Why Your Employer Brand Needs to be Completely Separate from Your Consumer Brand
Posted on 16th October 2023 by Leigh Randall
In today's competitive job market, a strong employer brand has become crucial for attracting and retaining top talent. However, many businesses make the mistake of assuming that their consumer brand can also serve as their employer brand. This couldn't be further from the truth. In fact, it is essential for a business to build an independent employer brand that is separate from its consumer brand. In this blog post, we will discuss the importance of developing a unique employer brand and the benefits it can bring to your business.
The concept of employer branding and how it differs from consumer branding
Employer branding and consumer branding may seem similar on the surface, but they serve different purposes and require unique strategies. Whilst consumer branding focuses on attracting and engaging customers, employer branding is all about attracting and retaining top talent.
Consumer branding is all about showcasing a company's products or services and building a strong reputation in the market. It aims to create brand loyalty among consumers and increase sales. On the other hand, employer branding is focused on creating a positive perception of a company as an employer and attracting the best employees.
One of the key differences between the two is the target audience. Consumer branding targets potential customers, whilst employer branding targets potential employees. This means that the messaging, tone, and platforms used for employer branding need to be tailored to the needs and interests of job seekers.
Another difference is the focus of the branding efforts. Consumer branding focuses on product features, benefits, and customer experiences, whilst employer branding focuses on the company's culture, values, and employee experiences. Job seekers are looking for more than just a job; they want to work for a company that aligns with their values and offers opportunities for growth and development.
Additionally, employer branding requires a long-term approach. Whilst consumer branding campaigns may have short-term goals, such as increasing sales for a specific product, employer branding is an ongoing effort to build and maintain a positive employer reputation. This involves consistently communicating the company's values and culture, offering competitive benefits and perks, and creating a positive work environment.
In summary, employer branding and consumer branding are distinct concepts that require different strategies. By understanding and investing in your employer brand, you can attract and retain top talent, differentiate yourself from competitors, and build a strong company culture.
The need for an independent employer brand
In today's competitive job market, where top talent is in high demand, businesses must recognise the need for an independent employer brand that stands apart from their consumer brand. While it may be tempting to assume that a strong consumer brand will automatically attract top candidates, this couldn't be further from the truth.
The truth is that potential employees are not just interested in a company's products or services; they want to know what it's like to work for that company. They want to understand the culture, values, and opportunities for growth and development. This is where an independent employer brand becomes essential.
By developing a separate employer brand, businesses can create a distinct identity that showcases their unique company culture and values. It allows them to highlight their commitment to employee well-being, work-life balance, career progression, and other factors that are important to potential candidates.
Moreover, an independent employer brand helps businesses differentiate themselves from their competitors. In a crowded job market, where candidates have multiple options, having a strong employer brand can make all the difference. It can attract the attention of top talent and make them more likely to choose your company over others.
Furthermore, an independent employer brand builds trust and credibility among potential candidates. When a company has a clearly defined employer brand, it shows that they have invested time and effort into creating a positive work environment and employee experience. This can make candidates feel more confident in their decision to join the company and can ultimately lead to higher retention rates. You could reduce turnover by up to 28%, just by having a solid employer brand in place.
How a separate employer brand can attract the right candidates
Creating a separate employer brand can be a powerful tool in attracting the right candidates for your business. When candidates are considering job opportunities, they are not only looking for a paycheque; they are seeking a company that aligns with their values, provides a positive work environment, and offers opportunities for growth and development. A distinct employer brand allows you to communicate these aspects of your company to potential candidates.
By developing a separate employer brand, you can showcase your unique company culture and values. This gives candidates a glimpse into what it's like to work for your company and helps them determine if they would be a good fit. For example, if your company prioritises work-life balance, you can highlight this in your employer brand to attract candidates who value that aspect of their professional lives.
Having a strong and independent employer brand also helps your business stand out from competitors in the job market. With so many options available to candidates, it's crucial to differentiate yourself and catch their attention. An employer brand that clearly communicates your company's values and benefits can make all the difference in attracting top talent and making them choose your company over others.
Additionally, a separate employer brand builds trust and credibility among potential candidates. When candidates see that you have invested time and effort into creating a positive work environment, it gives them confidence in their decision to join your company. This can lead to higher retention rates, as employees are more likely to stay in a work environment that aligns with their values and offers opportunities for growth.
Overall, developing a separate employer brand is a vital step in attracting the right candidates for your business. By effectively communicating your company culture and values, differentiating yourself from competitors, and building trust with potential candidates, you can ensure that your talent pool is filled with individuals who are the right fit for your company.
