When you think of any major retailer, you probably immediately imagine a personality, a distinct vibe, or something about the company that sets it apart in the marketplace. This branding isn’t just about appealing to customers but also is a way to attract top-notch employees as an employer.
Employer branding refers to how a company showcases its culture, mission and values to potential employees, creating an appealing image that attracts quality retail talent. A powerful employer brand is built by reflecting the company’s identity throughout the hiring journey, from job descriptions to interviews. It goes beyond just presenting a company as an excellent place to work; it’s about communicating what makes working there desirable. A strong employer brand is an asset in the highly competitive retail job market, helping companies stand out and hire the best candidates.
The impact of an employer brand is significant: 75% of active job seekers are more likely to apply to a company that actively cultivates its employer brand, and 92% would consider changing jobs for a company with a stellar corporate reputation. Additionally, a robust employer brand can reduce hiring costs by up to 50%, making it a valuable investment for retail companies aiming to attract top talent efficiently.
Employer Branding’s Influence on Recruitment and Retention in Retail
Employer branding is essential in shaping both recruitment and retention strategies in retail, creating a circular flow where improved brand reputation directly influences employee retention. As a company gains a positive reputation for being a great place to work, it attracts top retail talent, which in turn contributes to a high-quality workforce. Satisfied employees who align with the company’s values and culture are more likely to stay, leading to lower turnover rates. Their positive experiences further strengthen the company’s reputation, making it even more attractive to future candidates. This continuous loop of enhanced reputation and improved retention supports sustainable growth in the retail workforce.
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The Significance of Employer Branding in Battling Retail Turnover
The retail industry faces significant challenges in managing workforce stability, with turnover rates being reported as high as 60%. This level of turnover disrupts operations, erodes company culture and takes a toll on the bottom line. The impact goes beyond the expenses of hiring and training new employees; it affects team morale and overall company performance as well.
While some turnover is unavoidable, 42% could be prevented through proactive employer strategies, according to Gallup. Employer branding is a critical component of this strategy, playing a vital role in shaping the perception of an organization. Companies that effectively deliver on their Employer Value Proposition (EVP) can decrease annual employee turnover by 69% and increase new hire commitment by almost 30%, as noted by Gartner.
Managing First Impressions
A strong employer brand, thoughtfully showcased through a well-crafted careers page, proactive reputation management and a thoughtful interview process shapes candidates’ job perceptions of your company culture. You can create a cohesive and inviting image that attracts top talent by consistently highlighting company values, unique perks and authentic employee experiences across these touch points.
And while attractive perks are important, today’s candidates are also seeking sustainable and inclusive companies, so be sure to shine a light on ESG and DEI efforts. Actively managing your online reputation and providing a positive interview experience reinforces your brand’s appeal and demonstrates a commitment to improvement and employee satisfaction, making your organization more attractive in a competitive job market.
Creating Brand Advocates
In the competitive retail job market, using employee stories as part of an employer brand is a powerful way to stand out. When employees share their experiences, they bring a level of credibility that traditional corporate messaging can’t match. In fact, the employee voice is three times more credible than that of the CEO when discussing working conditions and company culture.
Featuring stories from employees who thrive in their roles and are genuinely passionate about the company helps paint a realistic picture of the work environment. These testimonials can showcase a day in the life of a retail worker, highlight career growth opportunities or share personal experiences about the company’s culture.
This approach not only engages potential candidates by giving them a relatable glimpse into the organization but also strengthens the bond between current employees and the brand. By weaving employee stories across social media, career pages and digital platforms, retail companies can create a compelling employer brand narrative that helps them differentiate.
The Importance of Employer Branding in Seasonal Hiring
The retail industry faces unique challenges with seasonal hiring, especially during peak times like the holidays and back-to-school seasons when the extra rush of customers calls for more in-store support. Attracting and keeping seasonal talent can be tricky, which is why effective employer branding is so important.
Strategies tailored for seasonal hiring, such as promoting flexible hours, offering bonus pay, store discounts or competitive wages, attract a diverse range of candidates and encourage them to stay throughout the busy season, maximizing the return on training investments. Additionally, completion bonuses can incentivize employees to stay committed, fostering loyalty and motivation when clearly communicated as part of the employer brand.
Embracing Employer Branding for Retail Success
Employer branding is a key driver of recruitment, retention and long-term success for retail companies. According to McKinsey, the top five reasons retail employees leave their jobs include workplace flexibility, career development, health and wellbeing, compensation and meaningful work — all aspects that can be clearly highlighted and embodied in your employer brand.
Successful employer branding involves actively managing the company’s online reputation, ensuring a positive interview experience and using employee stories as powerful advocates for your brand. Investing in employer branding isn’t just advantageous; it’s necessary for retail companies seeking to thrive and grow in a competitive talent landscape.
Sara Mackessy is the EVP of Talent Solutions at Atrium, the workforce management and staffing firm. With 18 years of experience in the staffing industry, her leadership focuses on connecting top talent with leading organizations while maintaining a people-centric approach.
