When businesses think about recruitment, the focus is often on finding the right person for the job.

But there’s another side to the equation: why would that person want to work for you?

That’s where employer branding comes in.

The phrase might sound like something reserved for large organisations with dedicated HR and marketing teams, but employer branding is simply the way your business is perceived by potential and existing employees.

Every interaction contributes to that perception. Your website, social media, job adverts, interview process and even the way someone is greeted when they walk through the door all tell candidates something about your business.

Where do I start with employer branding?

The good news is that you don’t need a huge budget to make a positive impression.

Start by looking at your business through a candidate’s eyes:

• Is your website up to date?
• Do your vacancies clearly explain what the role involves and what you can offer?
• Can someone get a feel for your workplace and the people they’ll be working with?

Your existing employees can also be one of your biggest assets. Sharing genuine experiences, introducing your team or simply showing what happens behind the scenes can give candidates a much better idea of your workplace than a list of corporate statements ever could.

It’s also important that the experience matches the message. If you promote a friendly, people-focused culture but candidates are left waiting weeks for a response, there’s an obvious disconnect.

For SMEs, this can actually be an advantage. You may not be able to compete with larger organisations on every salary or benefit, but you can show candidates what makes your business different — whether that’s your culture, your people, development opportunities or the personal approach you offer.

At Riverside Recruitment, we believe recruitment is about creating the right connection between people and businesses. Understanding how your business is perceived by candidates is an important part of making that connection.

Riverside’s Take

Spend ten minutes to look at your business as if you’ve never heard of it before. Read one of your job adverts, visit your website and scroll through your social media. Can you even tell what this business does or stand for? Would you be excited to apply? If you’re not sure, ask your employees what made them choose your business and what keeps them there. Their answers could give you some of your best employer branding content.

If you’d like a conversation we’d be happy to share our insight. Get in touch with us today and find out how you can start to build the team you’ve always wanted.

The Hiring Manager’s Corner is Riverside Recruitment’s bi-weekly series, sharing practical recruitment advice and insights to help local businesses attract, recruit and retain great people.