10 Questions to Improve Your Employer Brand

Recruiting?  A Great Employer Brand Matters!

Employment Brand 1 - HR Strategy Design - Human Resources, Strategy Development, Compensation, Benefits, HR Strategies Now, Elements, Talent Acquisition, Training & Development, Performance Management, Onboarding, Employee Relations, Off-boarding, Consulting

More than likely, you are very familiar with the concept of a product or company brand strategy. It’s intentional messaging that’s created in order to shape a consumer’s perspective. Companies spend millions of dollars carefully crafting just the right message that’s designed to draw you in for the purchase. 


Marketing works. And companies that know how to tell the right marketing-related stories often thrive. They understand the importance of drawing the audience in and piquing their interest. When it comes to recruiting the right talent for your business, a well-designed marketing plan can also make a huge (and long-term) positive impact as it draws high-quality candidates to your business. That’s your employer branding message at work. 


Recently I’ve spoken with several small business owners who are having a hard time finding candidates to fill their open positions. Vacant positions that would normally be filled in a few weeks are taking far longer and this is putting a strain on productivity levels. If you have an opening or expect to in the near future, one of the most important things you can do is work on articulating your employment brand before you start recruiting. This will help candidates better understand who they are connecting to when they fill out an application. 


The employment brand is your recruiting identity. A story, if you will, about who your company is as an employer and what it’s like to work there. It’s your reputation as an employer. And it’s something that more and more candidates are taking seriously, particularly those that are ambitious and career minded.


Similar to your marketing brand, it’s information that helps a candidate (customer) know what they should expect when they are interacting with you. While some companies use big budgets to shape candidate perceptions, even smaller businesses have a story to tell. The key is in unlocking (and articulating) your story. Whether you use pictures, videos, or simple text, your story needs to come through. It’s the face of the company and it should be presented in as flattering (and truthful) light as possible. 


Here are ten questions to help you form your messaging as you engage candidates. The ability for a candidate to resonate with the answers will have a significant impact on whether they apply for and accept a position with your company. 

  1. How do you want to be described as an employer and where are you now in comparison?
  2. What elements of your culture or company values are most critical for your long-term success?
  3. What is the passion behind the business? And how far does that reach down through the organization?
  4. What can (and should) employees expect when they are working for you, not just in the first 30 days but in years to come?
  5. Besides a paycheck, what do your employees receive in exchange for their work?
  6. When you ask your current employees what it’s like to work for your organization, how do they respond? How do they tell the story of your culture?
  7. What is unique about your culture or your approach to business that may resonate with others?
  8. What stories do people share about how others have progressed through the organization?
  9. What should a candidate realistically expect in your application and hiring process?
  10. What does "diversity and inclusion" mean to your business and how is that integrated into your cultural “fabric”?


The answers to these questions should ideally be formed into a narrative that you can include with your recruiting messages. Once the narrative is created, it can be shared on your website, social media outlets, within your advertisements, etc. Notice that this list did not include a reference to compensation and benefits. Those elements can be added but the core focus should be on the deeper identity and values of the business. 


More than ever before, candidates are doing their homework and diving in to understand what it’s like to work for a company before they interview or accept a position. Intentional messaging and a bit of marketing can be very effective in drawing the right candidates close when an opening exists. Today's employment market is tight and those companies that can effectively share what makes them unique are better positioned to hire the top candidates.

Brian Wallace • February 10, 2022
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