It is not a secret, that every year corporates spend an enormous amount of money on Employer Branding. This explains why a vision of spending a fortune on ad campaigns, videos and career pages comes to a startup CEO’s mind as soon as she/he hears the term. However, is it possible to start branding your company without breaking a bank? The answer is YES!
Employer Branding is not something, that only corporates should take into account. Attracting and hiring the right people helps you to accelerate the growth your investors are without any doubt waiting for. It is no surprise that at the end of the day, it is all about people again!
What exactly does Employer Branding mean?
The factors above should not be the first things to come to your mind when thinking about Employer Branding. Factors as ad campaigns, videos and career page rather act as HRmarketing tools to communicate your brand.
Employer Branding describes both the overall experience and impression you provide as a company to potential, current and former employees.
See more about our product “Employer Branding” right here.
Let’s put it in more professional terms:
“Employer Branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company’s business plan.” (Universum, 2014)
And now let me translate it…
Your Employer Branding message should provide all stakeholders with the answer to the following question:
Why should I work for your company instead of somewhere else?”
Get started with defining your values
To be able to answer this question you need to first define your values. They help candidates as well as employees to identify with the company and understand what you are heading for.
Stating your values helps you to come up with the Employee Value Proposition (EVP), which is a set of values that you – as an employer – offer to your employees and, which you can use as a magnet to attract new talents.
Long story short, your EVP shows what makes you unique and what employees can expect in exchange for coming to work every day – beyond their salary of course :).
Only after taking time and resources to define your EVP, you can start creating content for your career website or social media and designing various hiring materials. This will prevent you from spending too much money on things you do not actually need.