How does your organization or business attract and retain the best employees? Employer branding has become a major element of companies’ recruiting processes as finding top talent becomes more and more competitive. While a company might have a product that they brand and sell to customers, an employer brand is how that company projects and markets itself to potential employees as a place to work. An organization’s brand and how it is publicized can have a significant impact on a company’s recruiting strategy and the types of employees they attract.
The perception and image of a company to outsiders is often based around the organization’s culture, how well they treat their employees, and how these factors are made public through a company's website, social media, and external resources. While there are many issues that can have an impact on an employer brand, addressing topics such as employee health, commuting concerns, and environmental impacts can play a major role in recruiting and retaining today’s top talent. Programs such as a transit benefit, telework policy, and flexible work schedules can be attractive to potential employees, and can have a positive impact on current employees’ morale and satisfaction, boosting the employer brand. In addition, offering wellness programs, installing bike facilities, and participating in community events like Walk @ Lunch Day help promote healthy lifestyles among employees while also “marketing” the company’s brand and earning local recognition from the public.
Understanding the type of company you are and the employees you want to attract are key to figuring out your employer brand and publicizing that image when recruiting new staff. Does your business want to be a “green” company? Have young, smart and hip employees? Or maybe have strong connections to the local community? Whether you are a small company with 10 employees or a major corporation, the employer brand can have a large impact on your business, especially in today’s competitive market in the DC region.
As 2014 quickly approaches, consider your company’s employer brand and potential recruiting strategies for the New Year!