Attracting the right people into the right jobs is a bigger and more important task than many of us realise. In today's competitive job market, organisations need to have a strong employer brand to attract and retain this top talent. A positive employer brand can help build trust with stakeholders, differentiate the organisation from competitors, and support business objectives by attracting and keeping talented people. You can play a vital role in improving your company and client's employer branding efforts, and job crafting is a powerful tool that can help achieve this goal.
What is employer branding?
Employer branding is how the company comes across as an employer of the whole employee experience. In order to make them stand out to impress and recruit the best talent, they should brand and market themselves honestly and with integrity, in the same way they brand and market themselves to customers. It describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers.
What is job crafting?
Job crafting involves allowing employees to customise their roles to better fit their skills, interests, and values. This can increase employee engagement and satisfaction, leading to better performance and retention rates. By encouraging job crafting, organisations create a positive company culture that supports employee wellbeing and growth and as a result, they become a very attractive employer. We know that job crafting improves employee experience, job satisfaction, wellbeing and company performance, therefore, it should be shouted about to improve employer branding.
Here are five ways you can use job crafting to improve employer branding:
Begin with encouraging job crafting: to allow people to craft their roles to better fit their skills, interests, and values because this increases employee engagement and satisfaction, leading to better performance and retention rates. You could help colleagues and clients to develop processes and procedures that support job crafting, such as regular check-ins, feedback sessions, and goal-setting exercises.
Carry out a brand audit: Once you’ve embedded job crafting, conduct a brand audit to assess the current employer branding efforts. Reviewing online presence, consider how do people know that job crafting is being used in the company? How do they know that this is a company who cares about employee experience?
Develop an employee value proposition (EVP): Develop an EVP that articulates what makes the organisation unique and attractive to potential employees, making it stand out from competitors and attract top talent. Here, job crafting enables employees to align their roles with the EVP, creating a more cohesive and compelling employer brand.
Communicate the benefits: Communicate the benefits of job crafting by highlighting the positive impact on employee engagement, wellbeing, and growth, as well as the potential benefits for the organisation, such as increased innovation and creativity.
Measure the impact: Measure the impact of job crafting on employee engagement, satisfaction, and retention rates, as well as on the overall employer branding efforts. This can help identify areas for improvement and develop strategies to address them.
Here at Tailored Thinking, we’ve had the pleasure of working with some amazing employers who consistently encourage job crafting, and we would recommend them to prospective employees wholeheartedly. This is what employer branding is all about.
Your role as a people development professional, coach, or consultant, is to help your clients and colleagues succeed. A huge part of that success is determined by who their employees are and so they must attract the best. Job crafting plays a major role in a positive employee experience and improves both productivity and success. It’s been named as a vital tool in the future of work.
Click here to find out more about job crafting and how Tailored Thinking bring this to life in organisations.
