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Post by Rich Moy on Aug 22, 2018 12:00:00 PM

Although it was first explored in an academic setting back in the mid-1990s, the term “employer brand” is often (and mistakenly) viewed as a buzzword in HR circles today. This is especially the case when it comes to hiring developers, many of whom aren’t eager to switch jobs. In recent years, we’ve seen plenty of examples of compelling employer branding materials that have helped talent acquisition teams engage and connect with passive tech candidates.

It’s not difficult to see how employer branding can boost your hiring strategy when you need to increase awareness. But what if you lead recruitment for a large organization with a decades-long history? How much time should you invest in building your employer brand if your business is already widely recognized?

Recent studies show that well-known companies have the most to lose if they don’t take their employer brand seriously. Wade Burgess of the Harvard Business Review says that if a company with over 10,000 employees has a negative reputation, it could cost them up to $7 million in additional wages. In this post, we’ll take a closer look at a few other ways that your employer brand delivers value to your entire organization.

Your Employer Brand Builds Pipelines of Future Leaders

Marketing Week’s Charlotte Rogers highlighted two companies that have made considerable investments in employee training programs. One example was Pentland Brands’ recently-launched brand-building academy for its workforce. Sean Hastings, Global Marketing Director at Pentland Brands, told the magazine that there were two goals for this training program. First, it wanted to empower its current employees to grow into different roles. Additionally, Pentland wanted to position itself as a place where people can build their long-term careers.

“Pentland is not a consumer-facing [organization], but it has a massive amount to offer people coming to work here,” Hastings said. “The idea that, whether you’re in marketing or any of the other functions, you can join an [organization] and move around is huge to people.”

Think about how your company supports developers. Even if you don’t offer a full-fledged academy, don’t be shy about advertising your commitment to their career growth. This approach to employer branding serves two purposes. First, it reaffirms the promise that you made to developers during the recruitment process. For the candidates you want to recruit, it shows them that you take their development seriously.

Candidates Still Struggle to Research Companies

Think back to the last time you applied for a job. Now, try to remember what it was like to find information about potential employers. If you were honest, you’d probably admit that many details were difficult to track down.

But just how important is this? According to CareerBuilder’s 2017 Candidate Experience Study, nine out of ten people say that a career site is a key source for getting information about an employer. Considering that over 90% of developers are at least employed part-time, your careers site could be one of the only opportunities that you have to make a positive first impression.

Regardless of your hiring needs today, evaluate the information that’s currently available on your website. How quickly can a developer learn about your work culture? Simply giving them the details they’re looking for, without forcing them to scour your careers site, is an easy way to set you apart from the competition over the long-term.

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Employer Branding

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