Crafting A Compelling Employer Brand Story

16th Aug 2023

Enticing top talent extends beyond perks and competitive salaries. It requires crafting a compelling Employer Brand that strikes a chord with potential candidates.

Your Employer Brand Story holds the key to not only attracting but also retaining the right talent, making a huge difference to your company's success. 

Whether you're just starting to shape your Employer Brand story or looking to enhance your existing one, we've got you covered! 

We’ll take you through some actionable steps that will help you define your Employer Brand narrative, so you can create an authentic story that resonates with top talent and sets your company apart.

Step 1: Know your audience

Before crafting your Employer Brand story, it's essential to understand your target audience. 

Analyse the traits, values, and aspirations of the candidates you wish to attract.

Carry out surveys, interviews, and focus groups with current employees and potential candidates to gain valuable insights. This understanding will help you tailor your story to align with what your audience want to hear.

Make sure to use our handy employee satisfaction tracker to gather that all-important feedback.

Step 2: Define your unique selling proposition (USP)

Your USP is what sets you apart; everyone has one; you just need to define it. 

To do this, you’ll need to start by identifying your company's strengths, core values, and unique attributes that make it a great place to work. 

Whether it's how you start your company, your vibrant company culture, your strong commitment to diversity and inclusion, or your cutting-edge technology, these differentiators become the foundations of your Employer Brand story.

Step 3: Craft a compelling narrative

Once you know your audience and USP, it's time to weave a compelling narrative that speaks directly to potential candidates. Use storytelling techniques to engage your audience and look to tell the story behind why your company exists. Remember that you need to tell this story far beyond the ‘about’ page, your Employer Brand is demonstrated through everything you do. . 

Alongside the story you tell on behalf of the company you can share real-life anecdotes, successes, and challenges faced by your employees to create a relatable and authentic brand story. For instance, tell stories of how employees who have joined your company seeking professional growth were supported through mentorship and training programs, and how they have excelled within their careers.

Step 4: Include employee testimonials and use Employer Generated Content (EGC)

Employee testimonials and EGC are powerful tools for building trust and credibility in your Employer Brand story. Encourage your employees to share their experiences through written testimonials, videos, or social media posts. 

Authentic stories from your team members give potential candidates a glimpse into what it's like to work for your company. It can be the make or break as to whether people want to work for you. 

Think of employer testimonials as the equivalent of product reviews. Just like when you're making larger purchases, you probably check out the reviews to make an informed decision. Well, employee testimonials serve the same purpose for potential candidates. They want to ensure they are making the right choice before taking the next step.

Step 5: Leverage social media and online platforms

Social media and online platforms play a vital role in shaping your Employer Brand. To maximise your impact, continue sharing your brand story across diverse channels. You can use different social media platforms, blog posts, your company website, and platforms like Flexa, designed specifically for showcasing Employer Brand. 

Discover the tangible results achieved by some of our incredible Flexified companies through real-life case studies, and see how Flexa has made a remarkable impact on their Employer Brands. 

Step 6: Monitor and adapt

Creating a compelling Employer Brand story is not a one-time task; it's an ongoing process. 

Monitor the effectiveness of your branding efforts and seek feedback from candidates and employees - remember to make use of our employee satisfaction tracker. And use this data to make continuous improvements and adapt your story to align with your company’s evolving needs. 

Where candidates seek purpose and authenticity in their career choices, a well-crafted brand story becomes the beacon that guides them to your company's doorstep.

Your Employer Brand story is your company's identity as an employer. It speaks volumes about your values, culture, and commitment to employee success, and it holds the potential to transform your company into a talent magnet.