When it comes to attracting executive talent, employer branding is crucial – especially for SMEs. It’s your chance to communicate what your company stands for, its values, and its ambitions. You only have one chance to do it right, so investing in understanding and effectively communicating your brand can significantly increase your chances of engaging with top executive talent. 

Why Employer Branding Matters 

In its most basic sense, employer branding is your opportunity to communicate effectively with your target audience. It conveys your company’s identity, values, and mission.  

This is particularly important for executive roles, as these candidates are usually not actively seeking new positions but can be swayed by a compelling and resonant message. The more you invest in understanding and communicating your brand, the better your chances of engaging with top executive talent. 

Common Mistakes in Employer Branding 

One of the biggest mistakes employers make is not having any employer branding at all.  

Another common issue is having a message that is contradictory or doesn’t reflect the company accurately. This often happens because there isn’t enough understanding of the company’s identity or because the responsibility for branding is not clearly assigned.  

Some organisations do this well, while others realise they need to do more but lack the resources or awareness to get it right. For example, some companies might have a message that sounds good on paper but doesn’t align with the actual experience of working there. This can lead to a disconnect that potential candidates will notice.  

It’s crucial to ensure that your employer branding is authentic and accurately reflects your company culture and values. 

5 Top Tips for Employer Branding for SMEs 

For SMEs, the approach to employer branding can be different due to limited resources, but here are 5 tips based upon my experience with our clients: 

1. Assign responsibility: Understand the value of employer branding and give someone the accountability to own it. This could be an HR manager or someone else in the business who can gather the necessary information. 

1. Define Your Identity: Answer key questions like who you are, what you do, why you do it, and what your mission statement and values are. This doesn’t have to be a complicated process, but it needs to be authentic and clear.  

If you’re lost, conduct internal surveys or focus groups to understand how current employees perceive the company. This can provide insights into what makes your company unique and what values resonate most with your staff. 

1. Disseminate Effectively: Use traditional vehicles like your website and social media channels to make your branding visible and accessible. Know where your audience exists and tailor your approach accordingly.  

For example, if you’re in engineering, you might target engineering graduates or work with universities and apprenticeship programmes.  

1. Be Consistent: Consistency is key in employer branding. Ensure that your messaging is consistent across all platforms and touchpoints. This helps build a strong and recognisable brand that top executive candidates can trust. 

1. Engage Your Employees: Your current employees are your best brand ambassadors. Encourage them to share their positive experiences and stories about working at your company. This can help attract like-minded individuals who align with your company culture. 

Conclusion 

Employer branding is a fairly straightforward concept that most can grasp, but the work involved in getting it right requires time and effort.  

For SMEs, it’s about recognising its importance, defining your identity, and effectively disseminating your message. By doing this, you can attract the right executive talent and ensure your company stands out in a competitive market. By investing in understanding and communicating your brand, SMEs can actually compete with larger organisations and attract the leadership talent they need to succeed. 

For more information, please contact Simon Betts, Principal Consultant in the Manufacturing & Engineering Practice.