In the highly competitive job market, it's not enough to simply offer a salary and benefits package to attract top talent. In today's workforce, job seekers are looking for more than just a job, they are looking for a company that aligns with their values and offers a positive work culture. This is where building a strong employer brand comes in.

A strong employer brand is critical in helping local government organisations attract and retain top talent, especially when they are competing against private sector organisations who are likely to have greater flexibility in terms of salaries. However, a strong employer brand will also improve their overall reputation in the community.

What is Employer Branding?

Employer branding is the process of creating a positive image of an organisation as an employer. It involves building the organisation's reputation as a great place to work, highlighting their values, culture, and mission. A strong employer brand can help attract and retain top talent, increase employee engagement, and improve the overall reputation of an organisation.

Why is Employer Branding Important for Local Government?

Employer branding is particularly important for local government organisations. According to a survey by the Society for Human Resource Management (SHRM), 68% of HR professionals in the public sector reported difficulty in recruiting candidates for key positions. In addition, local government organisations often struggle with negative perceptions from the public, which can make it difficult to attract top talent.

Building a strong employer brand can help address these challenges by improving the organisation's reputation and making it a more attractive place to work. Our 7 tips and best practices for local government organisations to build a strong employer brand are as follows:

One of the first steps in building a strong employer brand is defining your organisation's values and culture. This involves identifying what your organisation stands for and what makes it unique. It's important to communicate these values and culture to potential employees, as they are often looking for an organisation that aligns with their own values. According to a survey by Glassdoor, 77% of job seekers consider a company's culture before applying for a job.

Communicating your organisation's mission is also an important part of building a strong employer brand. Your mission should be clear and concise, and communicate the purpose of your organisation. It's important to communicate your mission to potential employees, as it can help them understand the impact they can make by working for your organisation.

Social media is a powerful communication tool and should be used to help build an employer brand. Platforms like LinkedIn, Twitter, and Facebook can be used to showcase your organisation's culture and values, highlight employee success stories, and share job openings. According to a survey by CareerArc, 75% of job seekers consider an employer's brand before even applying for a job. Social media can help you showcase your employer brand to a wider audience and attract top talent.

One of the most effective ways to build a strong employer brand is by showcasing employee success stories. This can include highlighting individual employee achievements, as well as team accomplishments. Sharing these success stories can help potential employees understand what it's like to work for your organisation and the impact they can make.

While a strong employer brand is important, it's not enough on its own to attract top talent. Although local government organisations may find it hard to compete on salary with private sector organisations, it’s important that compensation and benefits are still competitive.

This doesn’t just have to be focussed on salary – so other public sector benefits such as the great pension schemes, more annual leave, and greater job security should be emphasised. Public sector roles can also usually highlight the difference and impact an individual can make to the wider community.

Investing in employee development is another important element. Offering training and development opportunities can help employees grow in their careers and feel valued. It can also help attract top talent, as job seekers are often looking for opportunities for growth and development.

Finally, fostering a positive work culture is essential for building a strong employer brand. This involves creating a work environment that is supportive, inclusive, and collaborative. It's important to prioritise employee well-being and work-life balance, as this will help improve employee satisfaction and retention.

Furthermore, it will also enhance the reputation of the organisation and increase the likelihood of positive reviews on employee platforms such as Glassdoor.

Summary

Building a strong employer brand is essential for local government organisations looking to attract and retain top talent. By following these tips and best practices, local government organisations can compete against private sector organisations as well as other competing public sector institutions. Having a great reputation as an employer is a highly attractive factor for candidates looking for new a role and will help any local government organisation stand out in a competitive job market.

About Us

At Hiring Wizard, we have over a decade of success delivering optimised, fully branded recruitment campaigns using the very best job boards, achieving significant recruitment cost savings for a variety of businesses across the UK. 

Put simply, we are brilliant at targeting and attracting the right candidate(s) for all kinds of vacancies, delivering excellent hires for a fraction of what you might pay to a traditional recruitment agency. We utilise a state-of-the-art Applicant Tracking System and have even helped our clients with their Employer Branding and dedicated careers microsites. 

So if you’re struggling to attract the right talent from your job adverts or a recruitment agency, why not give Hiring Wizard a call on 0161 696 8899 or drop us an email at info@hiringwizard.co.uk? Our dedication to ensuring our clients’ adverts are seen by the best talent means we can deliver much more diverse, quality, and quantity, of candidates.