The textbook definition of an "Employer brand" goes a little something like this:
As a small business owner, it may come as no shock to you, I am sure, that companies like yours are the backbone of the global economy.
That's right, here in the United States, small businesses make up an astonishing 99% of all businesses. These same small businesses - defined as companies with no more than 1500 employees - employ about 47% of the overall workforce, according to the Small Business Administration (SBA).
What the data tells me is that small business owners like yourself - and startup founders - all over this country (and the world) spend quite a considerable amount of time recruiting new folks to work for their organizations.
Deep-pocketed organizations - even within the context of “small business"- farm this task out to the Aeroteks and Kelly Services of the world, while some - you and I - take on this laborious but all-important function ourselves.
With small companies employing so many of our friends and family members, one wonders why a majority of small business owners spend such little time on creating an identity and reputation that is appealing to today’s employees: One who has an array of options - unlike in the past- to work for whoever she pleases and work from wherever she pleases.
In other words, as small business owners, if we are to stand a chance at competing for talent against the big guys, we must devote the resources needed to develop our employee brand profile.
In your own words
The textbook definition of an "Employer brand" goes a little something like this:
Employer brand is branding and marketing the entirety of the employment experience. It describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers.
In today's dynamic work environment, however, some of the more traditional aspects of employer brand development may fall short of what your workforce and would-be employees expect.
There are firms that focus on employee experiences based on the organization's own set of unique circumstances. Others operate within the strict confines of traditional policies, processes, and/or a requisite regulatory environment.
Best places to work
That being said, it is vital that small business owners embark on a journey to lay out (clearly) what they would like their own unique employer brand to be. What a company would like to be known for among its employees.
What present team members would say their experiences have been working for your company. Once said employer brand has been identified, developed, and implemented, small business owners must invest in the communication of the company's brand identity with potential employees and the general public as a whole.
Working to land placements on some of the many "Best places to work" lists out there ( through real change) will go a long way to announcing your firm's commitment to its employer brand.
Inclusive workspaces
Your company’s core values and mission should be your guiding light as you begin to do the work to build your employer brand.
Make room for various opportunities for your current team members to provide feedback that can be worked into your policies.
It is never a bad idea to bring on someone, full-time or otherwise, to help you dig deep to provide real value to help build an inclusive workforce. In today's corporate environment, employees no longer look at their paychecks as the main/only benefits they expect from an employer.
In fact, a recent Gallup poll revealed that in a post-pandemic world, employees value "greater work-life balance and better personal wellbeing" above all else (61% of 13,085 U.S employees surveyed).
58% stated that "the ability to do what they do best" was also a determining factor when considering taking a new position.
Feedback from those you bring on to join your team and those you wish to hire will go a long way to help you shape an effective employer brand.
