Employer brands are one of those things that you don't have to believe in for them to exist. If you think that you don't have an employer brand you would be wrong. And it is likely to mean that there's room to improve the one you've got.
Employer branding as a concept has gained currency in recent years but really it's just another word for reputation. The main difference is that it's easier than ever for prospective hires to get an advance idea of what it's like to work for your company.
Wherever you, your colleagues or employees appear online whether it's your company Facebook page, a Twitter conversation, or a Linkedin profile, you're talking to two audiences: customers and talent. While this makes some small businesses nervous, it's actually a huge opportunity.
You don't have to have the big bucks of corporations like General Electric to market your employer brand ( which they do very nicely ). Hiring is marketing but it doesn't have to be done on prime time television. Digital platforms offer an affordable and potentially enormous reach.
Be nimble: you don't have lumbering corporate brand guidelines to navigate, try new things and be responsive!
Shapeways, the 3-D printing marketplace, make their brand plain: We're changing the way the world thinks about mass manufacturing. We're a smart, engaged, fun team that gets to work with the coolest cutting-edge technology every single day. With offices in NYC, the Netherlands and Seattle, we're bringing together passionate people who want to change the future. Our mission is to bring out the creative maker in everyone, and believe everyone has the power to be a creator.
In many ways the traditional strengths of smaller businesses such as personal relationships, approachability and smaller teams are well suited to social media, which rewards authenticity and responsiveness.
Feeling unsure what your employer brand is? Give yourself one minute to describe it on a piece of paper or a whiteboard. Stuck? Get some of your core team together and brainstorm on what is unique or special about working for your company as opposed to other similar companies? Is it the people, the mission?
Don't neglect the offline world. Whether it's campus recruiting fairs ( budget permitting ) events for your industry, professional meetups or local community, be there. You want to hire people and they don't just gather online. A coffee, a chat or a business card can go a long way.