Growing Your Employer Brand Awareness in 2024

According to CareerArc, 69% of candidates would reject a job offer from a company with a poor employer brand.

That means that if you look up your company online, on websites like Glassdoor, your employer brand awareness must be able to attract the very best. Your employer brand awareness is now more important than ever. 

So let's dive in, and look at how your company can grow your employer brand awareness in 2024.

Key Takeaways:

• Employer brand awareness helps shape your company's reputation as an employer of choice.
• Understanding the changing workplace cultures and employee value propositions is essential in developing effective employer branding strategies.
• Organizations with a strong employer brand see up to a 28% reduction in turnover rates, according to LinkedIn.
• Navigating the future of employer branding requires adaptability and staying ahead of emerging trends.
• Modern tools like Vouch video are designed directly to grow your employee brand on platforms like social media.
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Why does your Employer Brand matter in 2024?

Today, salary and stability are no longer enough to attract top talent. The top job seekers are looking for more. They're looking for companies that align with their values and offer a positive workplace culture. 

Statistically, one LinkedIn study showed that 88% of job seekers consider a company's employer brand when applying for a job. 

Your employer brand is the narrative that tells potential employees why they should choose to work for your company, showcases your unique employee value propositions (EVPs), and resonates on a deeper level with the people you want working at your company.

Employer brand awareness plays a crucial role in attracting and retaining top talent, and a strong employer brand not only sets you apart from your competitors but also helps you create a positive reputation and improve your overall brand perception.
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The Impact of a Strong Employer Brand

The leading companies in almost every industry today are the companies that prioritize employer brand management, and cultivate a positive reputation as an employer of choice.

The impact of strong employee brand awareness is exponential for the success of a company, including:

1) Lower Turnover Rates

Companies with a strong employer brand often experience up to 28% lower turnover rates. When your employer brand conveys a positive and fulfilling employee experience, you attract candidates who are more likely to align with your company values and long-term goals. This alignment leads to greater job satisfaction, enhanced commitment, and reduced turnover.

2) Higher Employee Engagement

Investing in employer brand awareness and reputation management can significantly impact employee engagement levels, with a 20% employee engagement increase, according to LinkedIn. A strong employer brand fosters a sense of pride and connection among employees, leading to increased loyalty, motivation, and productivity. 

3) Better Financial Performance

Studies have shown a direct link between a strong employer brand and improved financial performance. Candidates and consumers alike view companies with a positive employer brand reputation as more trustworthy, reliable, and competitive. This positive perception can lead to increased customer loyalty, higher sales, and overall business growth.
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How do you craft a compelling Employer Brand?

To create a compelling employer brand, you need to understand your target audience (top active and passive candidates) and what they value in the workplace. The best way to get started is to start with your own employees and conduct surveys and interviews to gather insights on employee expectations and preferences.

Here are the steps to understand how to improve your employer brand awareness:

1) Identify your unique value proposition 

What sets your company apart from others? Determine the key factors that make your organization an attractive place to work.

2) Identify your culture and values 

Before you can communicate your company's mission, vision, and core values - you need to not only know what they are, but how they tramnslate into the real world. Interviewing your current employees is, again, the best way forward.

3) Storyboard your employer brand

We'll dive into this more below, but based on your current employee's feedback and company values, you can then storyboard your employer brand - creating an effective employer brand

4) Leverage technology

As we look ahead to the future of employer branding, technology will be a differentiator. For example, at Vouch, we have AI video editing and you can also leverage tools like AI-powered chatbots and tools to help with candidate selection. As AI grows, so will the benefits.

5) Map out a consistent plan

The other key to raising your employer brand awareness is consistency. By sharing consistent, authentic stories and posts on social media, you can highlight your company's values, vision, and commitment to employee growth from all kinds of angles.
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The Power of Employee Advocacy

Employee advocacy is another employer branding strategy that will continue to grow in 2024 and beyond. When employees are actively involved in promoting the company's employer brand, it has a significant impact on brand perception. 

Through social media, blogs, and other channels, employees can share their positive experiences and showcase why they love working for their organization.

• Encourage employees to share their experiences on social media platforms like LinkedIn, Facebook, and Instagram.
• Provide employees with resources and training to become brand ambassadors.
• Recognize and reward employees who actively promote the employer brand.
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FAQs

Why is employer brand awareness important in 2024?

Employer brand awareness is important in 2024 because it helps companies attract top talent in a competitive job market. With changing expectations and demands of the workforce, companies need to focus on building a strong employer brand to differentiate themselves and showcase their unique value proposition as an employer of choice.

What is employer branding and why does it matter?

Employer branding is the process of shaping and promoting a company's reputation as an employer. It matters because it helps companies attract, engage, and retain top talent. Job seekers are looking for companies that align with their values and offer a positive workplace culture. By crafting a compelling employer brand, companies can showcase their unique value proposition and differentiate themselves from competitors.

How can I craft a compelling employer brand?

Crafting a compelling employer brand involves identifying your unique value proposition and effectively communicating it. It includes employee advocacy, showcasing your company culture, being transparent about your values and mission, and engaging with the community. By showcasing what makes your company special, you can attract top talent and stand out from other employers.

What are the benefits of investing in employer branding?

Investing in employer branding has several benefits. Companies with a strong employer brand experience lower turnover rates, higher employee engagement, and better financial performance. A compelling employer brand also helps attract top talent and contributes to overall company success.
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Conclusion

Growing your employer brand awareness in 2024 is crucial for attracting top talent and positioning your company as an employer of choice. By implementing a comprehensive employer branding strategy, you can effectively shape your company's reputation and generate strong employer brand perception.

Incorporating video content into your employee brand awareness campaigns can further enhance the impact of your efforts, and tools like Vouch make building your employer branding remarkably easy, helping you create video content that captures authentic employer reviews and employee experiences. 
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Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.

Be sure to book a Vouch demo today and chat with a video content expert.