Your checklist to kick start Employer Branding

Employer branding isn’t just a buzzword—it’s a smart move for any business. Investing in your employer brand means happier employees, lower turnover, and a team that loves working for you. When your team is happy, they’ll spread the word, and your customers will keep coming back.

So, where do you start? We’ve put together a simple checklist of steps to think through to help you get started on your Employer Brand journey.

Start by Understanding your Company Goals

Make sure your employer brand strategy aligns with your organisation’s goals and values. Whether your focus is on delivering exceptional guest experiences, driving revenue growth, or fostering innovation, your employer brand should support these objectives. If your employer brand doesn’t align with your company’s objectives, it will be hard to get buy-in from leadership and employees, resulting in a strategy that feels confused and inauthentic.

Get to Know Your People

Understanding your workforce and potential candidates is key. In the hospitality industry, employees come from diverse roles and backgrounds. Learn about their preferences, motivations, and career aspirations to create messages that resonate. Your frontline workers don’t have 9-to-5 schedules or company emails, so use mobile-friendly surveys to gather insights. This will help shape your employee value proposition (EVP) and tailor your messaging effectively.

Develop Your Employee Value Proposition (EVP)

Your EVP explains what sets your organisation apart as an employer. It’s the promise you make to candidates and employees about the unique experiences they’ll have working for you. This might include a vibrant company culture, career advancement opportunities, competitive benefits, or a commitment to well-being. Use data and feedback from current team members and past candidates to ensure your EVP is representative of your workforce and aligns with your company goals.

Build and Promote Your Brand Narrative

With your EVP and understanding of your audience in place, craft compelling brand messages that communicate your employer brand. Use storytelling to showcase real-life success stories and promote the unique opportunities your workplace offers. Share your brand messages across multiple channels, including your website, social media, job boards, and industry events. Encourage employees to share their experiences on their own social platforms to help spread the word.

Make Your Candidate Experience Stand Out

In a competitive market, a seamless and positive candidate experience can set you apart. From the initial application to the final interview, ensure clear communication, timely feedback, and a personal touch at every stage. Even unsuccessful candidates should have a great experience, as good word-of-mouth in the hospitality industry can boost your employer brand reputation.

Deliver a Meaningful Employee Experience

Creating a great employee experience involves everyone in the business. Focus on fostering a supportive work environment where effective communication and a sense of value and empowerment are priorities. Invest in benefits like training programmes, wellness initiatives, and a fun workplace culture. A positive employee experience helps retain staff and encourages them to recommend your business as a great place to work, reducing hiring and onboarding costs.

Celebrate Employee Advocacy

Happy employees are your best brand ambassadors. Encourage them to share their experiences on social media, participate in branding initiatives, and refer potential candidates. Publicly recognise and celebrate their contributions to boost morale and reinforce a positive image. Make it easy for employees to be brand ambassadors by asking them to like or share your company’s posts on social media. Take and share photos of them at work to encourage posting on their own accounts.

Measure and Iterate

Regularly measure metrics like employee satisfaction scores, turnover rates, and recruitment effectiveness. Collect feedback from employees and candidates to identify areas for improvement and adjust your strategy as needed. Capture real-time feedback on new initiatives to see their impact and make quick adjustments, helping you learn and iterate continuously. This ensures your employer brand strategy evolves with your business objectives.

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Remember, a happy and engaged team is your best asset in attracting and retaining top talent and ensuring your customers keep coming back for more.

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