4 Reasons Why You Need To Invest In Employer Branding
Employer Branding is a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm. A successful employer branding management effort increases both the number and quality of applicants, and increases overall workforce productivity.
This becomes true more than ever for A/E/C firms (Firms operating in the architecture, engineering and construction industry). A/E/C firms devote their time in the field to consistently delivering projects to clients. Providing expertise and a great product has always been the foundation of an A/E/C firm; however, now more than ever, it is necessary to devote resources to branding your business in the short run in order to thrive in the industry in the long run. Need a reason why? How about four reasons?
#1 A STRONG EMPLOYER BRANDING ATTRACTS BETTER (MORE QUALIFIED) CANDIDATES TO YOUR FIRM
With an A/E/C industry unemployment rate hovering around 2%, firms have to go the extra mile to recruit the most qualified candidates in an alarmingly small labor pool. Prioritize developing a unique and positive company culture--you’ll stand out as an ideal employer among other firms competing for the same talent and will position yourself as an employer of choice.
Generations X and Y (*) place a higher value on culture, perks, flexibility, and corporate responsibility. Furthermore, 88% of employees leave an organization for reasons other than money. Incorporating small perks and a more flexible work environment into your company culture can really work wonders in attracting candidates. These perks do not have to come at a great cost to your firm either. A few examples that can be incorporated for minimal cost include a more flexible vacation policy, telecommute options, and social activities (office happy hour or starting a softball team is a great place to start).
#2 A GREAT COMPANY BRAND BUILDS CONSISTENCY (AND VICE VERSA)
Employer Branding is built on the basis of consistency. Incorporate company identity into your Employer Branding strategy. The utilization of a particular color scheme, logo, or even motto into your Employer Branding efforts will unify and strengthen your overall company brand. Not to mention, strengthening your brand image will pay off immensely in recruiting efforts. A consistent brand message leads to more candidates who will recognize your firm as strong and established.
#3 HAPPY EMPLOYEES ARE PRODUCTIVE EMPLOYEES
Now that your firm has successfully hired the most qualified and productive candidates by establishing your distinct brand identity, it’s time to ensure that those new employees want to stick around. Building a successful employer branding depends on fostering a positive company culture. If you create an environment where employees feel driven to accomplish their goals, they will visualize their career at your firm long term.
#4 BRANDING MOVES YOUR COMPANY FORWARD
Investing in an online social presence is crucial, but it doesn’t mean you must make a huge time investment. 95% of marketers indicated increased exposure for their businesses with as little as 6 hours of social media marketing per week. Plus, investing time in a social media presence doesn’t just mean increased brand awareness - it oftentimes leads to new business deals and relationships. 61% of B2B companies and just over 50% of B2C companies reported new partnerships as a result of social media.
Social Media is heavily used in every step of the recruiting process, with many applicant tracking systems now including social share features. These features, which oftentimes share job postings straight to social networks, allow a marketing/social plan to be executed directly from the software application.
In addition to the convenience of auto-posting, aligning yourself as a tech-savvy firm will boost your recruiting efforts, as the new generation of A/E/C candidates will give your firm more consideration.
(*) Generation X: Born from 1965-1980
Generation Y (Millennial): Born from 1981-1995