What is employer branding?
Your employer brand is the perception of your business and its’ reputation among current and potential employees. Employer branding involves the strategy and tactics to build this reputation. In other words, an effective employer branding strategy actively answers the question, “What makes your company the best place to work?”
The purpose of employer branding is two-fold. On the one hand, it’s an internal strategy to help boost employee retention and engagement. On the other, it’s an external strategy to attract top-tier talent. To craft a strong employer brand, you need to define the essence of your company – why you do what you do, what you stand for and the type of people you want to attract.
When you position your business correctly, you not only enhance your brand value but also inspire potential employees. By highlighting your company culture and values, you can attract like-minded individuals who share your vision and passion.
The importance of strong employer branding
So why is employer branding so important?
For starters, candidates’ expectations are higher than ever. Beyond the pay cheque and perks, job seekers want to work for companies that align with their values, has a positive company culture, and cares about their growth. Your employer brand is what communicates these things to potential candidates.
A world-class employer branding strategy puts you in the enviable position of having first pick of the talent pool. When your employer brand is strong, your recruitment process becomes easier.
But it’s not just about attracting talent. Investing in an influential employer brand can also help with talent satisfaction and retention. Your employer brand should align fully with your purpose.
According to a Glassdoor survey, 69% of employees think it’s extremely/very important that their employer has a brand they’re proud to support.
It’s important to remember that your employer brand is not just a marketing effort but a way of life. Happy employees are your most influential advocates, so use their voice as a guiding light when crafting your employer brand messaging.
Employer Branding in action: Trigon Hotels x TOTEM
Trigon Hotels is one of Ireland’s leading independent hotel groups. Their hotels consist of three hotels in Cork – the historic Metropole Hotel, Cork International Hotel and Cork Airport Hotel – offering guests their choice of location in Cork city or Cork airport.
When Trigon Hotels approached TOTEM, they knew they needed something special to stand out in the crowded hospitality sector. With so many competitors vying for talent, Trigon wanted to create a powerful employer brand that would give them a competitive edge and be an extension of their commitment to “creating exceptional experiences” for their guests. Trigon had all the ingredients to be the employer of choice – a values driven company who is already a leader in the space providing clear career progression pathways, an organisation that genuinely cares about its employees and wants them to succeed. They just needed a little help getting the word out.
That’s where TOTEM came in.
We knew that to build a stand-out employer brand for Trigon, we needed to spotlight their commitment to their team. From providing a healthy work-life balance with health benefits and wellness events, dedication to accessibility and diversity and commitment to building the leaders of tomorrow through the Aspire Leadership Programme, this people-focused approach was their secret weapon. Trigon’s commitment to offering career progression and development was a key focus as we looked to develop compelling messaging to drive this home.
This led us to develop the campaign line of #WeValueExceptional, which links back directly to the overall positioning of the group’s total commitment to ‘create exceptional experiences’ for their guests as well as their most important asset, their team.
Building around this, we developed a suite of social and print assets that highlighted the role of 6 key individuals across Trigon Hotels. These assets highlighted the diversity of roles available across every level of the business. It tapped into individual experiences of working in Trigon and was seeded out in 6 short form videos across social channels. The master long form video was narrated by Alex Petit, Trigon’s new Group Executive Chef, who introduced the other team members and their roles. The campaign tied strategically into an upcoming jobs fair that the group was holding to recruit new talent.
With a little help from TOTEM, Trigon Hotels has an established an employer brand that rings true to its purpose, sets them apart from competition and helps them attract, engage, and retain the best talent.
Elevate your employer brand with TOTEM
If you’re feeling overwhelmed with the idea of building your employer brand, help is at hand. As branding experts with over 20 years of experience, we can craft a stand-out, unforgettable employer brand that sets you apart from the competition and attracts and retains the right talent.
Ready to unlock the power of your company’s brand and attract top talent? Get in touch today