Whoever said that employer branding is only for well known brands has clearly never worked in marketing. If you actually think about it, an organisation that is so popular amongst job seekers because they’re already a household name wouldn’t really need to invest gazillions of their time and resources into more marketing.
They’ve already achieved the gold standard – they are memorable. They even have loyal brand ambassadors lining up to get a job there (literally, the graduate recruitment landscape!).
So what happens when you’re the little guy? The small or mid-sized business that no one’s heard of, but you have to show up every day on those dastardly job boards competing with these giants who attract quality applicants even when they aren’t hiring?
Does it really make sense to avoid employer branding?
Yet, this is the turd advice some internet experts $hit out.
The truth is… employer branding is the best way for small brands to stand out in the talent market. Here’s why you should consider it for your business.
3 Reasons why employer branding helps small businesses stand out
At its core, employer branding is communicating your values, offer and people experiences at every talent touchpoint (even when they’re not actively looking), so that by the time a job seeker becomes a new hire, they have realistic expectations of life working with you AND they’re feeling engaged and optimistic about their future.
Here are 3 reasons why [external] employer branding is good for a small-brand business.
1. First and foremost, employer branding draws your unknown brand into the light
You’re not vampires. Why hide in the shadows?
A strong employer brand helps you attract and catch the people who dig your vibe by connecting them with your values and opportunities and then enticing them to apply because you’ve assured them, your offer is the best offer for them.
Once you figure out your ideal candidates/employees (be thorough in your research, no assumptions!), you’ll know what motivates, frustrates and challenges them, and you’ll know where they hang out online and how they search for and consider opportunities.
Armed with all this information?
You can create compelling employer-branded marketing content that speaks to them and catches them where they are in that moment (where they might otherwise never hear from you).
It’s a bit like buying a new pair of jeans from a brand you had never heard of because your favourite Instagram influencer was wearing them (looking fabulous). You weren’t in the market for new jeans, but they packaged it up in a way that compelled you to buy them right there.
2. Employer branding filters your applicants (by educating them on your brand values, mission, and culture before they join)
[*culture: that is the ‘how we do things around here’ to set realistic expectations and not the toxic ‘hiring like-minded individuals’ mindset that limits diversity.]
Once you have your candidate journey mapped out, you can include employer branded messaging at each touchpoint to educate job seekers about all the things that make you tick. There are so many opportunities to stand out and educate!
Here’s a detailed list along with the candidate journey stages, but you’re looking at social media (dah), career blog, case studies, webinars, podcasts and youtube tutorials, careersite copy, job ad copy, candidate and new hire emails, talent community emails (subscribers), LinkedIn Mail, career fairs, employee stories and employee advocacy to name a few!
Imagine dropping valuable brand crumbs the whole way along. You’ll do a better job of attracting your ‘vibe tribe’ while simultaneously deterring unsuitable applicants (who can take up a LOT of time to screen out of your process).
3. Employer branding increases engagement and retention
Pull this all together and by the time your new hire begins working with you, you have set realistic expectations of the role, your offer, and your workplace which means no groggy culture shock or resentment some new hires feel when they find themselves in a workplace that doesn’t match what was promised.
This leads to strong employee engagement, retention and experiences which further boosts your brand’s reputation amongst the talent community. Not to mention, you save money and time because you don’t have to re-recruit, retrain, and reactively manage potential disengagement (viral), poor performance, and the negative online reviews disgruntled ex-employees leave behind when they invite you to eat their dust. Unfortunately, negative fall-out tends to be costlier for a small business to absorb than an enterprise.
Employer branding works harder for small brands!
A strong employer brand works hard for you 24/7 so that you become a desirable employer (and no longer need to send 1,000 irritating InMails to mildly relevant strangers wishing and hoping someone [anyone] responds).
If your business has a small or unknown brand and you’re struggling to compete with industry giants, you may benefit from a strategic employer branding campaign. Bring your brand out into the light and dazzle your dream-fit candidates with purposeful, value-led content that educates and connects with their needs.
Want to *do* employer branding but NFI where to start?
Check out my free on-demand Masterclass - How to Build a Talent-Catching Employer Brand.