How Employer Branding Can Keep Your Company Strong in a Crisis

We’re all making adjustments these days. At home, we’re changing our daily routines, and at work, we’re implementing new services and business models. In a recent blog, we discussed how companies should adjust their messaging and strategy in a crisis—helping marketers understand what message they need to communicate to their clients and prospects. But now, we want to shift our attention to another type of messaging platform known as your employer brand.

During times of crisis, when the future of many businesses is uncertain, your first instinct might be to put any recruiting efforts on hold. While for some non-essential businesses, that may be the only choice, for others, it’s an important time to lean on your employer brand to promote your resilience as a company to job seekers and increase trust with your existing employees.

Don’t have a formalized employer brand? Keep reading to learn how to develop one. If you already have an employer brand, learn how to lean on it, and leverage it to strengthen your workplace right now.

What Is an Employer Brand?

Employer branding, or what Sagefrog refers to as an Employer Brand Strategy, is how you market your company to job seekers and current employees. It’s the messaging platform that describes why your company is the one people should want to work for, and why current employees should want to stay.

Your employer brand should center on one fundamental piece of information, an Employer Value Proposition (EVP). This is a statement that clearly outlines the appeal of your company as a potential workplace. It includes:

  • Your company’s belief towards workplace culture
  • How your company facilitates that type of culture
  • The benefits of working in that type of culture

How Do I Develop an Employer Brand?

Creating an employer brand typically requires input from leadership, human resources, and (hopefully not surprisingly), the employees themselves! It should, at minimum, include the components below.

  • Mission Statement
    The statement that informs employees about your company’s purpose and why you exist.
  • Vision Statement
    The statement that informs employees about your company’s direction and where you’re going.
  • Core Values
    The fundamental beliefs or guiding principles of your organization. You can see ours here.
  • Company Story
    The background and motivation for how your company got started and what its purpose is.
  • Employer Value Proposition (EVP)
    The statement that clearly outlines the appeal of your company as a potential workplace.
  • Why Join the Team?
    The three to five core reasons as to why a job seeker should want to join your company.
  • Employer Messaging
    The supporting messages and context for each of the core reasons a job seeker should join.
  • Employee Benefits
    The most important benefits you offer employees (these are more granular than your messaging).
  • Workplace Accolades
    The awards and accolades your company has received that prove it’s a great place to work.
  • Employee Testimonials
    The beliefs and perceptions that your existing employees have about your company’s culture.
  • Inside Culture Look
    The photographs that depict your company’s culture both inside and outside of the office.

Ways to Leverage Your Employer Brand in a Crisis

For prospective employees:

Attracting and recruiting top talent, especially for positions that are in-demand today, can be a challenge. It’s important that job seekers get a comprehensive sense of your workplace culture during the recruiting process to get them in the door for an interview, and to ultimately choose your company.

  • Showcase your employer brand on your website’s career and culture pages
  • Showcase your employer brand on your social media, especially Instagram
  • Showcase your employer brand on your Glassdoor profile or other recruiting channels

For current employees:

More than ever, when a crisis hits, your employees want to feel that they made the right decision by choosing your company to work for. Use this opportunity to step up for your employees and strengthen their trust in your company by showing them that you care.

  • Focus on your company’s mission statement more than ever
  • Live and holding people accountable to core values every day
  • Adapt your culture to accommodate for changes during a crisis

Other ways to leverage your employer brand:

  • Use the content when you’re applying for awards
  • Include the content in new hire onboarding handbooks

Would it help you to see an example of a B2B company with a strong employer brand? Nixon Medical, a medical apparel and linen service provider, worked with Sagefrog to identify their EVP with a unique design and visual identity. View Nixon Medical’s employer brand that they showcased on their Careers webpage.

Ready to Solidify Your Employer Brand?

When you’re entrenched in your workplace every day, it can be difficult to rise above the details to determine the real, root reasons that make your company a desirable workplace. At Sagefrog, we use a proven process to help our clients develop their Employer Brand Strategy. Think your company might benefit from a formalized employer brand and EVP? Let’s talk.

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