Your employer brand is the outward representation of your company. A quality employer brand guides talented and motivated employees to your company, giving them the necessary information to know whether they want to work for you. It shapes your reputation as an employer and directly impacts your ability to attract and retain the right people.

For many businesses, having the time and resources to focus on developing your employer brand is out of reach. But, companies can find help by outsourcing their HR to a Professional Employer Organization (PEO). As HR experts, they can handle the daily necessities and offer guidance to assist you as you take control of your employer branding.

In this post, we'll go over how your company can improve your employer branding and what HR outsourcing can do to give you more control to do so.

Improve Your Employer Brand with a PEO

Your employer brand is manifested through what people say and feel about working at your company. It's the byproduct of your workplace environment, company culture, and the benefits and opportunities you offer. An employer brand that shines in the eyes of current and potential employees can enhance employee engagement, lower turnover rates, and even improve customer interactions.

Outsourcing HR helps by streamlining the necessary complexities of managing tasks, like payroll processing and benefits administration, and maintaining compliance while providing better healthcare, retirement, and workers’ comp benefits. In freeing up your company's time, you can put more effort into cultivating your employer brand.

Ways to Improve Your Employer Brand

Alongside helping your company manage its HR functions, your HR partner can provide critical guidance in improving your company and employee experiences.

Here are some of the other ways they can help:

Strategic HR Framework

Outsourcers provide a strong foundation for your HR strategy. They offer expert advice on complying with employment laws, staying competitive with benefits offerings, and managing risk effectively. That ensures your HR policies reflect positively on your brand and are secure against potential legal and financial risks.

Having these structures in place gives your company a strong foundation and prevents bad policy from undermining your efforts at employee outreach.

Financial and Administrative Support

Outsourcing HR to a PEO can shift your company's dynamics by reducing the burden of administrative tasks on your HR team. That enables your internal resources to invest in developing and promoting your employer brand. Streamlining tasks helps keep funds within your company by reducing the overhead costs associated with HR. Preventing fines and penalties also keeps funds within your company that can go toward employee initiatives.

Employee Experience Enhancement

PEOs go beyond basic HR functions to support initiatives such as employee wellness programs and professional development opportunities. These enhancements directly impact your employee experience, which, in turn, shapes your employer brand.

Tailored Employer Solutions

PEOs understand that one size does not fit all. They craft strategies and solutions tailored to your company's needs, helping you distinguish your brand from the competition. Work with a partner who will shape their services to what your company needs so that you only use the services you need. As your company grows, you can add services or adjust based on your changing needs.

The Makings of a Distinguished Employer Brand

Your brand should reflect the values and culture that make your workplace unique. Here are some tactics companies can use to emphasize and showcase those qualities effectively.

Determine Your Employer Value Proposition

Your EVP serves as the foundation for your employer brand. It encompasses everything your organization promises to provide in return for the commitment and contributions of your employees. A PEO can guide you to develop, articulate, and deliver on your EVP, from competitive compensation packages to a balanced work-life structure.

Make an Excellent Candidate Experience

From the first job posting to onboarding, the candidate's experience should mirror the employee's experience. A PEO can enhance the efficiency and personalization of your hiring process, leading to a more positive impact on future team members.

Invest in Worker Safety

Clear safety protocols and compliance with legal standards are non-negotiables for a company and make safety a core component of your employer brand. An HR partner can assist you to ensure your workplace is safe and your policies comply with the law, safeguarding your employees and reputation with better procedures and workers' comp coverage. Implementing strict safety procedures and making them central to your daily proceedings demonstrates your employee support. A safe, secure environment also lowers your risk and liability of injury while preventing PAGA claims.

Foster a Culture of Learning and Development

Investing in your employees' growth and skill development communicates that you value them. A PEO can help extend your learning initiatives sustainably and effectively. Their guidance can help you implement learning programs and develop lessons to train employees quickly and help them expand in their roles.

Establish a Positive Company Culture

A vibrant company culture is magnetic, attracting top-tier talent. PEOs can work with you to establish and promote a culture that encourages collaboration, innovation, and diversity. By putting employees first, you demonstrate your support and make your work environment one they look forward to daily. Keep in mind that developing a quality culture requires implementing changes that fit your needs. Sometimes, it's as simple as spreading the workload so your people have more time and energy each day.

Develop Your Online and Social Media Presence

In the digital age, your online presence is often the first impression potential candidates have of your company. When your company gets back from outsourcing HR, it gives them more capacity to shape job postings and online messages to resonate with candidates. You can reach your ideal candidates more easily by crafting and delivering a consistent, compelling message about your brand across your online and social channels.

Be Authentic and Transparent

Employees and job seekers appreciate honesty. A PEO can guide your communication strategies to ensure transparency and authenticity, building trust with your workforce.

Make Your Benefits Competitive

Your benefits package should reflect and reinforce your commitment to your employees. HR outsourcing can benchmark your benefits against industry standards, ensuring they are attractive and competitive while providing more cost-effective benefits. That way, you can provide quality benefits that a company your size wouldn't otherwise have access to.

Track Your Employee Satisfaction

Measuring employee satisfaction helps you understand how your brand is perceived internally and what areas need improvement. An HR team can help implement and interpret these metrics, driving strategic decisions with actionable data. The extra time your internal HR team has due to outsourcing critical but mundane tasks like payroll processing empowers them to focus more on your team.

Make Employees Feel Recognized

Feeling appreciated and valued is a powerful motivator. Implementing recognition programs that celebrate employee contributions bolsters your culture employer brand as a caring and appreciative organization.

Growing a Talented Team Through Branding Efforts

PEOs can work cohesively with your team to leverage your enhanced employer brand and attract top talent. With a strong employer brand, you can attract and retain a skilled workforce that is passionate about contributing to your company's growth.

A positive employer brand can yield a higher caliber of candidates. By improving the employee experience, companies can improve engagement and retention through benefits, professional growth opportunities, and providing a safety net for workers' concerns.

Your employer brand is not static. It must evolve as your company grows and as the job market changes. By continuously refining your brand with the help of a PEO, you ensure it remains a competitive edge in talent acquisition and retention.

Improve Your Employer Brand with Outsourced HR

Outsourcing HR functions to a PEO or HR outsourcer can be a strategic move to alleviate operational burdens and create a sustainable employer brand. By focusing on the elements that define your relationship with your employees, you can craft an employer brand that attracts, retains, and grows the best talent. In the end, a strong employer brand is more than a marketing tool – it reflects the essence and strength of your company's people practices.