How to Build an Employer Brand That Attracts & Retains Top Talent

When job-seekers search for positions, they’re looking to work for companies with good reputations. A company’s reputation not only affects its consumer brand but also impacts the employer brand, which is how potential employees view you. 

With the number of companies out there looking for top talent, your employer brand is more important than ever for both recruitment and retention. But exactly what is employer branding? Take a closer look at its significance in today’s job market.

What Is Employer Branding?

Your employer brand refers to the reputation you have as an employer among your current employees and the wider workforce. It’s also a factor in whether your company stands out and attracts the high-quality talent you want.

In a similar vein, employer branding is the active, ongoing process of shaping and maintaining that reputation. It’s one of the best ways of making the company attractive to potential candidates while also improving employee retention.

Why Is Employer Branding Important?

Understanding employer branding is only the beginning. It’s also important to know why it’s an essential part of running a business — especially in the healthcare industry.

Attracting Talent

The healthcare industry tends to encounter certain challenges when it comes to finding talent. For example, most facilities have experienced staffing shortages, and now they’re all competing to acquire the best candidates. To be able to effectively compete, your recruitment strategy must include a focus on branding.

This is because a healthcare facility that has a good reputation will attract the right people. In fact, a strong employer brand can result in a company receiving applications from 50% more qualified candidates than one that doesn’t — and at much faster rates. All of this decreases your cost-per-hire by 50%.

Retaining Employees

If your current employees feel satisfied with their work environment, they’re more likely to stay. This means less turnover, which saves you time and money while also contributing to improving your company’s reputation.

How to Build an Employer Brand

If you’re not sure about what employer branding strategy can work best for your company, start with these key tips.

1. Define Your Company’s Mission and Values

When your company’s name comes up, what emotions do you want it to create? What company culture do you want to be known for? The answers to these questions should shape your brand identity.

This means more than simply adding your mission statement to your website. You also want to include your values in everything that appears online so that people can understand what your company stands for at a glance. 

For example, if your business has been going strong for decades, you can zero in on being able to provide reliable and trusted services.

2. Craft a Unique Employee Value Proposition (EVP)

An employee value proposition (EVP) lets your employees know the benefits that working for your company offers. It’s not just about the salaries they can expect; instead, the EVP should also showcase a variety of benefits, from the career advancement opportunities your company can offer to the chance to work in an inclusive business that cares about its employees.

For instance, you can promote flexible work arrangements to improve work-life balance and wellness initiatives that support mental health and stress management. Building a company culture that recognizes hard work and praises collaboration over competition can all be important parts of an EVP.

3. Create Consistent Messaging Across Platforms

Go through all of your company’s accounts on sites like LinkedIn and Glassdoor and ensure that the messaging is consistent, even in job descriptions. Make certain that all of the information is up to date and that people can get a clear idea of what you provide. 

Consistency reassures potential candidates and lets them know that you work to cultivate your company’s public profile.

4. Encourage Authentic Reviews

Job seekers are more likely to apply to a position if the company has positive reviews and employee testimonials. The trick, however, is to ensure that these aren’t manufactured. Authenticity is key. It’s also important to reply to reviews, since that demonstrates that you’re committed to improving.

How to Improve an Existing Employer Brand

Enhancing an existing employer brand doesn’t have to be difficult. All it takes is the right strategic approach.

1. Conduct an Employer Brand Audit

Go through your company’s online presence, from social media to websites like Glassdoor and LinkedIn, and take stock of the overall sentiments towards your brand. Rely on your current employees for this, and get their feedback on what you can fix.

You may even want to encourage talent to offer their candidate experience. Give them a chance to share what they think about your brand. This insight will let them know that you value their opinion while also helping you improve.

2. Strengthen Employee Experience

Improving internal company culture is just as important as managing what others see. Having satisfied employees is one of the best ways of building a positive employer brand because employees can directly reflect what your company offers. Focus on ensuring work-life balance is addressed and that open communication is welcomed.

Provide competitive benefit packages as well, if you can. If you’re a smaller business, promoting the kind of work culture you want your company to have can mean offering more flexible hours or ensuring that employees are taking breaks as needed.

Optimize Your LinkedIn Page

It’s vital that your LinkedIn page offers insight into the company and provides clear descriptions of all job postings. Make sure to add details about the company benefits you offer. 

Including employee testimonials can be crucial for the recruitment process. Be sure to include them here and approach your communication with potential candidates thoughtfully.

Join Public Forums and Professional Groups

You can create significant visibility for your brand by joining LinkedIn groups and industry forums and engaging meaningfully. Don’t just advertise jobs or post your logo, but participate in conversations as well. If there are industry events that you can sponsor, make sure to do so.

If possible, look for podcasts in your field to be featured in. This is a great way of engaging with younger generations and ensuring that the best talent discovers your company.

Leverage Your Employer Brand in Your Recruitment Process

Your employer brand can do much of the heavy lifting when it comes to talent acquisition. Although building your brand can take some time, it can also save you a lot of it in the future by bringing candidates to you.

GHR Healthcare is a staffing solutions partner that understands branding can be difficult to do when running your business. Our team can assist you while also putting you in touch with some of the leading talent in your industry via our direct-hire services. 

With our support, you can save time searching for the right candidates and spend more time on other important areas of running your business.

 

---

Search, manage, and apply to healthcare jobs across the US.

With GHRLive!, your career is in your hands. Literally.