Small Business Recruitment – How to Create Your Strong Employer Brand

Small Business Recruitment – How to Create Your Strong Employer Brand


employer - Your People Partners

When growing your team, it’s not just about finding the right potential employees. They need to find you, too. And for that, you need to stand out. You need to be the best choice, the top option, the company that your ideal employees dream of joining. How do you achieve that? By crafting a strong employer brand specifically tailored to your business, you have a greater chance of attracting people who are excited to join your team.

Before we dive into how to craft a strong employer brand, let’s first understand what it is. Simply put, your employer brand is your reputation as an employer. It’s the image that pops into people’s minds when they think about working for your company. It’s all about the experiences, perceptions, and expectations that current and potential employees associate with your company. 

Having a strong employer brand is not just about filling vacancies with any ol’ human!

It’s about:

  • Attracting individuals who are a perfect fit for your company’s culture and values.
  • Retaining your top performers and motivating them to give their best.
  • Creating a work environment that fosters growth, creativity, and satisfaction.
  • Building a company where people genuinely want to work.

How to Craft a Powerful Employer Brand for Multiple Disciplines

Part 1: Defining Employer Branding and Its Significance

Employer branding is the process of building and managing a business’s reputation as an employer. It encompasses the mission, values, and work culture that shape your company’s identity. It is also about the experiences and perceptions of both current employees and potential candidates. A strong employer brand not only improves your SME’s recruiting processes but also fosters an engaged and dedicated workforce. Key benefits include:

  • Increased candidate attraction: A positive employer brand draws high-quality candidates seeking a workplace that aligns with their values and aspirations.
  • Enhanced talent retention: Employees with a strong affinity for your brand are more likely to remain loyal and engaged, contributing to long-term stability.
  • Positive reputation: A robust employer brand distinguishes your company from competitors, potentially having a knock-on effect on customer and partner perceptions.
  • Cost-effective recruiting: Lower recruitment costs and a more efficient hiring process stem from a higher quality and quantity of applicants drawn to your company’s employer brand.

Part 2: Identifying Your Employer Value Proposition (EVP)

Your employer value proposition (EVP) encapsulates the distinctive qualities and offerings that make your SME an attractive employer. Essential components to consider when crafting your EVP include:

  • Company culture: Articulate your company’s unique work culture, highlighting attributes such as collaboration, innovation, or flexibility.
  • Development opportunities: Showcase the professional growth prospects available to employees, including training programmes, mentorship schemes, or leadership pathways.
  • Rewards and benefits: Communicate the array of incentives and perks available to team members, from competitive salaries and bonuses to comprehensive healthcare and work-life balance initiatives.
  • Company mission and values: Express the underlying principles guiding your company. Explain how employees contribute to the company’s success and make an impact on the industry.

To develop a powerful EVP, consult with your current employees, examine industry trends, and benchmark against competitors. Ensure your EVP aligns with your company’s strategic vision and speaks to your target talent pool.

Part 3: Crafting a Consistent Brand Narrative

Sustaining a cohesive brand narrative throughout all stages of a candidate’s journey is crucial for reinforcing your SME’s employer brand. Steps to achieve this include:

  • On-brand job advertisements: Ensure that job listings clearly articulate your company’s core values, mission, and workplace culture, enticing candidates with the right background and mindset.
  • Digital presence: Cohesively incorporate your employer brand elements throughout your website, social media platforms, and email communications.
  • Employee testimonials: Show authentic employee stories and experiences to showcase your SME’s culture and value proposition. Help your ideal candidates to visualise their potential roles within the team.
  • Candidate experience (CX): Strive to provide a positive and seamless candidate experience, from application to onboarding, to cement your employer brand.

Part 4: Promoting Your Employer Brand through Digital Channels

Digital platforms enable your SME to amplify its employer brand message and engage with potential candidates. Explore the following techniques for promoting your employer brand online:

  • Social media presence: Foster a strong presence on social media platforms such as LinkedIn, Twitter, Instagram, and Facebook, sharing success stories, company updates, and employee testimonials to engage and inform potential candidates.
  • Content marketing: Create compelling written, visual, and video content that humanises your company and provides insights into your work culture, employee growth stories, and industry achievements.
  • Search engine optimisation (SEO): Optimise your online content for search engines to ensure your SME ranks well in relevant searches, increasing visibility for candidates researching employers in your industry.
  • Sponsored posts and targeted advertising: Sometimes it is good to utilise paid advertising options on social media platforms and job search sites. This may help you reach specific demographics, attracting ideal candidates who may not be actively searching for new roles. Be careful not to put age ranges in when selecting an audience, as this may be deemed as being discriminatory.

Refining Your Employer Brand for SME Success

Crafting a strong employer brand is not just about putting out fancy job ads and offering hefty paychecks. It’s about the overall experience you provide to your employees, right from recruitment, onboarding, workplace culture, and benefits to career growth opportunities. It’s about creating an identity that potential employees can connect with, a narrative that differentiates you from others, and a value proposition that sets you apart.

Alongside crafting a compelling employer brand, partnering with Your People Partners provides the expertise, resources, and strategies needed to streamline your hiring process and maximise your SME’s talent acquisition. 

Embrace the future of data-driven recruitment and unlock the potential of your team to secure exceptional professionals, bolstering your SME’s success and competitive edge in today’s fast-paced market with our recruitment agency!

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Helen Sanders Managing Director and Chief People Partner
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