In today’s job market, where competition for talent is tough and company culture plays a big role in employees’ choice of employer, it’s important to build a strong Employer Branding concept.
A well-executed Employer Branding strategy helps attract, engage, and retain talented employees by creating a genuine and clear employer brand. In this article, we’ll go through how you can develop such a concept by defining your company culture and values, as well as creating a strong Employer Value Proposition (EVP).
- Define your company culture and values
To build an effective Employer Branding concept, you need a solid foundation – your company culture and values. These must be authentic and truly reflect your actual work environment to be credible for both current and potential employees.
- a) Understanding and defining your company culture
Company culture consists of the values, behaviours, and norms that shape your workplace. It influences both how employees interact with each other, with customers, and with management, as well as how decisions are made, and goals are achieved.
To define an effective company culture, you should:
- Identify your current culture
By examining how employees perceive the workplace, what behaviours are encouraged, and how your values are communicated, you can get a clear picture of your existing culture. - Create a shared vision
A strong culture needs a shared vision to work towards. It should be inspiring and guide the entire organisation towards common goals. - Communicate your company culture
It’s important to clearly communicate your culture to both employees and external stakeholders. It should be visible in everything you do; from recruitment and onboarding to internal processes and leadership.
- b) Values that guide your organisation
Your values are the foundation of your company culture. They represent the core principles that guide how you act and interact with employees, customers, and partners. To be credible and engaging, they must reflect the reality of your organisation.
Some common company values include:
- Openness and transparency
Encouraging open communication and honest decision-making. - Innovation and creativity
Supporting new ideas and problem-solving. - Sustainability and responsibility
Prioritising ethical and environmentally friendly decisions.
Once you’ve defined your company values and culture, it’s crucial to ensure they’re not just words on a page but are actively demonstrated in your daily operations. This helps create a strong and authentic culture.
- Create a clear Employer Value Proposition (EVP)
Your EVP outlines the unique benefits your company offers employees and what makes your workplace attractive. It should reflect your culture and values and serve as a guide for attracting the right talent.
- a) Understanding employee needs and expectations
To create a strong and relevant EVP, you need to understand what employees and potential candidates truly value in an employer. Gathering feedback from current employees – through surveys or focus groups – can give you valuable insights into their needs and expectations.
Key factors influencing an employee’s choice of employer may include:
- Career development and learning
Opportunities for growth and advancement within the company. - Work environment and flexibility
A workplace that supports a good work-life balance. - Compensation and benefits
Competitive salaries, healthcare, wellness benefits, and other incentives.
- b) Communicating your unique benefits
Once you’ve identified what employees value most, you need to craft an EVP that clearly communicates your company’s unique advantages.
Your EVP should be specific, appealing to your target audience, and answer questions like:
- Why should someone want to work here?
- What makes our company different from other employers?
- How can employees expect to grow with us?
Your EVP shouldn’t just be a marketing slogan – it needs to be concrete and relevant. For example, a tech company might highlight opportunities to work with cutting-edge technology and grow as an expert, while a sustainability-focused business might emphasise its commitment to environmental solutions.
- c) Integrating EVP into your strategy
For your EVP to be credible and effective, it needs to be embedded in every aspect of your strategy, from recruitment and employee engagement to leadership and reward systems. When your EVP is consistently reflected in daily operations – such as interviews, performance reviews, and company policies – it strengthens your reputation as an attractive employer.
- Practical changes after an Employer Brand Audit
Conducting an Employer Brand Audit helps identify strengths and weaknesses in your employer brand, allowing you to make targeted improvements.
Here are some examples of changes that can be made based on an audit:
- Improving career development and internal mobility
If employees feel there’s no clear career path, you can create structured development plans, offer mentorship programmes, and provide training opportunities. - Enhancing flexibility and work environment
If employees express a need for more flexibility, consider introducing remote work options, flexible hours, or improving office spaces to create a more enjoyable and productive atmosphere. - Upgrading benefits and incentives
Based on employee feedback, you could offer better benefits such as health insurance, wellness programmes, extra holidays, or performance-based rewards.
Conclusion
A strong and authentic Employer Branding concept is a long-term investment that requires careful work in defining company culture, values, and creating a clear EVP. By focusing on these elements, you’ll not only attract top talent but also engage and retain your current employees – leading to a stronger, more competitive workplace.
