Over 80 percent of organizations say that a well-maintained employer brand makes hiring quality talent easier. When was the last time you considered your business’s brand and the impression you’re making on potential employees?

If you can’t remember, or if you’ve never thought about your brand, don’t worry!

You’re in the right place.

This guide explains the importance of building a strong employer brand to attract top talent in the petrochemical industry and includes tips to help you enhance your company’s brand.

What Is an Employer Brand?

The term “employer brand” refers to an organization’s reputation and image as an employer. It represents how current and potential employees perceive the company, as well as how the general public views it.

Critical elements of an employer brand include the following:

  • Company Culture: The values, beliefs, and working environment within the organization.
  • Employee Value Proposition (EVP): The benefits and advantages that employees receive by working for the company. This could include opportunities for professional development, work-life balance, competitive salaries, and other perks.
  • Recruitment and Onboarding Experience: How the company attracts and selects candidates, as well as how it introduces new hires to the organization.
  • Leadership and Management Style: The approach and behavior of leaders within the organization.
  • Workplace Policies: The policies and practices that govern the workplace, including diversity and inclusion initiatives, flexible work arrangements, and wellness programs.
  • Employee Testimonials and Reviews: Feedback from current and former employees, which can be found on employer review websites, social media, and other platforms.

Why Does Your Petrochem Company’s Employer Brand Matter?

Every organization, regardless of industry, should care about its employer brand. For companies in the petrochemical industry, though, it’s imperative because the sector is highly competitive and growing rapidly.

If you want your organization to stand out, you need to make an effort to build and continuously improve your brand.

Here are some specific reasons to start taking your company’s brand seriously:

Attract Top Talent

In a competitive job market, talented individuals have more options when choosing where to work. A strong employer brand helps your company stand out and attract high-caliber candidates who are aligned with your organization’s values and culture.

Retention of Employees

A positive employer brand contributes to greater employee satisfaction and engagement. When employees feel happy to work for a particular company because it has a positive reputation, they are more likely to stay with that organization, reducing turnover and associated recruitment costs.

Employee Engagement and Productivity

Employees who identify with and believe in the company’s values and mission are likely to be more engaged and motivated. A positive employer brand can create a sense of purpose and belonging, leading to increased productivity and innovation

Recruitment Savings

Companies with a strong employer brand often find it easier to attract candidates, reducing the time and resources required for recruitment. This can result in cost savings for the organization

Employees Act as Brand Ambassadors

Satisfied employees can become advocates for the company. They are more likely to share positive experiences on social media, participate in employee referral programs, and contribute to a positive word-of-mouth reputation, acting as brand ambassadors

Better Crisis Management

In times of crisis or negative publicity, a positive employer brand can act as a buffer. Companies with a well-established and positive reputation are better equipped to weather challenges and maintain the trust of employees and the public.

How to Improve Your Employer Brand

There are many steps petrochemical companies can take to build a strong employer brand and attract top-tier talent, from engineers to field service technicians. The following are some of the most effective strategies you can start implementing today:

Define Your Employer Value Proposition (EVP)

The first step is clearly articulating what sets your organization apart as an employer. Your employer value proposition or EVP should highlight the key benefits, values, and opportunities that make your workplace unique

Understand Your Current Employer Brand Perception

To improve the perception of your company, you need to understand how people currently view it.

Conduct surveys or interviews with current employees to gather feedback on their experiences. To understand external perceptions, you can also monitor online platforms, such as employer review sites and social media.

Align Employer Brand with Corporate Brand

Ensure that your employer brand aligns with the company’s overall brand image. Consistency in messaging helps reinforce a strong and unified brand identity. It also prevents confusion and increases your chances of attracting candidates who are better aligned with your company’s values and mission.

Enhance Candidate Experience

When you have openings at your company, you’ll find that you have an easier time attracting qualified candidates when you streamline and improve the recruitment process.

