Without effective promotion, your employer branded content is the fancy sports car locked inside a garage: full of potential, but unable to serve its purpose of impressing and attracting.
If you want to engage with top talent, you’ve got to showcase that employer brand.
Here are 5 top tips on how to do it, and do it well!
1. Be Consistent
First off, while strong employer branding is key to attracting talented new recruits, don’t forget that it’s your existing employees who play a pivotal role in shaping and defining that brand in the first instance. If you want employer branding that is strong, consistent, and authentic, it’s vital to ensure that everyone contributing to that brand is on the same page.
At its core, this means making sure your employees are aware of, believe in and are driven by the company’s mission, values and vision.
On a more administrative level, it means making sure that current employees are aware of and happy with the following:
- Opportunities for employee development and growth,
- Employee referral programme
- Rewards & Recognition
- Work/life balance
Remember, delighting your employees leads to employee retention. You should be as concerned about being an “employer of choice” with your current employees as much as you should prospective ones.
2. Start With the Obvious
In a 32-page analysis of the goals, priorities and spending habits of 3,028 talent-acquisition managers worldwide, LinkedIn revealed that “Company websites are regarded as the most effective channels for employer branding messages, being chosen by 78% of respondents.”
So, if you want to improve or kickstart your employer branding activities, you’re best to keep your initial efforts close to home. Examine your existing website, looking for and creating opportunities to insert employer branded content. About Us pages and careers sections are two great places to start!
3. Empower Your Employees
Nobody is more influential when it comes to communicating your company’s brand than the employees themselves. Think about it: who knows more and is perceived as knowing more about the company, its culture, and what day to day life is like there than the people who live it on a daily basis? Any messaging that comes from these folks is going to be considered credible, so make the most of this inherent audience trust: encourage your employees to share positive brand messages on Twitter, Facebook, Instagram, and LinkedIn.
Tip: Employees that feel empowered are more likely to promote a positive brand message. Help colleagues to understand the important role they play in attracting new talent and retaining existing talent: let them know that they are, indeed, ambassadors for your employer brand.
4. Don't be Afraid to Experiment
Everyone has their own favourites when it comes to social media platforms, and people tend to share and engage with different content on different platforms. Don’t limit your employer branding reach. Experiment with different kinds of content on multiple different platforms to see what’s best received where. If you know, or it becomes clear over time that your target audience gravitates toward one or two channels in particular, obviously, feel free to focus your content distribution efforts on that channel.
Tip: If you or your colleagues aren’t quite sure about what is and isn’t “ok” to share under the “employer branding” umbrella, the simple rule of thumb is: anything that offers an insight into your company as an employer rather than simply a producer, is valuable.
Maybe it’s a quick Q&A with the new intern, or maybe it’s a picture of the office dog in his super cute Halloween costume. Two different kinds of content, but both play their part in expressing the culture and personality of the company.
5. Mix it Up
Your product brand and employer brand are two separate things with two separate goals. One seeks to increase sales and revenue for the company, the other seeks to attract potential candidates, and engage and retain existing employees. You could be forgiven for thinking that the target audience for each is different, too. We disagree. When it comes to introducing employer branded content into those channels previously primarily associated with your product brand, we say, “go for it!”
By positioning your employer branded content in front of those who are already fans of, or at the very least, are familiar with your product, and assuming your employer brand is strong enough, you stand to convert a good portion of those fans into potential candidates.
It’s a ready-made audience with a vested interest in what you do, so what are you waiting for? Reel them in and engage with them to start building your candidate pool!
Faster, Cheaper, Easier
Get employer branding right and the payoffs are plentiful. By creating and promoting content that’s honest and designed to engage, you’ll invite interaction from people with whom that content resonates. These people will form the layers of your candidate pool. With a candidate pool already in place, by the time a job at your company opens up, you’ll be in a position to hire faster, more easily, and save BIG financially, too.