Startups, unlike established companies, need a lot of analysis and certainty before starting any project. This is why you can’t afford to take any risks when investors help with funding; These investors clearly want to see some profitable changes within a specific period. If not, it will be war. Defining your employer brand at this point can make or mar you.
Having considered the funding process alone as a startup, you know you need something to ensure the risk is worth it. What you need is a well-defined employer brand.
Your employer brand is your organization’s reputation as an employer. It is what employees, job seekers and your audience think and say about you when you aren’t present.
As an employer, it is very easy to think your company will grow by taking charge and dictating alone. While this is necessary, it may not last long and I will tell you why.
WHY YOU NEED AN EMPLOYER BRAND
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Your candidates will consider the reputation of your company before applying for a role.
When candidates see a job opening at your company, one of the first things they would do is to look into what your company is about.
They want to know what your work culture and values are like. They would want to know how valid your company is.
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Employees are ready to quit a job with a bad employer brand.
The generation of today (Gen Z) is far different from the older generation where job responsibilities are concerned. Not many have the patience to tolerate toxic work environments.
Since they know there are several options to work at these days, they would rather stay unemployed till they find a more conducive company that will welcome them.
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A chunk of employees will ignore a salary increment if you had a good employer brand.
The truth many startups fail to understand is that having an attractive salary offer is not enough to keep a competent employee. More than your offer, a good reputation and work ethic can encourage your employees to continue at a job.
Imagine a work environment that is friendly, organized, with less pressure, and shows evident results. Most employees who have growth and value as their major goals will want to stay longer. (Not that I’m encouraging you against giving your employee their rightful due)
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It will recommend you to qualified employees.
When there is a high level of consistency in producing positive results in your company, it eventually attracts prospective employees. On many occasions, it is employees or anyone who has had contact with your company that projects your company to prospects.
Some determinants they will judge by are:
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Your leadership style
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The co-workers
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Your breaks and fun activities
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Your values and work culture
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What makes them proud to work with you
3 WAYS TO DEFINE YOUR EMPLOYER BRAND
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Manage and influence your employees
Whether you believe it or not, there is already a perception about you in the minds of your employees and your prospects. This is your brand as an employer. If you choose to be nonchalant about how your company is run, there is already a brand you have crafted for yourself through which they see you.
For instance, the recruitment process or mode of weekly task reports reflects a lot about what your company is about.
If you aren’t putting in the work to manage and influence how your employees see you, it is only a matter of time before you become at their mercy.
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Build an employer branding team
The job of the branding team is to conduct an employer brand audit. The best way to know how to manage or influence your employees is when you know what they perceive of your company.
This team can create strategies like employer branding surveys for candidates and employees alike. This survey is to get feedback concerning how they really feel about the company. The questions could be why the candidate accepted or rejected an offer, what made them apply for the role, or what keeps them going year in, year out.
The team should equally examine the quality of the running of your company – every aspect of your company. For instance, they can examine the contents and engagements of your company’s website and social media platforms, acceptance or rejection letter format, etc.
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Derive an EVP
An EVP stands for ‘Employee Value Proposition’. It is the rope that binds an employer, an employee, and their talent together. With the audit you have gathered, an EVP will guide you on the next steps with candidates and your employees. It will reveal what the candidate expects of your company and what your company expects of the candidate.
You can craft your EVP using strategies like:
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Job descriptions
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Interview with candidate
These strategies should creatively reflect your desired employer brand.
The startup recruiting process is not much of a herculean task once you understand and apply these rudiments carefully. Building an employer brand is a foundational step to growing a well-established multibillion-dollar company in the long run. Rome was not built in a day. So, getting the right team and employees on the job will need patience and process to eventually get to the top. See you at the top.