Make Your Employer Brand Stand Out in the Talent Marketplace for the Different Generations

You see, every company has its own employer brand, whether they like it or not. It’s how potential employees rank you against a sea of other employers. Every organisation today needs to have a clear reason to remind talent why they should continue to choose their company every day over their competition and this job is getting harder. Having a strategic plan for your employer brand (EB) and having a distinct and relevant positioning will assist in reminding employees as well as in attracting the targeted ones. 

Why would they choose you? What’s your reputation as an employer? Do they like what they see from your online presence? Now, here’s the thing: candidates today, especially those belonging to the great Gen Z, are all about purpose, team cohesion, and employee experience. These are crucial components of an employer brand and need to be aligned with the desired reputation you want your employer brand to own – the question is: what do we want our employees to feel? It is really about the heart.  

So, what’s an Employer Value Proposition (EVP)? It’s the full package of what you, as an employer, offer to your employees in exchange for their skills, experience, and competencies. It’s not just about the tangible benefits; it also includes things that benefit the employee in the long run, like exposure to big clients, career progression opportunities, and a sense of belonging.  

Creating an EVP is like finding the key to a simpler recruitment process. It’s a repeatable strategy that helps you find the right talent and keep your retention rates high. The right EVP will give employees the impact, purpose, and belonging they need to give their all to making a success of the organization.  

And remember, honesty is the best policy.  

Honesty is about being transparent about what we expect from our employees as well as what environment, learning and impact opportunities they get from working with us.

Being aware of your employer brand reputation and living your values is what will bring the right people to your team. More importantly living your values and getting your team to understand which behaviours are conducive to the culture you want to create and those behaviours that are a red line, those behaviours that are not supported by our values.  

These things need to be known and understood by the team, it is a daily journey that makes choosing to stay at a company so much easier. In a recent study done by Esprimi for Mdina Partners, employees confirmed how before salary compensation, the main reason they stay with their companies is how valued they feel by their managers. So a strong feedback culture in nurturing the team is key to growth and to keeping our people.  

How do we Build a Strong Employer Brand for Millennials and Gen Z? 

Building a strong employer brand is not an overnight process. It requires a strategic and long-term approach that involves the entire organization. Here are 5 steps to help build a strong employer brand that resonates with millennials and Gen Z: 

1. Define your values and culture

Start by defining your organization’s values and culture. This should be reflected in everything from your mission statement to your company policies and work environment.

2. Be authentic

Millennials and Gen Z can easily spot inauthenticity. Be honest and transparent about your organization’s strengths and weaknesses. This will help build trust and credibility with potential employees.

3. Leverage social media

Social media is a powerful tool for building your employer brand. Use platforms like LinkedIn, Twitter, and Instagram to showcase your company culture, values, and employee experiences.

4. Prioritise employee experience

Providing a positive employee experience is critical to building a strong employer brand. This includes everything from onboarding to training, development, and recognition. Check for links with past blogs or solutions

5. Encourage employee advocacy

Your employees are your best brand ambassadors. Encourage them to share their positive experiences on social media and review sites.