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 branding strategy is now more important than ever. 

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

Key Takeaways:

• Employer brand awareness helps shape your company's reputation as an employer.
• Understanding the changing workplace cultures and employee value propositions is essential in developing effective company branding strategies.
• Navigating the future of employer branding requires adaptability and staying ahead of emerging trends.
• Modern tools like Vouch video are designed to grow your employee brand on social media platforms.
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Why Does Employer Brand Awareness Matter in 2024?

Today, more than salary and stability is needed 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. They are looking for an employer of choice.

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

Your employer brand, your company's reputation or image, is the narrative that tells potential employees why they should work for your company. It showcases your unique employee value propositions (EVPs) and corporate culture and resonates deeper with the people you want working at your company.

Employer brand awareness plays a crucial role in attracting and retaining top talent. A strong company image sets you apart from your competitors and helps you create a positive reputation and improve your overall brand perception.
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What Are 7 Strategies For Increasing Employer Brand Awareness?

Boosting employer brand awareness is crucial to enhance your recruitment marketing and attract top talents, focusing on employee happiness and work-social responsibility, and creating a positive work environment. You need to stand out as a "workplace of choice", connect with potential employees, and increase employee retention by showcasing your brilliant company culture and values.

Here are some steps on how to increase employer brand awareness:

1. Leverage Social Media

Utilize social media platforms to showcase your company culture and values, attract new hires, and engage with current employees. Regularly posting on platforms like LinkedIn, Twitter, and Facebook can help you maintain a strong online presence and reach a wider audience.

2. Encourage Employee Advocacy

Empower your employees to become brand ambassadors by sharing their positive experiences on social media accounts and recommending your company to their networks. Employee referrals are a powerful tool for attracting new talent and enhancing your reputation as a good company. 

3. Optimize Your Career Page

Ensure your career page reflects your employer's value proposition and highlights your company's mission statement and brand strategy. Providing detailed information about your culture, professional development opportunities, and benefits can attract top talent and increase retention rates.

4. Participate in Industry Events

Attend and sponsor industry events to increase your visibility and engage with job candidates. Hosting webinars and workshops can help position your company as a thought leader in your field and attract ideal candidates.

5. Utilize Paid Advertising

Invest in paid advertising campaigns on Facebook, Instagram, LinkedIn, Twitter and other platforms like Google Ads to reach a targeted audience. Use compelling visuals and messages that align with your branding strategy to attract the best talent.

6. Gather and Act on Feedback

Regularly solicit feedback from your employees and former employees to improve your EB. Address any negative reviews or concerns to enhance your company's reputation as a good employer.

7. Monitor and Adjust Your Strategy

Continuously monitor the effectiveness of your employer branding efforts through metrics like retention rates and employee referrals. Adjust your strategies based on feedback and data to ensure you are attracting and retaining the right people.
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What Is The Impact Of A Strong Employer Brand?

The leading companies in almost every industry today are those that prioritize company branding management and cultivate a positive reputation. 

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

Lower Turnover Rates

Companies with a strong and positive reputation often experience up to 28% lower turnover rates. When your company 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.

Higher Employee Engagement

According to LinkedIn, investing in this branding awareness and reputation management can significantly impact employee engagement levels, with a 20% increase in engagement. A strong image fosters a sense of pride and connection among employees, increasing loyalty, motivation, and productivity. 

Better Financial Performance

Studies have shown a direct link between good workplace branding and improved financial performance. Candidates and consumers view companies with a positive reputation as more trustworthy. This positive perception can increase customer loyalty, sales, and overall business growth.
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What Is 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 image, it has a significant impact on brand perception. 

Employees can share their positive experiences and showcase why they love working for their organization through social media, blogs, and other channels. To do so, you can:

• 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 company's reputation.
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How Do You Craft A More Compelling Employer Brand?

To create a compelling employer brand, you must 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 employees and conduct surveys and interviews to gather insights on employee expectations and preferences.

Here are the steps to help:

1. Identify your unique value proposition 

What sets your company apart from others? Determine the key factors that make your company an attractive place to work. If you don't know, you can always start by interviewing your current employees with a tool like Vouch!

2. Identify your culture and values 

Before you can communicate your company's mission, vision, and core values, you need to know what they are and how they translate into the real world. Again, interviewing your current employees is the best way forward.

3. Storyboard your employer brand

We'll explore this further, but based on your current employees' feedback and company values, you can storyboard your employer brand. 

4. Leverage technology

As we look ahead to the future of company 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, such as Facebook, Instagram, LinkedIn and Twitter, you can highlight your company's values, vision, and commitment to employee growth from various angles.

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FAQs

Why is employer brand awareness critical in 2024?

Employer brand awareness is essential in 2024 because it helps companies attract top talent in a competitive job market. With changing workforce expectations and demands, companies need to focus on building a strong company image to differentiate themselves and showcase their unique value proposition. 

What is employer branding, and why does it matter?

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

How can I craft a more compelling brand?

Crafting a compelling company image involves identifying your unique value proposition and effectively communicating it. It also includes employee advocacy, showcasing your company culture, transparency 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 companies. 

What are the benefits of investing in employer branding?

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

How can you increase employer brand awareness?

Social media platforms can be used to showcase your company's culture and values through engaging content. Partnering with industry influencers and encouraging employees to share their positive experiences can amplify your brand's reach. By consistently promoting your company image, you attract top talent and build a strong reputation in the job market.

What strategies can you use to measure employer brand awareness?

To measure, you can track social media engagement, website traffic, and the number of job applications received. Conducting surveys and focus groups with both current employees and potential candidates can provide insights into how your company is perceived. Additionally, monitoring online reviews and ratings on sites like Glassdoor can help you gauge your company's reputation in the job market.

How can storytelling enhance your employer's brand awareness?

Storytelling can enhance company branding awareness by creating a relatable and compelling narrative that showcases your company's culture and values. By sharing authentic stories from employees about their experiences and achievements, you can humanize your brand and connect with potential candidates on an emotional level. This approach attracts top talent and fosters a sense of pride and engagement among your current workforce.

How can employee advocacy boost employer brand awareness?

Employee advocacy can boost awareness by encouraging your team members to share their positive work experiences on social media and other platforms. When employees become brand ambassadors, authentic endorsements can reach a wider audience and enhance your company's reputation as a great workplace.

What role does content marketing play in building employer brand awareness?

Content marketing is crucial because it provides valuable and engaging content highlighting your company's strengths and culture. Through blogs, videos, and social media posts, you can showcase your work environment, share success stories, and demonstrate your commitment to employee development, attracting potential candidates who align with your values.
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Conclusion

Growing your employer brand awareness in 2024 is crucial for attracting top talent and positioning your company as a great place for work. A comprehensive branding strategy can effectively shape your company's reputation and generate a positive company 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 reviews and employee experiences. 
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Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, and Amazon, 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.