“Hey, what’s it like to work there?” It’s the question on the minds of every job seeker. Maybe you’ve asked that question of an organization yourself. Most have. Energage research suggests more than half—nearly 60%—of employees admit to looking for better opportunities.

It’s easier than ever for job seekers to examine your organization before they ever set foot through your front door. And that means the game of scouting for talent has changed. Completely.

Simply put, employer branding is how you market your organization to attract new talent. It’s also a direct reflection of your culture and an expression of company values. The stronger your employer brand, the more effective you’ll be at filling the funnel with quality candidates, accelerating your hire rate and reducing recruitment costs.

More than 76% of job seekers consider an employer’s brand before they submit a resume. So it stands to reason one of the greatest frustrations of job seekers is not knowing what it might be like to work for an organization. Your employer brand gives job candidates that all-important glimpse into your company culture to show what they can expect.

A strong employer brand will help you attract more qualified candidates, increase your hire rate and improve retention. Done right, it can also cut your recruiting costs significantly.

Know where your culture stands

Start by measuring your culture with a trusted, third-party employee engagement survey. This will help identify what’s really happening within your culture, increase your brand awareness and uncover what matters most to your employees. Candidates are more likely to trust company employees to provide credible information on what it’s like to work for an organization.

Recruit from strength

The key is authenticity. Don’t spend time crafting a story about what makes your organization so great. Do something better—utilize what employees say are your culture strengths and give candidates a behind-the-scenes look at what matters most to your organization.

Know your threats 

More than a third (38%) of workers will leave a job because of a toxic work culture. And Harvard Business Review reports a bad reputation costs a company at least 10% more per hire. That’s why it’s equally important to know what’s hurting your culture so you can focus your efforts to eliminate potential trouble areas.

Earn credibility as an employer

Today, job seekers have easy access to information about your organization—sites that often paint a picture of your workplace based on anonymous, unverified data. Share an accurate and authentic culture story based on employee feedback that’s verified by a credible third party.

Perform wellness checks 

Creating a strong employer brand requires a year-round commitment to culture and engagement. Interim pulse surveys enable you to check in with employees to capture real-time insights, monitor progress on key initiatives and ensure culture remains your competitive advantage.

A strong employer brand will give you an edge on the competition. That’s why it’s time to tell your culture story—the right way.

Energage is a Philadelphia-based research and consulting firm that surveyed more than 2.5 million employees at more than 7,000 organizations in 2018. Energage is the research partner for Top Workplaces. Nominate your company as a South Carolina Top Workplace at www.topworkplaces.com/southcarolina.