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Your Top Questions About Employer Branding Answered

By Universum on 12/06/2017

Employer branding has a lot of different facets, which is perhaps why some HR Professionals are tentative to approach building out their employer brand

Despite the challenges in managing it, employer brand is a vital aspect of candidate recruiting and company culture. To get talent management professionals to see how important it is, we picked the top questions people have on employer branding and answered them here. Check them out:

Tweet This: Top 5 questions job candidates will have about employer branding and how to answer them: 

#1: Why does employer branding matter?

If you ever plan to hire another employee at your company, then employer branding will affect the outcome. Companies are being thoroughly scrutinized by candidates: Over 72% of them spend more than 1 hour researching a job before applying.
The job market is very competitive, and for some industries it is extremely difficult to hire people who are both qualified for the position, and a cultural fit. Everything from time to hire to employee fit is affected by the employer brand you project into the world. Your brand impacts how your internal employees feel about the company and forces your talent acquisition department to assess their true strengths, weaknesses and differentiators as a company and an employer.

#2: How do you find out what it is?

Even though you might not realize it, you already have an employer brand. You’re just not paying attention to it. In fact, in 2015, only 14% of CEOs were focused on building a global employer brand. But just like company culture, it’s there whether you intended it to be or not: you just have to discover what yours is. One of the best ways is to work with your team, via surveys and reviews.

Tweet This: In 2015, only 14% of CEOs were focused on employer branding. Why and how to discover your #EB: 

In your surveys, you should be asking employees questions like:

  • What made you want to work here?
  • What makes you want to stay?
  • What parts of our culture resonate with you the most?
  • Which benefits of working here do you enjoy most?

These questions should reveal your employer brand. You’ll find out which aspects of your company are most likely to attract fitting and qualified candidates, which you can then showcase. While surveying internally is helpful, gathering research about your target market’s goals and needs from an employer can help shape your brand. Perusing review sites like Glassdoor, Comparably and FairyGodBoss can also give you an idea of what former and current employees and candidates have to say about their experiences. All this information should be taken into consideration when trying to identify what your employer brand is (and what you’d like it to eventually become).

#3: Should you align consumer and employer brand?

Consumer and employer brand, while not the same thing, do need to be related and aligned. Unfortunately, less than 20% of employers have a combined consumer and employer strategy in place. In order to align them, your HR and marketing teams need to be working very closely together. Not surprisingly, 86% of HR professionals agree recruitment is becoming more like marketing. While alignment is crucial for consumer companies, B2B companies have to make less effort to keep their consumer and employer brands in sync. While your recruitment marketing initiatives should reflect your marketing campaigns, seldom is it useful for them to be an exact mirror, as marketing and HR have very different goals and objectives.

Tweet This: 86% of HR professionals agree recruitment is becoming more like marketing. Read more:  

#4: How do you share it with the world?

The best ways to project your employer brand to candidates is through employee reviews and referrals, your career site and job advertisements and finally, social media.
Our EB Now 2017 survey revealed the best social media networks to display your employer brand are Instagram and Youtube. Both networks have shown a 15% uptick in employer usage in the last year. And according to CareerArc, 62% of job seekers visit social media channels to evaluate employer brand.

Tweet This: Can you guess the two most popular social channels to advertise your employer brand? Read it here:

However, if that’s a little out of your scope, the two most essential for employer branding are Facebook and LinkedIn. As of February 2017, there were 65 million business pages created on Facebook.
You should be using these channels to promote your employees and culture: broadcast your team’s achievements, successes, office parties, new hires and anything else they do that’s noteworthy.

#5: What can I do to monitor my employer brand?

Even after you get the ball rolling, you need to be carefully monitoring to see where things are working and where your employer brand is failing. As your company changes through new employees and new initiatives, your employer brand is going to need to adjust. There are a few important metrics to keep an eye on that will give you an idea of where you’re sitting:

  • Employee Retention Rate: Has it increased or decreased since you’ve been managing your employer brand? Review quarterly to keep an eye on any changes.
  • Employee Referrals: Are your employees recommending your workplace to their friends and family? If you’re not receiving any, you may need to work on aligning your employer brand and company culture.
  • Social Media Metrics: Watch your mentions per month, and the number of times your posts have been liked, retweeted or shared.
  • Employee Review Sites: Dozens of websites like Glassdoor and Indeed display reviews of your company from your employees. Keep an eye out for any negative reviews, as they will give you an idea of what things need to be adjusted. Remember to respond to both positive and negative reviews as often as possible.

You don’t want to hire just anyone to work for your company, you want candidates who are qualified, fit the culture and will make your company more successful. That’s why employer branding is so important: it helps you find just those candidates, both active and passive. In fact, 84% of candidates would consider leaving their current job if offered a job from a company with a stellar reputation. With these questions answered, you’ll have a good place to start actively managing your employer brand and getting the candidates you need.
Even knowing all this, the task of auditing, fixing and monitoring your employer brand can be a daunting one. Thankfully, Universum has the solutions to make your employer brand great. We’ll work with you to achieve the results you want, just check out our services page to find out more.