AECO Space Designing a Winning Employer Brand in Architecture & Design

The competition for talent in architecture and design is fierce. How can your firm attract top professionals and keep them long-term? It starts with building a strong employer brand. The creators of AECO Space, a job and networking platform, shared insights on how to do just that. Let's explore the key takeaways for building a winning employer brand.

What is Employer Branding and Why Does it Matter in Architecture?

What is employer branding anyway? It's how your current employees and future candidates see your company. Your employer brand is a key factor that sets you apart. This is especially true when the salary and the job itself are similar to your competitors. It includes everything from your company's reputation and culture to employee engagement and leadership.

Why is it Important?

A strong employer brand can lead to:

• Lower hiring costs
• Better employee retention

One report suggests a successful employer brand can cut hiring costs by 50%. Plus, a better employee experience can lead to more referrals.

Your Employer Brand Exists Whether You Know It or Not

Whether you've put effort into it or not, your employer brand exists. Company culture and employee experience shape it, and employees share these experiences through word-of-mouth and online reviews. A positive employer brand attracts candidates. They may even visit your career page without you prompting them!

Understanding Key Metrics (KPIs)

How do you measure the success of your employer branding efforts? Track HR metrics like:

• Time to hire
• Cost of hire
• Employee turnover

Also, consider qualitative measures. Surveys, feedback sessions, and reviews on sites like Glassdoor and LinkedIn can provide valuable insights.

Decoding the Employer Branding Strategy Funnel

The employer branding strategy funnel consists of three main pillars:

Awareness and Perception

• Metrics and KPIs: Industry awareness, brand perception, reach.
• Communication Channels: Media interviews, SEO, career page, events, social media.

This is where you proactively shape your brand's message.

Candidate Experience

• Metrics and KPIs: Application rate, interview feedback, offer acceptance rate.
• Communication Channels: Job ads, hiring manager interactions, interview process.

Here, the focus shifts to designing a positive experience for potential hires.

Employee Experience

• Metrics and KPIs: Onboarding feedback, Performance Management scores, employee satisfaction.
• Communication Channels: Onboarding, Performance Management, career growth, internal communication.

This pillar focuses on creating a great experience for current employees.

Controlling the Narrative vs. Designing Experiences

The first pillar allows you to control the narrative. However, the second and third pillars are about designing experiences. This includes hiring, onboarding, and Performance Management. It’s important to intentionally design these processes to ensure a positive impact.

The Power of Storytelling

Think of your employees as the heroes of your company's story. The experiences they have become the stories they tell. These stories and testimonials shape your employer brand.

Join AECO Space and create a company profile if you want help defining and communicating your employer brand,. AECO Space can help! Watch the video to learn more.