How do you ensure that your company attracts the best talent? It all comes down to your business’s look, voice, values and character—your brand.
Your brand is more than a logo, a few colors and a slogan that you print on shirts and caps. It’s a promise to consumers, a shared value set that all your employees rally behind and the mission that drives your dollars. A well-crafted brand is defined by the way it communicates visually, audibly, emotionally and how it does so through various channels.
When we help our partners develop their brands, we start with a foundation: a keyword exercise. We unearth the core emotions and vision of the brand, allowing it to grow consistently in all future projects. The exercise creates alignment with our team, clients and key stakeholders to foster a brand that flourishes—one that speaks with purpose and direction.
Speaking of…speaking—who’s listening? Consumers, yes, but most importantly: your employees. A relevant, approachable brand is the key to both attracting and retaining top talent for your organization. Investing in your brand is a commitment to your employees, showing them that you have long term goals and that you aren’t going anywhere. Additionally, it creates brand equity, making your company a more attractive place to apply.
Potential employees will inevitably research your website and social media accounts. If your website looks tired, outdated or clunky, it sends a message that you don’t value your brand nor are you willing to invest in staying current. It leads candidates to ask: “if this company doesn’t care about their brand, will they care about me?”
So, what are the tangible benefits you can gain by improving your brand and strengthening your employee connection? Here are some wins that companies report achieving:
1. Lower cost-per-hire.
If you create a solid brand, you’ll spend less money getting the right people for the job. According to Glassdoor and LinkedIn, organizations that invest in their brand are three times more likely to hire quality talent and spent 10% less on new-hire salaries.
2. Greater access to talent.
LinkedIn also reported that nearly half of professionals surveyed would rule out joining any organization that exhibits one of following three traits:
- Low job security
- Dysfunctional teams
- Poor management
Only 28% of those participants would accept a position at a poorly-branded company if they were offered a 10% premium over competing jobs. By investing internally, companies attract more motivated candidates without paying premiums.
3. More applicants = higher quality of hire.
Harvard Business Review reports that among the millions of Americans who are struggling with unemployment, great talent is out there, ready and hungry to work. Investing in your brand means you’ll have the pick of the lot when the time comes to fill seats. Build a better brand and they will come.
4. Enhanced engagement.
Once you’ve got all the right hires, your brand doesn’t stop working for you. A refreshed brand fuels team engagement, retaining the talent you worked hard to acquire. Randstad Sourceright’s Talent Trends survey found that 46% of HR, procurement and C-suite leaders say a strong brand leads to stronger engagement and higher productivity. Align your company’s brand and watch your efficiency soar.
If all that doesn’t scratch your branding itch, there are plenty of other benefits to focusing on your business’s presence:
- Helps your company exude confidence and advertise stronger
- Demonstrates adaptability from an ownership level
- Attracts consumers, sells more product and drives brand equity
If you don’t know where to start with refreshing your brand, don’t stress. We’re only an email away. Hit us up any time to talk logo design, key messaging and brand discovery. Our creative team is ready when you are.