Employer Brand
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An employer brand is the reputation and image of an organization encompassing its culture, values, and unique offerings. The Society of Human Resource Management (SHRM) defines employer brand as “an important part of the employee value proposition and is essentially what the organization communicates as its identity to both potential and current employees.”
In many cases, having a strong employer brand can be a competitive advantage for an organization’s ability to attract highly-qualified candidates and retain high-performing employees. According to a Linkedin Employer Brand statistics report, 75% of job seekers consider an employer’s brand before even applying for a job, and 52% of candidates seek out the company's sites and social media to learn more about an employer.
What you present and how you are perceived by your target candidate pools can have a significant impact on your organization’s ability to attract and retain talent. There are several components that can go into building and maintaining your organization’s employer brand. The following approaches can enhance that offering:
Effective Online Presence: Have a strong online presence, including an engaging careers website or landing page, and active social media profiles. Use these platforms to share updates, job openings, and insights into the work culture.
Promote Public Service Mission: Emphasize the mission of public service and the impact of the work on society. Highlight how employees contribute to meaningful projects that benefit the community you serve.
Showcase Employee Experiences: Share stories and testimonials from current employees about their work, challenges, and achievements. This can be done through social media, blogs, or video content. It's important to demonstrate the diversity of roles and the inclusive work culture.
Invest in Employee Development: Offer and highlight professional development opportunities, such as training programs, workshops, and mentorship. This shows a commitment to the growth and advancement of employees.
Highlight Competitive Benefits: While government positions may not always compete with private sector salaries, they can offer competitive benefits like health insurance, retirement plans, work-life balance, meaningful and impactful work, and job security. Highlighting these can be a strong draw.
Engage with the Tech Community: Participate in tech fairs, conferences, and seminars. This not only helps in networking but also positions the agency as a participant in the tech community.
Transparent and Streamlined Recruitment Process: Ensure that the recruitment process is efficient, transparent, and delivers a good candidate experience. Provide clear information about the application process, timelines, and expectations throughout.
Promote Cultural Competency: Often, digital service teams strive to attract and retain talent that reflects the populations they serve. If diversity, equity, accessibility, inclusion, and belonging is an important part of your organization’s mission and value set, showcasing your commitments in your recruitment practices, workplace policies, and the overall work environment will go a long way toward attracting the talent you seek.
Measure and Adapt: Regularly assess the effectiveness of employer branding strategies and be open to making changes based on feedback and changing market trends.
