Organizations have always faced significant challenges in attracting and retaining top talent. In a market where so many companies are vying for the best candidates, it is crucial for these organizations to stand out from the crowd and differentiate themselves. One effective strategy is employer branding.
Employer branding refers to an organization’s reputation as an employer and its ability to effectively communicate its values, culture, and benefits to current and potential employees. Current, you say? Yes! You definitely want to retain your current talent. Employer branding encompasses the organization’s mission, vision, work environment, employee value proposition (EVP), and overall employer brand image. In other words, all of those aspects that make your company or organization unique and attractive to those individuals who will thrive there.
We have helped numerous clients in strengthening their employer branding efforts. We have collaborated with startup companies, such as Case-Mate, mid-size organizations, such as Jaipur Living, Floor & Decor, and Fifth Group Restaurants, and global, multi-billion dollar companies, such as iHerb and Panasonic. Each client is unique, but the goals were the same – create compelling employer branding campaigns that resonate with potential candidates.
Panasonic Automotive wanted to attract top talent in tech. We partnered with them to develop a comprehensive employer branding campaign that showcased the company’s innovative projects, flexible work environment, and attractive employee benefits. Through visually compelling designs, engaging website content, and targeted social media campaigns, we helped Panasonic create a strong employer brand that appealed to tech professionals. The result was a significant increase in the number of qualified applicants, lower applicant-to-hire ratios, and reduced hiring costs.
We worked with Jaipur Living, to emphasize their global mission to create better working conditions for women in underrepresented countries. We developed various employer branding initiatives – including a data-derived employer value proposition and creative assets that included employee testimonials – and targeted recruitment efforts. By highlighting its diverse and inclusive policies, Jaipur Living attracted a targeted pool of candidates and promoted a positive reputation as an employer that cares.
Employer branding also extends to employee retention. We partnered with iHerb, a global health supplements e-commerce company, to address potential high turnover rates in the future and improve current employee satisfaction. Through surveys and interviews, we gained insights into underlying issues and developed a comprehensive employer branding strategy focused on enhancing company culture and employee benefits. By implementing internal communication campaigns, employee engagement initiatives, and messaging around their EVP, we helped iHerb create a positive work environment and foster a sense of loyalty among employees. The outcome was a significant decrease in turnover rates and an increase in employee satisfaction and engagement.
Through our collaboration with Fifth Group Restaurants, we focused on positioning the company as an employer of choice within the industry. We developed visually engaging videos that showcased the company’s high-end restaurants, employee perks, and career growth opportunities, We helped Fifth Group build a strong employer brand and establish a positive reputation. This not only helped to attract top talent but also enhanced the company’s overall brand image and credibility, both internally and externally.
Employer branding is a strategic investment that yields many long-term benefits for organizations. Companies should always be intentional about effectively communicating their values, culture, and benefits to potential employees. A strong employer brand not only attracts top talent, but also helps to retain existing employees, enhances the company’s reputation, reduces hiring costs, fosters employee engagement, and supports diversity and inclusion efforts. In today’s competitive job market, organizations that prioritize employer branding gain a significant advantage in attracting, retaining, and engaging top talent.
Take our employer brand audit to see where your employer brand stand!