A significant 86% of job seekers conduct thorough research on a company’s reviews and ratings before committing to a job application. This statistic powerfully demonstrates that a substantial paycheck and an attractive job description are no longer the main factors. Prospective employees now seek an organisation that resonates with their values, embraces a compatible culture, and promises growth opportunities. This change highlights the importance of strong employer branding, especially in Nigeria’s growing job market with its diverse workforce of people from different backgrounds and experiences.

Employer branding is how a company presents itself as an employer. Strong employer branding not only attracts top talent but also fosters employee retention and nurtures a positive work environment. In this blog, we’ll talk about why having strong employer branding is important and share tips on how to create one that connects well with Nigerian job seekers. Here, are our 7 key strategies for establishing a compelling employer brand in Nigeria:

1. Define Your Employer Value Proposition (EVP)

Your Employer Value Proposition (EVP) is a critical part of your employer branding. It is what sets your company apart from other employers and tells potential and current employees what makes your company a great place to work.

To create your EVP, start by figuring out what your company truly values. What are the fundamental principles that matter to your organisation? For instance, is it about innovation, teamwork, or customer satisfaction? Once you’ve pinpointed these core values, consider how they benefit your employees. How do these values contribute to the working environment? What advantages and perks do they provide to your employees? For instance, if your core value is innovation, this could mean encouraging creativity and providing opportunities for growth and learning for your team.

Once you have a good understanding of your EVP, you need to communicate it to potential and current employees in a clear and consistent way. For potrntial employees, this can be done through your website, social media, marketing materials, and job postings. You can also communicate your EVP to existing employees through internal communications, team meetings, and one-on-one conversations with managers. Consistent repetition of your brand EVP to your existing employees is essential to ingrain and integrate it into the organisational culture.

Here are some tips for defining and communicating your EVP:

• Be specific and clear: Avoid using generic language like “we offer a great work environment” or “we offer competitive salaries and benefits.” Instead, be specific about what makes your company unique. For example, you could mention your company’s flexible work arrangements, its commitment to diversity and inclusion, or its strong culture of innovation.
• Be authentic: Your EVP should be a reflection of your company’s true values and culture. Don’t try to be something you’re not!
• Be consistent: Communicate your EVP everywhere, from your website and social media to your job postings and employee communications.
• Be employee-centric: The essence of your EVP lies in highlighting the value and advantages your company provides to employees, emphasising a ‘what we offer’ perspective over ‘what you can offer us.’

Here are some examples of strong EVPs:

• Google– Google’s Employee Value Proposition (EVP) is summed up in “Doing cool things that matter.” This reflects their focus on impactful innovation, attracting job seekers who want to make a difference. Google stands out by offering great benefits, appealing perks, and a strong emphasis on career growth.

To showcase its vibrant work environment, Google effectively utilises employee-generated videos, often shared on platforms like YouTube. This approach offers a transparent view of their workplace culture and the enjoyable experiences of working at Google. This transparency is a powerful magnet for top talent, enabling them to witness firsthand what it truly means to be part of the Google team.

• Netflix– Netflix’s Employee Value Proposition (EVP) is captured in “Freedom and Responsibility,” highlighting individual ownership and accountability. Employees are trusted to make decisions and take charge of their projects. The company supports this with a competitive compensation package and unlimited paid time off, valuing work-life balance.

These EVPs are all clear, concise, and authentic. They also focus on what these companies can offer employees, such as the opportunity to do important work, learn and grow, and make a difference in the world. By defining and communicating a strong EVP, you can attract and retain top talent, build a strong employer brand, and boost your company’s success.

2. Define Your Vision, Mission, and Values

Your company’s vision, mission, and values are the foundation of your employer branding. They define what your company is, what it stands for, and what it wants to achieve. When potential and current employees see that they align with your company’s vision, mission, and values, they are more likely to be interested in working for you.

Here are some tips for defining and communicating your company’s vision, mission, and values:

• Be clear and concise: Your vision, mission, and values should be easy to understand and remember. Avoid using jargon or technical language.
• Be authentic: They should be a reflection of your company’s true values and culture. Don’t try to be something you’re not.
• Be consistent: Communicate your vision, mission, and values everywhere, from your website and social media to your job postings and employee communications.
• Make them actionable: Your vision, mission, and values should not just be empty statements. They should be clear and actionable goals that your employees can strive for.

Here is an example of a strong company vision, mission, and values statement:

Vision: “To be the leading provider of innovative software solutions that help businesses grow and succeed ”.

Mission: “To provide our customers with the best possible products and services, and to support them in achieving their business goals”.

Values: Here are 4 examples of different kinds of value statements:

–Customer focus: “We are committed to providing our customers with the best possible experience”.

–Innovation: “We are constantly innovating to develop new and better products and services”.

–Teamwork: “We believe that teamwork is essential to our success”.

–Integrity: “We act with honesty and integrity in all of our dealings”.

By effectively communicating your company’s vision, mission, and values, both potential and current employees gain a clear understanding of what is expected of them and how they can align their actions with the organisation’s objectives. This understanding empowers them to make informed decisions, collaborate effectively, and contribute positively to your company’s growth and success. 

Additionally, leveraging social media to share stories and examples of how your employees embody your company’s values within the workplace and the community is a powerful strategy. It strengthens your company’s culture, showcases its commitment to core principles, and amplifies this message to a broader audience, encompassing potential talent and customers. Ultimately, this strategy enhances your employer branding and nurtures a sense of community and authenticity.

