Attract Well-Matched Employees with a Strong Employer Brand Supported by an Authentic EVP

Middle-market company managers competing for the same global talent pool as larger industry competitors can set their companies apart by developing and communicating their employer brands. In addition to helping a company attract more top talent, a strong employer brand delivers tangible, measurable benefits to your business, including improved overall market reputation, increased workforce engagement and productivity, and decreased employee turnover.

The importance of having an attractive employer brand was underscored in a 2014 survey and report of global HR professionals , entitled “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands,” commissioned by Hudson RPO and HRO Today magazine. According to the study, two-thirds of all respondents felt that the employer brand would increase in importance in the next 12 to 24 months.

So what exactly is an employer brand? It is the perception of the organization as a great place to work by both current and potential employees. In short, it is the organization’s reputation as an employer. An employer branding program includes strategies for enhanced talent attraction, engagement and retention.

A clearly defined employer brand has benefits beyond the short-term as well – it helps ensure that organizations hire candidates with the right skills who are also a solid fit with the company’s culture and work environment.

It is imperative for mid-market companies to find talent that fits culturally. This is a challenge that organizations of all sizes face, but it’s even more essential for smaller companies. Employees who aren’t a good cultural fit tend to be more visible and have the potential to cause greater disruption in organizations with fewer employees.

The benefits of a good cultural fit are many – employees who are a good fit with an organization’s culture and work environment are typically more productive, more engaged and more likely to stay with a company for the long-term.

Define Your EVP

For your employer brand to be successful, it is crucial that it is closely tied to the company’s Employee Value Proposition or EVP. An EVP defines the “give and get” of the employment deal – the value that employees are expected to contribute with the rewards and benefits they can expect in return. Think of the employer brand as the icing and the EVP as the cake. A solid and clear EVP makes sure that what is on the inside is as good as ...