12 Employer Branding Best Practices You Need to Know

Successful companies employ talented employees. Businesses often have to compete for the best labor. Employer branding is essential for any business which wants to stand out from its competitors in the race for the most skillful and gifted job candidates.

While less talented job seekers fight for the less glamorous jobs, the situation is reversed for the genuinely gifted and skilled. These potential employees can pick and choose. They research companies on Glassdoor and select the employer who they believe will give them the best opportunities for career advancement. If your company wants a chance of attracting these top-level applicants you need to find a way to stand out and gain an edge on the competition. You need to ensure your employer branding is the best in your niche.

So what is employer branding?

雇主品牌本质上是公司的身份。这就是使公司与竞争对手不同的原因。这就是使它脱颖而出的原因。雇主品牌是公司如何区分并将自己推广到潜在的求职者。

任何公司都问itsel终极问题f is, why would somebody want to work for us? Their employer branding should help provide the answers to that question.

这是公司在建立雇主品牌时应考虑的十二种最佳实践，以帮助与最佳求职者改善其形象。

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12 Employer Branding Best Practices You Need to Know:

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1.Adopt a Strategic Approach to Your Employer Branding Over the Entire Employee Lifecycle

组织的雇主品牌不仅应该随机发生。它需要考虑对潜在员工的形象，然后修改其气氛，以产生最能达到目标的雇主品牌和形象的类型。

It is important to remember that employer branding is not the same as traditional branding. You can’t just employ a marketing agency to create your employer branding, “advertise” it and forget about it. Employer branding relies heavily on the actual opinions and actions of current employees. So you need to think of employer branding as something that continues from pre-recruitment through to retirement.

It will need to include most aspects of your entire employee and human relations processes, including

• Recruitment
• Inducting new employees
• Compensating and rewarding your employees
• 职业发展途径
• Rewarding employee success
• 内部通信系统
• The physical work environment
• The organization’s mission, vision, values, and company culture
• Corporate social responsibility
• Leadership structures and styles, including promotion opportunities
• Human resource management policies and procedures
• 绩效管理和评估系统
• Whether the organization is perceived as being innovative

It is vital that there is congruence between the corporate branding a company cultivates with its customers and the outside world and the employee branding it creates for its employees. A company that portrays itself as being customer friendly is unlikely to thrive in the marketplace if it sacrifices its employee relationships along the way.

For a company to provide high-quality customer service, it first needs to attract the best talent. Successful businesses find a clear connection between treating their employees well, high-quality customer service, and increased profit levels.

This is an example ofsystems thinking。系统思维认识到企业的各个部分并不能孤立地工作。公司的不同部分 - 人员，流程和结构 - 共同努力，取得成功或其他方式。您只是专注于方程的一部分。

这意味着，雇主品牌比仅仅使公司对潜在雇员看起来有益。它涵盖了一个人与公司合作的时间的所有阶段。心怀不满的员工如今可以迅速公开不满，这将对雇用优质未来人才的机会产生负面影响。因此，最好先处理任何员工问题，然后再升级。

如果您将员工品牌专注于招聘，那将对公司文化产生影响，这对于潜在申请人来说是至关重要的考虑因素。

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2.Clarify Your Company Mission, Vision, Values, and Culture

For employer branding to be successful to outsiders, you first need to clarify internally what your company stands for. You can’ showcase your values, goals, and culture unless you are crystal clear on them yourself first.

If you have not already done so, you need to create your company vision and mission statements. In what direction does your company what to go? Successful businesses have clear intentions of their course, and they disseminate these intentions company-wide.

EmployeeConnect clearly describes theDifference between Core Values, Mission & Vision Statements, and Goals。

Your company mission statement indicates what you do. You want it to be clear and succinct, yet different from your competitors, even if you sell a near-identical product. It states your primary company aim.

Although your vision statement is similar, it should state what your company aspires to. It should be big and exciting. Your vision statement is how your company dreams it can change the world. Your vision statement should drive your goals and day-to-day decision making.

