Community building and differentiating your employer brand – some practical tips

When it comes to attracting and keeping top talent in the Middle East, having a strong employer brand is a game changer. Candidates here aren’t just looking for any job – they want to work for companies that align with their values, offer a sense of community, and provide opportunities for growth. That’s where Bain & Co’s Elements of Value can come in handy. Originally designed for consumer brands, this framework can also help you figure out what employees care about and how to set your company apart from the competition.

Building a Sense of Community with Your Employer Brand

In the Middle East, especially in places like the UAE and Saudi Arabia, people really value a sense of community at work. Employees want to feel like they’re part of something bigger, that their work has meaning. Here’s how you can create that sense of community:

• Embrace Diversity and Inclusivity: The workforce here is incredibly diverse, with expats making up a big chunk of it. Companies that are inclusive and respect different cultures will naturally attract and retain a wider range of talent. Make sure your company values reflect this commitment.
• Get Employees Involved: Today’s professionals, especially younger ones, want a say in shaping the company culture. Encourage open communication, listen to feedback, and give employees a chance to influence how things are done.
• Show Off Your Culture: People want to know what it’s really like to work at your company. Share employee stories, testimonials, and real examples of your team’s day-to-day experiences to give potential hires a feel for your work environment.

Standing Out from Competitors with Value-Added Content

The job market in the Middle East is competitive, particularly in industries like tech, finance, and construction. To attract the best talent, you need to differentiate your employer brand. Here’s how:

• Figure Out Your Unique Value Proposition (EVP): What makes your company stand out? In the Middle East, career growth, mentorship, and work-life balance are key drivers. Highlight what you offer that’s different, like great training programs or clear career paths.
• Spread the Word: Once you know your EVP, share it everywhere – on social media, in job ads, at events, and through community projects. Make sure potential candidates see what makes your company special.
• Let Your Employees Do the Talking: Word of mouth is powerful here. Use employee testimonials and stories to showcase why your company is a great place to work. When people see their peers thriving at your company, it builds trust and interest.

Conclusion: Make Your Brand Flexible and Appealing

A flexible employer branding strategy is crucial in the fast-moving Middle Eastern market. Focus on building a strong sense of community and standing out from competitors, and you’ll create a brand that resonates with top talent. This approach not only makes your company more attractive but also delivers real, measurable business results.