A company’s brand is often associated with the products or services it sells to consumers. Since we’re all consumers, we are all familiar with many of the company brands that are marketed at our level.

However, fewer people are familiar with the concept of employer branding, which occurs when the employer’s popularity, values, integrity and reputation are marketed to prospective and current employees.

People have all complained about their employers at one time or another. Your average business leaders make the mistake of focusing too much on their consumer brands and not enough on their employer brands.

The lack of focus is why so many companies have a bad reputation with their employees. They forget that employee morale is just as important as customer satisfaction.

Happy employees increase the chances of high productivity and organisational success.

When employees provide positive reviews and testimonials about their job experience at a particular company, the feedback goes a long way in effectively promoting the employer’s brand. Then, more prospective employees will want to work for that company based on the brand alone.

If you’re struggling with your employer brand, then continue reading for the top seven ways to improve your employer branding in 2019:

1. Create a Comfortable Work Environment

The number one way to improve your employer brand is to make your employees comfortable and happy.

Workplace gossip can spread very quickly. If it is a miserable work environment, then your employer brand will have little value.

On the other hand, if you create a happy work environment that treats employees fairly, this reputation will spread by word of mouth. Then you will see your employer brand value rise.

2. Promote the Brand with Video

Employer branding is effective if you can easily teach people about the company. Video production is a great way to do this because you can make short introductory segments that promote the culture of the company.

Video branding can include interviews with existing employees and staff members who talk about their experiences working for the company. You can also record footage from inside the warehouses, plants and other facilities where employees generally work.

Video production offers an honest and unique look at the company from the inside. That way, the employer brand can be defined by the video imagery.

3. Develop a Referral Program

Develop a referral program in which you pay referrers a bonus for referring prospective employees to your company.

The great thing about this program is that referrers will be incited to promote your company and spread a positive message about it in their advertisements. Since you only pay for results, this means you basically get free advertising for your brand name.

4. Use Technology

Make it easier for job candidates to engage with your company. Use technology as a way to streamline their engagement and make their experience better and easier.

Make technology available for application submissions, job searches, candidate selection and candidate assessment. The faster this process moves, the happier the candidates will be. 

5. Establish a Social Media Presence

Your company needs to have a social media presence on the internet. Furthermore, the managers and leaders of the company need to communicate with their employees on the platforms.

Facebook, Twitter and LinkedIn are great platforms for creating a more casual conversation with employees. This helps make them feel more relaxed and at ease with their leadership.

6. Partner with Other Brands

Form partnerships with other brands in your industry. Prospective employees will be impressed to see that so many other brands trust your company enough to work with you.

Partnerships also help you build your reputation in the industry, especially if you’re partnered with companies more established than yours.

7. Promote Employee Testimonials

Make it easier for your employees to publish their testimonials about their workplace experiences.

You can let them post these testimonials on your company’s social media pages and blogs. Testimonials can be published in the form of videos, printed ads and internet ads as well.