Are you building a strong employee brand for potential candidates?


The traditional expectation that a candidate has to sell themselves to an employer is starting to shift. As the global competition for talent continues to grow, businesses need to think carefully about why exactly a candidate would want to join their company over a rival business.

In order to capture the best possible talent in the market, creating and maintaining a strong brand should become a top priority for businesses.

Who should take responsibility for the brand? 

According to Universum’s Future of Employee Branding report, 60 per cent of CEOs believe it is their own responsibility to take ownership for this entity. However, Universum stated that leaders should learn to trust their HR department in creating brand strategies. This is especially important considering that 61 per cent of CEOs have taken no action in this regard.

CEOs need to trust their team to build effective brand strategies.

Propelling a brand vision into action requires the entire organisation to come on board and shape the messages and culture that define the company.

Treating your staff base as ambassadors 

When attempting to attract new candidates to your business, it is important to ensure your current workplace is satisfied with the firm. A company culture is no longer decided by the strategic apex and your current workforce has a lot of influence on the identity of your business.

Your current workforce has a lot of influence on the identity of your business.

As social media creates new channels for communication, you need to ensure your staff are sending the right messages to the general public. A study from Hudson Pro found that nearly half (49.1 per cent) of top employer brands had a relevant and current employee value proposition, compared to just 20 per cent of other companies.

According to Randstad Australia, building your brand starts with creating an engaged staff. While this encompasses a range of factors, there are particular areas of focus for organisations.

An important aspect to consider is career progression. In an earlier survey, per cent of employees left their company due to a lack of long-term growth opportunities. Career growth doesn’t always have to involve a promotion, as long as the individual feels they are expanding their skill set and meeting new challenges in their working day.

Using technologies to assist in your payroll, such as workflow automation software, can ensure your employees are compensated for extra work and that salary raises are applied fairly.

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