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How to Build a Strong Employer Branding Strategy in 4 Easy Steps

Updated: Oct 17, 2021

The job market has changed completely since last year, and employers are trying to reinvent themselves to keep their current workforce and find new employees, therefore more and more companies are starting to reevaluate their reputation and how they can improve. The employer branding strategy is important for several reasons: to attract top talent, retain current workforce, increase partnership deals, engage with your community, and the list goes on. If you desire your business to succeed and stand out within an industry, you must work on your branding strategy. Even though it might sound like a lot of work, it is much simpler than you think, and you should start doing it now.

1. Collect feedback: you can do that by simply listening to your employees, having a simple conversation, or engaging more often with them. For companies with more employees, it’s possible to do that by asking them to fill out anonymous surveys, with relevant questions where employees can honestly answer them without feeling like their jobs are at risk. This will give you valuable information that will help your company to improve the workplace and show you’re your employees inputs are valued and appreciated.

2. Evaluate your management team: good leaders are the basis to keep employees motivated and engaged with the company. Are the leaders of your company authoritarian or transformational, are they supporting the team and giving them tools to perform their tasks? Are they addressing performance issues in a constructive way and providing support? Whether the answer is yes or no keep in mind that leaders are the ones who will be actively engaging with employees daily which can have a positive or negative effect depending on their management styles.

3. Develop a Company culture: this is one of the most important things to consider while building a strong brand for your company. This is the environment that the CEO is creating for his employees to spend in average 40 hours of their week, about 160 hours per month therefore it needs to be inviting and inclusive by making them feel valued and supported. Company culture has a huge impact on the company’s reputation, employees physical and mental health and more importantly it can make or break a business. Simply put: nobody would want to buy a product from a company that runs sweatshops in third world countries or has salary gap between male and female employees, right? The same way customers and other businesses most likely will try to avoid doing business with companies with bad reputation as they don´t want to be associated with controversial companies. Additionally, employees will reject to work for a company where they might feel threatened or don’t have a sense of belonging.

4. Action: you’ve collected some data evaluated your team and you want the type of company culture that works for your business and employees, now is time to create your strategy and implement these changes that will help your business to succeed. The data you’ve collected is the key to start developing your employer brand strategy by implementing the changes and build a solid reputation. To achieve better results, the company might be required to reevaluate its mission it’s values and create alternative solutions to solve issues that haven’t been addressed or overseen in the past. Once the necessary changes have been implemented, make sure to keep monitoring your company’s progress and collecting feedback from your employees so you can find out if your company is moving to the right direction. If all these steps are taken and changes implemented, employees will feel motivated to work collectively to achieve the company´s goal and by building a strong employer brand you will attract employees, increase employee retention, and grow your business.

By ActiveSource Recruiting Solutions

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