Quite a few companies confuse the distinction and create wordy hybrids as a result. Zappos, makes the difference clear, however. Their mission statement is “to provide the best customer service possible. Deliver “WOW” through service.” Their vision statement is more aspirational (albeit less concrete): “delivering happiness to customers, employees, and vendors.”

Think of your vision statement as being your view of a prosperous future, and your mission statement as being the path you will take to get there.

It is much easier for a company to decide on a path to take if it knows where it wants to go. Without a clear vision and mission, you are in danger of wasting time, resources and money going nowhere. And this will all be clear to current and potential employees and seep into your employer branding, whether you intend it to or not.

一旦知道自己的愿景和使命，就会发现更容易建立一组相应的价值，从而构成您的文化。您需要考虑哪些值最适合您的组织。你不能全部跟随他们。如果您尝试过，他们将失去意义，而没有任何意义适用于您的公司身份。

The corporate values you select will shape your organizational culture – which in turn has a significant impact on your employer branding. Your values are the guiding principles of your culture. They guide your employees’ priorities and actions. Your values are what an organization stands for and what its people believe in.

你的values need to be clear, realistic and tailored to your organization.

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3.Be Aware of Any Political Risk

You can’t ignore political factors when you make business decisions. If you were to look at these from a wholly economic point of view your business may benefit from shifting production offshore and recruiting quality talent overseas, at the expense of local applicants. These may even fit in with your mission, vision, and values.

使用海外人才或将生产在海上转移，使当地人多余，这可能具有良好的财务意义。但是，此类活动确实有风险，并且可能会对您的雇主品牌和公司形象产生不利影响。

For example, many companies have chosen to shift call centers to cheaper Asian countries. It is common in the Philippines, for instance, for workers to develop American accents to ameliorate some of the effects.

如果当前员工认为他们的工作受到威胁，他们不太可能在Glassdoor上对您的公司进行发光的评论。在某些国家，存在潜在的质量问题甚至恐怖主义引起的风险。

Companies may find it less damaging to their company branding if they employ or contract overseas talent on a project by project case, rather than shifting entire divisions or tasks overseas.

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4.允许外部因素影响您的雇主品牌

There is a range of external factors that affect the employer branding of a company. Often it is not the issue itself that has the effect, but how a company reacts to the external impact; for instance, how a company responds to predicted declines in their trade markets. Do they quickly make employees redundant, or do they look at other ways and other markets to utilize the excess talent?

Likewise, you should think about how your company reacts to potential growth opportunities. How does it go about looking for suitable talent acquisition? Does it use short-term contracts to minimize the risk, yet increase employee feelings of vulnerability?

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5.Determine Who Owns Your Employer Branding Strategy

A recent trend has been organizations consult with their entire community when establishing an employer branding. This way all internal and external stakeholders can claim ownership of the employer branding.

This helps ensure that all strategic planning documents and actions have the same focus, and lead in the same direction. It enables you to align your employer brand strategy with all of your HR systems, policies, and processes. It also ensures that your employer branding is included in the calculation of your triple bottom line, and interrelates with the customer experience and implementation of sustainable business practices.

您将需要负责您的雇主品牌策略的特定人员。不要觉得您需要专门从人力资源部门来源。您想建立一个由外部和组织内部提供的有能力的专业人士团队。

您创建一个跨职能团队是很有意义的，因为现实是雇主品牌会影响您组织各个部门的人们。

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6.Ensure Your C-Suite Has Buy-In

Employer branding involves everybody in your organization. This includes your top leadership team. They should not wholly delegate this, as their buy-in is essential.

You should begin the process of creating your employer branding strategy by asking your C-Suite the following questions:

• What do they feel employer branding is?
• Do they consider it important, and how do they see it delivering value to their organization?
• 他们是否相信有任何公司做得很好，我们应该对我们的策略进行建模？
• Is the primary focus recruitment, retention, or both?
• 他们认为什么合适的ROI测量？
• How do they believe we should use our people skills to optimize our strategy?

