Your employer brand is the image and reputation that people, both internal and external, have about you as an employer and their perception of the company’s culture and values. In essence, it's the unique identity that sets an employer apart in the talent market. Every company has an employer brand whether they knowingly manage it or not, therefore, through employer branding strategies a company can shape and influence their employer brand in a positive way for job seekers, current employees, as well as other stakeholders. PwC Malta ran an HR pulse survey in 2022 that looked to identify the key HR challenges being faced by local organisations and to gain insight into the priorities for people management going forward, and the results of this survey showed that 49% of respondents feel that employer branding is an HR priority in the current work environment.
“Companies with a poor employer brand must offer a minimum of a 10% pay increase to lure top talent. Imagine paying a 10% premium on every single hire you make. Now take a minute to consider the state of your employer brand and ask yourself if you’re already paying that premium without realising it?”
Benefits of Employer Branding
1. Having a reputation as a good employer and attracting talent over competitors
2. A healthy company culture which enhances retention among employees
3. Reduce time and cost per hire since people are quick to apply to a company that they perceive highly
4. Build credibility amongst customers by having high-performing employees your customers receive the best service possible
5. Diversity in the workplace means you will be able to attract people from different backgrounds
Building and Nurturing Your Employer Brand
Creating a compelling employer brand requires a strategic and holistic approach. It involves aligning internal and external messaging, showcasing company culture, and actively managing online and offline touchpoints. Employee testimonials, social media presence, and participation in industry events are just a few ways to strengthen your employer brand. As part of your employer branding efforts, your organisation should develop an Employer Value Proposition (EVP), which is a set of benefits, values and perks that you offer your employees to set your organisation apart from competitors, thus making you an attractive and distinctive choice for current and potential employees. Your EVP needs to show that your workplace is vibrant and enjoyable, making your organisation appealing to top talent! In the HR pulse survey run by PwC Malta, only 49% of respondents believe that their organisation consistently and authentically shares their company beliefs and values internally and externally.
Investing in a strong employer brand is an investment in the company's long-term success. It's about creating an authentic and attractive identity that resonates with employees, fostering a workplace where people not only want to work but thrive. In the end, a strong employer brand is a powerful asset that can propel an organisation to new heights in the ever-evolving world of work.
This article was written by Kim Galea Pace, Senior HR Executive.
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