Branding is often associated with activities to make consumers aware of products and services, but consumers are not the only target of branding.
In a nutshell, an employer brand is what people think of when they are asked, "What do you think about working for this company?” An employer branding refers to the efforts to make employees and job seekers think, "I would love to work for this company.”
According to a study by LinkedIn, companies with a strong employer brand have a 28% lower turnover rate, spend 50% less per hire, receive 50% more applications from qualified candidates, and hire twice as fast as companies without a strong brand.
From these results, you can see how significant an impact employer branding can have on a company.
So what exactly can we do to improve employer branding?
According to a survey by WetFeet, while 50% of job seekers become more interested in a company after viewing its website, 25% stop considering it after viewing it.
A company's website is the face of the company and needs to be attractive to job seekers, but unfortunately there are some companies whose websites are not maintained and contain outdated information or do not have a recruitment page.
Job seekers are not the only ones who view the recruitment page.
Assuming that your employees and customers are viewing the page, don't just retain it, but maintain it properly to ensure that you are sending the right message.
So what kind of message will lead to employer branding?
According to a Cone Communications survey (*3), 64% of millennials consider a company's social and environmental stance to be important when deciding which company to work for, and 64% of millennials said they would not work for a company that did not have a clear CSR policy.
Millennials make up the majority of the U.S. workforce at more than onethird of the population, and Generation Z is next in line to place a similar emphasis on corporate social responsibility.
As these generations will become a major target for hiring in the future, it is important to properly communicate the company's philosophy and social contribution to job seekers so that they will think, "I want to work for this company.”
Here is a summary of the contents.
Employer branding can increase the number of employees and job seekers who want to work for your company.
 A company with a strong employer brand can reduce turnover and improve recruiting efficiency, which can lead to cost savings for the company.
To begin with, it is important to maintain your company's website and recruitment page to properly communicate your corporate philosophy, corporate culture, and social contribution.
If your company does not have a website, or even if it does, it does not have a recruitment page, we recommend using PASONA Crossing, a free employer branding tool provided by Pasona.
It allows you to create a corporate recruitment page with simple steps, and has a recruitment process management function.
If you are interested in this service, please register on the PASONA Crossing website.