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Home / Business / Building Brands: Don’t Be An Ugly Duckling!

Building Brands: Don’t Be An Ugly Duckling!

Your employer brand refers to how your company is viewed by potential employees and by your current employees. Employer branding is often misunderstood and seen as fluffy by management teams and business owners. It tends to be removed from the standard performance metrics that typically drive a business.

A strong employer brand attracts top talent
Talent is one of the biggest challenges facing Irish and international business leaders. 77% find it difficult to get the talent they need. A strong employer brand attracts top talent. Before applying for a role at your company, 75% of candidatesexplore your employer brand. Do you know what people think about working in your business today? Is your company rated at www.glassdoor.ie? Over 50% of candidates won’t consider working for a company with a bad employer brand, irrespective of salary.

A strong employer brand increases profitability
The bottom line impact is real: a strong talent brand reduces your cost to hire by 50% and employee turnover rates by 28%. Anne Mulcahy (CEO), Xerox tells us, “Employees who believe that management is concerned about them as a whole person are more productive, more satisfied, more fulfilled. Satisfied employees mean satisfied customers, which leads to profitability”. What is your employer value proposition to existing and new employees?

So who is responsible for your employer brand?
Responsibility for employer branding often falls between Marketing and HR teams.Who should own employer branding – business owners, CEOs? Everyone needs to be clear on why someone should your join organisation rather than a competitor organisation? Your employer value proposition needs to developed and validated by your current employees to ensure it’s realistic. It needs to be communicated in an engaging and authentic way through your career website and beyond.

The ugly duckling needed love and attention to turn into a swan!
How healthy is your employer brand today? How you investing in it? Are you proactively attracting the best talent today? And when great talent joins your organisation, are you engaging them effectively to really drive your business forward? If you’re doing something interesting in this space, we’d love to chat.

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