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Add value to build an Effective Employer Branding Strategy

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When it comes to attracting and retaining top talent, having a strong employer brand strategy is crucial. Candidates seek far more than just a job - there's plenty for them to choose from currently; mainly people would prefer to work for companies that share their values and offer a strong sense of community and belonging. A tool that might help you to structure how you match your offer to the value they seek is Bain & Co's Elements of Value

The framework, whilst primarily aimed at brand per se rather than employer brand, can help to identify the key drivers of value for employees and allow employers to differentiate their employer brand from competitors. We think it's useful in two main ways; creating a sense of community, and differentiating your offer from other competitor brands.

Creating a Sense of Community with Your Employer Brand

One of the key drivers for employees is a sense of community and belonging within the organisation. They want to feel like they are part of something bigger than themselves, and that their work is making a meaningful impact. To create a sense of community with your employer brand, consider the following tips:

  1. Foster a culture of inclusivity: Companies that prioritise inclusivity and diversity in the workplace are more likely to attract and retain a diverse range of talent. Make sure that your company values and practices reflect this commitment.

  2. Encourage employee engagement: Empower your employees to take an active role in shaping the company culture and values. Encourage open communication and provide opportunities for feedback and input.

  3. Celebrate your company culture: Showcase your company culture through your employer branding efforts. Share stories and testimonials from employees to help potential candidates (and other existing employees) understand what it's like to work for your organisation.

Differentiating Your Employer Brand through value-added content

To stand out in the job market and attract top talent, it's important to differentiate your employer brand from competitors. The Elements of Value framework can help you identify the unique value drivers that your company offers to employees. Consider the following tips:

  1. Identify your unique value proposition: Identify the specific drivers of value that your company offers to employees (your EVP). Do you offer unique benefits or perks? Is your company culture particularly strong in a specific area?

  2. Communicate your values and culture: Once you've identified your unique value proposition, make sure that you communicate it effectively to potential candidates. Use all the tools at your disposal including social media, experiential, job postings, and other channels to showcase your company values and culture.

  3. Leverage the power of your people: Employees are the most powerful way to differentiate your employer brand. Share stories and testimonials from current employees to help potential candidates understand why your company is a great place to work.

Incorporating flexibility within a framework based on adding value into your employer branding strategy can help you create a compelling and effective brand that resonates with employees, flexes around changing circumstances, and attracts top talent. By prioritising a sense of community and differentiation, you can build a strong and successful employer branding strategy that drives tangible business results.

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About Author

Tom Chesterton
Tom Chesterton

Chief Executive and Co-Founder of Tonic. Brand geek, dislikes charlatans.

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