Employer Brand: What Is It and How to Share It

Employer Brand: What Is It and How to Share It

You and your small business team probably spend a lot of time on your company’s brand. You want to make sure that your customers and potential customers are happy with your company and want to do business with you. But, have you spent any time working on your employer brand?

Your employer brand is just as important as your company’s brand because it will help you attract and retain top talent.

What is an Employer Brand?

Your employer brand is your reputation as an employer. It’s how you share your company’s mission, values, and personality with your current, future, and potential employees. Your employer brand is how you sell yourself to your ideal job candidates.

If you have a good employer brand, then people will want to work for you. Potential employees will see your job ad and immediately want to apply because they know that you’re a good company to work for.

8 Tips for Sharing Your Employer Brand

Whether you realize it or not, you already have an employer brand. If you want to stand out as a great place to work, it’s important to take control of your employer brand and share it.

Not sure how to share it? Check out these eight tips:

1. Know Your Culture

It’s hard to market your company as having a great company culture if you don’t know what your culture is. Make sure you have a strong mission statement and values. You should also make sure that your company is actually living and breathing those values, too.

2. Know Your Goals

If you know your company’s goals, then you’ll know what positions you need to hire for. You’ll be able to hire only for positions that will help you achieve your goals and grow your business.

If you don’t know your company’s goals, you might hire someone because you think you need them. Then, a couple of months later, you find out that the position isn’t adding anything to your company, so you lay off the employee. If you do that too many times, you’ll get a bad reputation. People won’t want to apply for your job openings because they think you’ll get rid of them after a few months.

3. Talk to Your Employees

Your employer brand isn’t just important for potential employees; it’s important for your current employees, too.

If your employees like working for you and think that you’re a great company to work for, then they’ll do a lot of the work for you. They’ll tell their friends and family members to apply for open positions.

But, if your employees don’t think you’re a good employer, they’ll tell their friends not to apply, and they’ll start looking for a new job, too.

You can find out what your employees think about you as an employer by holding stay interviews and/or sending out employee satisfaction surveys.

4. Know What Makes You Special

Every company has something that makes them a great company to work for. For large companies, that might just be big salaries and great health insurance.

As a small business, you probably don’t have the budget to compete with larger companies’ benefits packages. Don’t worry! That’s not what makes you special.

You could be a great company to work for because of your unique culture, the fact that you volunteer in the community, or because you offer personalized perks to your employees. Ask your employees what they like most about working for you. You’ll probably see some similar answers, which will tell you what makes you special.

Then, add that to your job ads and your career page on your website. Future employees will want to know what makes you stand out as an employer.

5. Offer a Great Onboarding Experience

Your onboarding experience is the first chance you have to impress a new hire and show them you’re a great company to stick with.

Sure, you have to impress them during their interview, but you can always fake that. It’s hard to fake it for 90+ days. Create a great onboarding experience so your newest employees are excited and happy to work from you starting on Day 1.

6. Offer Career Development

Show your potential employees that you’re willing to invest in them by offering your current employees career development opportunities. If your employees have plenty of chances to learn new skills and advance in their careers, they’ll be sure to tell everyone they know.

7. Share Your Culture Online

Now that you have a strong company culture, solid goals, happy employees, and a great onboarding experience, you can sing it from the rooftops. Okay, maybe just sharing it on social media would work better.

Share pictures of your company doing fun things and ask your employees to submit testimonials about what it’s like to work for you. They can submit their testimonials to post to your company’s social media profiles directly, and they can share their experiences on sites like Glassdoor. The more employee testimonials are out there, the stronger your employer brand will be.

8. Recognize Your Employees’ Hard Work

Finally, remember that it’s important to have a strong employer brand with your current employees, too. Don’t forget about them just because you’re trying to recruit great employees.

So, regularly and genuinely thank your employees for their hard work. You can recognize an “Employee of the Month”, write a handwritten thank you note, or give your employees the afternoon off sometimes. Or, if your budget allows it, you can give your employees an annual bonus.


How are you sharing your employer brand?