Why create an employer brand?

Jun 15, 2023

Originally posted on frostcreative.co.uk

Creating an employer brand is an important step for any company looking to attract and retain the best talent. You want the perception that job seekers and employees have of your company as an employer to be positive. It’s also important the reputation your company has in the open job market is consistent and aligned with the long-term ambition of the business, if executed well it will have a significant impact on your ability to hire and retain the best talent.

In a recent project with Colas Rail, we created a bold and daring employer brand and recruitment campaign that helped them stand out in a very competitive job market. The brand aimed to attract and retain engineers and other skilled professionals, and it delivered just that.

Here are some of the key benefits of creating an employer brand for your company:

Attracting Top Talent

One of the primary benefits of creating an employer brand is that it can help a company attract top talent. In today’s job market, job seekers have more options than ever before, and they’re looking for more than just a salary. They want to work for companies that share their values, offer opportunities for growth and development, and provide a positive work environment.

By creating an employer brand that showcases the company’s values, culture, and employee experience, you can differentiate from your competitors and attract the attention of the best people. Our Colas Rail employer brand and marketing collateral highlight the company’s commitment to safety, innovation, and collaboration.

Retaining Current Employees

Creating an employer brand isn’t just about attracting new talent though – it’s also about retaining current employees too. When employees feel that their employer shares their values and cares about their well-being, they’re more likely to stay with the company long-term, this not only saves the company money on recurring recruitment fees but it also helps build a strong loyal culture that talent wants to join or remain part of.

The Colas Rail brand was designed not only to attract new talent but also to celebrate and showcase the company’s existing employees, creating brand ambassadors along the way. By highlighting the company’s commitment to employee development and recognition, the brand helps to boost morale and reinforce the company’s values.

Building a Positive Reputation

Creating an employer brand can also help a company build a positive reputation in the job market. When a company is known for its positive employee experience and commitment to employee development, it becomes an employer of choice. This is more than just pretty words and pictures though, you need to be reaching people across all the various marketing channels. It’s a noisy world so creating an employer brand that can cut through the noise is really valuable to its success.

The Colas Rail brand and campaign over time will help build the company’s reputation as a progressive and innovative employer that values its employees and provides real growth opportunities within. There is a career to be had at Colas Rail. By showcasing the company’s culture and values, the brand helps position Colas Rail as an employer of choice in the rail industry.

Improving Recruitment Efforts

Creating an employer brand will really help a company to improve its recruitment efforts. When a company has a strong employer brand, it becomes focused and less reactive to the need to fill roles as you grow. Talent will already be aware of the company and want to work there, so attracting and retaining top talent becomes easier.

The Colas Rail brand was a huge success in terms of recruitment, helping the company to attract a record number of engineering graduates and skilled professionals. The brand has helped to position Colas Rail as a forward-thinking and innovative employer, which was a major draw for job seekers in the rail industry.

So, if you’re a company (regardless of your size) looking to attract and retain the best people, then you should look to build your employer brand today. It will help you to differentiate from your competitors, attract new talent, retain your existing employees, build a positive reputation, and improve your recruitment efforts in both the short and long term. The Colas Rail brand is a great example of how a bold and daring employer brand can make a significant impact on a company’s ability to attract and retain the best talent in its industry.

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