Today, every employer wants to be known as the ‘Employer of choice’. What this means is that the company is the top or preferred choice for best talents in the market.
Contrary to the view that there aren’t enough jobs out there, and so job seekers are readily available for the taking, the reverse is sometimes true.
Building a positive employer brand is crucial for attracting and retaining top talent, whether they are in abundance or scarcity.
Here are some key steps to help you build a positive employer brand:
Culture
Your corporate culture, ultimately, is your employer brand. What is it that makes your organisation unique, and why would people want to work for you? Consider your values, mission and vision. What behaviours are your employees known for? What leadership styles are prevalent in your organisation? Do you wish to have a particular culture but in practice you have the reverse? Reflect on these. Seek professional help in diagnosing and implementing programmes that will help you build the culture that drives your corporate strategy and helps you attract high quality talent.
The Value You Offer
Clearly communicate what you offer to existing and potential employees. These include benefits, career development opportunities, work-life balance and any other perks which set you apart. This cannot be overestimated. Employers in Africa mostly refrain from stating salary ranges – it’s like a big kept secret, but consider that transparency can attract the candidate you so wish to hire.
Consistency in Messaging
Ensure that your messaging is consistent across all platforms; from your company website to social media, and in your interactions with candidates. Some companies are virtually non-existent on the world wide web, you can’t find them on social media or any other platform. Where there exists a presence, there is very scanty information for a potential applicant to find. It will be difficult for a good talent to move from a well-established, well-known brand to one that seems to be hiding. Rather, highlight your company’s culture through various channels like social media, blog-posts and videos. Share stories of company events, team achievements and employee recognition. It is a direct message to potential candidates who come searching that good things await me if I join this company.
Employee testimonials
This is a tricky one. Imagine asking employees to give testimonials on their experiences working at your company when the environment is so toxic, ha!!! Don’t even bother, because the feedback will not be anything that can attract any good candidate. If on the other hand you are a good employer and have invested in building a great culture, then written or video testimonials from your employees sharing authentic stories about their experiences working in your organisation can be very powerful.
Employee Engagement
Create a positive work environment wherein employees feel valued and engaged. Encourage open communication, recognise and celebrate hard/smart work, and create opportunities for growth. Celebrate employee milestones; have parties, breakfast meetings, luncheons together etc. – with management’s full support and participation in all of these.
Corporate Social Responsibility
Every business exists within a community; giving back to the community is not just the right thing to do, it also positions the company in a positive light in the eyes of potential candidates out there. Get involved in community initiatives and demonstrate your company’s commitment to making a positive impact beyond the workplace.
Transparent Recruitment Processes
During the recruitment process, an employer is not just checking to see if a candidate is the right fit in terms of skills, competencies, experiences as well as a cultural fit – that is just one side. The employee is also checking to see if the company is one they would want to work for. Employees look out for – or should look out for – signs which indicate the kind of culture the recruiting organisation has. Companies should put their best foot forward: issues such as how they treat candidates; how responsive they are to answering candidates’ queries? Do they make them wait for hours just to be interviewed; do they consistently cancel appointments at the last minute without explanation etc. – these should be watched closely. These tell so much about what kind of entity it is, and what the candidate can expect when they join the business. Ensure that the hiring process is fair, transparent and respectful of candidates’ time. Provide feedback when possible, even to unsuccessful candidates.
Monitor & Improve
Continuously assess your employer brand and gather feedback from current and past employees to make improvements. Adapt to changing trends and employee expectations.
Measure Success
Use key performance indicators (KPIs) such as employee retention, the quality of applicants, and employee satisfaction surveys to gauge the success of your employer brand efforts.
Conclusion
Building a positive employer brand takes time and consistent effort, but if done well it can help you attract and retain top talent – ultimately leading to business success.
Priscilla is Head of HR for Oakwood Green Africa. She is passionate about Human Capital Development. She enjoys supporting SMEs to set up functional HR structures that drive organisational strategy. She loves everything about People & Culture in the corporate environment. Follow Priscilla Opuni Biney on her social media handles:
