8 Steps to Follow to Successfully Build Your Brand

By Christine Ascher on November 25, 2017

Particularly when you’re on the hunt for new employees, it’s important to have a consistent employer brand that will help you draw in new recruits. This will help you differentiate your company from others, and it will ensure that you attract attention from applicants who will fit in with your company culture. When you’re building your brand, keep these eight steps in mind to help you set your company apart from the rest.

Image via https://pixabay.com

1. Ask Current Employees for Input

The best place to look for help when building your brand is your existing employees. Try sending around a survey to get a feel for what your employees value in your company, how they feel they contribute, and what they believe the company stands for. That way, you’ll be able to build your brand based on what your company already promotes and the existing work culture that your employees have created. Some of your employees may also have great ideas on how to build on your brand, so chances are you’ll receive some valuable feedback.

2. Define Your Mission and Values 

In order to build a strong brand, you’ll need to be clear on what your company’s mission is, and what values you want to promote. Come up with a clear mission statement that accurately represents your company and that you can advertise on your company website and social media pages. It’s also a good idea to come up with a list of values that will help you support your mission statement, and that you can refer back to as your company develops.

3. Define Your Company’s Culture

When building your brand, the first step is to define your company’s culture. Potential employees will want to know as much as they can about the atmosphere; for instance, whether your company is big or small, more causal or formal. Hone in on the impression you want to create, then advertise it in your job postings, social media accounts, and when interviewing possible new employees. Your company culture will be important in terms of the applicants who you draw in and in encouraging recruits to invest their time in your company, so make an extra effort to complete this step thoroughly.

4. Encompass All Areas of Your Company 

It could be tempting to narrow your lens when coming up with your employer brand and to focus on only one facet of your company, but in order to appeal to the largest number of applicants, make sure that your brand encompasses all of the different departments that make up your company. Each department should have some input into your representations of company culture and values, and should contribute to branding.

5. Determine What You Look for in Employees

Depending on the type of work culture you want to create, you’ll have to determine what specific qualities that you want to look for in your employees. In some cases, for instance, you might be looking specifically for employees who will bring in new, creative ideas; in others, your ideal employee may be someone motivated and organized. Identify several characteristics that you consider the most important for your employees to possess, and emphasize those qualities in your job postings to ensure that you’re attracting the right applicants.

6. Stress What You Can Offer Your Employees

In addition to determining what you want to look for in your employees, you should also spend some time reflecting on what you can offer to them. Take some time to answer the questions of why applicants should choose your company over any other, and what differentiates you from the rest. For instance, if you offer a lot of room for your employees to grow, that’s a quality that you should advertise. If you give your employees the chance to further their careers by completing a graduate program, that’s a great way to show potential recruits that your company is dedicated to employee growth and improvement.

7. Provide Training

One way to create a lasting employer brand is to provide periodic training for your employees, both when they’re first starting out and as they—and your company—grow. This is a good opportunity to promote your company values and to ensure that your employees appropriately embody them. Regular training and development sessions will also provide an opportunity for your employees to improve, and will hopefully help them develop and improve in their positions and eventually move up in the company.

8. Take Advantage of Social Media

Creating social media accounts is a great way to build and advertise your brand, as it will allow you to reach more job hunters. Social media is especially important if you want to appeal to graduating students and to brand your company as innovative and modern. Make sure you’re consistent with the image that you portray across all platforms. It’s a good idea to post some informational videos about your company, as well as videos featuring current employees discussing their jobs and their typical day on your Facebook page, and on other platforms like Snapchat as well. This way, your recruits will be able to see firsthand the types of people working for your company and will get a better feel for your employer brand.

By Christine Ascher

Uloop Writer
USC
Hi! I'm Christine and I'm currently a senior at the University of Southern California, where I study English Literature, Economics, and French.

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