In today's competitive job market, building a strong employer brand is essential for organisations looking to attract and retain top talent. A strong employer brand positions your company as an attractive employer and offers several benefits that contribute to the success of your organisation.
What is a strong employer brand?
A strong employer brand reflects an organisation's reputation and values as an employer. It clearly communicates the Employee Value Proposition (EVP), or the unique benefits and values that employees can expect. This includes aspects such as company culture, career opportunities and working conditions.
Benefits of a strong employer brand
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Attracting latent jobseekers
An attractive employer brand appeals not only to active jobseekers, but also to those who are not currently actively looking for a new job. According to research, 45% of the labour market is made up of latent jobseekers. By offering a positive and distinctive work experience, you can effectively appeal to this group.
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Reducing recruitment costs
A strong employer brand can reduce the cost per hire by up to 50%. When your organisation is known as an attractive employer, you receive more spontaneous applications and need to invest less in expensive recruitment campaigns or external recruiters.
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Filling vacancies faster
Companies with a strong reputation as an employer fill open positions on average 1 to 2 weeks faster than organisations without a strong employer brand. This speeds up the recruitment process and reduces the time and resources needed to fill vacancies.
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Building a talent pool
Even when there are no immediate vacancies, potential candidates remain interested in your organisation. This enables you to build a valuable talent pool, which facilitates and accelerates future recruitment efforts.
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Reducing staff turnover
Employees who feel connected to your organisation's values and culture tend to stay longer. Companies with a strong employer brand experience up to 28% less employee turnover, leading to significant savings in the costs associated with replacing employees.
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Increasing employee satisfaction and productivity
A positive work culture and clear communication of company values increase employee engagement and satisfaction. Research shows that engaged teams are up to 21% more productive, directly contributing to better business results.
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Employees as ambassadors
Satisfied employees often share their positive experiences through social media and word of mouth. This increases your organisation's visibility and attractiveness, helping you attract more qualified and motivated candidates.
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Improving customer perception
A strong employer brand affects not only potential and current employees, but also customers. Companies known for their positive work culture and satisfied employees often enjoy a better reputation with customers, which can lead to increased loyalty and sales.
Employer branding as a long-term strategy
A strong employer brand is not a one-off campaign, but an ongoing strategy. It requires consistent communication, an authentic story and a working environment that matches the promises you make to (potential) employees. Organisations that prioritise employer branding see a long-term increase in employee satisfaction, lower staff turnover and greater talent attraction.
Conclusion
Investing in a strong employer brand offers numerous benefits, from attracting latent job seekers and reducing recruitment costs to increasing employee satisfaction and customer loyalty. By building an authentic and attractive employer reputation, your organisation positions itself as an employer of choice in the market, contributing to sustainable success and growth.
Also a strong employer brand?
At Goals, we believe in the power of a strong employer brand to grow organisations and engage talent. We help companies with strategic employer branding advice, creative campaigns and authentic employer positioning.
Want to strengthen your employer brand and attract the right talent? Find out what Goals can do for you.
