Authenticity has been a buzzword in marketing for years, but recently it’s emerged as vital for employer branding specifically.
In today’s job market, a strong employer brand has become a critical factor for companies to attract top talent.
In this ultra-competitive age where organizations have to worry about quiet quitting, the long-term effects of the great resignation, and how to keep remote employees feeling engaged, employer branding is what communicates a company’s values, culture, and personality. It’s what employees and job seekers are researching to determine if a company is truly the right fit for them.
Creating an authentic employer brand will enable an organization to not only attract more candidates but also (and more importantly) better candidates.
An authentic employer brand enables a business to communicate its true values, naturally attract candidates who are the best fit, and keep its current employees feeling engaged and connected to the organization’s larger mission.
In this blog post, we will explore why authenticity matters in employer branding and how to build it in your own employer branding efforts.
Authenticity Builds Trust
One of the main reasons why authenticity matters in employer branding is that it builds trust.
Job seekers want to work for companies that are honest about their values and culture.
When a company portrays itself as something it’s not or its content appears too scripted and staged, it can create a sense of skepticism or mistrust among job seekers. And this can ultimately hurt its recruitment efforts.
On the other hand, when a company is authentic in its employer branding efforts, it shows that it is trustworthy and genuine.
This will attract job seekers who genuinely share the same values and are more likely to be a good fit for the company culture.
Authenticity Attracts Top Talent
Top talent is always in high demand, and companies that are authentic in their employer branding efforts are more likely to attract the best candidates.
Job seekers today are looking for more than just a paycheck. They want to work for companies that share their values, offer growth opportunities, and provide a positive work environment.
When a company shows off its real employees in an authentic way, it attracts candidates who can personally relate to those employees.
This enables candidates to feel a connection to the company and the community it has built.
And these candidates are more likely to be a good fit for the company’s culture and values.
Ultimately, this leads to better retention rates and a more engaged workforce.
Authenticity Helps with Employee Retention
As you know, employee retention is a critical factor for the success of any organization.
When employees feel that the company they work for aligns with their values, they are more likely to stay.
Authenticity in employer branding can help create this sense of alignment and lead to better retention rates. It helps employees feel like they are part of a larger community and mission, beyond their day-to-day tasks.
When a company is authentic in its employer branding communications, it sets clear expectations for employees. And it builds a positive sense of community, no matter where each employee is working from.
This leads to a more engaged workforce and better retention rates.
How to Show Authenticity in Employer Branding
Now that you understand the value of authenticity, you’re probably asking how to show it in your organization’s own employer branding efforts…
The easiest way to do it is by showcasing your real employees. Let them speak for themselves with the most powerful medium there is: VIDEO.
Ditch the scripted testimonials.
Forget about stiff, staged video shoots.
Leverage authentic and engaging employee-generated video… both featuring AND filmed by your real colleagues.
Employee-generated videos can be produced for internal communications campaigns like company announcements, holidays, or leadership videos.
They’re also incredibly effective for external communications: recruitment, talent acquisition, job listings, and social media marketing.
See this Case Study about how a billion-dollar company with 14,000 global employees uses EditMate to produce engaging Employer Brand Videos.
Collaborate & create videos with your real employees to build authentic employer brand content.
Authenticity matters in employer branding for several reasons.
It builds trust, attracts top talent, and helps with employee retention.
Companies that prioritize authenticity are more likely to attract the best candidates and retain their employees.
In the long run, this can lead to a more engaged workforce and a better bottom line for the company.
So, when planning your next employer brand campaign keep “authenticity” in mind and show off your real employees and community!