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Employer Branding – A Powerful Tool

In today’s crowded recruitment marketplace, your employer brand is a powerful differentiator. 

Employer branding pulls the right people to your company and helps you retain valued workers.

Job seekers are judging your talent brand with the same scrutiny as customers evaluate consumer brands before making a purchase – you’re missing a trick if brand is not a big focus in 2021.

When you sit down to define your brand strategy for this year and beyond, you’ll need ammunition and ideas for the meeting. Here are a few important pointers to help you get started:

Every employee can be an ambassador for your company, if you simply give them the tools to access all the materials your recruiting and branding team work so hard to make

While having an overarching employer branding strategy is amazing, sometimes it’s daily tactics that build the fabric of a consistent and successful employer/employee brand. Every employee is a brand ambassador and there has not been a time so crucial as now to give prominence to employer branding

  • Make your hiring managers’ LinkedIn profiles great.
  • Make your hiring managers share Employer Branded content on LinkedIn and other social media.
  • Video your hiring managers explaining what it’s like to work for them outlining job opportunities. Post regular photos of fun (or serious – whatever your culture is) stuff going on at your work. Recycle all corporate comms, investor comms, leadership comms as part of your employer brand.
  • Try to influence corp marketing to include real people in your business in all their content – as in, make them work for you!

The best part – These doesn’t cost a dime and can be executed easily.

Here is a kicker: Adidas makes all of their digital assets available to all recruiters/TA as soon as the assets are created. This ensures all TA has the most up-to-date/relevant assets to brand opportunities and aligns with what’s happening on the consumer brand side. If the content exists, it only costs a little bit of time to make it available in one place for the TA team 

Showcase your values. From laptop stickers and table tents in the lunchroom to hoodies and t-shirts that allow your people to show off the company values, ensure your people understand what the values of the company are, especially if you hire, measure and fire against them. Also post them where they can be seen by those who are not yet employees, after all  “every visitor is a potential candidate or referrer.”

Employer branding through social media

Social Media is a simple, fast and affordable way to target the right people and spread the word out. Similarly to product and service marketing efforts, social media can be used in Employer Branding and Recruitment Marketing strategies. 

When it comes to employer branding on social media, it is good to have a separate career and corporate accounts. 

Why?

Because the message your deliver should be completely different. The purpose of the 2 sites should be different as well. This is why HubSpot has both corporate and career page on Facebook. They also didn’t call it just HubSpot Careers as many other companies would. They call it HubSpot Life because their goal is to show the world how is it to be a HubSpot employee. 

Post and actively participate on your social media channels. Get captivating content across channels. Ensure your employees/hiring managers actively contribute as well. 

Employer branding through Glassdoor

Websites such as Glassdoor are a great source of information about employers from all over the world. People go there to learn more about companies, their cultures, pay, positions, job descriptions, and most importantly, current employees’ opinions and reviews.

If you are struggling to find the right candidate, get a listing on websites such as Glassdoor and encourage your employees to write about you. At the end of the day, your current employees are your best brand advocates!

It is important to be 100% transparent and honest with candidates. Many companies send emails to candidates after interviews asking them to rate their interview experiences on Glassdoor. This way, you can build a profile that candidates and job seekers will find very useful. It will also help you learn more about your recruiting process from candidates’ perspectives.

84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation. And most in $75-100K salary range would only require a 1-10% salary increase to consider such a move -Allegis Group Services Study

Employer branding with career pages

Your website will be the first stop for the majority of job seekers interested in your open positions. Make sure it meets their expectations with a careers page that provides the information and personality they’re looking for.

Blogging for employer brand

In-demand job seekers can afford to be picky. They’re going to do their research before they accept an offer, and an engaging culture blog that showcases your employer brand can provide them with that extra bit of enticement they’re looking for.


 
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