{"id":14345,"date":"2017-08-12T08:37:51","date_gmt":"2017-08-12T08:37:51","guid":{"rendered":"https:\/\/recruiterflow.com\/blog\/?p=340"},"modified":"2026-01-17T03:41:22","modified_gmt":"2026-01-17T03:41:22","slug":"create-employer-brand-candidates-love","status":"publish","type":"post","link":"https:\/\/recruiterflow.com\/blog\/create-employer-brand-candidates-love\/","title":{"rendered":"How to Create an Employer Brand that Candidates Love"},"content":{"rendered":"\n

The father of advertising, David Ogilvy rightly describes branding as a creation of genius, faith, and perseverance. Creating an employer brand is no different! Your employer’s brand is central to your recruitment process<\/a> and defines the people whom you recruit. <\/span><\/p>\n\n\n\n

<\/span>Why do you need to create an employer brand?<\/strong> <\/span><\/span><\/h1>\n\n\n\n

Today the power dynamic between the candidate and employer has changed. The unemployment rate in the US is at 4.6%, the lowest in 10 years. A number of experts have defined the current labor market as \u2018candidate-driven\u2019. Today, candidates have more options than ever and this trend seems to be growing. Having a bad employer brand can cost you more than 10% per hire<\/a>.<\/span><\/p>\n\n\n\n

\"Candidate<\/figure>\n\n\n\n

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Employer branding is now a company-wide priority. More than 60% of CEOs handle employer branding themselves. Employer branding helps them secure long-term recruitment needs and differentiate them from their competitor. LinkedIn reports that a company with a well-established personal brand can reduce the cost of hiring by 43%<\/a>.<\/span> <\/p>\n\n\n\n

<\/span>Finding the employer brand<\/b><\/span><\/h1>\n\n\n\n

Before you go into creating your employer brand, you need to identify it first. <\/span><\/p>\n\n\n\n

Research is an important aspect when it comes to creating an employer brand. It gives your company its true voice and helps you attract more candidates. Following are some of the questions you need to ask yourself, your team members, and your candidates. <\/span><\/p>\n\n\n\n

<\/span>What\u2019s your Employee Value Proposition (EVP)?<\/strong><\/span><\/h1>\n\n\n\n

Talk to your team and know what is it they love the most about your company<\/a>. Your EVP is at the core of your employer’s branding activities<\/a>. <\/span><\/p>\n\n\n\n

<\/span>What do your candidates think about you? <\/strong><\/span><\/h1>\n\n\n\n

Today candidates are more aware than ever. Before even applying to a company they would check reviews on Glassdoor, social media, and various online forums. Talking to your candidates would allow you to know where your current reputation stacks. Companies that invest in digital coaching<\/a>, for instance, allow their talent to grow and help them achieve future goals, appealing to the digital era candidates.<\/span><\/p>\n\n\n\n

<\/span>Is your team on board?<\/strong><\/span><\/h1>\n\n\n\n

Creating an employer brand is a team sport. You need to get everyone including your leadership team onboard. You should also get to know what percentage of your employees would recommend your company to someone they know. Just carry out an NPS survey<\/a> among your team. <\/span><\/p>\n\n\n\n

Creating an employer brand is really similar to creating a story, a voice as an employer! Heineken created the \u2018Go Places\u2019 employer branding campaign in over one and a half years. Gathering information was a critical part of the campaign and the video highlighted the EVP at Heineken.<\/span><\/p>\n\n\n\n

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