The importance of strong employer branding and how to use it

Friday, July 28, 2023

Aviation candidate researching airlines and job opportunities

Ask someone if they want to work with Google. Anyone who knows these even slightly well will answer yes. Here’s something to think about – Richard Branson once said, “Clients do not come first, employees come first. If you take care of your employees, they will take care of the clients.”

The fact of the matter is he was onto something big there. His ideas and their practical implementation not only led his employees to be more loyal to him and his business but also motivated them immensely. They appreciated his efforts publicly and privately, and we all know word of mouth has a more profound impact than most other forms of advertisement. However, in this case, it wasn’t just about the services and products the Virgin Group offered; it was about how their workers and employees were treated. This popularity branded the Virgin Group as one of the most coveted companies to work for. The Virgin Group stands strong with multiple operations under its wing, such as Virgin Media, the Virgin Group stands strong with multiple operations under its wing, such as Virgin Media, the airline Virgin Atlantic, Virgin Trains, and Virgin Money.

In this article, we’ll look at employer branding, its importance in the airline sector during recruitment, its long-term success, and some of the best airlines to work for.

What is employer branding?

Employer brand is a term that was used publicly by Simon Barrows, chairman of People in Business, in the 1990s’. Employer branding is the process of cultivating and shaping a company’s reputation as the go-to organisation to work for in the job market. It’s a marketing and communication strategy that helps to differentiate a company from its competitors and attracts the best talent. Employer branding entails everything a company does to help create and maintain a great place to work. That includes everything from the benefits it offers to the salary it pays, to the kind of work culture it promotes. A strong brand can improve employee loyalty, minimise absenteeism and increase the number of candidates interested in joining the workforce.

When companies invest in their people, their employees feel happier and more connected to the organisation. In turn, this increases the performance of the company. Moreover, satisfied employees have word-of-mouth power, which can boost the company’s reputation on reputation platforms. In recent years, an increasing number of employers have been focusing on their employer branding as a way to recruit the best possible employees. In our next section, we’ll look at this in more detail: the importance of employee branding.

The importance of employer branding in recruitment

The simple fact is that if you want to attract the best candidates, then you need to focus on employer branding. That is a critical step in the hiring process that affects your company’s reputation as an excellent business to work for and is essential to talent retention. Companies with strong employer brands often have better retention and recruitment rates than their competition. They also get a boost from happy employees who become brand ambassadors. These employees can then refer good-fit candidates to the company.

Limits Loss of experience

Research by LinkedIn has found that employee turnover is reduced by up to 28%. The fact of the matter is your tenured employees are your assets; they have immense experience that they gained while working for you. This experience allows them to do tasks more efficiently than newly hired people, and they can train and pass on best practices to them. When they hear from friends, family, and the media about how their company is one of the best places to work, and they know it for a fact themselves, it reduces their chances of leaving.  

Limits recruitment costs

According to a Randstad study, companies with strong employer brands experienced a 10 percent reduction in staff costs. We all know recruitment is a time-consuming and expensive process, so many companies opt to outsource it to save money. But suppose you’re a well-known company and played your employer branding cards right. In that case, you will not have to spend as much time and effort to fill vacant and new positions with the crème del crème of talent, as many of the best people will already be looking for such an opportunity.

Increases employee motivation

Today’s job seekers are savvy and value more than just wages. Candidates are looking for an attractive workplace with a positive, open-to-ideas, and rewarding work culture. Cultivating such an environment will motivate employees to be loyal and work harder for that recognition.  

How to build a positive employer brand?

The first step in building a compelling employer brand is to define its purpose. It should be something the organisation believes in and is committed to – you can focus on your mission statement, business vision, and values. As candidates look to work with a business that shares these values. It is also essential to build relationships with like-minded companies. In addition, a solid online presence is crucial, and that is where social media works as an excellent platform for displaying an employer’s culture. A well-defined message can be delivered through articles, videos, and other forms of communication. By sharing unique content, you can pique the interest of potential candidates and increase your company’s reputation in the job market.

Engage employees

To develop a strong employer brand, a company must involve all employees in the process. Listening to employee feedback and adjusting when growth areas arise is essential. Companies should share their stories and encourage employees to write blogs and share content on social media. Employees should also be screened for their opinions about the company and its culture. These opinions are critical metrics for an employer’s brand. Having a good employer brand can make a difference between a company that attracts and retains the best talent and one that sabotages its hiring efforts.

When building a company’s reputation, all the factors mentioned above will impact your employer branding, and remember that employer branding is a complex process. It is worth the effort; without it, you may lose existing employees and miss out on valuable future employees. Also, it would be best to remember that, like trust; it takes time to achieve a strong employer brand and only a few incidents to lose it.

Employer branding in the airlines sector

The airline industry is still a big business, and for good reason. But the competition is fierce not only for customers but for the top talent regarding pilots and the cabin crew. Companies must do more than just post ads to attract top-notch talent. As mentioned in the previous section, it needs to be a company-wide approach where an entire culture must be created to engage existing employees and attract new talent. Not only will this make you stand out from the crowd, but you’ll also get some of the best possible hires.

While the airline industry is a crowded field, it’s still a fun place to work. The most fun places to work are those that appreciate and reward their employees’ hard work. If you’re an employer in the airline business, be sure to put some effort into making your employees feel special and rewarded; create a culture that promotes and encourages employees to share their successes. Using an incentive program to do this will make your company a much more desirable place to work.

In conclusion

We hope we were able to provide you with insightful information on employer branding; by focusing on it, you can gain as much of the best talent as the airlines we have mentioned below. Using such branding, airlines such as:

Delta Airlines is in the top 100 on Forbes’ list of best employers for diversity list.

Southwest Airlines has a reputation for a positive culture. It has been ranked on the Glassdoor Best Places to Work list for over a decade.

Singapore Airlines is in the Randstad Award Hall of Fame. This award is a testament to the quality of their employer branding, and it reflects their commitment to creating a positive company culture.

As per the Intelligence Group (IG!), a European data intelligence provider, British Airways and AirFranceKLM are the most coveted airlines to work for in Europe.

Frequently asked questions

Which is the No 1 airline in the world?

As per SkyTrax’s List, it is Qatar Airways.

What is the hardest airline to get a job with?

Delta and SouthWest Airlines as they are the most coveted among people searching for cabin crew opportunities.

What is the purpose of employer branding?

Employer branding will help you recruit new employees, create a strong business culture, and even reduce marketing costs. A reputable company brand is integral to an organisation’s strategy because it helps companies hire better candidates, reduce recruitment and marketing expenses, and increase productivity.

What is an example of employer branding?

Starbucks is another globally recognised company known for its corporate brand. It’s famous for its social media presence, which spreads company culture and fosters an online community for employees.

Which Airline is the best employer?

Delta for 2022 as per Forbes’s top 100 Best Employers based on diversity list.


About Aviation Job Search

Specialising in aviation recruitment, we give airlines and companies the tools to connect with aviation professionals so they can grow. Find out how we can help you today.

Share this article

You might like...

We have products relevant to this article that you might find helpful