Beyond Recruitment: Establish A Powerful Employer Brand (even when you're not actively hiring)
As a digital marketing agency in the transportation and logistics space, we understand the ebbs and flows that come with the cyclicity of the supply chain industry. We also know the importance of establishing a powerful employer brand, even when you're not actively recruiting new employees.
While recruitment efforts are a crucial part of building your workforce, they are only one aspect of developing a powerful employer brand. For example, a strong employer brand can reduce employee turnover by 28%. In this blog, we'll discuss why you shouldn't push employer branding to the sidelines even when you're not looking to fill hundreds of roles.
Check out these encouraging reasons to establish a powerful employer brand:
- Build your brand reputation. A strong employer brand creates a positive image not only with job seekers but also with your current employees. Retain your top talent with a positive brand reputation, as they are more likely to stay if they perceive their workplace favorably. Your current employees want to work for a company that aligns with their values. For example, LinkedIn found that Gen Z employees (almost 50% of the United States workforce) want to work for inclusive workplaces that prioritize diverse backgrounds. Your brand reputation matters.
- Establish a talent pipeline. A strong employer brand generates interest among potential candidates, creating a pool of talent that can be tapped into when needed. In the transportation and logistics industry, we know that business can build quickly. This will help you prepare for your next busy season.
- Foster employee engagement. When employees feel proud of their employer's brand, they are more engaged and motivated in their work. You can increase employee satisfaction with a strong company culture that actually lives out the core values posted on the wall. According to SproutSocial, salespeople who regularly share about their company on social media are 45% more likely to exceed their quota. But they're only sharing content from their company that aligns with their values.
- It's good for business. According to CareerArc, 96% of companies believe employer brand and reputation can positively or negatively impact revenue. Your existing and potential customers are already monitoring your reputation. A good reputation establishes trust and credibility, which is very important in the transportation and logistics industry.