Employer Brand Misconceptions: High Turnover Industries

OUR INDUSTRY IS HIGH TURNOVER BY NATURE, WE DON’T NEED AN EMPLOYER BRAND

Some industries focus on high-volume recruiting for entry-level and unskilled roles due to the large turnover and attrition rates natural to the retail and manufacturing sectors. If you need to replace recent hires with new ones, why bother building an employer brand? 

That’s easy: your employer brand defines your culture, projects your values, and lets employees know what you’re offering them. For many organizations, your employees are the face of your brand to the consumer. When the face of your organization doesn’t fit with your culture and values, you risk being able to deliver on your customer value proposition. 

In high turnover industries and organizations, the main focus of the recruitment team is managing high requisition volumes and time-to-fill in order to minimize business impact. A well-defined employer brand brings more of the right candidates into your applicant funnel by being specific about exactly who you’re looking for. Not only does attract more of the right talent, but it also encourages those who aren’t right to opt out of the application process. This is how you drastically enhance the quality of your candidate pool. 

Shifting to an internal focus, you can combat high turnover in your organization by hiring candidates who fit the culture. Again, this starts with defining and articulating your employer brand. When your employees develop an affinity for your brand, you build advocacy and inspire loyalty that delivers high performance, dedication, and discretionary effort. New hires who develop a strong connection to the employer brand will be more engaged in their current roles and will seek internal opportunities when they arise. 

If you can build an employer brand that resonates with candidates and employees, you can start attracting better candidates for your organization which in turn, boosts retention.