Attracting top employee talent is crucial to maintaining brand health and longevity. In order for a company to flourish and grow, it needs to have a strong foundation that attracts dedicated employees working to make the company’s vision a reality. This foundation is employer branding.
In 2018, the most desirable companies to work for are ones that have implemented solid employer branding and positioned themselves as valuable places to work. According to a new study by Hired, these companies are viewed as world-changers and innovators in the tech industry.
The top five companies that tech workers desire to work for:
What is employer branding?
Strong employer branding is crucial to attracting top industry talent and maintaining brand health. It determines whether employees will consider working for a brand and influences current employees desire to continue working for a company.
While a corporate brand deals with how the brand is perceived to consumers or clients, employer branding focuses on how the brand is viewed by current and potential employees. It represents a company’s identity and communicates the brand mission and culture to potential and current employees. It describes the company’s reputation as a place to work and the value employees place on the company as a whole.
“Employer branding is critical for hiring, and retaining, folks that will thrive at your company,” says Colleen Finnegan, Recruitment Marketing at Squarespace. “If you don’t take the time to thoughtfully and accurately differentiate and define your culture you run the risk of being just another open floor plan with a ping-pong table.”
Concrete company culture allows a company to hire employees that truly believe in the company mission. Companies of every size should be working to build solid company branding for effective talent acquisition and retention.
Attracting the right job seekers
In a recent survey, Hired.com found that salary is far from the only factor job seekers consider when looking for a job. In a survey of 2,200 tech talent workers in engineering, product management, design, and data science roles, Hired.com found that 45 percent of job seekers view company culture as a top factor when considering potential employers.
While salary and benefits are still king when it comes to choosing a job, it’s clear that company culture is also crucial to attracting job seekers.
Top five factors employees consider when choosing a job position:
- Company culture
- Opportunity to learn new skills
- Challenging technical problems to solve
Conversely, job seekers stated a lack of knowledge about a brand and negative company culture or reputation as top reasons to avoid working for a company. Potential employees want jobs that they feel truly passionate about. They are more likely to respond to job opportunities if they recognize the company and know that the company’s vision and values align with their own.
“Talent acquisition is at the forefront of a company’s ability to attract and retain talent, and serves as the foundation for a successful company,” says the report.
Throughout communications with job seekers, employers should be utilizing every opportunity to present a concrete company culture to potential employees. Job seekers are continuously evaluating companies as they go through the job search and interview process and it’s an invaluable opportunity for brands to stand out and demonstrate why someone should consider working for them.
When employee brand aligns with the company culture, you’re more likely to attract the kinds of employees that will be satisfied with your work environment.
Ways to improve brand health
So how can a company ensure that they are putting the best foot forward when marketing themselves to potential employees? Here are three ways to improve company branding:
Provide diverse opportunities
These days, employees really value the ability to advance and diversify in their careers. Forty percent of job seekers cited the opportunity to learn new skills as a top factor when considering potential employers. Additionally, 64 percent cited a lack of new challenges as a top reason to seek new employment.
When applying for jobs, 41 percent of job seekers desire the opportunity to receive training and education in their positions and 29 percent seek positions with challenging problems to solve.
Being personable with potential employees has a lasting effect on their desire to work with you or not. Sending notes with some sort of personal message is important, as 50 percent of job seekers said they will respond to a personalized note from a company as opposed to a generic one.
By utilizing initial contact to make a lasting impression, brands can use this early opportunity to begin illustrating the employer brand and company culture as attractive and likeable and increase the chance of a response.
Another crucial factor for employees considering a position is flexibility and the option to work from anywhere. Job seekers in the digital age value schedule flexibility and 70 percent of survey respondents said they desired to work 100 percent remotely.
By implementing solid employee brand strategies, companies such as Netflix and Google have been named the top companies job seekers desire to work for. They have implemented strong company branding that has attracted tech workers from across the nation and globe. The more brands work to implement concise employer branding, the stronger foundations they can build and the more their mission will be able to be realized.