Article n°3 - 8 min

How To Make Your Brand A Talent Magnet

What is employer branding?

What are the benefits of a strong employer brand?

How do you build an employer brand?

The labour market is increasingly competitive and qualified candidates have more choice than even before. With that comes the necessity for asset managers to stand out and convince the best candidates to apply and work for them.

People are the lifeblood of any business. Having the best people will put you ahead of the competition and also attract more investors, who only want the best people to manage their assets.

On the other hand high employee turnover and constant hiring are extremely expensive and are a drag on a firm’s resources.

Employer branding allows you to attract and retain the best talent.

Employer branding is the process of defining and promoting a company's reputation as an employer. It involves communicating the organization's values, culture, and unique attributes to current and potential employees. Essentially, it is how a company is perceived as a place to work, which can significantly impact its ability to attract and retain top talent.

Companies that invest in a robust employer brand are more likely to stand out and appeal to candidates who are looking for more than just a paycheck—they are seeking a company where they can thrive, feel valued, and build a meaningful career.

1— Conduct an employer brand audit

The first step in building a strong employer brand is to conduct a thorough audit. This involves evaluating how your company is currently perceived as an employer, both internally by your employees and externally by the broader job market. Start by gathering feedback from employees through surveys, interviews, and focus groups. These insights can help you understand the strengths and weaknesses of your current workplace culture, work environment, and employee satisfaction levels.

Externally, analyze how job seekers perceive your company by monitoring social media mentions, comments on job posts, and reviews on employer review platforms like Glassdoor. This will give you a clear picture of your company’s reputation in the job market. The information gathered from this audit will serve as a foundation for developing a targeted employer branding strategy.

2 — Define Your Employer Value Proposition (EVP)

An Employer Value Proposition (EVP) is a clear statement that explains what makes your company unique and why someone would want to work there.

It outlines the benefits and rewards employees receive in exchange for their skills, capabilities, and experience. To create a compelling EVP, identify what sets your company apart from others—such as opportunities to manage relations with high-profile clients, gain exposure to diverse asset classes, move into specialized roles that deepen their expertise, have the chance to work on impact investing strategies or receive ongoing training and development.

Once you have defined your EVP, communicate it consistently across all channels, including your company website, job postings, social media, and internal communications. Sharing real employee stories and experiences can make the EVP more relatable and authentic, further strengthening your employer brand.

3 — Refine your recruitment process

Your recruitment and selection process plays a crucial role in shaping your employer brand—more than you might initially realize. This extends beyond just hiring; it includes every step of your process, from the initial job postings and application submission to the interview phases, job offers, and the onboarding of new employees.

It's essential to consider if your brand message is consistently communicated to candidates throughout these stages. Are you effectively showcasing what it's truly like to be a part of your organization? Does your process make it clear why a candidate should choose your company over another? Additionally, is your recruitment process seamless and timely, with open lines of communication and regular updates to keep candidates informed?

A well-designed recruitment process doesn't just fill positions—it creates a positive first impression, leading to motivated and engaged employees, reduced turnover, and increased productivity. On the flip side, a poorly executed recruitment and onboarding experience can have the opposite effect, doubling the likelihood of new hires leaving the company early. Ensuring that every step of your hiring process reflects your employer brand is key to attracting and retaining top talent.

5 — Promote your employer brand internally

Internal promotion is just as important as external promotion when it comes to employer branding. Encourage employees to become brand ambassadors by sharing their positive experiences and promoting the company culture. This can be achieved through ambassador programs, internal communications, and recognition programs that make employees feel valued and engaged.

When employees are happy and engaged, they are more likely to speak positively about the company to their networks, enhancing your employer brand organically. Creating a strong internal brand culture also ensures that employees are aligned with the company’s values and goals, which is crucial for long-term success.

Sources

Business Insider (2014) 'Make Them Want You: The Importance of Employer Branding'. Accessed 29 October 2024.

Harvard Business Review (2015) 'CEOs Need to Pay Attention to Employer Branding'. Accessed 29 October 2024.

Harvard Business Review (2019) 'Why We Need to Rethink Employer Brand'. Accessed 29 October 2024.

Harvard Business Review (2023) 'Rethink Your Employee Value Proposition'. Accessed 29 October 2024.

Medium (n.d.) 'The Importance of Employer Branding in Recruitment'. Accessed 29 October 2024.

PwC (n.d.) 'Unveiling the Essence of Employer Branding'. Accessed 29 October 2024.

Forbes, (2022) 'The Value of Employer Branding'. Accessed 29 October 2024.

HubSpot (2023.) 'Employer Branding'. Accessed 29 October 2024.

PwC (2021.) 'Employer Branding'. Accessed 29 October 2024.