In today’s competitive job market, attracting top talent is crucial for business success and growth. However, many companies struggle to differentiate themselves and stand out from the competition. That’s where employer branding comes into action. By strategically structuring your organisation’s image as an employer of choice, you can efficiently attract, engage, and retain the best and the top talent in the industry.
Employer branding tools can radically change the way you recruit people. These tools can offer you powerful solutions to create a work place which makes the best employees want to join and stay. Employer branding tools cover everything from candidate souring to the management of social media. These tools can provide tangible results and can help you make the most of your candidate souring efforts.
In this article, we’ll delve into the essential employer branding tools that can assist you in achieving the goals of attracting top-tier talent, positioning your company favorably, and cultivating the desired workplace culture. We will begin with the definition of employer branding, its relevance, few case studies, followed by the top 5 employer branding platforms with the top-rated tools in it, and how to effectively implement these tools in your organization.
So, let’s dive right in!!
What is Employer Branding?
Employer branding is the process of creating a positive and compelling image of your company as an employer among potential job applicants. It involves showcasing or promoting the company’s culture, vision, perks, values etc so that valuable employees can be brought and retained in the company. The better your employer brand, the better your talent pool will be. Based on research carried out by survey from glassdoor, 69% of the employees claim that a brand image is crucial and every employee wishes to work for a company with a brand they can be proud of.
While both employer branding and corporate branding are important, they serve different purposes. The main goal of corporate branding is to present a favorable picture of your company’s goods and services to customers. In contrast, the goal of employer branding is to build a positive reputation among current and potential employees.
A strong employer brand can offer several benefits to your company, including:
- Attracting Top Talent: Having a strong employer brand can help you bring in skilled and competent workers.
- Increasing employee retention: A Strong Employer brand can substantially increase employee loyalty and satisfaction, thus reducing turnover.
- Enhancing company reputation: A positive employer brand can enhance the credibility and reputation of your business as a whole
- Boosting employee engagement: For employees, an upbeat and stimulating work atmosphere can be produced by a positive employer brand.
- Improving recruitment efficiency: A well-defined employer brand can reduce time-to-hire and streamline your hiring process.
The Importance of Employer Branding
Attracting and retaining top talent is necessary more than ever in today’s competitive market. A strong employer brand acts as a magnet for top talent. It helps you to stand out from the competition and attract candidates who not only are qualified but also fit your company in terms of culture and values. When your potential employees know that your organization has a great working environment, they are more inclined to seek out opportunities where they can apply for an advertised position.
Having a strong Employer brand helps you retain your top employees in addition to attracting the outside talent. Employees who feel valued and appreciated are undoubtedly more likely to stay in your company over a longer period. A strong employer brand fosters commitment and loyalty among your employees.
Additionally, having a positive employer brand can also help you build a powerful company culture. The shared values, attitudes, practices, that characterize your company constitute its culture. You can establish a culture that draws and keeps top talent while giving your employees a feeling of pride by building a strong employer brand.
Employer Branding Examples
According to Beamery, 59% of employers feel that one of the most important elements of their overall HR strategy is Employer Branding. As a result, an increasing number of businesses are choosing to make investments in their employer branding plans.
To stay ahead of the competition, take a look at these three businesses. These companies not only have a great employer brand, but also attracts the top talents because of their branding:
1. Patagonia’s “Don’t Buy This Jacket” Campaign
Patagonia is a designer of outdoor clothing and gear for the silent sports. The company took an innovative and bold approach to employer branding by adopting their “Don’t Buy This Jacket” campaign. Patagonia urged their customers to repair and reuse their existing gear rather than on only buying new products. This campaign sent a strong message to prospective employees since it reflected Patagonia’s dedication to sustainability and environmental responsibility.
What made this campaign effective:
- Authenticity: The campaign was true to Patagonia’s values and mission, thus resonating with potential employees who shared a passion for sustainability.
- Differentiation: Further, the campaign stood out firmly from conventional advertising by challenging the consumer mindset.
- Employee engagement: Patagonia’s employees were likely proud to work for a company that prioritized sustainability and ethical practices.
2. Google’s “Search Inside Yourself” Program
Google – the search engine giant offers its employees mindfulness and meditation training through its “Search Inside Yourself” program. The program demonstrates Google’s commitment to the welfare and personal growth of its employees.
What made this campaign effective:
- Unique value proposition: Potential employees were captivated by the program’s promise of personal development and a fulfilling work-life balance.
- Employee engagement: Employee satisfaction and morale were likely improved by the program, which resulted in higher retention and positive word-of-mouth.
- Alignment with company values: The program aligned with Google’s focus on innovation and employee well-being.
3. HubSpot’s “Culture Code”
HubSpot’s “Culture Code” is a comprehensive overview of the company’s cultural framework and values. The guide which is publicly available revolutionizes the way potential employees can understand the company’s culture, by offering a clear view into the company’s values and work environment.
What made this campaign effective:
- Transparency: HubSpot’s transparent approach, as displayed by their culture code, helped them attract and retain employees who shared their values. Further, it demonstrated their commitment to honest and open communication.
- Attracting like-minded individuals: The code helped HubSpot attract candidates who shared their values and culture.
- Employee engagement: The code further provided a basic framework for employees to understand and live by the company’s values.
Top 5 Employer Branding Tools
Employer branding tools can be a valuable asset for any company looking to attract and retain top talent. There are a variety of employer branding tools available that can help you. Depending on your needs, there are tools for research and metrics, content creation, testimonials and reviews, recruitment, and employee advocacy to choose from.
