By: Emma Ross and Nusrat Ahmed
Why would a qualified applicant choose to work for you over your competitor? “In an economic climate where people have choices, you need to give them a reason to work for you,” writes employer branding expert Jim Bitterle.
In his book, Unquittable: Finding and Keeping Great Talent, Bitterle explains the significance of employer branding in any workplace culture. Bitterle outlines the concept of employer branding which “encompasses everything from free coffee to high-end bonus packages, from the physical space to the culture that exists within a company’s walls.” The author further explores how employer branding does not have to be an expensive investment because simple actions can also create profound change that can be as impactful as a larger campaign. For example, a “flexible schedule, advancement opportunities, a positive workplace culture, clean and support work environments” are all inexpensive ways to enhance your employer brand. In a scenario presented in his book, he describes the impact of powerful employer branding at Elevate Mortgage Company.
Elevate CEO Will attracted job seekers who were looking for a range of work from cleaning and landscaping to senior leadership positions. His company offers flexible scheduling, an onsite wellness center, development opportunities, and napping pods, which contributes to their employer branding. These benefits attracted top talent to the company. At Elevate, they created an employer brand that reflected their company culture, core values, mission, and vision.
Bitterle believes that employer branding is the best attraction in your toolbox. However, in order for employer branding to be a successful technique, it is necessary that you as an employer believe in your core values and hire candidates whose values align with your company’s core values. When your employees feel valued, their sense of belonging will increase which will ultimately lower your turnover rates and hiring costs.
To learn more from Jim Bitterle, we invite you to join our webinar on March 4th. Register here.