Why is having a compelling employer brand important for small businesses? Let’s use a recent example of a prospective client. A professional services firm is hiring staff and when we asked what is unique about them, we got a blank stare. “There’s nothing really special about us – we’re like all the other companies in this field” was the reply. That’s not exactly compelling or inspiring.
In order to be in the running for hiring and keeping top talent, your business must be viewed as an “employer of choice”, and this comes down to your employer brand. If you don’t position yourself as even a top, or even a good employer, than why would someone want to join you or stay working with you?
What is an employer brand? Simply put, it’s the essence of what it’s like to work for your company. It’s your message that describes your company’s unique personality and culture. It identifies for your prospective and current employees what’s in it for them to join your company.
We commonly use a dating analogy when it comes to company branding. Are you going to date someone who is boring and generic (“Hi, I’m a Scorpio and I like long walks on the beach….”), who lacks confidence (“Hi, I’m not that special or interesting…”) or who is too full of themselves (“Hi, I’m God’s gift to romance and you’re lucky to be on a date with me…”). Of course not!
Same goes for your employer brand. It’s important to position your company as a desirable employer in an honest, meaningful way. Your story has to be genuine, true to your business, and representative of your uniqueness.
Here are 7 steps to building a compelling employer brand:
1) Identify what is important to your ideal employees
Think about what kinds of people work best in your business, and what they are looking for from their job and the company. Consider what might attract them to work for other businesses. What else do they value? Think about employees who didn’t work out and what was common about them. Talk to your current or past staff if you’re unsure.
2) Prepare your company story
Develop your story about what sets you apart from the other places your employees can work, what your work environment is like, and what you can offer that’s more valuable than the competition. Think beyond competitive pay as your competitive advantage because another employer will always come along and pay more. What else sets you apart? Working with new technology? Doing groundbreaking research? Independence on the job? Being treated like a member of the family?
3) Share your employer brand
Your employer brand should be easily identifiable by your current and prospective employees. Your job ads, career information on your website, your employee handbook, your employee orientation materials, and your social media channels are examples of where your compelling story needs to be shared.
When posting a job vacancy, avoid generic job ads that only list job responsibilities and skills required. Instead, present your opportunity in an interesting way with information about your company and what you offer. Make sure your vacancies are posted where your ideal candidates will view them. Don’t post in the general classifieds of the local newspaper when your prospects are searching for work online on an industry-specific job board.
4) Make interactions with your company positive
Treat your candidates well. Act quickly to set up a phone interview with promising candidates. Make sure they have lots of opportunity to learn about the benefits of working with you throughout the hiring process. The job posting, career information on your website, phone interview, in person interview, offer process, and orientation are all times when you can share your employer brand. Even an exit interview is a chance to continue sharing your story.
5) Be real
Share the truth, even if daily life isn’t always a walk in the park, but be confident in what you offer. Don’t be something you aren’t. Instead, focus on the things that are attractive about your business.
6) Be consistent with your marketing brand
Your employer brand (how you position yourself to employees as an employer) needs to support your marketing brand (how you position yourself to customers as a provider of goods or services). Your employees are the ones who are going to deliver the product or service promise to your customers. The employees you hire need to fully support that promise and act consistently with your marketing message.
7) Monitor your employer brand
Your brand evolves over time. Using feedback tools like stay and exit interviews can provide valuable insights on the state of your employer brand. You want to be in a place where your current and past employees are strong brand ambassadors for your business.
Your employer brand is critical to the success of your efforts to hire and keep top talent. If you’d like assistance with employer branding for your Vancouver-based small business so you can compete for talented staff, please contact Clear HR Consulting.
Copyright 2014 Clear HR Consulting Inc. All rights reserved.
