9 Benefits of Investing in Employer Branding for Your Business

Employer branding is a hot topic on the lips of human resources and marketing experts, but why is it so important for businesses? In this article, we'll cover nine key reasons why investing in your employer brand is absolutely crucial for your company's success. So whether you're a small business just starting out or a large corporation looking to attract top talent, read on to learn more about the importance of employer branding — or else you'll be left behind.

Employer branding is all the rage these days. But while most articles and experts treat it like a "nice to have" or a luxury for big brands, we at Adavanti know the truth: every business, big or small, NEEDS to manage their employer brand.

Why? Because in today's competitive job market, employees have more choices than ever before. They can choose to work for a company with a great culture, a strong mission, or a clear purpose. And they're not afraid to switch jobs if they're not happy.

That's where employer branding comes in. A strong employer brand can help you stand out from the crowd and attract the best talent. It can also help you create a more engaged and productive workforce.

In case you’re not fully convinced, here are nine reasons why investing in your employer brand is absolutely crucial for your company's success.

1. Attracts talent

The most common reason for investing in employer branding is to attract top talent. This is because companies that invest in employer branding are more likely to create amazing talent-oriented communications that target the right people. By finding the right channels and making sure their messaging is on point, companies can attract top talent and improve their chances of receiving CVs from qualified candidates.

2. Retains talent 

A strong employer brand can do wonders to retain and engage the talent that you already have. When employees are proud to work for your company, they are more likely to be engaged in their work and less likely to leave. Investing in your employer brand helps create a positive work environment and company culture, which leads to higher employee satisfaction and retention rates.

3. Fosters a thriving culture

As part of your employer brand, if you have a well-defined employee value proposition (EVP), you have clarity on the kind of values, attitudes and qualities that are required from your people to thrive at your company. Therefore, you’ll know what kind of employees you should reward and promote to make an example out of them, and what kind of soft-skills you’ll need to look for in your candidates before hiring them. A well-defined employer brand strategy will give you precise pointers on how to continue building the internal culture your business needs to achieve its short and long term goals. 

4. Provides pointers for the right employee experience

Employer branding is about managing perception and experience. Authentic talent-oriented communications can only be created if they match the kind of employee experience that is provided throughout the whole employee lifecycle (from candidate to alumni). Your employer value proposition (EVP) will set the expectations of the experience that should be delivered to your talent audiences. For example, if one of your employer brand pillars is about collaboration and teamwork, make sure you foster many team moments throughout your employee experience. It's not just about creating an EVP; it's about making it authentic every step of the way.

5. Builds a positive reputation

It’s clear that a good employer brand has a positive reputation in the talent market, which means more people will want to work for you and will say great things about you as an employer. In addition, a company's employer brand can impact how customers perceive its products or services. When a company has a positive employer brand, it reflects well on its overall reputation, which can enhance customer trust and loyalty.

6. Differentiates

Scrolling through LinkedIn, you'll often see similar comms from companies that are hiring. When everything is similar, nothing really stands out. This is because these companies don't know why a person should apply to work with them instead of any other company. They haven't defined their "What's in it for me?" But when you have a clear understanding of why you're different, unique, attractive, and relevant as an employer for your talent audiences, it's easier to create original and creative messages, campaigns, and initiatives that stand out from the crowd. A strong employer brand sets a company apart from its competitors, helps position the organisation as an employer of choice, and gives it an edge in attracting talent over other companies in the same industry.

7. Creates resilience

A strong employer brand can help a company weather challenging times, such as economic downturns or crises. This is because employees who have a strong connection with their employer are more likely to remain loyal and committed during difficult periods. For example, IT companies that laid off large numbers of employees during the pandemic are now facing a lack of trust from potential recruits. Similarly, hospitality industries are struggling to attract and retain talent after the pandemic.

8. Cultivates advocacy

Employees who have a positive experience working for a company are more likely to become brand ambassadors and advocates. They share their positive experiences with their networks, which contributes to positive word-of-mouth and attracts potential candidates. By building a strong, positive, and engaging employer brand, you can get "free advertising" from your loyal and engaged employees.

9. Engages employees

Investing in an employer brand that aligns with employees' values, attitudes, and behaviours fosters a sense of pride and loyalty. This leads to employee engagement, which is when employees are committed, passionate, and willing to go the extra mile to contribute to the company's success. When employees feel like they are part of a great company, they are more likely to be motivated and engaged in their work.

So, there you have it. Building a strong employer brand is an investment in the long-term success of your organisation. It can help you attract and retain top talent, create a positive workplace culture, and drive overall business performance.

If you're looking to take advantage of all these benefits, contact us at Adavanti. We have the skills and know-how to help you make your employer brand soar. We'll work with you to define your employer brand, create a communication plan, and measure your results. We'll also help you share your employer brand with potential employees, customers, and partners.

So what are you waiting for? Contact us today to learn more about how we can help you build a strong employer brand that will stand out from the crowd.