Employer branding is the process of showcasing your company as the employer of choice, targeting a group of potential candidates. In addition, an employee brand refers to your current and potential employees’ perception of your company. The recruitment team at GCS Malta discusses why creating a positive employer brand is important for recruiting. 

Employer Branding vs Recruitment Marketing

While these two terms are often used interchangeably, they are different processes:

• Employer branding – the process of defining and positioning who your company is.
• Recruitment marketing – the process of communicating who you are as an employer.

Essentially, recruitment marketing is promoting employer branding.

Why is Employment branding crucial for recruitment?

Positive employer branding showcases the company’s reputation to attract candidates and clients through multi-digital channels. In fact, 80% of talent acquisition managers claim that employer branding has a significant role in the ability to hire. Usually, setting up an employment brand means having a company vision, a mission statement, and a set of company values.

There are several reasons why Employment branding is important for recruitment:

1. Reduces Employee turnover

A strong employer brand allows your employees to feel proud that they work for you. Research shows that having a strong employer brand can reduce your employee turnover rate by 28%.

2. Increases employee referrals

Since your employees are happy with the company, there is a higher chance of them referring someone to work with the same company, reducing recruitment work. Don’t forget ex-employees might also post reviews of your company, and having stellar reviews is crucial since 55% of job hunters abandon their applications after reading bad reviews online.

3. Recruits for you

Having an authentic brand will automatically send candidates your way. Active candidates that visit your website and social media channels will deduce information about the company’s brand, image, and culture and decide whether this is the right fit for them. The more appealing your employer branding is, the higher chance of top-talent candidates applying.

4. Improves candidate and employee engagement levels

When employees are happy at work, they will automatically engage more—whether attending company events or sharing a social media post. Having high levels of employee engagement will improve candidate engagement since they will see that current employees are proud of the company they work for.

5. It gives you an edge over competitors

Competing against big companies for top-talent candidates is no easy feat, but having a positive employer brand can be the key to recruiting even passive candidates. According to LinkedIn, having a strong employer brand doubles your chances of having top-talent candidates consider the job.

6. Reduces cost per hire

Research shows that companies with a positive employer brand spend almost half the amount on cost per hire than companies with a negative employer brand. In addition, having a strong brand is crucial since companies with bad reputations that offer higher salaries are still less likely to hire top-talent candidates.

Why GCS Malta?

At GCS Malta, whether you have a well-established employer brand already or not, our team of specialised recruiters offers several company recruitment services tailored to your needs. Looking for your ideal job? Check out our vacancies. Want us to help you recruit top-talent candidates? Contact us today for more information.

Article by Sarah Jane Gauci