This week’s post is from one of our key sponsors and supporters Jobs Go Public and they share some of their favourite Public Sector Employer Brands. They outline why these particular brands have caught their eye and offer some useful pointers about what makes a good Employer Brand.
In a job market where competing for candidates feels like a battle, it’s increasingly important for employers to stand out from the crowd. A study of our audience on Jobs Go Public shows that most job seekers want to know about a company’s culture before applying.
This starts with your EVP (employer value proposition).
Perhaps you already have a well-defined EVP, but you’re just not sure how to sell it. This is where your employer brand comes in. Employer brand is how you showcase your EVP and position your organisation within the job market.
A great employer brand communicates the reasons why people want to work for you – and should be designed to capture the attention of candidates with the types of skills and attributes that you are looking for.
To provide you with some inspiration, we’ve picked out six of our favourite examples of fantastic public sector employer brand:
1. Birmingham Children’s Trust
Birmingham Children’s Trust is an independent branch of Birmingham City Council working with over 10,000 children in the local area. Their mission is to make a difference for children in Birmingham and to support families to make positive change. The Trust offers a vast array of exciting social work roles and markets their EVP through a dedicated careers section on their website.
Social work is an incredibly competitive subsector, with many employees choosing to take on higher paying temporary roles via recruitment agencies, rather than permanent contracts. With this in mind, having a strong public sector employer brand is vital to help the Trust compete for top talent.
Why we love this site:
Birmingham Children’s Trust has a strong brand identity which is instantly recognisable on their careers site.
The site offers a thorough breakdown of the Trust’s background and culture, as well as what makes it unique as an employer. A wealth of information is available to candidates, making the Trust’s EVP extremely clear and accessible.
Moreover, the Trust engages new staff who may be considering a social work career by offering an overview of the different routes to becoming a social worker. This creates an opportunity to entice newly-qualified employees to grow their careers within the organisation.
2. Cheshire Schools
Cheshire Schools Jobs is a careers microsite offered by Cheshire East Council and Cheshire West and Chester. The Cheshire-based councils sit in the centre of the North West region, with teaching opportunities at over 300 schools.
Despite this array of schools to choose from, the councils are competing with counties such as Merseyside and Greater Manchester for teaching talent. As of the last quarter of 2022, teaching is one of the five most popular job areas among current candidates. This is an excellent opportunity to attract qualified teachers to your vacancies with a strong employer brand.
Why we love this site:
The Cheshire Schools Jobs site offers an attractive front door to teachers considering a career in the Cheshire area.
Upon entering the site, you are met with strong imagery and a call to action, “be part of our schools to deliver exceptional education”. This places the councils’ mission at the forefront of their brand.
In addition to highlighting the strengths of their schools as teaching environments, the microsite aids candidate experience by providing an FAQ. This FAQ breaks down key questions about the councils’ application process, saving both the candidates’ and hiring managers’ time.
3. Welwyn Hatfield Borough Council
Welwyn Hatfield Borough Council is based in the centre of Hertfordshire, serving the communities of Welwyn Garden City and Hatfield. With London only 25 minutes away, the council is based in the heart of the commuter belt. This has created the challenge of competing for candidates with private companies who offer a London-weighted salary.
To help overcome this challenge, the council runs a fantastic careers site and has worked hard to develop a strong brand which sells their EVP.
Why we love this site:
Welwyn Hatfield’s careers site boasts an engaging mixture of media and ties its EVP together with the byline #oneteam.
As well as demonstrating the unique beauty of the local area, the site provides further information about in-demand service areas such as Planning.
The USP of this site is its About You page, which features a video with staff testimonials. The highly engaging video showcases the council’s values and offers candidates an insight to the work culture they can expect at Welwyn Hatfield.