Here are five of our favourite platforms for your Employer Branding requirements:
1. Social Media Platforms
Social media platforms are essential tools for building a strong employer brand. By sharing engaging content, interacting with your audience, and promoting job openings, you can attract top talent and create a positive company image.
 | LinkedIn is more than just a professional networking site. It’s the most popular platform for showcasing your company’s culture, posting updates, interacting with prospective employees, and advertising job openings. | |
 | Twitter is great for regularly sharing company news, insights, and updates, among other things. Additionally, you can use Twitter to interact with prospective employees and take part in industry conversations. | |
 | Use Instagram to display your company’s culture with appealing, inventive, and engaging images. To offer prospective employees an idea of the work culture, share corporate events, employee anecdotes, and behind-the-scenes pictures of your company. | |
 | A versatile platform to promote job positions, engage with your audience, and share corporate news. |
2. Employee Advocacy Platforms
In basic terms, employee advocacy platforms empower your employees to share company content, increasing the visibility of your brand and producing essential social proof.
 | GaggleAMP | GaggleAMP is known for its powerful analytics and convenience of use. It provides a host of diverse features to assist you in managing and accessing your employee advocacy program. |
 | PostBeyond | With an emphasis on social selling, PostBeyond offers tools to assist your employees in establishing connections with possible clients and partners. |
 | Haiilo | A comprehensive internal communication and employee advocacy platform that strengthens company culture and boosts employee engagement. |
 | Sociabble | A popular choice among the enterprise-level companies, this tool offers advanced features like social selling and gamification that increases brand awareness and ultimately leads to greater sales. |
 | Sprout Social | Although Sprout Social is primarily a social media management platform, it has powerful features for employee advocacy. This makes it an ideal choice for companies that currently use Sprout for other social media needs. |
3. Candidate Relationship Management (CRM) Systems
Candidate Relationship Management (CRM) systems allow you to maintain and strengthen relationships with prospective candidates. These tools help you to keep track of interactions, preferences, and goals of the candidates, thus providing them with a personalized experience. This leads to stronger candidate relationships and increased engagement.
 | Workday | An HR platform equipped with robust CRM features that enables you to track candidate interactions, customize communications, and evaluate your recruitment efforts effectively. |
 | Greenhouse | From initial contact to onboarding, this AI-powered recruiting software provides a user-friendly CRM solution for managing candidates throughout the hiring process. |
 | Lever | Lever is a modern recruiting platform equipped with an effective CRM system that allows you to develop meaningful relationships with candidates by automating tasks, customizing communications, and monitoring key metrics. |
 | JazzHR | This intuitive, affordable, and user-friendly CRM talent system has been created to streamline your recruitment process, helping you attract top talent easily. |
 | iCIMS | A Comprehensive talent acquisition suite that incorporates an effective CRM system to monitor applicant progress, manage candidate relationships, and enhance the overall recruiting process |
4. Employee Survey Tools
Employee survey tools are essential for collecting important insights about employee satisfaction, engagement, and the overall workplace experience. By conducting surveys on a regular basis, you can identify areas that need improvement, gauge the effectiveness of your employer branding efforts, and make informed decisions to improve your company culture.
 | SurveyMonkey | A multifaceted survey tool that provides a variety of templates and customization features to assist in crafting and sharing surveys for employees. |
 | Qualtrics | An advanced survey platform that offers analytics and reporting capabilities to assist in revealing profound insights, into employee sentiment. |
 | SurveyGizmo | This is a user-friendly survey tool that provides a range of question formats and distribution methods for collecting feedback from your employees. |
 | Typeform | A survey tool that is designed to create appealing and interactive surveys. Its purpose is to increase response rates and collect feedback effectively. |
 | Microsoft Forms | A simple and intuitive survey tool seamlessly integrated with Microsoft Office 365, making it simpler for employees in filling out surveys |
5. Video Platforms
The video platforms are a smart and engaging way to highlight your company’s culture, values, and employee experiences. You can bring in top talent to your organisation and develop a powerful employer brand by creating compelling video content.
 | YouTube | It’s the most popular video-sharing platform for creating and sharing company culture videos, employee testimonials, and job spotlights videos |
 | Vimeo | A professional video platform that provides high-quality video sharing and hosting options, thus perfect for producing high-quality employer branding videos. |
 | TikTok | A modern platform for short-form videos that may be utilized to produce informative and captivating content that appeals to younger audiences. |
 | Wistia | A video hosting and marketing solution with advanced customization and analytics, making it ideal for employer branding videos. |
| A platform that emphasizes visuals and aesthetically pleasing content. It lets you share short videos and stories about your business culture and employee experiences, among other options. |
Implementing Employer Branding Tools
Implementing employer branding tools is essential for attracting and retaining top talent in today’s competitive job market. Companies that incorporate meaningful employer branding tools in their recruitment processes can definitely highlight their core values, culture and their employee offerings for prospective candidates. Additionally, by effectively utilizing these tools, you can enhance your employer brand and position your organisation as an employer of choice.
Here are some key steps to consider in the implementation process:
Define your employer brand: Highlight your company’s values, mission, and culture in clear terms. It’s about showing what your company stands for.
Select the right tools: Choose the right tools that align with your goals and budget.
Create a content calendar: To plan and schedule your social media posts, blog, articles, etc., you can create a content calendar
Train your employees: Educate and inform your employees on the importance of employer branding and how they can contribute to it.
Track and measure your results: Use analytics to see how well your employer branding efforts are paying off and make data-driven decisions accordingly.
Conclusion
Your employer brand is the reflection of your organisational values. By investing in employer branding tools that are both effective and appropriate, it is possible to establish a work environment that is both engaging and motivating, thereby attracting and retaining the most talented employees.
Begin implementing these strategies and tools immediately to fortify your employer brand in the industry and witness the transformation for yourself. It is crucial to bear in mind that a robust employer brand is an invaluable asset that will facilitate the long-term expansion of your organization.