Do your best to provide a positive experience for job candidates. Communicate clearly, provide feedback, and keep candidates informed throughout the hiring process. These simple steps can make a big difference when it comes to separating your petrochemical company from others in the industry

Invest in Employee Development

If you aren’t already, offer professional development opportunities and training programs to demonstrate a commitment to employee growth. Make it easier for employees to qualify for raises and career advancements, and share success stories on your website and other platforms so people know what is possible if they join your team.

Promote Workplace Diversity and Inclusion

A LinkedIn study revealed that companies that have a Diversity, Equity, and Inclusion (DEI) team were 22 percent more likely to be viewed as industry-leading companies with high-caliber talent and 12 percent more likely to be viewed as inclusive workplaces for people of diverse backgrounds.

If you want to build your company’s reputation and strengthen your employer brand, emphasize a diverse and inclusive work environment. Showcase initiatives, programs, and employee resource groups that promote diversity and inclusion.

Highlight Employee Testimonials

Encourage employees to share their positive experiences through testimonials, blogs, or videos.

Use authentic employee stories to illustrate the company culture and values, and share those stories on your website, social media platforms, etc. If job seekers can find content from current employees talking about why they like your company, they’ll be more inclined to apply for open positions themselves.

Don’t know where to start? Here is an example of a great employee testimonial!

Utilize Social Media and Online Platforms

Actively engage in social media to share updates, achievements, and employee stories. Respond to reviews and comments to demonstrate a commitment to transparency and open communication, too.

When you’re active online, you show people that you care about how your company is viewed and want to connect with those who take the time to engage with you. That message may encourage people who were on the fence about applying for an open position to move forward and learn more about your organization.

Create Compelling Employer Branding Content

Develop content that showcases the company culture, values, and employee experiences. For example, you could create a series introducing people to different members of your team or sharing your company’s unique values and mission.

Be sure to use multimedia formats, such as videos and podcasts, to make content more engaging and reach a larger audience.

Offer Competitive Compensation and Benefits

Ensure that your compensation packages are competitive within the industry.
Highlight unique benefits and perks that set your organization apart, too.

For example, do you offer tuition reimbursement? That might help you attract engineers who are interested in going back to school to earn a master’s degree — which would ultimately benefit your company because you’d have more skilled people working for you.

Work with a Petrochem Staffing Agency

A staffing agency can help you connect with motivated job seekers, but it can also help you build your employer brand and ensure you’re putting out the right messages to potential employees.

Staffing and recruiting agencies have their finger on the pulse of the job market and understand what job seekers are looking for. They can share that information with you and teach you how to incorporate it into your hiring efforts.

Still undecided on why you should work with a staffing agency? Read 10 Ways to Maximize your ROI While Using a Staffing Agency to Hire in the Petro-Chem Industry

How to Choose the Best Petrochem Staffing Agency

Do you want to work with staffing or employment agencies to improve your recruiting and employer branding efforts? If so, keep these tips in mind to find the best staffing agencies near me:

  • Look for specializations: Make sure you choose an agency that specializes in petrochemical staffing and has experience working with companies in your industry.
  • Consider locations served: Find out which cities and regions the agency serves to ensure they can help with your recruiting needs.
  • Review case studies: Check out case studies to see what kinds of hiring successes the agency has produced in the past.
  • Read or watch testimonials: Testimonials help you understand the quality of service the agency offers and decide if they’re the right fit for you.

Why should you use a staffing agency? Here’s Why.

Start Building Your Employer Brand Today

If you want to attract top talent in the petrochemical industry, it’s time to start taking your employer brand seriously. Follow the guidelines shared above to build your brand and stand out to job seekers.

Of all the tips shared in this guide, one of the most effective is to partner with a staffing agency. If you’re searching for employment agencies near me in the Houston area, Meador Staffing Services is here to help.

Learn more by watching this video.

Contact us today to learn more about our services and hire talent.