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Most employers understand the power of a strong employer brand when it comes to attracting and retaining top talent. But are you applying that same thinking to your contingent workforce?
In the gig economy, workers have more and more control over the opportunities they take — which puts them in a position of power. To stay competitive, you need to present your organisation as the destination of choice for independent talent. In this article, we’ll discuss why employer branding matters in the gig economy — and how to build a brand that resonates with today’s flexible workforce.
What is an employer brand?
Your employer brand is your company’s identity as a place to work. In short, it’s how you differentiate yourself in the marketplace and attract the right talent. Just as the right branding is crucial to attracting customers and retaining their loyalty, employer branding is a powerful tool in the quest to attract and retain talent — whether permanent or temporary.
In the gig economy, your employer brand is how you present your organisation to independent workers. It should give them a clear understanding of what it’s like to work for your organisation. A strong employer brand should also be consistent with your overall tone and culture. For example, if your external marketing is informal and upbeat, your employer brand should have the same feel.
Why employer branding matters in the gig economy
While most companies know they should be investing in employer branding to attract permanent team members, gig workers are often overlooked. But in the gig economy, workers hold the power. They can pick and choose the companies they work with — and walk away just as easily if it’s not a good fit.
That means employers need to find ways of standing out in a crowded market — and a strong employer brand can help. Read on for some more specific reasons why employer branding is so crucial in the gig economy.
Increased talent attraction and retention
In the gig economy, workers have more control over the opportunities they take — and those they pass up. Highlighting the benefits of working for your organisation through a strong employer brand can help you to attract talent. Effective employer branding also creates a deeper connection to your company’s mission and values. This increases the likelihood of repeat engagements with quality freelancers, reducing recruitment costs and positioning your organisation as the go-to choice for top gig talent.
Improved trust and credibility
Gig workers often rely on reviews and reputations to choose their clients. A solid employer brand showcases the voices of current and past workers, offering a transparent view of what it’s like to work with your company. This transparency builds trust, enhancing your credibility as an organisation and ultimately attracting more applicants.
Enhanced organisational reputation
Like it or not, gig workers will share their experience — and their voices shape your reputation as an employer. A strong employer brand can help reduce the impact of negative reviews and encourage positive word-of-mouth, making it easier to attract quality talent. Plus, customers, partners and investors increasingly want to support ethical businesses. Gaining a reputation for treating your workers right could help improve your overall reputation as an organisation.
Crafting an employer brand to attract gig talent: 8 tips and best practices
Ready to start developing your employer brand for the gig economy? Here are some best practices to keep in mind.
1. Develop your unique employer value proposition (EVP)
The first step is to nail down what you’re offering to gig workers that other employers aren’t — in other words, your employer value proposition, or EVP. That might include:
- Flexible working arrangements
- Prompt payment schedules
- Access to support
- Opportunities for growth
- Unique perks and benefits
Whatever your situation, the key is to consider what resonates most with gig workers and how your offering aligns with their needs. Then, distill this into a clear value statement — which will be the cornerstone of your employer brand.
2. Create a frictionless gig worker experience
A seamless, positive experience for gig workers can seriously boost your employer brand. After all, people talk — and what workers share about your company can have a significant impact on your reputation. To improve the worker experience, consider:
- Streamlining application and onboarding processes
- Setting clear communication protocols and frequent check-ins
- Encouraging (and acting on) feedback from workers
- Offering learning and development opportunities
- Providing a dedicated support desk for troubleshooting
Essentially, it’s all about finding ways to make life easier for gig workers — and making your company a standout choice for top gig talent.
3. Highlight flexibility and autonomy
Flexibility and autonomy are key reasons many workers choose to work in the gig economy in the first place — so it’s essential to highlight these as part of your employer brand. For example, if workers can easily choose their hours through an app or platform, make sure that’s clear in your messaging.
It’s also a good idea to showcase how much work is available, so gig workers know they can increase their hours to meet specific financial goals. This shows potential workers that your company will give them control over both their schedules and their earnings — helping you to stand out from the competition.
4. Showcase meaningful benefits beyond pay
These days, many of us are looking for more than just a pay cheque — and gig workers are no exception. Your employer brand should emphasise the various benefits of working for your organisation, such as flexibility and project variety.
Also, one of the downsides of working in the gig economy is that it often means missing out on benefits that come with traditional roles. Offering things like learning opportunities, career advancement and even perks like discounts and memberships can help set you apart. If you do extend these benefits to gig workers, make sure that’s clear in your branding.
5. Build a community around your mission and values
Like anyone else, gig workers are attracted to companies that give them a clear sense of purpose. Highlighting your company’s mission, vision and core values in your employer branding can help you appeal to talent seeking a meaningful connection with their work.
Of course, authenticity is key: if your worker experience doesn’t align with your promises, gig workers will quickly move on. Also, your focus shouldn’t only be on attracting talent, but on fostering a community built around your culture and values. This can help gig workers feel part of something bigger — making them more likely to return and recommend your company to others.
6. Optimise your online presence
In the digital age, social media and content marketing are essential for any employer brand. For example, you could showcase your EVP through behind-the-scenes content, employee spotlights and industry insights shared on your social media channels.
It’s also important to remember that gig workers might come across your organisation in more than one place. Establishing a strong, consistent brand identity across your social media channels, career page and job portals can help build trust, credibility and brand recognition.
7. Use testimonials and social proof
Gig workers want to work with companies that are reputable, trustworthy and transparent. They also want real insights into what it’s like to work for your organisation — but you can’t expect them to take your word for it.
Incorporating testimonials, success stories and other forms of social proof into your branding provides authentic insights into the worker experience. This is much more powerful than a corporate message crafted by your HR team, since it comes directly from the people who understand best what it’s like to work for your company.
Measuring the success of your employer brand in the gig economy
Your employer brand isn’t something you can set once and then forget about. Instead, it should be constantly evolving. To gauge its effectiveness, it’s a good idea to track metrics like:
- Website traffic
- Social media engagement
- Job applicant volume
- Worker retention rates
- Job completion rates
These provide valuable insights into how your brand is perceived and highlight areas for improvement. For example, low application rates could indicate a need to revamp job descriptions or improve the candidate experience, while a drop in retention might suggest that additional support for gig workers is necessary.
Gathering feedback from workers and candidates via surveys, focus groups and interviews is also valuable — and monitoring your Net Promoter Score (NPS) and social media conversations provides further insights into your reputation.
The key is to iterate and adapt your branding efforts to stay responsive to changing trends in the gig economy, continually improving your approach so you continue to attract and retain talent.
Conclusion: Your gig economy employer brand checklist
Building a strong employer brand is crucial in the gig economy, where workers have more options and flexibility than ever before. To stand out and attract top gig talent, employers must actively shape their reputation, offering not just competitive pay but a positive, transparent and supportive experience.
The following checklist provides actionable steps for creating and refining your employer brand, helping you become the employer of choice for gig workers. By following these steps, you’ll not only attract high-quality talent but also build long-term relationships with your contingent workforce.
