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For Businesses, Employer Branding Can Make or Break Hiring Efforts

In what will probably come as a surprise to many HR, recruiters and hiring managers, the offer of a high salary is not always the right incentive to attract and retain the talent your organization needs. There’s been a great deal of discussion drawing attention to the fact that for many employees, millennial employees in particular, money isn’t everything. But if an attractive salary isn’t enough to entice and retain employees, what is?

Employer branding might be the solution hiring managers should seek. Initially defined as an organization’s reputation as an employer, useful only for the purposes of marketing, the definition of employer branding has come to refer to an organization’s management style, impacting a leadership’s ability to bring on the right employees—and keep them.

There are strategies that organizations can employ to enhance their employer branding, including targeting the right talent, measuring their external brand image and working to make their organization stand out from others. But before they can properly implement those strategies, employers must first gain the insight into their organization they need to lay the groundwork for enduring success.

Here are a few questions employers can ask that will help them gain a line-of-sight into how their hiring practices impact their attraction and rates of employee retention.

  • Are your job descriptions accurate? A position’s description, including a list of proficiencies and qualifications, can make or break an organization’s attempts at finding the right employee. To ensure descriptions accurately reflect a position’s needs, an organization can compare job descriptions with those used by other organizations in similar industries and for similar positions. Organizations can also survey current employees to gain insight into whether they believe the description for their position or for positions of employees they’d be working with are appropriate.
  • Are employees given a transparent view of future internal career opportunities? It’s no secret that employees seek jobs that engage them and that they feel are meaningful. Without access to opportunities to reach those positions, it’s likely that employees will look elsewhere for their next job opportunities. What’s more, a high turnover rate that a lack of talent mobility strategy can cause can severely harm an organization’s employer branding. Organizations can ensure that they provide a talent mobility strategy that effectively meets those needs with the use of career pathing software, which can give both employers and employees insight into appropriate growth opportunities within the organization—and a background of the skills and knowledge needed to reach them.

Members of Business Champions share best practices for encouraging employee education and providing access to the skills, training and credentialing they need to achieve career development goals. Made up of leaders at top companies across the U.S., represented by a wide range of industries, Business Champions implement the kind of hiring policies, employee education initiatives and development programs that fosters the kind of employee branding that makes their organizations attractive.