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Australian companies are facing unprecedented competition for employees, with a recent study by Hays revealing that a staggering 91% of employers are struggling to find skilled workers.

This shift in power means employers need to do everything they can to attract and retain top talent. Organisations need people, but more and more, people don’t actually need organisations. With the growth in entrepreneurship and the gig economy, businesses need to work harder than ever to be desirable.

Here at Tiny Hunter, we believe there is a significant advantage for companies that put as much effort into finding, engaging and retaining employees as they do their customers.

It starts with an employer branding strategy, and it’s an area where many Australian businesses are lacking, despite the benefits that a strong employer brand can bring.

WHAT IS AN EMPLOYER BRANDING STRATEGY?

Employer branding is the process of building your company’s reputation as an employer of choice to attract, engage and retain existing employees. An ’employer branding strategy’ is a plan that outlines how you will act, and promote yourself, as that desirable employer.

In the exact same way that your consumer brand strategy defines what’s unique about your brand and how you will communicate it, your employer brand involves identifying the unique aspects of your company culture, your company values, and your work environment and then leveraging those aspects to create a strong brand image for potential candidates and existing employees.

The first step of creating an employer brand is the Employee Value Proposition (EVP), which will outline all of these aspects and more.

When you’re developing your employer brand strategy, remember — just like your consumer brand — a successful employer brand is authentic. Never promise something in your employer branding that you can’t, don’t, or won’t deliver.

WHY SHOULD I INVEST IN EMPLOYER BRANDING?

Have you ever lost a talented employee to another company? Think about the time, money, and effort that goes into replacing them. The advertising, the interviews, the endless discussions. Not to mention the cost as you train them up and show them the ropes.

In fact, replacing high-potential talent can cost a business two to three times the outgoing worker’s annual salary. Phew, that’s a lot of cash, and it doesn’t even touch on the inconvenience and the damage to morale when a company experiences high staff turnover.

Investing in your employer branding strategy could be the answer. And there are other benefits too.

• Employer branding will help you attract high-quality candidates. By presenting an attractive image as an employer, you’ll appeal to job seekers seeking an organisation that aligns with their values and career aspirations. The result is a larger and more qualified pool of applicants. The dream, right?
• Employer branding will help you retain your staff and decrease staff turnover. At Tiny Hunter, we’ve worked hard on our employer branding strategy, which (we think) shows. Some of our employees have been with us for eight, nine, 10 years or more. We know first-hand that having that deep level of knowledge within our business (and our clients) is invaluable.
• Employer branding can help keep your employees engaged and happy. Employees who are proud to work for a company — and feel that their employer values their contributions — are more likely to be engaged and committed to their work. And guess what? Happy and engaged employees results in happy and loyal customers too
• Employer branding can improve a company’s reputation and brand image. Being known for a positive company culture and work environment, and treating job seekers and employees well, will enhance your reputation with customers, clients, and other stakeholders. A win-win.

SIGNS THAT YOUR COMPANY NEEDS AN EMPLOYER BRANDING STRATEGY

1. Difficulty in attracting top talent

If you’re having a hard time attracting talent, it’s a sign that you need to create an employer branding strategy. Employer branding will help you stand out in a crowded job market and make you an attractive employer to prospective employees.

Your employer brand should communicate your positive culture, opportunities for growth, and employee satisfaction, all of which will help to attract new hires.

2. High employee turnover

High employee turnover is not only costly, but it can also affect the morale and productivity of your staff. Plus, when employees leave, they take their knowledge, skills, and experience with them, leaving you at a disadvantage. Not good.

A successful employer branding strategy not only attracts high-quality job seekers, but also retains current employees. Employees are more likely to stay with your company if they feel you are invested in their growth and development — and defining and communicating this is a core part of developing a strong employer brand.

3. Negative reviews on job sites or word of mouth

With the rise of employer review websites such as Glassdoor, you need to pay attention to your online reputation. Negative reviews on these websites can be damaging and even stop job seekers from applying.

There’s also word of mouth to think about, particularly if you’re in a geographical area or sector where everyone knows one another.

If your company is receiving negative reviews on job sites or via the grapevine, it’s another sign that you need to work on your employer branding strategy. Employer branding can help you stop these reviews from happening and help you manage them if they do.

4. Low employee engagement

Employee engagement is crucial for business success. If an employee is engaged, they’re more productive, motivated, and committed to your company’s goals. Your entire team needs to be connected to the purpose of the organisation, and they need to be living and breathing the values.

If your company has low employee engagement — you guessed it — you need to take a look at your employer branding strategy.

Investing in a strong employer brand will create a positive culture and sense of community, leading to happier, more engaged, and more productive employees.

5. Lack of diversity and inclusion

If you’re struggling to attract diverse talent, you need an employer branding strategy that promotes diversity and inclusion.

A diverse and inclusive employee base is invaluable as it brings unique perspectives and ideas which you can’t get anywhere else.

EMPLOYER BRAND STRATEGY CREATION – HOW WE CAN HELP

Creating a successful employer branding strategy is crucial in today’s highly competitive job market.

As well as attracting and retaining talent, employer branding can also help grow your business from a sales point of view. That’s because having reliable and engaged staff gives you more potential to scale sales.

Here at Tiny Hunter, we love helping businesses grow and can help you develop an employer branding strategy that will put you head and shoulders above the competition.

Get in touch today to discuss your employer branding with our brand strategist.

EMPLOYER BRANDING STRATEGY FAQS

Is there a difference between employer branding and HR marketing?

Employer branding is a long-term strategy focused on creating an attractive and distinctive reputation as an employer, while HR marketing is a short-term strategy for promoting specific job vacancies.

Why is employer branding important?

Employer branding is important as it helps organisations attract and retain top talent, build a positive corporate culture, and enhance their reputation as an employer.

How do you create an employer brand strategy?

Start by defining your Employee Value Proposition (EVP), including your organisation’s values, goals, and culture, identifying your target audience, and developing unique and authentic messaging.

What are the biggest employer branding failures?

Employer branding failures include not living up to the promises made to employees and job seekers, inconsistencies with the company values and company culture, and lack of employee engagement.

What are examples of employer branding strategies?

Employer branding strategies include showcasing company culture, highlighting employee benefits, emphasising career development opportunities, promoting on social media, and creating a positive candidate experience throughout the hiring process.

Written by: Jodie de Vries
Published: April 20, 2023