In the competitive world of Built Environment and Rail recruitment, establishing a compelling employer brand can make all the difference in attracting and retaining the best talent for your business. Rachel Young, Director at Coleman James, explores what employer branding is and why it matters.
Unlike your branding - which is your business’s visual identity, such as the company’s name and logo - your employer brand relates to your business’s brand recognition and reputation within the employment marketplace.
Employer branding is the process of creating and promoting a positive and authentic image of your business as an employer of choice. It involves defining your values, culture, mission, and vision, and effectively showcasing them to your current and potential employees, as well as other stakeholders.
Why does employer branding matter?
Employer branding affects your ability to attract, hire and retain top talent.
According to a LinkedIn survey, 75% of job seekers consider an employer's brand before applying for a job, and 69% of candidates would not accept a job offer from a business that has a ‘poor’ reputation.
Candidates are increasingly looking for employers that align with their own personal beliefs, needs and goals. If your workforce is unclear on your current employer brand then the same applies for potential candidates. This lack of clarity can lead to the loss of top-quality candidates very early in the recruitment process - as first impressions are vital.
The benefits of a compelling employer brand
An employer brand helps to differentiate your business from competitors, helping to attract A-grade talent that aligns with your culture and values to support your business’s growth.
According to LinkedIn’s Employer Brand Statistics, an effective employer brand can also reduce business hiring costs by 43%, increase the quality of hires by 50% and improve retention rate by 28% - as well as reduce the time required to fill open positions.
One key thing to remember is that your employer brand isn't only about attracting potential hires, but also about how your current employees view your brand. If they perceive you as a ‘good’ employer this can aid overall employee satisfaction and engagement. However, a ‘poor’ brand perception can not only lead to hiring challenges, but also retention issues.
Top 3 tips on how to create a compelling employer brand
At Coleman James, we offer a consultative, tailored approach to creating an employer brand. We choose to work with clients who align with our core values: knowledge, integrity, excellence and relationships. This allows us to ensure that our clients don’t simply transact with us; instead, we build long-term, collaborative partnerships.
Establishing this trust is vital. It enables our team of specialist recruiters to step into your business to fully understand your needs, goals and challenges. We take time to review your business not only from a people perspective but also where you have come from and where you are heading.
We have a proven track record of working with businesses struggling with their employer brand, particularly fast-growing SMEs, to create a compelling offer that permeates the marketplace - helping to secure the best talent.
Below are three tried and tested tips to consider when creating or developing an employer brand for your business.
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Challenge the marketplace perception - Even one bad Glassdoor review can create a negative perception of your business. You must ensure everyone you engage with throughout the recruitment process comes away with a positive or at least balanced view of your business.
Don’t lie or upsell, but do refute untruths and correct misconceptions when you’re speaking with recruits. Be consistently open and honest by providing potential candidates with the facts, such as your strong retention rate, which will over time replace the negative myths. -
Make a great first impression - According to the Society for Human Resource Management 69% of employees are more likely to stay with a company for three years or more if they experienced a slick and positive on boarding process.
Often the onboarding process within the Built Environment and Rail sectors can be complex, involving several steps including medical checks and the verification of training and qualifications. However, it’s crucial that the process feels seamless by communicating effectively with new employees throughout proceedings. Remember, it’s the small things that matter - even guidance on where to park on your first day can help to make new starters feel at ease. -
Remain open-minded - Collating feedback from potential candidates as well as new and existing employees is vital to understand how you’re perceived as an employer.
It’s crucial when receiving feedback to remain open-minded, as it can help you to address any potential issues internally, review current processes and, most importantly, strengthen your employer brand.
What else you should consider
There is no ‘one size fits all’ example of what a good employer brand looks like. That’s why we take a collaborative approach with all of our clients to craft an employer brand that truly reflects their business, its culture and aspirations.
Don’t forget that your employer brand extends beyond recruitment. It can positively affect customer satisfaction, boost your business’s reputation and ultimately, your profitability. Therefore, building and maintaining a compelling employer brand is crucial for long-term success.
Where can you get help?
To talk to Rachel about how Coleman James could help you develop your employer brand, call her on 0191 300 6360 or 07718895568 or email rachel.young@coleman-james.com