Employer
Branding.

Research by the SHRM on employer branding found that organisational culture is a key variable in sourcing and retaining talent. Employees join and stay when they identify with the organisational mission, vision and values. It is cultural fit that either attracts or repels candidates and employees.

Listen to employees – focus groups, engagement surveys, advocacy programmes, exit interviews will all provide insight as to the employee experience. This data allows the effective promotion of the organisation to new talent and the areas where the organisation is perceived positively by employees. Be prepared for negative feedback too, and encourage constructive suggestions as to where improvements might be made.
Showcase your brand – successful organisations demonstrate strong values and robust HR strategies on which to base employer branding strategy. Focus on and define the audience, profile hiring parameters around attraction, retention and engagement then decide how the brand represents the organisation to stakeholders.
Spread the message – use website, intranet, social media, job adverts, employee advocacy to communicate with stakeholders; be sure to align the employer brand with the overall company brand, consistency is important.
Measure progress – develop relevant metrics to assess and track the success of the employer brand, this may include quality of hire, brand awareness, employee satisfaction, employee referrals or other measures.