We recently came across an incredibly spot-on article from HubSpot that really proves something we know to be true here at Barcelona Creative Group. The utter importance of building a brand from the inside out, NOT from the outside in.
When you build a Brand that is strong inside, it becomes even more powerful on the outside and it becomes a brand that is able to truly connect with BOTH your people and your marketplace. In case you’re wondering what sort of impact marketing your brand to internal employees could have on your company, we suggest you read below. And if afterwards you’re ready to learn about our proven Brand strategy, then we’re here to talk!
The following is from HubSpot’s blog titled “Everything You Need to Know About Employer Branding” published on February 21, 2019 and written by Caroline Forsey. You can read the full article here.
Everything You Need to Know About Employer Branding
When a job seeker begins her search, one of the first things she’s going to Google is this — “Top companies to work for in 2019” or, alternatively, “Top companies in X industry.”
It makes sense — nowadays, a company’s reputation matters more than ever. In fact, 86% of workers would not apply for, or continue to work for, a company that has a bad reputation with former employees, or the general public.
Ultimately, you spend plenty of time creating a compelling, incentivizing brand story surrounding your products or services. But how long do you spend cultivating a powerful employer brand to ensure you attract and retain top talent?
Here, we’re going to explore what employer branding means, examples of good employer branding, and how you can implement your own employer branding strategy, today.
What is employer branding?
At its most basic, an employer brand is your reputation as a place to work, as well as your employees’ perception of you as an employer.
In other words, employer branding is how you market your company to job seekers, as well as internal employees. The better you are at employer branding, the more likely you are to attract top talent. Additionally, a positive employer brand can also help you retain top talent.
Let’s say you’ve done a phenomenal job building up a strong brand in relation to your products or services. Unfortunately, that alone won’t convince someone to work at, or stay at, your company. You need to implement the same branding strategy when it comes to communicating your company’s leadership, values, and culture.
If a job seeker asks an employee at your company, “What’s it like to work there?” the employee isn’t going to say, “We’ve built some awesome merchandise.” Instead, he’s going to lay into the day-to-day of people management, company values, and workplace culture. To ensure a good employer brand, then, you need to tell a compelling story.
However, it goes deeper than storytelling — you also need to walk the walk. Telling your employees, and the general public, that your company is a great place to work because you have ping-pong tables isn’t going to cut it.
At this point, you might be wondering, Does this really matter to me and my company?
Actually, employer branding is critical to your bottom-line. A good employer brand can reduce turnover rates by 28%, and cut your costs-per-hire by half. Additionally, candidates who apply for roles are 50% more qualified when the company has a good employer brand.
Ultimately, an employer brand can help you greatly reduce recruitment and hiring costs, while ensuring higher morale and more productivity among members of your teams. Plus, you have an employer brand whether you’ve put effort behind it or not — so why not put effort in, to ensure it’s a brand you can be proud of?