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The Power of Employer Branding

The Power of Employer Branding: Why It Matters and How to Leverage It

By Jeanette Coleman, SPHR & SHRM-SCP on Jun 20, 2024
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In today's competitive job market, establishing a strong employer brand is crucial for attracting and retaining top talent. At Axcet HR Solutions, we understand the importance of a compelling employer brand and its direct impact on company culture, employee satisfaction and overall business success. 

But what exactly is an employer brand, and how can your business leverage it to become an employer of choice? Let's delve into these questions and explore practical strategies for building an exceptional employer brand.

What is Employer Branding?

An employer brand refers to a company's reputation as an employer and its value proposition to employees. It encompasses everything from the company culture and work environment to employee benefits and career development opportunities.

A strong employer brand conveys what makes the company a great place to work and why talented professionals should choose to join and stay with the organization.

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Why Your Employer Brand Matters

Employer branding is more than just a buzzword; it has tangible benefits that significantly impact a company's ability to attract and retain talent. Here are some compelling statistics that highlight its importance:

  • Influence on Job Seekers

    75% of job seekers consider an employer's brand before even applying for a job. This means that a strong employer brand can make the difference between attracting top candidates and losing them to competitors​ (DevSkiller)​.
  • Impact on Recruitment Costs

    Companies with a strong employer brand experience a 43% decrease in the cost per hire. A strong employer brand not only attracts more candidates but also reduces the need for extensive recruitment campaigns​ (Shortlister)​.
  • Employee Retention

    A good employer brand improves employee retention rates. 60% of employees are willing to take a lower salary if they work for a company with a strong reputation and shared values​ (Shortlister)​.
  • Reputation Management

    86% of job seekers will research company reviews and ratings before applying for a job, emphasizing the importance of maintaining a positive online presence​ (Shortlister)​.

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Employer Brand and Company Culture

Understanding the connection between employer brand and company culture is essential. Company culture is the set of shared values, beliefs and behaviors that shape how work gets done within an organization. It plays a pivotal role in defining the employer brand. 

When a company's culture aligns with its brand promise, it creates a cohesive and attractive work environment. For instance, if a company promotes innovation as a core value, its culture should encourage creativity, experimentation and continuous learning.

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Becoming an Employer of Choice

Building a strong employer brand is not just about attracting talent but also about becoming an employer of choice—a company that talented professionals actively seek out and choose to stay with. 

Here are seven key strategies that we recommend for building a strong employer brand:

  • Community Involvement

Engaging in community activities and supporting local initiatives showcases a company's commitment to social responsibility, significantly enhancing its employer brand. Business owners can foster a sense of pride and purpose among employees by encouraging and facilitating their participation in various community service projects. 

For instance, at Axcet, our team regularly volunteers in the local community at food banks, participates in recycling initiatives like "Pill Bottles for Puppies" and supports projects for homeless veterans through Veterans Community Project

One effective strategy to boost community involvement is offering Volunteer Time Off (VTO). This allows employees to take paid time off to volunteer for causes they care about, demonstrating the company's support for their personal values and passions. VTO can significantly enhance employee satisfaction and retention, as it shows a commitment to both social responsibility and employee well-being.

By incorporating community involvement and VTO into your business practices, you can build a stronger employer brand that attracts and retains top talent, ultimately driving business success.

  • Work-Life Balance

Promoting a healthy work-life balance is essential for employee well-being and satisfaction. Flexible work arrangements, remote work options, and generous leave policies demonstrate that a company values its employees' personal lives.

At Axcet, we understand the importance of work-life balance and strive to create an environment where employees can thrive both professionally and personally.

RELATED: 7 Surprising Ways an EAP Helps with Work-Life Balance >>  

  • Competitive Benefits

Offering comprehensive and competitive employee benefits is a cornerstone of a strong employer brand. Axcet HR Solutions provides a broad portfolio of health insurance plans, dental and vision coverage, life and disability insurance, and an Employee Assistance Program (EAP) that supports employees' mental and emotional well-being.

Our benefits package is designed to meet the diverse needs of our clients and their worksite employees’ needs.

  • Development Opportunities

Investing in employee development is crucial for retaining top talent and fostering a culture of continuous improvement. Providing access to training programs, mentorship, and career advancement opportunities shows employees that the company is invested in their growth.

At Axcet, we offer various development programs to help employees enhance their skills and achieve their career goals.

RELATED: Employee Learning & Development - 7 Effective Strategies >>

  • Meaningful Work

Employees want to feel that their work has purpose and makes a difference. Companies that align their mission with meaningful work experiences are more likely to attract and retain passionate employees. To achieve this, business owners should ensure that their organizational goals and values resonate with their employees' personal values and aspirations.

Providing opportunities for employees to engage in work that contributes to the company's success while also making a positive impact can enhance job satisfaction and loyalty. This might involve:

    • Adopting More Efficient Procedures

Streamlining processes to improve efficiency can give employees a sense of accomplishment and pride in their work.

    • Leading Projects

Allowing employees to take the lead on significant projects can provide them with a sense of ownership and responsibility.

    • Fostering Innovation

Encouraging employees to contribute ideas and innovations can make their work more engaging and impactful.

    • Professional Development

Offering training and career advancement opportunities aligns with employees' personal growth and professional aspirations.

By creating a work environment where employees see the broader impact of their efforts, companies can cultivate a motivated and committed workforce, ultimately strengthening their employer brand.

  • Employee Rewards and Recognition

Recognizing and rewarding employees for their hard work and achievements is vital for maintaining high morale and motivation. Implementing recognition programs, performance bonuses and regular feedback mechanisms helps employees feel appreciated and valued. 

  • Strong Leadership

Trusted organizational leadership is a cornerstone of a strong employer brand. Effective leaders set the tone for respectful deliberation regarding mission, vision, strategy and decision-making. When employees trust their leaders, they feel secure and confident that sound business decisions are being made, and that their work is purposeful.

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Empowering Small Businesses with a Strong Employer Brand

At Axcet HR Solutions, we understand that small business owners and HR professionals rely on us to enhance their businesses by improving the employee experience. We achieve this through a comprehensive suite of services, including offering Fortune 500-level employee benefits, expert HR advice, and ensuring payroll is processed correctly and on time. Our services also extend to maintaining compliance with legal requirements, delivering health and safety training, and providing comprehensive risk management solutions.

Furthermore, we support employee well-being through an Employee Assistance Program (EAP) and offer free manager training and compensation analysis to ensure competitive and fair remuneration. These offerings are designed to help our clients build a strong employer brand that attracts and retains top talent.

Building a strong employer brand is more than just a marketing tool; it’s a reflection of a company’s commitment to its employees and its culture. By prioritizing these elements, Axcet HR Solutions helps small businesses create workplaces that stand out in their industries and beyond.

Our goal is to empower you to become an employer of choice, attracting top talent and driving business success. Let us support you on this journey to building a strong, reputable employer brand. To learn more, schedule a consultation with a member of our team today.

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