Are you hoping to increase your application pool? Do you want to become a company that people want to work for? Or maybe you want to be more attractive to applicants? Reduce your talent shortage today by creating your own employer brand.
Your Employer Brand
Without a doubt, your company has a mission statement relating to how your customers are served. “We will provide high value-added logistics and transportation.” And undoubtedly, you take pride in serving those customers and building a strong brand in your field.
But what about your brand as an employer? An employer brand includes your promise to current and potential workers. Moreover, your employer brand is the market’s perception of your company. Employer branding is a key piece to recruit new employees and increase the engagement of existing workers.
As the job market has changed to be an “employee market,” individuals have the power to choose where they want to work. An employer brand can shape your recruitment process. Accordingly, incorporate it into the entire application process.
Employee Value Proposition
Your employer brand is a promise to your audience of current workers and the future job pool. Specifically, this promise is the employee value proposition (EVP). An EVP includes everything your company offers as an employer, such as your mission, values, and culture.
A strong, and true, employee value proposition, adds to your employer brand.
Define Your Brand
Before writing your EVP and developing your employer brand, assess your current brand:
- What aspects of your company would be interesting to potential job applicants?
- Why is your company unique?
- Ask your current blue-collar workers what they like.
- Conversely, find out what they don’t like.
Once you have established what employees do not like, you can begin the process to improve. For this reason, be transparent that good change is coming. Just as every e-commerce website needs a trustworthy logistics company, every worker desires an employer that cares.
Build your brand around what makes you “you.” As a result, your existing employees will be your brand ambassadors.
Share Your Employer Brand
Put your social media to work! In addition to attracting customers, use social media to attract your ideal employee.
For instance, highlight frontline workers, not just management. Showcase the variety of logistics jobs available. It is especially essential to shine a new light on blue-collar employment. Your audience will be pleasantly surprised by how much fun this field can be.
Along with a new marketing campaign, it is time to update the application and recruiting process.
When people are evaluating employers, they frequently visit the company website. For this reason, your website should have a career page. In addition to posting job listings, share your employee brand. Post recruiting videos that tell stories of your employees.
Your employee brand should come to life for potential applicants. Remember to keep the message real and authentic. To this end, include employee interviews featuring key worker benefits: advancement opportunities, culture, and, of course, the employer brand.
The Cost of (NOT) Employer Branding
An investment in employer branding could produce 3.5% revenue growth. Conversely, not investing in employer branding can cost much more. Studies have shown that companies with a bad reputation or no employer brand need to pay at least 10% more to recruit new employees. Nevertheless, only 28% of applicants would take the pay increase to work with such a company. The cost of employer branding is evident when considering blue-collar turnover. Over 75% of turnover is unrelated to wages. That means, it is is worth to take a look into the reasons why your employees quit and use these findings for your employer branding strategy.