Hansen Belyea Blog
Wednesday, June 8, 2022

Why Your Employer Brand Matters More Than Ever

By Brianna Home

There is much to be said about what all of us have experienced over the last few unprecedented years and how it has drastically changed our priorities. We’ve re-evaluated what is important to us — whether it’s our relationships, how we spend our time or where we work. Many jobseekers have new priorities.

According to the US Bureau of Labor and Statistics this past April marked the 11th straight month in a row where the monthly total of people resigning has been numbered at 4 million. For context, the numbers were at 3.5 million during January 2020 and then at just about 2 million during the first months of the pandemic. This resignation momentum doesn’t show any signs of stopping. Every industry has been affected by a mass exodus of employees, otherwise known as The Great Resignation. The factors contributing to this are related to various global events, but this matter is complex and won’t go away easily or soon. This makes it especially important that companies have a plan of action to address this concern.

Branding for the sake of appealing to clients is important for any company’s success. Expanding your company’s marketing strategy with employees at the forefront is also extremely vital and requires developing your employer brand. Right now, is a great time to shift your perspective of current global trends and see them not so much as an issue but view it as an opportunity.

Take time to Evaluate

In a recent article authored by the Harvard Business Review they referred to the recent changes in people’s lives as “historical” and the shift in hiring trends as a “crisis”. Now more than ever, job seekers are prioritizing their values and they want to make sure to align themselves with companies that share in their value system. This is one of the many reasons why employer branding is so important.

So how do companies account for this shift and stay on the forefront of recruiting?

Now more than ever, businesses will benefit greatly when Marketing and Human Resources work collaboratively. The main difference between the departments is that Marketing is aimed at clients while HR is aimed at current and potential employees, but both share in the common goal of understanding and communicating company branding.

In terms of your website, companies should focus on potential hires as key audience. Consider the pages that they would normally visit and their user paths. For example, it should be easy to go from your “Culture” page to your “Job Openings” page. It should also be easy for candidates to apply for a job – you can consider how many steps it takes to apply. When designing websites, we focus effort on the Careers, About and Team pages all with the candidate UX and perspective in mind. Reviewing these pages while considering this audience is a good test for marketers in evaluating their website.

It’s good to ask the right questions such as:
• Which pages are potential hires most likely to visit?
• Can a job seeker get a strong sense of what it’s like to work for your company?
• Are there examples of how you “walk the talk” of your company values and mission?

Important Items to Consider

Being strategic in how you present your company’s brand on your website is an opportunity to show your company’s authenticity. Let your voice be unique and do so in a way that compels your audience. Some of the best ways to accomplish this are not necessarily from written content so much as what you can show by example. Over the past few years, Hansen Belyea has made several culture videos to help with recruiting. This is a great way to showcase what working at your company is truly like and our clients have had success from the videos. Messaging is extremely important. Identify and communicate what makes your employer brand unique. It’s also vital to make good use of images and infographics to better tell your story.

While to some it may seem counterintuitive to focus first on possible new hires over clients, it actually makes perfect sense. In prioritizing potential employees, you make a powerful statement to everyone, including your current and potential clients. Putting forth this effort displays that your company places importance on fostering a culture that genuinely cares for those who help make your organization possible. It also shows that you are aware that the success of your business depends on looking out for your team who in turn provide the best possible experience for the clients you serve. Connecting with your audience is always important and connecting with top talent is even more important than ever.

If you’re interested in talking more about employer branding and ways to approach it successfully, we’d love to hear from you.