I don’t care who you are; it’s hard to avoid the presence and importance of ‘branding’. While smart job seekers are aware of their own personal brand, employers have to pay attention to their own employment brand.
What is Employment Branding
Your organization’s employer brand is the image and overall reputation as an employer and place to work. The employment brand of your organization includes many factors, such as why and how your company offers a unique and interesting work environment, why employees choose to stay and are satisfied within their roles, the reputation of your company and its hiring practices from a candidates point of view, and the company’s professional reputation.
Fortunately and unfortunately for employers, the mighty power of word of mouth spreads quickly. In fact, I’m betting that all of us can name a few companies with a strong employer brand, and also some with a not so great employment brand.
3 Reasons Why Employment Branding is important?
1. A Strong Employment Brand Attracts Passive Candidates
Recruiters will agree that being able to attract a strong pool of passive candidates would be a welcome addition to their recruitment strategy. While passive candidates may be happy where they are, they will be more than curious to look into an opportunity with a top employment brand if it came their way.
2. It Saves Your Organization Money
Linkedin surveyed 2,250 corporate recruiters to learn about their time to hire, cost per hire, and of course, the impact of a strong employment brand on hiring. Click the link above to read their full report, but here is a quick summary of what they found:
- Companies with a strong employment brand enjoyed a cost per hire that is over 2 times lower.
- Turnover rates are 28% lower for companies with a strong employment brand.
3. Saves Recruiters Time
A recognizable and most importantly, strong employment brand means that many candidates are aware of the company and the rewards of working there. This saves a recruiter time when they would have otherwise planned on “selling” the company and position to their candidate.
Does your organization invest in its employment brand? Why else is employment brand important?