How to build a strong employer brand

Before a candidate ever applies, they've already formed an opinion about what it's like to work for you. That reputation is your employer brand, and for employers across the Upper Midwest competing for the same pool of workers, it can decide who applies and who stays. Here's how to build an employer brand that draws the right people to your door.

First, consider some of these statistics:

95% of job seekers say an employer’s reputation impacts their job search decision-making process.

75% of job seekers are more likely to apply to a company that cares about its brand.

84% of job seekers say the company’s reputation factors into where they apply.

77% of job seekers say they consider a company culture before applying.

Source: Flexjobs; ZLTech; Business News Daily

Defining your Employer Value Proposition

At the core of your employer brand is your Employer Value Proposition (EVP). Your EVP is the unique set of benefits and rewards you offer to employees in exchange for their skills and expertise. To define a compelling EVP, think about what sets your company apart from others and how you can communicate these values to potential candidates. Talk with your employees and customers about what they value about your company to address issues and incorporate positive feedback into your recruitment materials.

Show company culture and values

Company culture plays a valuable role in establishing your employer brand. Your employer brand connects employees to your company’s mission and values. Of course, your company's values and culture must be accurate so you attract candidates who are a good fit for you and them. By featuring your company culture and values through various mediums such as ad campaigns, video content and social media posts, you give potential employees a glimpse into what it's like to work at your organization. You risk losing employees if they don’t find what they expect at work.