In the hunt for talent, many employers find their candidate pool very weak despite offering competitive packages and opportunities to the candidate. This means that the company has not been able to position itself as a top employer in the market to encourage talents to apply to its jobs, or has not invested enough in “Employer Branding”

Few years back, employer branding was not being talked about the way it is today, and we’re seeing more and more corporates investing extra time and money on activities and projects that address their brand as an employer, and how their brand is perceived as an employer from a candidate-perspective.  

Today, talents, especially the millennials, want to work for employers who stand out and are typically known for their fairness, respect, flexibility, recognition, and the development opportunities they offer whether it’s direct learning and training or other career opportunities as moving in different roles across the organization. And despite the fact that these talents are keener on their careers than ever, other factors as the workplace environment and culture strongly impacts their choices and job consideration.

Employer branding is a cornerstone today for many organizations and it’s not only for big companies with big numbers of employees.  We can see many talents moving from big multinationals to smaller ones and even to startups just because the later are known for offering a great working experience, i.e. the environment and workplace culture.

Employer branding also directly impacts the quality of your hires; having more talents in the market who want to work for your company expands your talent pool and as a result, you get the opportunity to interview and select the most skilled.

So is this only why Employer Branding matters? Is it just because it’s a powerful recruitment tool that gives edge to companies over others in their search for talents?

Definitely not! Employer branding can be also an indirect way to help companies expand their business and promote their brand to existing or potential customers and other stakeholders. A strong employer brand results in more loyal employees who feel they really belong and are actually part of the team, and they automatically become advocates of your brand within their networks. Also, building an inspired workplace where team members can grow and thrive directly impacts their productivity and business outcomes, which is critical to the success of any organization. It’s also a great way to retain your existing employees, so you would avoid turn-overs and its negative impact on the company.

So, whether you are a company leader, HR or Communications professional, or a hiring manager, you have to make sure you spend some time and pay attention to branding your company, your site, or even your team! Go ahead and take steps towards building a diverse workplace where talents can develop in their career, get rewarded, recognized, feel excited about the work they do, and be motivated to go to work every day!