How Employer Branding Shapes Recruitment and Employee Engagement

The power of branding extends far beyond a company tagline or logo; it’s formed by how people perceive, connect, and invest themselves in your organization. But, branding isn’t just something that matters when a company is trying to sell its products or services. It also matters when you’re creating a company culture for those who work there too.

The success of a business is fundamentally tied to the talent of your workforce. As a result, the concept of employer branding is a critical component of a successful talent acquisition strategy. In this article, we discuss employer branding’s impact on attracting and retaining the most invaluable asset in business; talented and engaged employees. 

Additionally, we provide actionable ways you can enhance your brand as an employer through the latest episode of The Wheel of HR.

Here are five employer branding strategies:

• Employee Engagement
• Career Growth
• Upskilling and Education
• Employee Feedback
• Transparency

1. Develop Employee Engagement Strategies

Did you know that 85% of employees aren’t engaged at work? Even worse, 73% are considering leaving their jobs.

Employee engagement is the backbone of a thriving and motivated workforce. It’s the emotional commitment employees have toward their organization, influencing their motivation levels, job satisfaction, and overall productivity. 

Engaged employees go the extra mile. So what can you do as an employer to build stronger employee engagement rates?

At The Influence Agency, we take proactive steps to ensure our team remains engaged and excited about working here. One of the strategies we use is to create a sense of unity and identity through team swag, interesting perks, and fun team events. This can also include rewards and recognition programs, catered lunches, wellness activities, and more. Of course, this also encompasses standard benefits like paid time off and bonuses.

These simple initiatives help us build a team that wants to be here—and you can do it too! 

However, creating an engaged environment requires an ever-evolving approach, adapting to the needs and desires of your team. By nurturing a culture that fosters connection, recognition, and personal growth, your company can not only increase employee retention but also achieve remarkable business results. After all, companies with engaged employees outperform their competitors by 202%! That makes the investment in employer branding worthwhile.

2. Identify Career Growth Opportunities

It can’t be all fun and games though. While everyone might love free food and cool merch, these incentives don’t leave employees feeling fulfilled for very long. 

People want to work in a place where they feel like they can grow, both personally and professionally. Growth is the key to fulfillment in the workplace.

At our organization, we believe in facilitating growth for our team members. And it all begins with setting clear and realistic expectations right from the moment someone is hired. Defining their role, responsibilities, and core competencies are all important steps in laying the foundation for their journey ahead. When employees are aware of what’s expected of them and what isn’t, they are better positioned to succeed.

And yet, 33% percent of workers believe that they have hit a dead-end in their careers. So how do you ensure this doesn’t happen at your company?

It’s important to set people up for success through regular performance reviews and check-ins. While performance reviews can seem daunting, they’re an essential part of the employee learning process. They provide a structured opportunity to assess individual performance, provide constructive feedback, and develop a plan for improvement and growth.

As a company, you should focus on building an employer brand that conveys your commitment to employee development. This makes it clear that you’re invested in each team member’s progress and will help them achieve their goals. Doing all of these things will set the tone for a workplace culture where advancement is not just a possibility, but an expectation. 

3. Encourage Upskilling and Education

With career growth opportunities, comes the need for upskilling and employee education. 

In today’s digital world, continuous learning is no longer a bonus but a necessity. A company’s commitment to employee growth is intricately linked to its employer brand—a brand that values and invests in the development of its workforce. Portraying a culture of learning to job seekers plays a significant role in shaping an employer’s brand.

A company dedicated to upskilling is a magnet for talent seeking continuous growth—and those people tend to be the top performers. Employees want to be a part of an organization that prioritizes their development, ensuring they don’t lag behind industry trends and competitors. This is an assurance that their skills will remain relevant and competitive, making them more valuable in the job market.

Technology and tools are rapidly evolving. Upskilling isn’t just about catching up; it’s about staying ahead of the game. This is something we understand here at The Influence Agency, and this year, for example, our team swiftly pursued their Google Analytics 4 certifications, leaving Google Universal Analytics behind. It’s a demonstration of our commitment to staying at the forefront of our industry.

The impact of continuous learning on company success is undeniable. According to research, companies with comprehensive training programs that encourage learning and development see 218% higher income per employee. You can’t argue with the numbers!

4. Gather Employee Feedback

The fourth strategy towards developing a positive employer brand identity involves feedback—this time from your employees!

For any organization, creating an environment where employees feel comfortable expressing their opinions is crucial. But it’s not just about collecting feedback; it’s about embracing it as a tool for growth and fostering a culture of trust and collaboration.

A company that values employee input, actively seeks feedback, and responds to it sets the stage for a positive workplace culture. It’s important to receive this feedback in a structured way. Something as simple as sending out an employee survey can go a long way in keeping people engaged with your company. All feedback—whether positive or negative—should be welcome as it can inform meaningful change. Anonymity can be a powerful tool in encouraging honest responses without fear of repercussions.

However, it’s not just about sending surveys; it’s about asking the right questions. Some examples of questions you can include are:

• How satisfied are you with your current role and responsibilities?
• Do you feel heard and valued in this organization?
• Are there any tools or resources you feel are lacking in your day-to-day tasks?

Beyond surveys, you can also invite your employees to leave reviews about their experiences working at your company, conduct one-on-one meetings, and instill open-door policies. 

When job seekers witness a company genuinely interested in the opinions and experiences of its team, it speaks volumes about the organization’s dedication to its workforce. This is what leads to employer branding success.

5. Build Trust Through Transparency 

Transparency and open communication aren’t just buzzwords; they are the lifeblood of a thriving workplace. 

In the context of employer branding efforts, the significance of transparency cannot be overstated. When company leaders are transparent in their actions, decisions, and communication, it sends a powerful message to their employees. It says, “We trust you with the truth, and we value your understanding and involvement.”

Employees want to feel like more than just a cog in a machine. They want to know what changes are being made and to understand the rationale behind these decisions. The more transparent you can be with your employees, the more connected and engaged they’ll become.

Transparency isn’t limited to explaining why certain decisions are made—it can also extend to financial matters. At The Influence Agency, we believe in providing our team with a clear view of our financial performance, both the ups and the downs. We don’t shy away from sharing the details of our sales throughout the year, even when things don’t go as planned. This level of transparency provides essential context for our team to understand the decisions we make as a company.

Transparency isn’t just about sharing information—it’s about creating a culture of trust, involvement, and understanding. An authentic employer brand is one that values these principles. Trust your team with the truth, and watch how it transforms your workplace into a vibrant and united community.

The Impact of a Successful Employer Branding Strategy

These five elements of a strong employer brand are rooted in your company’s very essence—its people. 

Developing a great employer brand starts with your existing employees. A well-supported and appreciated employee is not just a contributor to your company’s success but a brand ambassador. Their positive experience will shine outwardly to job seekers and reflect back on you.

A strong employer brand isn’t just a tagline or a logo; it’s a representation of your company values, ethos, and commitment to your employees. Embrace it, cultivate it, and witness how it becomes an integral part of your talent recruitment strategies.

Reach out to Ad Culture if you’re looking for top talent to join your team. They are the leading digital advertising recruitment agency in the business!

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