Employer Branding is not new. In fact, the term was first used in the 90’s. But when it comes to building great Employer Brands, many of us still don’t know where to start….
The thing is, the business case for Employer Branding is simply getting stronger. And while all industries and organisations can benefit from better Employer Brands, the Not For Profit (NFP) industry is particularly well positioned to reap the rewards.
That’s why, together with our friends at JobAdder, we decided to host an Employer Branding workshop, facilitated by Mark Puncher (CEO at Employer Branding Australia).
“Effective Employer Branding can turn your entire recruitment model on its head… Encouraging talented people to approach you rather than the other way around,” Mark explains. This allows you to build a talent pipeline of candidates who have actively expressed interest in working with you.
A good Employer Brand has other benefits too:
1) It Supercharges Talent Attraction
- Employer Brands can contribute to a drop in cost per hire of as much as 43%, helping you manage benefit and salary expectations and accelerate time-to-hire. (https://linkhumans.com/employer-branding-important/)
- Great Employer Brands attract great applicants who care about what you do and already buy into your brand.
- Visible and strong Employer Branding builds trust with potential applicants, current employees and even your target market or stakeholders.
2) It Boosts Talent Retention
- When Employer Branding is done right, it can help you establish and nurture a bond with your existing team. Great people are motivated by the contribution they can make and Employer Branding can help showcase their work. This helps other achievers in the business feel like they belong, motivates the team and develops loyalty.
3) It Catapults Your NFP’s Performance
- Greater performance across the organisation is often attributed to Employer Branding campaigns. In fact, 71% of companies who have invested in long term Employer Branding initiatives report seeing a significant jump in team output. (https://blog.honeypot.io/benefits-of-employer-branding/)
- Orgainsations with strong Employer Brands tend to have more engaged employees which, according to LinkHuman, contributes to employee productivity. (https://linkhumans.com/employer-brand-company-performance/).
- People see more value in their work, so salary is less important. As much as 67% of both new and current employees are willing to take a lower salary to contribute to an employer that has a great reputation (https://linkhumans.com/employer-branding-important/)
So how do you build an effective Employer Brand for your NFP?
1) Make Transparency a Top Priority
The more information you can offer a potential candidate, the better. It speeds up the whole hiring process. It builds familiarity and trust and helps manage expectations for everyone involved.
2) Shape an Employer Brand that speaks to your target audiences, and the opportunity you bring them
We see it all the time: Job ads that tell us about the company but very little about the person who will be fullfilling the role. Or why the role is one people may want to apply for. What is it like to work at our organisation. In a way that speaks to your potential employee audience.
Have fun with it. Build an engaging Employer Brand that’s exciting – that entices and motivates people. Tell them why THEY would love working at your NFP. Show them the contribution they could be making.
“Most of the candidates you want are not sitting at home, hoping you’ll post a job ad. You’ve got to get out there and connect with future talent. Start a conversation and show them why you’re a great option to explore,” Mark said.
3) Be Strategic
Think about what you’re building. Whether it’s a full employer branding strategy or a single recruitment campaign, get smart. Who are you targeting? What matters to them and what’s your pitch to them? Where are they and how can you add value to them, and capture their attention? Importantly, if you’re selling it, can you keep delivering it? It’s vital that your EVP and employer branding content reflects the reality of your employee experience.
Thinking ‘audience-first’ is a common theme for Mark, and he gives a powerful example for those trying to attract more women to their organisation.
“If you want to attract more female applicants, make sure your ad only lists the absolutely necessary role requirements. Data shows that women are significantly more likely than men to rule themselves out if they don’t feel they hit all the critieria,” Mark noted.
Need a couple of simple pointers around where to start? Mark says there are three key ingredients of effective Employer Branding:
1) Develop an Employer Branding strategy:
- Be specific, defined, actionable and measurable
- Someone in your team needs to take ownership of it, report on it and refine it
2) Craft an Employee Value Proposition:
- Be clear, consistent and authentic
- You’ll need to be evidence-based. Lead with meaningful research and engagement
- When you amplify your EVP, embed it across the candidate journey and the employee life cycle. Look at all key touchpoints,.
- Once your EVP has been created, approved and communicated, you need to ensure that it is lived and breathed. A great way to do this is to appoint brand ambassadors and change agents – empower your engaged people to show your story through theirs and those of their peers.
3) Build stories that people love (these will be informed by your strategy in point 1 and will include your EVP from point 2):
- Capture your culture and Employer Brand and craft compelling content (stories) around this
- Share this content far and wide (in alignment with the channels you defined in your strategy)
- Get your brand ambassadors and change agents involved
- Measure the impact of your efforts and incorporate your learnings
At the end of the day, you know your Employer Branding is successful when your NFP starts experiencing active employee advocacy. When your people feel connected, recognised and supported, they’ll perform better, they’ll contribute to your culture, and they’ll be your best recruitment marketing tool.
PS: There’s still chance to register for the NFP Employer Branding Workshop taking place in Melbourne on 26 February Mark Puncher from Employer Branding Australia will explain how real employer branding works and how you can make it work for you as an NFP in this half-day workshop cohosted by JobAdder. Save your seat here: https://lnkd.in/gpgjHBk