Mar 19th 2021

In talks with Ben: All you need to know about employer branding

A compelling brand story around your products or services is one part of your identity as a business. But how long do you spend on your employer branding to ensure you attract and retain top talent? With 95% of candidates identifying reputation as a key factor when considering a new job, letting the ball drop on your employer brand could be more harmful than you realise. 

What is employer branding? 

To put it simply, an employer brand is how you differentiate yourself in the working world as well as how your employees perceive you. If a job seeker asks an employee at your company, “What’s it like to work there?” the employees aren’t going to start talking about the product. They will dive into company values, people management, and workplace culture. 

Why is employer branding important? 

So, you might be thinking “Does this really matter to me and my company?” 

It definitely should. A strong employer brand can reduce turnover rates by 28% and cut your costs-per-hire by half. Employer branding is critical to your bottom-line and it is something your company has whether you’ve invested energy into it or not. So why would you not make sure it is something you can be proud of? 

We spoke to Lukas Roth, VP of Growth at Ben, the all-in-one platform for personalising company benefits and rewards, on the best strategy for taking your employer brand to the next level. 

5 ways to improve your employer brand

Employee benefits

Prioritising the health and wellbeing of your employees can pay dividends. You should look to offer a wide range of choices as having flexible benefit options not only empowers your people but also shows that taking care of the team is at the core of the company. 

These benefits can range from access to mental health platforms such as Spill, online learning platforms such as Learnerbly, or even through small gestures of appreciation like a one-off treat on your birthday or a little something to provide support through Covid. It helps your employees feel that your company is a great place to work. 

Lukas Roth says, “working closely with and supporting companies with the rollout of their benefits, we’ve seen first hand how people love shouting about how awesome their employer is.”

Going that extra mile will have a massive impact on how your employee value proposition whilst giving you that competitive edge when looking to attract top talent.

Build meaningful company values

“Everything you do should tie back to company values and will be sure to keep you on track.”

Meaningful company values are at the very foundation of your business and shape how you work both internally and externally. It drives everything from building employee benefits strategies to recruitment and culture. Establish what your values are and then really drive the message home by: 

  • Teaching your values through training 
  • Having people lead by example 
  • Reinforcing your values in all communication
  • Letting your values drive business decisions 
  • Recognising employees who display your values 

Most people work at their best when their personal values are aligned with organisational values. It is what drives people’s passion for your company mission and ultimately will help you to attract and retain top talent by increasing employee engagement.

Nurture your culture

“Creating a great culture is challenging but ultimately when you’ve nailed the working environment everything else falls into place.”

Company culture is one of the most important aspects for people when they are looking for a job and then their commitment to that job. It is vital for a strong employee value proposition. Today, diversity and inclusion are at the forefront of everyone’s minds. Look to put this at the core of everything you do and strategise ways you constantly improve diversity and inclusion in your workplace. 

When you have diverse teams that work seamlessly together in an inclusive culture, this will result in higher quality output, more efficient processes, and ultimately a greater perception of your company. 

To create a strong company culture you need to: 

  • Hire the right candidates as well as offering a great application process and onboarding experience
  • Reinforce your company values across all teams in the business
  • Be transparent and communicative in everything you do and achieve
  • Let employees help shape the culture by getting everyone involved  
  • Focus on people’s needs by listening to what they have to say and taking action
  • Get to know your employees both inside and outside of work 

For more on retaining company culture, take a dive into our handbook for fast-growing businesses.  

Take feedback to heart

“Now more than ever, it’s really important to keep a tab on what’s going on in the company.” 

Things are constantly changing, and so to maintain the standards of the brand that you want to project, keep collecting external and internal feedback, listening to the thoughts of your people and customers. This is a great way to stay grounded and make sure that you are on the right path for employee satisfaction and keeping people loyal. 

The results might be surprising and bring to the surface something that was totally not on your radar, but critical to address. It is always better to be aware of how you can improve than to remain in the dark and your employer brand ends up suffering. 

You can listen to people through: 

  • Ad hoc surveys both internally and externally
  • Employee engagement surveys 
  • Meetings where team leads chat to employees from other teams 
  • Suggestion box/online form that is accessible both internally and externally 

Build your content 

Providing value to anyone that interacts with your company is a great way to keep your brand relevant. Whilst the job opportunity you have to offer might not be quite right, leaving behind a nugget of information will keep you front of mind and leave a lasting positive note for future opportunities. 

“At Ben, we love being able to support our wider network through remote wellbeing activities and we are so pleased to have not only seen consistent engagement but also the impact this has had on people’s daily lives.” 

Look to create a content calendar to simplify the process and hold people accountable for deadlines. 

  • Get a team together to brainstorm ideas 
  • Consider your budget when looking to create compelling content 
  • Distribute the tasks between managers who will then delegate
  • Set deadlines that are synced in people’s calendars and they are held accountable for
  • Be flexible to stay ahead of the trends to catch the attention of job seekers early on 

Employer branding is worth the investment. And with enough energy put into it, over time your employer branding will naturally improve and evolve as you attract new employees and build loyalty among your current employees. If you are looking to improve both candidate engagement strategy and employee engagement, attracting and retaining employees in the most effective way, then improving your employer branding is the key to success.