How to Define Your Employment Brand. And Why It Is Important

December 18th, 2012

Branding has become an essential part of marketing your business to customers. However, many employers don’t realize that branding strategies can also help you sell your company to current and potential employees—resulting in a stronger workforce that pays off in big dividends for your business.

An employment brand paints a picture of your company’s internal culture, attitudes, environment, and beliefs, letting people know what it’s like to work for you. There are several advantages to developing your employment brand that not only strengthen your team, but also spill over into customer satisfaction and community goodwill.

Here, we’ll take a look at some of the benefits of having a clearly defined employment brand.

Increase your employee retention

Every employer is familiar with the costs of high turnover. Lost time and lost production, administrative paperwork for termination, severance or unemployment pay, and all the expenses and hassle associated with hiring and training can add up to substantial losses.

With a strong employment brand, you can more readily identify employment candidates who suit your business culture. The closer the fit for the employee, the longer they’re likely to stick around and enjoy their work. Defining your employment brand also helps you attract the most relevant candidates. If people have a clear picture of what it’s like to work for your company, you’ll receive more applicants who are truly interested in a business environment like yours. You’ll be able to cut down on your budget for advertising openings, spend less time weeding through applicants, and avoid last-minute hiring mistakes. This means a lowered turnover and reduced investments in future hiring and training expenses.

Build your employee engagement

In the process of defining your employment brand, you’ll arrive at a set of values for your company that your employees can support, rally around, and spread to their peers—and your customers. Employee engagement has proven effective at increasing customer satisfaction, because engaged employees who enjoy their work naturally put forth greater effort, and produce higher quality products and services.

In fact, according to a 2011 study from CareerBuilder, 70 percent of job seekers are willing to accept less than their desired salary if the company has a strong employment brand. The unified message of a brand helps employees feel they’re making valuable contributions to a larger cause than themselves.

Improve your resource allocation

Finally, a clear employment brand lets you invest your resources where they are most needed to further your company’s growth and success. When you define your values as an employer, you can apply them to all of your investments and company initiatives, ensuring that you’re maintaining the most important aspects of the business.

With a defined employment brand, it’s easy to say “no” to investments that don’t adhere to your values and won’t further your growth. An employment brand helps ensure that every dollar counts, resulting in a loyal and fully engaged team of employees that will propel your company to success.

We’re here to help

For more than 40 years, Helpmates Staffing has worked with the Southern California market and its candidates to provide companies like yours with highly qualified talent. Contact us today to learn more about how we can help strengthen your employment brand and hire employees that outshine the competition.

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