When it comes to attracting and retaining top talent, your employer brand matters. Companies that establish themselves as employers of choice often have little difficulty connecting with in-demand candidates and reducing turnover.  

In the simplest sense, your employer brand reflects how the workforce perceives you. By carefully cultivating your brand, you can improve that perception, making you seem like a more attractive option.  

Whether you need to build or rebuild your brand, you need to do so carefully. If you don’t know where to begin, here are some tips.  

Offer a Unique Value Proposition  

Your employer brand is significantly more powerful if it stands out from the competition. You need to showcase what makes your company different, allowing you to promote a unique value proposition that isn’t found elsewhere.  

Often, this means looking beyond the basics. You can highlight that you offer expected benefits, like medical and retirement, as those won’t serve as differentiators. While mentioning those may be wise, spend more time discussing perks and aspects of your culture that aren’t available elsewhere.  

Focus on Training and Development  

Onboarding and ongoing training are critically important when you want to attract and retain top talent. Your onboarding process serves as an introduction. If it isn’t comprehensive and doesn’t set new hires up for success, you’ll struggle to keep them. In contrast, an engaging and thorough onboarding experience boosts their confidence and leaves them feeling prepared, increasing their excitement about working in the role.  

However, you don’t want to stop at onboarding. Most professionals have goals and aspirations beyond their current role. By offering ongoing development opportunities, you can help them move forward. If you don’t, they may feel they have no other choice but to look elsewhere when they want to progress.  

By offering chances to learn and grow, you are investing in your workforce. Not only does that breed goodwill, but it also keeps them challenged and engaged. This all works in your favor, increasing retention, and establishing your company as an employer of choice.  

Think Social Responsibility  

When it comes to younger workers, including Millennials and members of Generation Z, social responsibility is crucial. Make sure that you highlight how you’re bettering your community, building diversity, or moving forward with other social initiatives. That way, you are creating value beyond your standard compensation package, making you a more enticing employer.  

Tell Your Story  

Branding is an active endeavor. You need to showcase what you have to offer if you want to make a positive impression. Often, this means heading to popular social media platforms. By doing so, you can engage with your staff and potential candidates.  

Make sure to embrace several approaches. Use video, images, blogs, and more to convey your message. That increases the odds that you’ll make a connection, making it worth the effort.  

Ready to Staff Up? 

Ultimately, building a strong employer brand is essential if you want to attract and retain top talent. If you’d like to learn more about how you can improve your recruitment and retention metrics, the team at PTS® can help. Contact us today and see how our hiring expertise can benefit you.