When you’re in recruitment, employer branding may not be the first thing that comes to mind. It has something to do with marketing, right? Not quite. Employer branding is the process of defining and positioning who you are. You want to position yourself as an employer of choice. You want to be the company that all the talented candidates in your target group want to work for. This is where it differs from recruitment marketing. Because this is about communicating who you are as a company.

The importance of employer branding

Employer branding is important because it can make it easier for you to reach your diversity and inclusion goals. Being an employer of choice means you’ll receive more applications. And you need applications from everyone in your target group to diversify your workforce. There are three more reasons why employer branding matters in recruitment:

  • Compete in the battle for talent

When talent is scarce, it is difficult to receive enough applications to a job you post online. This means you might have to look for candidates yourself. It’s a lot easier to persuade candidates to come in for a talk when you have a good reputation. Especially because you are not the only company that wants to offer talented candidates a new job.

  • Retain the best employees

From research, we know that employees working at companies with a strong employer brand are more likely to stay. People want to work at companies that treat their employees right. They are also willing to invest more, and they are more productive. Another big plus is that they become real brand ambassadors. They can persuade others to come work for you through word of mouth.

  • Reduce the cost per hire  

Companies with a weak employer brand spend almost double on the cost per hire. And they often spend more on salaries, too, to compensate for their reputation. These higher salaries don’t convince most employees to choose them, though. Top candidates still prefer a company with a good employer brand. So much so that if you are known to be a good employer, these candidates will always seek you out. Saving you money on recruitment efforts. 

Textmetrics and employer branding

To build a strong employer brand, you need to work on all of your written communication. You can use the Textmetrics platform for this. The platform analyzes all of the content you publish. Should you deviate too far from your brand identity, the platform will give you real-time suggestions to change this. As a result, you’ll know that all of your written content is consistent with your employer brand. Delivering maximum impact on the talented candidates you want to reach.

Want to try Textmetrics? Click here for a free trial!

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