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The 5 top challenges in employer branding

Employer branding can hold the key to success when it comes to recruitment but it can also throw up some unique challenges. HR gurus CIPD recently revealed that a poor employer brand adds 10 per cent to cost of hiring. So let’s take a look at some of the most common hurdles and suggest some ways to keep those costs down…

Challenge 1: Developing a strong employer value proposition (EVP)

A strong brand message will help draw in new recruits because they want to be part of what you’re doing. The key to establishing a strong EVP is deciding what makes your business attractive to potential candidates. These values aren’t to do with obvious things like pay or benefits, but rather the surrounding things that make it a great place to work. Think free breakfasts, summer parties, free childcare vouchers and so on. Clearly define your values and goals and you’ll have more chance of attracting candidates who share them, too.

Challenge 2: Lack of employee advocacy

This can often be overlooked, but employee advocacy is one of the best (and free) ways of selling your brand. Candidates are more likely to relate to your current employees and therefore trust their opinions. If your employees are happy in their roles then they will sell your business through word of mouth, social media and networking. Having a strong employer value proposition will make it easy for people to sing your praises and create an authentic message that resonates with potential candidates. This is also a good way to gain new customers as happy employees will spread your message and attract them, too!

Challenge 3: Getting your message out there

What’s the use of creating an engaging brand message if no one sees it? Market research and testing your formats will help you find out the best way of making contact and ensure candidates see the information. Monitor the response you get from emails, social media and advertising to find the best fit for your audience.

Challenge 4: Communicating your brand message

Media brand Fast company have got some great real-life examples of employers that are winning at brand communication. They look at four adverts from brands that have used their employees in different ways to showcase a part of their company. GE, the global digital industrial brand, produced a series of commercials called What’s the matter with Owen? They were playful in describing what their company did and, by doing so, explained to customers who they were and gave candidates an insight to the company ethos. To communicate your brand message, you will need to connect. Whether this is through humour, family values or the unique selling points of your employees.

Challenge 5: Stagnant policies

Is it time your policies had a little refresh? The BBC reported a rise in unusual staff benefits worldwide recently, including paid leave for new puppy owners and help towards the cost of a wedding.  While these may not quite fit into your company’s brand image or costs, the message is clear – employees need more from their working environment. The University of Warwick found that employee happiness increased productivity by 12%, while unhappy workers were 10% less productive.  So, find a perk such as flexible working or extra paternity leave that will resonate with your employees and give your productivity a boost.

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