What is the Definition of Employer Branding?
Employer brand is how your company is viewed as an employer. Basically, your employer brand lives in the minds, hearts, and memories of your former, present, and future employees.
It is important to have a positive image – a great employer branding will take your company a long way. Without it, your company might find it difficult to hire and retain employees. As an employer, you want to hire people who are eager to work for your company and not just those who do not have any other options.
It’s simple to improve your employer branding. Here’s a quick checklist to create a more positive image for your employees!
- Competitive salary
- Benefit packages that the employees will receive (medical insurance and dental insurance, a discount for your company’s products and services, etc.)
- A fun and healthy work environment
- Your company’s location
- Job security
- Work-life balance (days off and a desirable number of paid leave)
Diversity and Inclusion Bring Positive Impact to the Employer Brand
Diversity can be referred to as the practice of having professionals from different backgrounds, experiences, and beliefs accepted within a specific group or company. While inclusion means that everyone has equal opportunities and access to contribute to the betterment of the company.
As a company, you want employees to view you as an inclusive place where anyone can work at. Are you aware that your company will reflect the manner that you hire employees? Who you hire will definitely have a lot of impact on your brand.
You want to hire people from different backgrounds – this will show employees that you care more about the quality of work and not about their different upbringing. Doing this will extend your brand’s scope (both for customers and employees) into other groups.
And honestly, having people from different backgrounds will only mean that your company will have fresh new ideas.
How does DEI improve Employer Branding?
Your brand will have a bigger reach, so it is a win-win situation both for the employee and the employer.
Your company’s reputation should always be on the positive side. It’s hard to have a dirty reputation because your customers and future employees will have a hard time trusting your brand again.
As an employer, you want your employees to look at you as a company that hires people for their talent and their credentials, not for where they came from or how they look like.
The business world in the 21st century has adapted diversity and inclusivity as some of its considerations when it comes to talent acquisition. Did you know that a lot of aspiring employees prefer to apply to companies with a background in hiring diverse employees?
One study actually proved that 69% of unemployed candidates are willing to reject a job offer from a company with a terrible employer brand? How will your company acquire new talent if only 31% of aspiring employees are willing to work for you? And how can you be sure that all of the 31% are great employees who can contribute to the company’s growth?
Another thing to take note of is how you will need to raise a top employee’s salary by 10% just to retain them in your arsenal. Not only is terrible employer branding going to affect how you hire people, but it will also affect how you can make your current employees stay rather than leave for a company with a better employer branding.
So next time, remember that your employer branding will affect how you will find new employees to work for your company.
Customer acquisition is heavily affected by your employer branding. Nowadays, customers prefer buying products from companies with good missions and visions. Now more than ever, customers are inclined to support brands that are more humane and equal when it comes to their employees.
If your target market realizes that you are a company that does not advocate for diversity and inclusivity, chances are they will boycott your brand.
This is not an uncommon scenario – it has already happened to a lot of famous brands. In this day and age, people are more interested in how a company treats its employees and its aspiring talents. If your company gets a bad employer branding because of being racist or misogynist, there’s a huge possibility for your customers to completely stop supporting your company.
Take note that there are a lot of new ways to increase your customer acquisition, but one thing will always be constant: diversity and inclusivity are surefire ways to generate it.
Social Impact Branding
Your company’s social impact is directly related to how you treat your employees – this includes how you consider their diversity. In the 21st century, a company needs to be socially aware and this also means that a company has to know that everyone has the right to be employed.
Their skin color, religion, gender, and values should not be the basis for whether they get the job or not. Equality has become more common, which is an amazing thing. With this, your company’s values are also important because it will affect how society will perceive your brand.
You want to be seen as a company filled with amazingly talented people who bring out new ideas and talents to the table and not a company filled with the same type of people who do not promote the improvement and success of the company.
Lastly, your company’s passion for having a diverse set of employees will trigger employer satisfaction. Why? Well, it’s mainly because you will see results.
- You will notice that your customer and talent acquisition is continuously improving because of your great employer branding.
- Your company will be filled with people with fresh ideas because of their different upbringing.
- Your employees will enjoy their stay in your company, so you won’t have to raise their salaries just so they will keep working for you.
How to Connect Diversity and Employer Branding
Leverage your DEI & HR Leader’s expertise
Use Diverse Language
As you start your journey towards better employer branding, the first thing that you have to do is make sure that the language that you use in your websites and products cater to a lot of different people.
For example, your business website and product description have to be available in different languages – English, Korean, Chinese, Japanese, German, Spanish, and other languages. Doing this will make your future employees and customers from all around the world know that you consider them because not everyone speaks the same language.
Your staff will be more up close and personal with your future employees so it is important to let them know about your plan to have a more diverse and inclusive hiring process. Also, enlighten them about its importance and how they should treat each co-worker equally, regardless of their upbringing and differences.
As a leader, the change has to begin with you. The shift towards diversity and inclusivity might be a little hard for your company, but you should set an example for your employees. Also, embracing diversity is actually a good thing because it makes your company more humane and closer with your customers and employees.
Employer Branding Reference