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Why Employer Branding is So Important (Especially Now!)

These last few years have changed the workforce landscape tremendously. With employers currently fighting to hire in the War for Talent, the time is now to invest in your employer brand and make talent actually WANT to work for you! We’re breaking down simple ways to improve your brand and attract new talent.

Your Brand is Your Identity

Brands are a unique combination of formatting, presentation, design, color, personality, price, service, and voice. It’s in your packaging, your voice mail message, and every other way in which your customer perceives or interacts with your company or your product. That amalgamation of attributes comes to mean something so personal to consumers that they, by purchasing your product, are saying that they want to be like that too. Think of brands such as Apple, Cristal, Manolo Blahnik. These brands have loyal, sometimes cult-like followings, almost entirely based on the brand they have created.

That high level of branding takes time to develop. It’s not a quick or easy thing to set about creating a recognizable brand. You need to take the time to differentiate yourself, explore who you are as a company, and make sure each customer touchpoint reflects your messaging in a memorable way. Whether it’s the big things or the little things, your brand is shorthand for what you are as a business.

Branding Successes and Struggles

Social media is an important element of branding because it is so easy for customers to engage with you directly. But remember that your social media outlets should reflect your brand messaging as clearly as your packaging or your logo. There are a number of easy missteps to make when building your brand through your social outlets, so tread carefully. Making mistakes like the inappropriate use of a trending hashtag, or making a joke that backfires, can have serious consequences on your brand image.

What’s more, your brand should be able to connect you with customers on a global scale. Considering how quickly and easily customers can interact with companies all over the world, it is certainly a mistake not to at least take that into consideration. Localizing your content in multiple different languages can help you connect with your global customers on a deeper, more personal level. But beware of those “lost in translation” moments when your messaging gets twisted around into something completely wrong. To avoid this, think twice about using simplified internet tools to translate your messaging. You really need a native speaker to translate your material so that the voice and above all the content of your material is not distorted.

Building a Compelling Employment Value Proposition

Finding high-quality talent has become more and more complicated in recent years, and it isn’t about struggling with a limited candidate pool. Job searchers are struggling to land jobs as much as companies are worried about competing for those very same candidates. This has made employer branding a very important strategy for businesses around the world. In order to stay competitive, employers need to market their job opportunities much as companies need to market their products or services. To do so, many businesses find it helpful to develop an in-depth Employee Value Proposition that communicates a company’s best selling points and highlights what makes them a great place to work.


Still struggling to hire? Contact Bergman Brothers Staffing today!