When it comes to hiring, you want to make sure your company stands out in the crowd to attract top talent, and you might be surprised by how much branding makes an impact. Technology has made way for a whole new level of transparency in today’s job-hunting. Just as you might be able to check out a potential candidate’s Facebook page to see their suitability, candidates can research their potential employer’s compatibility too. Up to 75% of job seekers will research a company before applying for a job, and 50% of job seekers refuse to work for a company with a bad reputation (that’s even with a pay increase). Branding isn’t just colour palettes and logos, it’s the public face of your company, and there has never been a more important time to ensure your brand is conveying exactly what you want your company to represent. So, let’s explore why branding matters when it comes to hiring and how you can harness the power of branding to improve your hiring process.

Importance of Branding

Building Trust and Credibility

A strong brand communicates a company’s core principles, professionalism, and trustworthiness across all platforms. When candidates encounter a company with a well-defined brand identity that they can relate to and understand the messaging of, they are more likely to be incentivised to want to work there too.

Attracting Top Talent

Strong branding can do half the recruitment work for you. If you have a strong brand and are well-regarded in the industry, you’ll easily attract top talent eager to work with you. Candidates are drawn to companies with a strong brand presence that aligns with their values, aspirations, and career goals. Positive word of mouth and putting in the work of establishing a strong brand can work as effectively as an extensive hiring process.

Fostering Employee Engagement

A company with a strong brand fosters a sense of pride and belonging amongst its staff. When employees believe in a company and feel a sense of identity, they are also more likely to promote their involvement within it. Anyone researching a happy workplace will find their employees proud to post about it on social media, what they get up to in their workdays, work events they attend etc. This level of employee engagement is essential for driving performance, productivity, and innovation within the company.

Branding Tips

Define Your Brand

The first step of branding is to work out exactly what you want your brand to convey about your company. Identify your company’s unique selling points, values, culture, and employer value proposition (EVP). Are you a family-friendly company? Are you chasing a younger demographic? How do you demonstrate your company ethics? What values and benefits do you offer to employees? By clearly defining your employer brand, you can create a cohesive and authentic brand identity that resonates with candidates.

Showcase Your Brand

Once you've defined your employer brand, it's time to showcase it to potential candidates. This can be done through various channels, including your company website, social media profiles, and recruitment marketing materials. Communicate your company's culture, values, and employee experience through engaging content, testimonials, and employee stories. Post photos of team events, even things like going out for drinks after work. This is a great way to convey a sense of community and a healthy work culture – and just that you are a fun place to work!

Optimise Your Job Descriptions

Job descriptions are often the first point of contact between candidates and your company, so it's essential to make them compelling, informative, and most importantly, reflective of you. Incorporate your employer brand messaging into your job descriptions to give candidates a sense of your company's culture and values. Highlight what makes you unique and why it's a great place to work. Use language that reflects your employer brand and speaks to your target candidates' motivations.

Employees as Brand Ambassadors

Your employees are your most valuable brand ambassadors. Encourage and empower them to share their experiences and endorse your brand both online and offline. Give incentives to share company news and updates on social media and participate in employee referral programs. It doesn’t have to be awkward and inorganic, employees are already sharing their lives on social media, just ensure the parts of their work life they are posting are a good reflection of your branding goals.

By leveraging your branding effectively, you can improve your hiring process and attract the best talent. With a strategic approach to branding, you can ensure you stand out as an employer of choice and build a strong and talented workforce that drives business success.