In the world where companies are fighting over good candidates, most employers opt for the quick-fix; by offering the higher wage (than other competitors). Increasing employee’s wage is just a band-aid solution however; it is not sustainable.
What employer branding offers is the opposite; it is a long term solution that takes a while for it to take effect.
This article will cover the basic of employer branding for beginners.
What is Employer Branding?
Employer Branding is the act of establishing an identity for a company that appeals to a targeted group of candidates that they are interested in hiring. This is why startups strive to be the “perfect” workplace for young people, focusing on work flexibility, informal working environment, and so on.
Everything that makes your company different, everything that makes you stand out to your potential employees.
These factors contribute to your employer branding (this list is not exhaustive):
- Media, both online and offline, as they are a reliable source to learn about your company.
- “Careers” site that you utilize such as JobsDB and Linkedin.
- Online content; candidates tend to research your online content and therefore it plays a vital role in their decision to apply.
- Social media; another place where candidates tend to research.
Who should focus on employer branding?
Companies who find themselves unable to attract candidates who meet their requirements.
Why does employer branding matter?
I am sure founders experience this; the fact that talented workforce is very hard to find.
It is especially important for Indonesia where there is a hike in the demand for talented candidates but the supply has yet to catch up.
With the competition for talented candidates ramping up here, employer branding is a very important tool for companies trying to stand out from the crowd and attract top candidates.
How to build your employer brand?
Before you attempt to just jump forward in the deep pool that is employer branding, we want you to know that you cannot totally control your employer brand. There are other factors that impact your brand that you can not control, such as word-of-mouth and consumer experience.
The most important step is to decide the demographic of your target candidates; whether they are young or old, high or low-earnings, and so on.
The next step would be to cater to those candidates.
Last but not least, you need to let these candidates know; either via marketing or public relations. See which of these two is more applicable to your candidates.
Written by Orvin Hatmosroyo
Edited by Dian Noeh Abubakar