your strong points to candidates. That’s what will set you apart from the competition, regardless of company size.
It’s HR’s Responsibility
Contrary to what you might believe, your employer branding efforts aren’t “owned” by anyone’s department. If you want your employer branding to be successful and deliver the right message to potential future employees, it needs to be shared by everyone in your organization.
Although the efforts may be led by one department or spokesperson in your organization, buy-in from all departments is a crucial stepping stone for excellent employer branding. This will serve as the foundation to get the message out externally to boost candidate attraction efforts. It does start from the inside, out!
Wondering how you can boost your employer brand throughout the video interviewing process? We have 4 simple steps in our free eBook!
This article was created by Sonru Video Interviewing and includes contributions and research gathered from Sonru clients and candidates between 2011 to 2020.