3. Regularly Engage With Your Employees

Actively engaging with your employees is essential for building a strong work culture, leading to a good employer brand/reputation. When employees feel valued and appreciated, they are more likely to be productive and engaged in their work. They are also more likely to stay with the company and recommend it to their friends and family.

Here are some tips for engaging with your employees:

• Conduct regular feedback sessions: This is a great way to get feedback on their work, the company culture, and any other areas they would like to discuss. Be sure to take action on the feedback that you receive.

• Listen to their concerns: When employees come to you with concerns, take them seriously and show them that you value their input.

• Address issues promptly: This shows that you are committed to creating a positive work environment for everyone. 

4. Highlight Employee Benefits and Perks

Highlighting your employee benefits and perks is a great way to attract and retain top talent, and to build strong employer branding. Competitive benefits packages show employees that you value their well-being and that you are committed to helping them to be successful in both their work and personal lives.

Here are some ways you can highlight employee benefits and perks:

• Be transparent: Make sure that potential and current employees know about the benefits and perks that you offer. This can be done through your website, social media, job postings, and employee communications.
• Be specific: Don’t just say that you offer a “competitive benefits package.” Be specific about the benefits and perks that you offer, such as health insurance, dental insurance, vision insurance, life insurance, retirement savings plans, paid time off, flexible work hours, remote work options, and any other incentives.
• Tailor your messaging to your target audience: Different types of employees are looking for different things in a benefits package. For example, younger employees may be more interested in flexible work hours and remote work options, while older employees may be more interested in health insurance and retirement savings plans. Tailor your messaging to your target audience to highlight the benefits and perks that are most important to them.

5. Effective Talent Recruitment on Trusted Job Platforms

Recruiting with trusted job listing platforms is a great way to attract top talent and build a strong employer brand. Indeed, LinkedIn, and roPay People Management are all highly respected job listing platforms that reach a large pool of potential candidates.

Here are key considerations for successful recruitment:

• Platform Selection:  Each job listing platform has its own strengths and weaknesses. Consider your target audience, budget, and hiring needs when choosing a platform.
• Enhance Your Profile: Create a strong employer profile. Your employer profile is your chance to make a good first impression on potential candidates. Be sure to include information about your company culture, values, and benefits.
• Clear Job Postings: Your job postings should be clear and concise, and they should accurately describe the position and the requirements.
• Keyword Optimisations: Use relevant keywords when crafting job postings to enhance visibility to potential candidates. Consider terms specific to the role, industry, and skills required. For instance, when hiring for a developer, include keywords such as programming languages (e.g., Python, Java), required skills (e.g., web development, Software Engineering), and qualifications (e.g., Bachelor’s degree in Computer Science). Avoid vague keywords like ‘dynamic team player‘ or ‘excellent communicator.’ Instead, opt for precise phrases like ‘proficient in HTML and CSS‘ or ‘experience with Agile software development.’ This increases the likelihood that candidates with specific skills or qualifications will find and apply for the position.

Tailoring your job postings with targeted keywords enhances their visibility, attracting candidates who align with the specific requirements of the position and contributing to a more successful hiring process.

• Respond to candidates promptly: When candidates apply for your jobs, be sure to respond to them promptly. This shows that you are interested in their candidacy and that you respect their time. Luckily, recruitment tools like roPay provide you with an automated workflow to help you update your job candidates every step of their recruitment process, down to the onboarding stage.

6. Leverage Social Media and Online Presence

Utilising social media and maintaining a robust online presence are paramount for cultivating a compelling employer brand/reputation within Nigeria’s competitive job market. A cohesive strategy involves establishing a strong online footprint and actively engaging with the audience across various social media platforms.

To begin, prioritise the development of an informative and well-designed website. Your website should offer a comprehensive understanding of your company’s culture, values, and pertinent details for potential and current employees. A well-structured website acts as a window into the identity of your organisation.

Next, focus on building meaningful connections through social media. Actively interact with your audience by responding promptly to comments and inquiries. Share engaging content that resonates with your target audience. Whether it’s employee stories or testimonials, infuse a sense of community and demonstrate the organisation’s commitment to valuing its workforce.

Social media also serves as a potent tool for promoting job openings. Leverage these platforms to broadcast your available positions. Encourage your employees to share these opportunities within their networks, broadening the reach. Additionally, targeted advertisements can be employed to reach potential candidates who possess the required qualifications and skills.

Lastly, unveil your company’s culture through captivating visual content. Showcase the dynamic and diverse facets of your workplace by sharing captivating photos and videos, featuring employee events, team outings, and other engaging activities. This transparency illuminates a positive and supportive work environment, attracting potential employees seeking such enriching professional landscapes.

Creating strong employer branding is vital in today’s competitive job market. It’s more than just hiring; it’s about fostering an environment where everyone thrives and advances together. Picture a place where each person feels part of a larger purpose, aligning personal aspirations with the company’s vision. This fusion of talent and culture propels your organisation, ensuring success in the ever-evolving professional landscape.

Are you ready to develop an employer branding that draws and retains exceptional talent? Begin by defining your narrative, values, and objectives, and let them radiate across your organisation. Embark on this journey to shape an employer brand that not only attracts top-notch individuals but also retains them, and build a team that drives your company to newfound achievements!