Even if it is clear that the C-Suite have little understanding of a good employer branding strategy, this at least gives a baseline for their current positions.

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7.Utilize All the Data You Have Available

当今公司收集大量数据。随着大数据处理能力的出现，您应该能够将所有类型的数据纳入您的雇主品牌决策中。

Much of this data is external, for instance, you can collect any references to your company online.

You will want to monitor social networks for mentions of your company, to give you a good idea of people’s actual views about your organization.

You may even be able to access email, images, video and other unstructured data to discover relevant insights.

移动技术正变得越来越关键，并且可以广泛使用智能手机和其他移动设备。

You can often find relationships between diverse data sets that were not obvious before the development of the latest artificial intelligence and machine learning tools.

您可以使用此数据分析来确定您正在访问公司特定职位的最佳人选。

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8.Invest in Your Employees’ Learning

With the development of mobile technology firms now have more opportunities for employees to increase their learning and upskill their talents.

任何有助于提高员工技能的公司都可能受到潜在的求职者的好处。

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9。专注于企业社会责任（CSR）

Placing a genuine focus on corporate social responsibility (CSR) will help improve people's perception of your brand. If your company, and its team, are seen to make a positive impact on the environment, people are likely to react favorably towards your company. Ideally, you should create a better social image than your competitors can.

For instance, the Bank of New Zealand makes a point of sending all of their employees (including senior management) out for a day each year to undertake some “social good “campaign in their community. They use this as a primary focus in their advertising, and it undoubtedly is favorable for their employer branding and image as well.

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10.增强您的品牌形象和认可

You need to have more than just a positive work environment and company culture. You need to ensure that people outside the organization, in particular, potential employees, know about everything positive in your company. You have to ensure that your brand image reflects all of the excellent things that happen.

As well as the bigger-picture things suggested here, you can improve your external image with careful consideration as to how you look to the outside world. This can be as simple as the appearance of the uniforms your staff wear, the colors, style, and fonts you use on your signwriting, logo, and website, and the tone of any content you release.

You may aim for a corporate look, with cool colors, streamlined design, and formal writing. Alternatively, you may prefer a casual look, with bright colors, a more informal style, and friendly language.

您需要在所有内容中都与此品牌保持一致，包括您的网站，社交媒体页面以及您在工作委员会上的任何广告。

Once again, though, everything has to tie together. Your brand image needs to reflect your mission, vision, values, and culture.

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11. Ensure You Market Online Where Potential Employees Look

You need to make sure that you keep up with the times when you attempt to recruit quality talent. Times are changing, and the ways people search for jobs have altered too.

One of the first places that a potential candidate will go to research your organization is your company website. If you don’t have a professional looking website (that is written in the same tone as your company culture, reflecting your values, mission, and vision), you are at a disadvantage with modern jobseekers.

你也想做广告在主要的立场job boards. A 2015 report by Pew Research found that 43 percent of US job applicants used their phones to search for job position. 18 percent actually applied for positions using their smartphone. If you want a attract a wide range of job applicants you should advertise on a variety of job boards, both well-known mainstream sites, and specialist niche boards.

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12.利用社交网络和员工倡导

在过去的十年中，社交媒体的知名度和重要性增长。公司应该拥有强大的社交媒体影响力，并不断建立网络机会。

If you want to improve your opportunities for attracting the best workforce, you should work on building up your networks worldwide, connecting with people with a wide range of skills and talents. Make particular use of LinkedIn, which is, of course, designed for professional networking.

You should ensure that you connect with a range of other employment brand leaders, as well as people involved in HR, marketing, and communications. Where possible, you should also connect with thought leaders and other interesting people.

Don’t forget to communicate with people within your firm, too. As we have written previously,your employees can make your best advocates。