The Art and Science of Employer Branding: A How-To Guide

Employer branding has become a crucial element in talent acquisition and retention. With unemployment rates falling and job hopping on the rise, companies must convince top candidates to join and stick around in an increasingly competitive market.  

This guide covers everything you need to know about crafting a compelling employer brand, from foundational concepts to tactical recommendations. Read on to learn what employer branding entails, why it matters, and how to cultivate an employer brand that attracts, retains, and motivates the talent you need to thrive.

What is Employer Branding?

Your employer brand consists of how current and prospective employees perceive your firm as a place to work. It encompasses the attitudes and beliefs job seekers hold about your company's culture, values, vision, and what it might be like to work there.  

In many ways, employer branding is like consumer branding applied to the labor market. It shapes the gut feelings candidates have about your organization.

A strong employer brand conveys why your firm is unique, trustworthy, and desirable. It's a strategic tool that helps candidates see your company as a top choice over the competition.

The Goal of Effective Employer Branding    

The aim of employer branding is convincing great candidates to join and compelling employees to stay.  

When done effectively, you attract qualified applicants even for hard-to-fill roles. You onboard new hires quickly. You retain top performers and nurture their engagement and loyalty over the long haul.    

In short, solid employer branding means spending less to recruit suitable job seekers who want to work for your organization. It also boosts retention, so you don't lose your investment in great people after hire.

Why Employer Branding Matters

With today's tight labor market and job-hopping trend, employer branding can make or break your ability to achieve hiring goals and keep turnover low. Consider that:  

• 75% of candidates research a company's reputation before applying.
• 69% of candidates would rule out an employer with a bad reputation — even if unemployed.
• 41% of “passive” job seekers would take a new job without a pay bump from a company with a good employer brand.  

When you reveal why working for your company is compelling, you grab the interest of in-demand people who align with your mission and values. You motivate great fits to picture themselves on your team long-term.  

In contrast, a poor or nonexistent employer brand repels qualified candidates. It also alienates employees you worked hard to recruit and train. They'll disengage, underperform, or quit — likely taking mission-critical expertise out the door with them.    

How Employer Branding Impacts Key HR Metrics   

Robust employer branding demonstrably moves the needle on three make-or-break talent metrics:

Cost Per Hire

Building awareness of your employer brand reduces the cost per hire by drawing more qualified candidates organically. You avoid paying to source and assess folks who discover on their own why working for you beats the alternatives.

Time to Fill Open Roles

When candidates clearly understand your culture, values, and opportunity proposition upfront, you fill open headcounts faster. Employer branding helps candidates self-select in or out, minimizing mismatched applicants from the jump.

Turnover Rate   

The more talent buys into your employer brand, the better you retain them. Employees who connect with your culture and see an opportunity to grow are much less apt to jump ship. Lower turnover saves substantial replacement costs while preserving hard-won institutional know-how.  

In essence, employer branding is a talent magnet — and HR scholars consider it a vital tactic for acquisition, engagement, and retention.  

Now, let's explore how to build an alluring employer brand from the ground up.

Steps for Developing Your Employer Brand Strategy

Follow these best practices for crafting an authentic and convincing employer branding strategy.

Audit Existing Brand Perceptions

First, research how talent currently perceives your employer brand. Collect feedback via online reviews, current/past employee surveys, exit interviews, and new hire feedback. Look for common themes about why people did or didn't choose you and what compelled some to leave.  

This audit reveals your employer brand's real — not assumed — strengths, weaknesses, and reputation. It also uncovers problems driving attrition, which your branding must help overcome.

Define Your Employer Value Proposition (EVP)

Your EVP is the unique mix of culture, opportunities, and rewards you offer employees. Reflect on what genuinely makes working for your company special. Distill why high performers prefer you over alternatives.   

Articulate the fulfillment, growth, flexibility, compensation, perks, and environment that candidates can expect. Show how your mission and values set you apart. Highlight development paths and promotion tempo.  

This EVP becomes your employer brand's central message. So ensure it's authentic. You want candidates who match this deal to self-select.

Choose Target Candidate Personas

Get clear on the primary talent demographics you aim to attract. Maybe it's computer programmers straight out of college. Perhaps you need senior engineers with niche domain expertise.  

Define key traits — like background, skills, and values — for each major audience. This keeps your branding and messaging consistent across platforms while resonating with those you most want to engage.

Select Employer Branding Channels    

Employer branding requires multi-channel delivery tailored to the personas you hope to sway. Typical touchpoints include:  

• Employment ads
• Job postings
• Career sites
• Company website   
• Social media
• Review platforms
• PR/news outlets  

Consider where your targets spend time online — and which sites influence their career decisions. Prioritize channels that help personas discover, and vet employer brands pre-application.

Craft Core Employer Brand Messaging

With research and strategy work done, it's time to build narratives that capture your employer brand.  

Lead with your compelling EVP. Show what success looks like here and why working for you beats alternatives. Let authentic stories demonstrate your values and culture in action. Quote actual employees on what they love about their roles.  

This messaging should inspire candidates to imagine thriving on your team long-term. Maintain consistent themes and tone across channels to drive the appeal home.

Invest In Talent Community Building

Your employer's brand is only as loud as how far its message travels. Expand organic reach through employee referrals, ambassador programs, social media engagement, and strategic partnerships.  

Enable staff to easily share job openings with their networks. Train hiring managers in smart social posting to boost awareness. Cultivate brand advocates at target feeder schools. Getting stakeholders to amplify your message drives virality.    

Monitor & Optimize Employer Branding Efforts   

Keep listening to talent after launch. Track application rates, offer acceptance levels, Day One new hire surveys, turnover causes, and employer review trends. Look for evidence your branding resonates as intended or misfires.  

Be ready to double down on what works and change tactics that underwhelm. Savvy HR leaders constantly test and refine to hone an employer brand that sells.

Bringing It All Together    

In closing, compelling employer branding is no longer optional — it's essential to win and hold the talent you need in today's hyper-competitive labor market.  

Take time to research, define, strategize, and creatively express why ambitious people belong on your team. Then, activate stakeholders to broadcast your message far and wide.  

With authentic and consistent branding that inspires candidates, you will attract, hire, and engage high-caliber talent for the long haul.