As the world of job seeking and recruitment continues to evolve, more companies are recognising the importance of and investing in their brand image as an employer and not just a service or product provider.

When you think of some of the big brands like Google or Starbucks you automatically think about the branding and the imagery accompanying the products or services they offer. But it doesn’t stop there. These companies also have an exceptionally strong employer brand. This refers to how they’re being viewed in terms of their work culture, values and, ultimately, how they treat their employees.

“78 per cent of jobseekers look into a company’s reputation as employers before applying for a job”

While product or service branding refers to the brand image in the eyes of customers, employer branding is the company’s brand image in the eyes of current and potential employees and places a lot of emphasis on how that company performs in the job market and the type of candidates it attracts.

78 per cent of jobseekers look into a company’s reputation as employers before applying for a job and 82 per cent would not consider working for one with a bad reputation. This is why companies are investing time and money into strengthening and communicating their employer brand. Entire exercises are set up to investigate and establish company culture and values and, most importantly, in communicating them clearly to their employees and to the world.

Facilitating growth through scalable branding and marketing

To read more about how Broadwing Recruitment assists companies with building and maintaining healthy reputations which enable them to attract and retain top talent, click here.

Why your company's reputation as an employer matters

First of all, a strong employer brand reinforces your own team’s belief and affinity to your company’s culture and values. Just like your customers have the potential to be your best ambassadors for pushing and promoting your product or service, your employees are the ambassadors that many people listen to when deciding whether or not to work for you.

This also means that your employees are more engaged at work. Employee-centric companies experience better productivity and less turnover which means they spend more time hiring new recruits rather than constantly having to replace old ones.

“very often, a company’s vision, mission, values and work culture could end up being a deciding factor for jobseekers who are looking for a new challenge”

Employer branding is vital for successful recruitment. Companies with a strong brand spend less on recruitment and outreach since prospective employees are more likely to flock to them. This is especially true if your brand demonstrates a unique and diverse work culture which is something that is increasingly valued in the job market.

The best, most skilled professionals give a lot of importance to brand value. It’s not that your financial or business offering isn’t important but, very often, a company’s vision, mission, values and work culture could end up being a deciding factor for jobseekers who are looking for a new challenge.

The type of image you portray is important in determining the sort of candidate you will attract. An employer brand image that says that your company is progressive and tech-savvy is particularly enticing for younger candidates for example.

Ultimately, effective and well-communicated employer branding will attract potential employees as well as retain existing ones, turning them into your most valued ambassadors. Investing the time and resources into developing your employer brand and creating a strategy to promote it is an investment into the future of your company and anyone who works with you.

HR conference 2022: Revitalising human resources (HR) - Leveraging Employer Branding

The annual HR conference and expo have today become the main conference in Malta for all things related to HR, training, and business management.

This year’s overall theme will be Revitalising HR – Leveraging Employer Branding. It will address how organisations are projecting themselves to attract the right employees. Employer branding plays a major role in today’s recruitment process and enhances a company’s ability to attract the right talent.

To book a meeting to discuss your employer branding with Rocksteady at the FHRD Annual HR Conference and Expo which will be held on 21st October 2022, visit here.