As a result, a strong employer brand has a significant impact on a company’s bottom line. Are you doing it right?
How employer branding drives business growth
What is employer branding?
Employer branding is the perception and reputation that your potential, current, and past employees have of your company. It should radiate the values, culture, and experience of working for your organization cellphone number philippines format A strong employer brand can attract top talent to fuel your growth, help retain current employees, and turn them into ambassadors. However, it’s more than just a recruiting tool .
"Your employer brand is what people say about you when you're not in the room." - Jeff Bezos, Amazon
1. Define your unique value proposition as an employer
A unique value proposition (EVP) is your statement of the benefits and values your company offers its employees. It is the foundation of a strong employer brand, differentiating your company from the competition and attracting top candidates.
Defining your EVP can be a multi-step process:
Identify the type of employees you want to attract and what they value in a workplace: "We work with smart, nice people."
Research your competition. Look at what other companies in your industry are offering and identify the areas where you want to differentiate yourself. - "We don't hire the best for the job; we hire the best for the team."
Identify your unique selling points. These can be anything from a unique company culture to a comprehensive benefits package. - " You can add value from anywhere."
Develop your EVP. Once you’ve identified your unique selling points, use them to create a statement that communicates the value of working at your company.
EVP Examples:
Google emphasizes innovation and creativity in the workplace, offering free meals, massages and gyms to motivate employees.
Amazon emphasizes its focus on professional development and career growth opportunities, offering various training and mentoring programs and leadership development programs to help employees advance in their careers.
Salesforce ’s unique employer brand value proposition is its commitment to corporate social responsibility and giving back to the community, with a strong emphasis on philanthropy and volunteerism. It also encourages employees to participate in charitable activities.
Patagonia ’s EVP highlights its environmental and sustainability focus, being known for its commitment to reducing its environmental footprint and promoting sustainable business practices. Patagonia offers its employees opportunities to participate in environmental causes and various ecological benefits.
Airbnb focuses on fostering a sense of community and belonging among employees, with a strong emphasis on teamwork, communication, and collaboration. It offers a variety of programs to help employees connect.
Your EVP should be authentic, reflect your company culture and values, and be visible in the hiring process and in your daily interactions with each other