How Employer Branding Can Make Or Break Your Recruiting Strategy

Elevating recruitment strategy for success

In today's competitive job market, attracting and retaining top talent has become more challenging than ever. With baby boomers leaving the workforce, there's been a notable increase in job-seeking among Americans aged 25 to 54 — something we haven't seen in the past two decades.

Considering this surge in applicants, how can employers market their companies to stand out and create an attractive employer brand? There are several ways to do this but first, we must understand the importance of including employer branding in an organization’s recruitment strategy.

The Value of Employer Branding

Employer branding refers to how a company positions itself to prospective candidates within the hiring market. A company’s reputation in the eyes of the public can greatly influence the kind of talent you can attract. By creating an employer brand, employers can communicate what makes their company unique and desirable to work for, helping them stand out from their competitors.

Talent attraction doesn’t just exist on a job board any more, and we all know there’s a whole lot more to building an employer brand than a few positive reviews. Seventy-one percent of people who apply for jobs say they’ve looked at review sites before, and 58% say a bad review has stopped them from applying for a role. As more job seekers turn to LinkedIn or Glassdoor to research a company’s workplace culture, it’s essential to implement a strong employer branding strategy.

Employer Branding in Tech

The tech industry has a unique opportunity to lead the charge for other sectors to follow suit, not only in innovation and business development but also with employee benefits and engagement. For example, Google has been making headlines since the early 2010s for having slides in its offices and has continued to boast a positive employee experience. This strategy has allowed the company to attract top talent due to its high employee satisfaction.

Now, the focus has shifted from office perks to company values, including transparency, accountability, diversity and inclusion, and employee voice, with these attributes set to rise in demand by 2030. Because job-seekers are no longer solely focused on salaries, employers must get creative with the benefits they offer candidates and consider employee needs like flexibility, opportunities for advancement, and innovative compensation packages.

Recruitment Incentives: Building an Irresistible Workplace

Compensation and benefits are significant factors in attracting talent. However, it’s the additional incentives that set companies apart in the minds of potential employees.

Major tech companies like Twitter and Amazon have begun mandating their employees to return to the office. However, we firmly believe in offering flexible work options and recognizing the importance of work-life balance for our team members. We’ll never require anyone who feels more comfortable working remotely to return to the office. While we agree that in-person connection has value, there are solutions for creating those relationships remotely and we can think outside the box for our monthly team events.

Everyone has different reasons for wanting or needing flexibility. As long as they're getting their work done well, companies should support their employee’s choice of where to work. Treating people as individuals is what’s most important, and Redbrick’s approach to remote working reflects this.

Many employers don’t have the right systems in place to define and measure productivity, and when revenue and profitability start to decline, they can be quick to blame remote working and make hasty decisions to mandate everyone back to the office. In reality, it’s usually a lack of purpose, decreased engagement, ambiguity around expectations, and passive leadership that are to blame, not the working location.

When building a recruitment strategy, other tools to consider are creative compensation packages or employee perks and incentive programs. Employees are looking for more than just a salary, giving companies a unique opportunity to tailor benefits to best match their talent.

Prioritizing Diversity & Inclusion

An integral aspect of employer branding is engaging with the community and fostering an inclusive workplace. Seventy percent of employees say a company is more attractive if it has clear plans for diversity, inclusion, and social responsibility. When it comes to hiring, starting with inclusive practices is key. This means sharing job postings on accessible platforms and conducting fair interviews as standard procedure. But to truly foster an equitable workplace, companies must have a comprehensive Diversity, Equity, and Inclusion (DEI) policy.

Partnerships with external organizations can play a role in DEI policies. For example, Redbrick works with the University of Victoria to offer company-wide workshops on topics such as fostering workplace equity, inclusion, and diversity, understanding and addressing bias, and identifying power and privilege.

A formal DEI committee creates a great platform to address specific issues and needs while promoting these essential values. Another way to prioritize diversity and inclusion is by offering flexibility with statutory holidays. This means allowing employees to choose personal significance days that align with their own celebrations, whether that's Eid al-Fitr instead of Easter, or Hanukkah instead of Christmas. These holidays may be more meaningful to some than the traditional calendar holidays, and employees should have the opportunity to celebrate them. Policies driven by DEI lead to a more dynamic and productive workplace where innovation, creativity, and empathy thrive.

The Co-op Advantage: Cultivating Tomorrow's Leaders Today

Creating a nurturing environment that fosters growth and learning is crucial for employer branding, and especially appealing to entry-level employees. Interns and new hires need a safe space where they can learn and thrive within the company. This provides young professionals with an engaging experience where they can connect with team members across all levels of the organization.

By establishing this kind of environment, companies can set a positive tone for the future experiences of these employees, equipping them with the foundational skills and knowledge necessary to kick-start their careers with confidence and enthusiasm.

Investing in co-op placements establishes a strong employer brand among students and educational institutions. It also showcases a company’s dedication to developing talent and contributing to the growth of the broader community. In doing so, businesses can attract top-tier candidates who recognize their commitment to fostering a conducive and thriving work environment.

The Future of Employer Branding

Employer branding has become a critical recruitment strategy for businesses looking to stand out in the competitive landscape. Companies can attract top talent by offering creative benefits and incentives, focusing efforts on diversity and inclusion, and establishing co-op programs for entry-level professionals to gain experience.

In today's ever-changing work landscape, employees seek more than just a paycheck. Employers must recognize this and take a holistic approach to compensation. Focusing on building a thriving company culture and a positive reputation is essential to attract and retain top talent.

A people-first approach to HR is the key to standing out as an employer of choice. By recognizing the diverse requirements of individuals in the workforce, businesses can create a recruitment strategy that truly resonates with prospective talent. Being flexible to each employee's needs will allow companies to develop a recruitment strategy that aligns with their goals, ensuring long-term employee satisfaction and loyalty.

Author Bio

Christine Tatham is VP of People and Culture at Redbrick.