What Is Employer Branding?

Host Eddie Francis talks about why he thinks “I Wanna Work There!” is an important podcast for colleges’ and universities’ marketing strategies. He also teases some of the topics that will be covered during the inaugural season of “I Wanna Work There!” The episode also features Craig Fisher, a strategist who provides a baseline definition of employer branding for higher education professionals.

Key Takeaways

• Defining Employer Branding: Employer branding is about creating and managing a positive reputation among job seekers, current employees, and stakeholders.
• Importance of Employee Engagement: Engaging current employees by involving them in the branding process enhances job satisfaction and reinforces brand loyalty.
• Overcoming Challenges in Higher Ed: Institutions may assume their mission-driven focus attracts talent, but they need active strategies to stand out in a competitive job market.
• Data-Driven Branding: Gathering insights from both employees and job candidates helps institutions identify strengths and areas for improvement in their workplace culture.
• Mission-Based Institutions and Branding: Even mission-driven organizations must address reputation management to retain current employees and attract top talent.

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Episode Summary

What is Employer Branding in Higher Education?

Eddie Francis opens the conversation by discussing the growing relevance of employer branding for colleges and universities, especially as these institutions seek to compete for top talent in a crowded marketplace. Craig Fisher defines employer branding as managing a positive reputation with job seekers, employees, and other key stakeholders. Fisher emphasizes that successful employer branding goes beyond promoting products or services; it highlights the values, culture, and mission of the institution to create an authentic appeal to potential hires.

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How Does Employee Engagement Influence Employer Branding?

Craig shares that one of the most crucial elements of employer branding is employee engagement. By involving current employees in branding efforts, institutions can foster a sense of community and satisfaction among their workforce. According to Fisher, transparency and open communication play a big role in this engagement. Institutions should regularly survey employees to gather honest feedback on what they love about their workplace and where they feel improvements are needed. He notes that employees who are actively engaged in promoting their organization often experience increased job satisfaction, leading to better retention and overall morale.

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Is Employer Branding Relevant for Mission-Based Institutions?

Many institutions believe their mission-driven nature inherently makes them attractive employers, but Craig argues that even mission-based organizations must put in the work to highlight why they are a desirable place to work. This includes addressing negative feedback on platforms like Glassdoor and Indeed. He suggests that, by acknowledging and responding to such feedback constructively, institutions can improve their reputation and demonstrate a commitment to continuous improvement. Fisher advises that institutions actively manage their online presence, ensuring that they’re communicating their values and acknowledging any areas needing growth.

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What Data Should Institutions Collect to Improve Their Employer Brand?

Craig highlights the importance of data collection to strengthen an employer brand. Institutions should start with employee surveys to capture the unique aspects of their culture, as well as any areas that need enhancement. In addition, gathering feedback from job candidates can reveal valuable insights into the institution's hiring process. Fisher mentions resources like the Candidate Experience Awards (or “the CandE Awards”), which offer institutions an opportunity to collect structured data from job applicants. This information can then guide institutions on improving their onboarding and hiring processes, helping to build a strong and competitive employer brand.

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About the Enrollify Podcast Network 

I Wanna Work There" is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jaime Hunt, Allison Turcio, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!