How employee experience impacts employer brand

Digital transformation and other disruptive technologies have led to a huge gap in the demand-supply ratio of the skills needed by industry. Companies are quitting the traditional methods of hiring are going for more innovative ways to attract the right talent. Having a strong employer brand is one such new-age recruitment essentials. An attractive employer brand has become crucial for the success of an organization’s recruitment strategy. According to a research, 69% of active job seekers are more likely to apply for a company that has an active and engaging employer brand.
So what goes into making a strong employer brand? As for any other trusted brand, the answer lies in the possible experiences that the brand provides. Employees are the internal customers of a company and they are the first ones to experience its culture and values. From a decent work-life balance to employee benefits to opportunities for professional growth to relationship with the management to many other factors, make up for a good employee experience at an organization. But how does good employee experience add to the credibility of a company’s employer brand? Here are some of the reasons that prove that employee experience is the biggest authentication of any good employer brand. 

Good employee experience prevents from negative reviews 

Companies are very much aware of the significance of online reviews. Similar to how product/service reviews impact the customers, employee reviews online also make a huge impact on your prospective candidates. Jobs search engines and networking sites, such as LinkedIn, Glassdoor, Indeed, etc. have become the go-to places for employees to share their views about their workplace. Job seekers, in turn, look for these platforms to know about your company. According to a survey, 46% of respondents said that employee reviews had a significant impact on their decision to accept a job offer. The only way to keep from negative reviews and invite positive reviews is to provide a genuinely good employee experience as they are the first-hand reviewers of your employer brand.

Your current employees are your informal recruiters

While negative reviews can harm your employer brand image, positive employee reviews can win you the best talent in the job market. Employees are hugely impacted by what the current or former employees have to say about their organization, its management, policies, pay scale, etc. The survey showed that 83% of respondents agreed that company reviews influenced their decision on where to apply. Your employees can provide you such wide scope of positive branding and can help you attract high potential employees, by authenticating your differentiation as great employer.

Your employees are your biggest networking tools 

A LinkedIn research reveals that the collective networks of employees is 10X larger than that of their company. This means that your employees have a much farther reach than what you have as an employer brand. Your brand image travels constantly through this network as your employees are also are your biggest social media influencers and word-of-mouth marketers. Investing in improving your employee experience is a strategy that brings long-term returns just as networking does for any business. The experience that you create for your employees today, will build your company repute for the longer run. 
There is enough empirical evidence to prove that employee experience is the foremost criterion for the success of your employer brand. Some of the most popular global employer brands such as Facebook, Netflix, and Adidas have set great examples of how organizations define their brand persona not just for their customers, but also for their employees. So while several branding and marketing strategies can be deployed to win new employees, it is only the credible experience that will help you sustain your employer brand successfully.
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