News & Blog

23 May

3 reasons why your small business needs an employer brand.

“Your brand is what other people say about you when you’re not in the room” – Jeff Bezos, CEO, Amazon

If it feels like an uphill battle trying to find great people, you’re not alone - this is a challenge all small businesses are currently facing.

In 2018, a strong recruitment brand is critical to being able to hire not only the best talent in the world, but the best talent for small businesses in local communities. If you haven’t thought about it don’t stress, most businesses are new to employment branding, but it’s definitely the way things are heading.

The point of creating a brand for hiring is to differentiate your business and create a positive impression in the minds of talent in your industry, in order to drive applications.

So why is it important to small business?

Looking for skills short talent

Candidates need to be made aware of the fact your job exists and they need to be given the time to become familiar with your company, what you are about, and what you do. Traditionally, small businesses launch their job ads on a job board and straight away say ‘apply for this! - forgetting the fact that it actually takes a long time for people to get towards this stage.

Rather than go out to the market scraping the barrel with whoever is desperate to apply, you should put messages out to your target audience outlining why your company has an exciting story and why they should work with you.

Sometimes it’s even cheaper than running a last minute employment ad, but the point is about thinking strategically and being in the right places to make sure people frame your business as an employment option before they are in a position to apply.

You’re competing with the big boys

Not only is having an employer brand a great way to make your presence known when it feels like big business has sucked the life blood out of the employment market, but it’s also a great way to differentiate yourself.

Not everyone wants to work at corporate, so as a small business employer it’s your goal to; a) position yourself as an exciting option for people who are looking for an opportunity with someone different, and, b) talk about how your journey can enhance prospective candidates careers, lifestyle etc. Being able to have better work stories is enough to make some people leave their 9-to-5 office cubicle.

Remember, candidates are fueled by the power of information. 74% of people are more likely to apply for a job if employers actively manage their employer brands.* Managing reviews and online profiles has a direct correlation with the number of people sending in CVs

Don’t set yourself up for panic

As a small business you should always look to be on an upward trajectory. That means preparing for growth and looking for the best people to make that happen, rather than simply settling for what is available on the market when you need to hire at the last minute.

People are an investment, and rather than panicking when someone resigns, then shelling out a small fortune to get a recruiter or post job ads, maintain constant flow of people that you keep on tap when you need. This allows you to see what message works, what media are delivering interest and what talent is out there beyond active job seekers on job boards.

Ready to get started? If so, here are 5 easy ways to get started on building an enticing employer brand for your small business.

Learn more about starting an Employer Branding campaign

Employer Branding 3.0 - ​Social Talent

3 reasons why your small business needs an employer brand.