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The Importance of Employer Branding in Effective Talent Attraction

 The Importance of Employer Branding in Effective Talent Attraction

Your employer brand and ability to attract the right talent are inextricably linked. When potential candidates know who you are and what you stand for, you have a far better chance of attracting the right people to your organization than if you use a generic message that offers work in a particular industry or a job with a title that is familiar. Your employer brand is key to this messaging and when used effectively and consistently, it can entice the right people to join your organization.

Consider the following job ads for a Data Analyst and ask yourself which is more likely to attract applications from people who are a great fit:



Marketing Innovations is looking for a permanent full time Data Analyst to join our Data & Analytic Services Department. If you are interested in expanding your career opportunities this opportunity is for you!

As a Data Analyst you will be responsible for supporting all data and analytics for decision support within a defined portfolio.  You will work closely with department leaders and provide insight on system improvements through information and data analysis. In addition, you will be responsible for support, both directly and indirectly, on items associated with data quality, stewardship, interpretation of data, data documentation, visualization, and reporting.

Benefits

Attractive remuneration package including competitive wage, pension plan, extended health plan, and maternity/paternity top-up.

Qualifications

  • Post-secondary degree
  • 2 years experience in a similar role
  • Experience in a complex computerized environment

Skills and Abilities

  • Teamwork
  • Strong interpersonal skills
  • Collaborative leadership

Apply Now


Founded in 2001, TradePower is a leader in Customer Relationship Management. We work with companies of all sizes to connect with their customers in new ways. We harness technologies to change the way companies interact with their customers, their people and their community.

TradePower is built on a set of four core values: Trust, Customer Satisfaction, Innovation, and Equality. We are committed to making a difference and have been recognized as a Great Place to Work™ for eight years in a row. We are looking for great people who are interested in doing more than just a job – our people recognize that their careers are enhanced by making other peoples’ lives better and they are inspired by making an impact and doing great work.

As a Data Analyst you will work with your colleagues to find insights for system improvements that will make a real difference for our clients. You will apply your talents, best practices and judgment to support data quality, stewardship, interpretation of data, data documentation, visualization, and reporting.

We believe everyone has the potential to be great. Learn more about our specific requirements below and explore our social media channels to hear from our people what it’s like to work here and how TradePower has made a difference in their approach to work and helped them answer the age old question, “What do I want to be when I grow up?”

Ready to join us? Apply now!

I hope you agree that TradePower’s job ad is not only more compelling, it uses their employer brand to attract the right candidates. And when the quality of applicants improves, so does your ability to hire people who fit into your culture and who will grow and thrive in your workplace. It’s important that potential candidates understand your brand and your culture from the very start of their interactions with you as it makes hiring for fit that much easier.


How To Do Effective Employer Branding

  1. Start with your Employee Value Proposition (EVP)

Your employer brand is what makes you uniquely desirable as an employer. What is it that you offer in terms of culture and practice that makes you an employer of choice? And what elements of your culture contribute to whether a person is a good fit or not? Answering these questions will help you uncover your EVP. When candidates are clear about what they ‘get’ for giving you their hard work they are well positioned to work hard, experience job satisfaction and stay with your organization as their career grows.

Don’t be surprised though, if your employer brand and EVP aren’t exactly what you think they are. The best way to uncover the truth is by asking your people. Use surveys to uncover the truth about your culture and examine data from your exit interviews. Identify patterns across key culture areas like communication, development opportunities, leadership, social opportunities, and work-life balance. Develop a strong picture of what it’s really like to work in your organization and choose a few strong propositions that are consistently reflected across teams and departments and that resonate with your people.

  1. Validate Your Employee Experience

When you are clear what it is that makes you unique, you need to ensure your people are consistently experiencing your EVP in a positive way. This employee experience can make or break your employer brand and needs to reflect the reputation and culture you are promoting. Missteps here can lead to a lot of disillusionment and a deterioration of your brand, which is difficult to overcome.

Think of your employees in the same way you do your customers. Satisfied customers make the best promoters and satisfied employees make the best employer brand ambassadors when they speak with friends, family, and potential candidates about their experience working for you.

  1. Develop Your Recruitment Campaign

This step is multifaceted and involves creating material and communications that target the candidates you are seeking. This is where marketing and HR combine forces to create a recruitment message that is on brand. You can get as creative as you want with this aspect of employer branding. They key is to stay true to your culture and convey your EVP accurately. Remember the whole point is attract people who fit and resonate with your organization and what you stand for so honest, valid messaging is crucial. Include elements like the following to bring your message to life:

  • Use a wide range of social media to interact with potential candidates.
  • Create career pages on your website that detail what jobs you offer and your EVP.
  • Include job families and career paths to help people envision a long career with you.
  • Use day-in-the-life stories via video or blogs to show prospective employees what it’s really like to work with you.
  • Post career success stories and employee achievements to showcase what is possible.
  • Leverage marketing technology to get your message in front of your target audience.
  1. Reinforce and Readjust as Necessary

Your EVP is not static – it will change as your workforce changes. Ensure your message stays relevant by continually monitoring your EVP and adjusting the message as necessary. Your employer brand needs to reflect the reality of your culture because that is what will sustain your message and allow you to attract and retain the talent that fits best for you. Keep talking to your people, figure out what is most important to them and deliver.

A strong employer brand will help you attract the best talent. It is the conduit for communicating an authentic employee experience to potential employees and allowing them to understand what it’s like to work for you and the types of people you are looking for. What you do, and how you do it are important to people interested in a long term, satisfying and rewarding career.  Those that align with your values, your culture and your employer brand with be attracted to apply and ultimately stay once hired.

Great Place to Work® makes it easy to survey your employees and understand what underpins your employer brand. If you want to get clear insight on how employees are experiencing your workplace culture, reach out to us about our employee engagement and employer brand solutions.

About Great Place to Work®
Great Place to Work® makes it easy to survey your employees, uncover actionable insights and get recognized for your great company culture. Clients apply our insights, advice, and tools to fuel the vision, decisions and actions that drive business performance. 

Wave Financial

Nancy Fonseca