Attracting top talent

Effective employer branding for small-to-medium logistics companies 

Attracting and retaining skilled workers becomes more and more challenging for logistics companies. For small-to-medium businesses in this industry, these challenges are multiplied, as logistics giants are investing heavily in recruiting, making it a very competitive market. With a limited pool of qualified candidates – and limited resources – how can your business stand out and spark interest in job seekers?

In this article, you’ll learn more about how employer branding can help.

What is employer branding?

Employer branding refers to those measures your company undertakes to create a positive perception of its values, culture, work environment and overall employee experience. Your employer brand is related to your corporate identity, which is intended to create a positive corporate image. Your employer brand lives and breathes in the minds and hearts of your former, current and future employees.

However, the image that your company presents to the outside world as an employer is only part of the equation: For successful employer branding, the external perception must be in sync with the culture within company. In short: you need to walk the talk. If your corporate culture is not right, the best measures for your employer branding are useless.

Effective measures for strong employer branding:

1. Define your company’s values and visions

The first step in employer branding is to identify your company’s values and visions, and above all your employer value proposition (EVP). The EVP describes your unique selling proposition and shows what makes your company stand out as an employer. In a nutshell, it is the value you promise to deliver to employees in exchange for their contribution.

Your EVP can include everything from company culture and work-life balance to compensation and career development opportunities. But it’s important to note that an EVP should not just be a list of perks you offer – it should be an authentic part of your story. An EVP should be discovered, defined and tested using your existing employees. For most small-to-medium sized logistics businesses, auditing your employer brand will be the first step.

A well-crafted and frequently communicated EVP can attract and retain top talents, align company-wide objectives, re-energise a lacklustre workforce and reduce hiring costs. Above all, it enhances your company’s reputation as a favourable employer brand.

2. Develop a strategic marketing plan

Visibility is crucial to a successful employer brand. To achieve this, developing effective career pages on your website and a strong presence on social media are great places to start.

Most successful employer branding initiatives on social media focus on sharing authentic, everyday content from employees and providing insights into the company culture. Similarly, effective career pages are filled with relevant information about your company’s approach as well as information about the recruitment process. High-quality photos and videos are crucial, so it is critical to plan and budget for these marketing costs.

Paid media and advertising are a fantastic way to supplement your organic efforts and further increase the likelihood your company will be found.

3. Leverage current employees

To build a successful employer brand, look no further than your own team. Your employees are your so called brand ambassadors, and they play a vital role in shaping the company’s culture, living its values and manifesting its mission. That’s why it is so valuable to turn your employees to your social recruiting ambassadors.

Ask your team to update their personal and professional profiles, to write (honest, but hopefully favourable) reviews of your company on job listing sites, to post company news and updates and to share job opportunities to their personal profiles.

You can also leverage the experiences, knowledge and personality of your employees by having them tell their stories in interviews and testimonials. This can then be used in content to attract future applicants.

4. Optimise your recruiting

Job posts are often the first contact candidates have with your company, so they’re the perfect way to promote your employer brand. Here, an effective, engaging process is key.

Every open position should have a specific description – it’s not enough to simply change the job title. In your job descriptions, use an attention-getting way of bringing your company to life and ensure you are utilising keywords that your ideal candidates are searching for.

Later, throughout communication with prospective talent and in the interview itself you need to illustrate how you live your employer brand within the company.

Conclusion: Employer Branding is a continuous process  

Employer branding can positively impact your bottom-line. It can reduce turnover rates and attract active job seekers, thus reduces your costs per hire. A strong employer brand is the key to differentiate from other companies. Clearly formulated messages and corporate values as well as consistency are crucial for developing an employer brand that creates a positive reputation in the marketplace.

However, you should keep in mind that this is a marathon, not a sprint!

You shouldn’t only begin thinking about employer branding when you require new personnel – and you shouldn’t stop when all open positions are filled. Continuity and creativity are at the heart of an effective employer branding strategy. And if this strategy is lived and breathed within your company, a positive employer image will be the reward.

“Qualified applicants can choose their employers due to the shortage of skilled workers – and the logistics industry is no exception. Effective employer branding helps to differentiate your company from competitors and attract candidates aligned to your culture. However, it is extremely important that the external image matches the culture within your company.”

– Antje Roehl, Founder & CEO Ancora Communications