In the business world, branding is a concept most are familiar with. But have you ever considered the idea of employer branding? It’s not about the company’s products or services but rather about its reputation as an employer, its culture, values, and the benefits it offers to its employees. Employer branding is the process of shaping these perceptions to make a company attractive as a workplace. This strategy has two major benefits: attracting high-quality job applicants and retaining existing employees, thus minimizing turnover.

But how does one create an effective employer branding strategy? Here are five key strategies and associated tools that can significantly enhance your employer branding efforts.

Showcase Employee Testimonials

Employee testimonials add authenticity and credibility to your employer’s branding efforts. Real stories from current and former employees about their experiences at your company help prospective employees connect on a more personal level. These testimonials can be shared in video format on your website, written into blog posts, or posted as updates on social media. They can also be used in job descriptions on job posting sites to provide a real-world glimpse into the role and the company.

Develop a Career Website

A dedicated career website, or a specific section of your existing site, is the perfect place to showcase what makes your company a great place to work. This might include information on employee benefits, professional development opportunities, and even office photos. Your career site should reflect your company’s values and culture, providing a comprehensive resource for prospective employees to learn about your company.

Per research conducted by Stackoverflow, 65% of developers look at company blogs and videos when looking for a new job.

Community Involvement

Companies that are involved in their communities are often viewed more favorably by prospective employees. By promoting your company’s community involvement, you can attract candidates who share similar values. This could include volunteer work, sponsorships, charitable donations, or corporate social responsibility (CSR) initiatives. Demonstrating a commitment to making a positive impact in the world can make your company stand out as an employer of choice.

Participate in Career Fairs

Career fairs provide a unique opportunity for companies to showcase their employer brand directly to potential candidates. By setting up a booth that reflects your company’s culture and values and having representatives who can speak knowledgeably and passionately about what makes your company a great workplace, you can make a strong impression on job seekers.

Career fairs also allow you to engage with potential candidates face-to-face, allowing you to answer any questions they might have and promote your company’s benefits, opportunities, and culture. Being present and active at career fairs shows that your company is invested in finding and cultivating top talent.

Remember to follow up with interested candidates after the fair – this demonstrates your company’s commitment to potential employees and allows you to communicate your employer brand further.

Leverage Social Media

In the digital age, a company’s social media presence is its storefront to the world, including potential employees. By showcasing your company culture, employee achievements, and office events on social media, you’re giving prospective employees a sneak peek into what it’s like to work at your company. Also, by engaging with followers in the comments section and promptly responding to messages, you show that your company values communication and feedback.

Use Employer Branding Tools

There are numerous tools available that can support and enhance your employer’s branding efforts. For example, Glassdoor is a platform where current and former employees can share their experiences and rate your company, giving prospective employees a candid look at your company. LinkedIn allows you to create a company page where you can share updates, post jobs, and engage with followers. SurveyMonkey and other survey tools can be used to gather feedback from employees, helping you identify areas for improvement.

Ultimately, effective employer branding comes down to understanding what prospective employees value in a workplace and showcasing how your company meets those needs. By adopting these strategies, you can not only attract top talent to your company but also retain your existing employees by creating a workplace they are proud to be a part of.