The importance of communicating the company culture and values through the employer brand
Building a strong and independent employer brand is not just about attracting top talent, it's about attracting the right talent - those individuals who align with your company culture and values. And one of the most effective ways to do this is by effectively communicating your company culture and values through your employer brand.
When candidates are considering job opportunities, they are looking for more than just a job; they are looking for a company that reflects their values and offers a positive work environment. By clearly communicating your company culture and values through your employer brand, you are giving candidates a glimpse into what it's like to work for your company.
For example, if your company places a high value on collaboration and teamwork, you can highlight this in your employer brand. By showcasing real-life examples of team projects and emphasising the importance of collaboration, you are showing candidates that your company truly embodies these values.
By effectively communicating your company culture and values, you are also creating a sense of authenticity and transparency. Candidates want to work for a company that is genuine and true to its values, and by clearly expressing these values through your employer brand, you are building trust and credibility.
Moreover, when candidates can see that your company culture and values align with their own, they are more likely to be engaged and committed to their work. This leads to higher levels of employee satisfaction, productivity, and ultimately, retention.
In summary, communicating your company culture and values through your employer brand is essential for attracting and retaining the right talent. By effectively showcasing what your company stands for, you are not only building trust and credibility, but also attracting individuals who are a good fit for your organisation. So take the time to define and articulate your company culture and values, and let them shine through your employer brand.
Leveraging the employer brand to retain top talent
Once you have attracted top talent to your business through your employer brand, the next step is to leverage that brand to retain them. Retention is crucial in today's competitive job market, as losing valuable employees can be costly and disruptive to your operations.
One way to leverage your employer brand for retention is by continuously investing in employee development and growth opportunities. Show your employees that you value their professional development by offering training programmes, mentorship opportunities, and clear paths for career advancement. When employees see that their growth is a priority for the company, they are more likely to stay and contribute their skills and expertise.
Another way to retain top talent is by fostering a positive work environment and company culture. Employees want to work in an environment where they feel valued, respected, and supported. This can be achieved by promoting open communication, recognising and rewarding employees for their contributions, and creating a sense of community within the workplace. When employees feel connected to their colleagues and the company as a whole, they are more likely to stay and contribute their best work.
Furthermore, offering competitive benefits and perks can also help retain top talent. In addition to a competitive salary, consider offering benefits such as flexible work arrangements, wellness programmes, and opportunities for work-life balance. These additional benefits can make your company more attractive to employees and demonstrate that you care about their well-being and quality of life.
Lastly, regularly soliciting feedback from employees and taking action on their suggestions and concerns can help retain top talent. Employees want to feel heard and valued, and by actively seeking their input, you can create a culture of trust and transparency. When employees see that their opinions matter and that the company is responsive to their needs, they are more likely to stay and remain engaged in their work.
How to build a successful employer brand strategy
Building a successful employer brand strategy requires careful planning and a thorough understanding of your company's values, culture, and target audience. Here are some key steps to help you develop an effective employer brand strategy:
Define your employer brand
Start by clearly defining your company's values, mission, and culture. What sets your company apart from competitors? What do you want potential candidates to know about your organisation? This step is crucial as it forms the foundation of your employer brand.
Conduct research
Gain insights into what potential candidates are looking for in an employer. This can be done through surveys, focus groups, or interviews. Understanding the needs and expectations of your target audience will help you tailor your employer brand messaging.
Craft your brand messaging
Based on your research and company values, develop key messages that reflect your employer brand. These messages should communicate your company's unique attributes and highlight the benefits of working for your organisation. Remember to be authentic and transparent in your messaging.
Create a compelling employer value proposition (EVP)
An EVP is a statement that summarises what makes your company a great place to work. It should align with your brand messaging and appeal to your target audience. Focus on the aspects of your company that differentiate you from competitors and resonate with potential candidates.
Build a strong online presence
Establishing a strong online presence is essential for promoting your employer brand. Utilise social media platforms, company websites, and online job boards to showcase your company culture, values, and employee testimonials. Engage with your audience through informative and engaging content.
Train and empower your employees
Your employees are your best brand ambassadors. Provide training and resources to help them effectively communicate your employer brand. Encourage them to share their positive experiences and insights on social media or through testimonials.
Measure and adjust
Continuously evaluate the effectiveness of your employer brand strategy. Monitor key metrics such as employee satisfaction, retention rates, and the quality of job applicants. Use this data to make necessary adjustments and improvements to your strategy.
Building a successful employer brand strategy takes time and effort, but it can lead to significant benefits for your business. By developing a strong and independent employer brand, you can attract and retain top talent, differentiate yourself from competitors, and build a positive company culture.
