Who are Peterson Technology Partners?

Peterson Technology Partners, also known as PTP, is a staffing and consultancy firm, located in Chicago and operating globally. PTP specializes in providing IT staffing and talent supply management solutions.

What services does PTP offer?

PTP is known for sourcing best-in-class talent for the IT industry, specializing in the fields of Artificial Intelligence, Data Science, Cloud Computing, DevOps, and Cybersecurity.

What are the benefits of working with PTP?

PTP’s proprietary 5-step assessment process ensures that our clients receive only the absolute best-in-class talent for their staffing needs. Our 4-point promise to every client guarantees Quality, Speed, Agility, and Customization.

Do I have to pay for this service?

We require no payment from job-seekers. If you’re a job-seeker looking for your next great opportunity visit the Jobs page. If you’re an employer looking for top-tier talent to meet your staffing needs, Contact Us to start building your customized service plan.

Building a Strong Employer Brand: Why It Matters and How to Do It

Introduction

How important is your employer brand? According to LinkedIn, 75% of job seekers consider an employer’s brand before even applying for a job. Recruiting leaders also care about employer branding, with 72% agreeing it has a significant impact on hiring.

Employer branding—the practice of influencing how current employees and the larger workforce perceive a company’s reputation as an employer—extends beyond public reputation and extends into the work environment. In fact, the number one obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organization. This is why job seekers are three times more likely to trust the employees more than business leaders to provide credible information on what it’s like to work there.

A unique work culture where employees can all contribute and be their authentic selves can keep them engaged, loyal, and satisfied at your company. As a result, business leaders are investing more in their employer brand and working hard to enforce a strong employer brand strategy.

Keep reading to learn more about the why and how of building a strong employer brand.

Why Employer Branding Matters

As mentioned earlier, almost every candidate will consider your company’s reputation before applying. But employer branding helps with more than just attracting talent; it helps with employee engagement, retention, and the bottom line.

A quick breakdown of areas where a strong employer brand adds value:

Acquiring top talent: Top candidates want to work for a company whose culture, mission, and values resonate with them, as it gives them a sense of belonging and alignment.

Attracting candidates from diverse backgrounds: Employees who feel valued and comfortable being themselves are more likely to stay at a company and contribute innovative ideas.

Increasing employee referrals: Referring friends and peers to a company is a true sign of trust, credibility, and pride. It also saves time and costs on talent acquisition.

Winning over on-the-fence candidates: A strong employer brand can be the difference-maker for talent who is undecided.

7 Steps to Strengthen Your Employer Brand for Talent Success

The following are seven essential steps employers can take to foster an employer brand that attracts, retains, and satisfies candidates.

Analyzing and Auditing Your Existing Employer Brand

First, you need to know what people think about you. Examine what your brand is saying, directly or indirectly, to candidates and employees that could impact their perception of the company. These may consist of job descriptions, your career page, social media profiles, acceptance/rejection letters, onboarding materials, internal communications, and performance reviews. You can also actively solicit feedback from candidates and employees on how they feel about the company based on their experience.

Define Your Employee Value Proposition or (EVP)

Defining your EVP—a statement of the values, rewards, recognition, support, and company culture—will help explain what the employee gets from working at the company and what the company gets from having them aboard. This will help shape expectations and communication going forward. When defining your EVP, consider how you might adapt it to better attract top talent.

Build a Memorable Careers Page

An effective careers page is prominently displayed on a company’s website and highlights what sets the organization apart from other prospective employers. Include engaging media showcasing real employees enjoying their work, along with any positive statistics reflecting possible career growth.

Write Effective Job Descriptions

Job descriptions are one of the first interactions job seekers have with a company, so it can be a great opportunity to let your company’s personality shine through. They should be written in a way that reflects your values and mission, remaining professional and informative, while showcasing the brand’s unique voice. Additional note: be sure to use inclusive language to show your organization values diverse perspectives.

Create a Great Candidate Experience

With AI automating more and more steps of the hiring process, there is no excuse for devaluing a candidate’s time, which is a huge turnoff for competent professionals. How your hiring team communicates with candidates provides a window into how they can expect to be treated at an organization. Make sure your leadership is working alongside hiring teams to make sure they are reflecting your brand well.

Engage With Your Current Employees

Show a genuine desire to seek feedback from employees, ensuring anonymity to encourage honesty without fear. Be sure to acknowledge and act on feedback to show employees you value their opinion. You can also invite employees to share their experience and how working at the company makes them feel, whether by sharing on LinkedIn or adding reviews to Glassdoor.

Utilize Social Media

According to Glassdoor, 79% of all job seekers say they are likely to use social media to find jobs, making it a valuable tool for employers looking to attract talent. Other public platforms like podcasts and blogs are also great avenues to help spread and amplify your employer brand. Consider creating posts like employee spotlights, work retreat recaps, and reposts of relevant messages from team members’ personal LinkedIn accounts.

Conclusion

Building a strong employer brand will greatly impact how employees and job seekers view your company, impacting several key facets of your organization’s success—from talent attraction to employee retention to your bottom line.

Pay close attention to how your public presence succeeds or falls short in showing that your organization is a place where employees can feel valued and supported. Seek feedback from current employees to gauge the likelihood that they would recommend working at your organization to a friend. Finally, ensure candidates who do apply have a good experience where their time, effort, and interest are all valued and respected.

Building a strong employer brand is one thing; maintaining and adapting it as necessary is another. Ensure everyone on your team has a deep understanding of your company’s brand and how to carry it forth in every aspect of their work. The result will be more qualified and motivated talent lining up to make a difference at your company.