The official blog of Abacus Group — a place to share our knowledge and thoughts on trends in recruiting

May 22, 2013

The Employer Branding Advantage

In today’s competitive economic environment, the promotion of a compelling employer brand has become vital to profitability. Employer branding refers to the expression of a company’s unique attributes as applicable to both prospective and current employees. Like that for the branding of a product or service, the intent of employer branding is to appeal to a targeted audience and motivate them to take action. While product/service branding influences a consumer’s decision to make purchases, the employer brand is the composite of various economic, psychological and functional aspects that impact a professional’s desire to work for a particular organization.

The establishment and communication of a strong, consistent and effective employer brand create several advantages for a business. Four positive results of employer branding are discussed below.

Larger, More Accessible Pool of Talented, Interested Candidates
The employer brand attracts a larger pool of talented candidates whose values and preferences align with the business.  The brand strategically projects certain attributes – like a supportive mentorship program, a casual office culture or the flexibility to work remotely – that readily appeal to a target group of individuals.  As such, candidates eagerly approach the organization, and the need for internal recruitment efforts is alleviated.

Employee Passion, Engagement & Productivity
A well-communicated employer brand also stimulates employee productivity.  When professionals choose an organization for its attractive branding, and subsequently experience the reality of the “brand promise” upon joining the business, they “are clear on company values and messaging, and feel part of a greater purpose,” explains Julie Roy in an article from Talent Management magazine.

Better Retention Rates, Lower Recruitment Expenses
Retention is automatically stronger when a candidate joins an organization because of personal alignment with the employer brand, rather than out of desperation, spurring acceptance of a job offer with just any company. In fact, a 2011 study conducted by recruitment advertising organization TMP Worldwide found that more than a third of businesses enjoy reductions in turnover as a direct result of employer branding initiatives.

Enhanced External Reputation
Employer branding, an effort involving the interior of a business, inevitably has positive results for an organization’s public image as well.  When a company effectively “align(s) employee knowledge, the corporate mission and brand messaging,” its employees become brand ambassadors who communicate the value of the firm’s mission and product offerings to their professional and personal networks, contends Talent Management.

The value of a distinct employer branding strategy is evident.  The consistent communication of corporate vision and culture helps a business find the right people, retain those people and grow – both internally and externally – as a result.  If your organization has yet to declare an employer brand, ERE provides excellent advice for getting started. Crucial first steps include contemplating business needs, identifying target groups, establishing performance metrics and formulating effective messaging. Through the application of ERE‘s core strategy, along with company-specific trial and error, your business will come to enjoy the four key advantages of a powerful employer brand.

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