Improve employer brand

Improve employer brand

What is Employer Branding?

Employer branding (EB) is a term used to describe the complex steps taken to build and develop a company’s reputation – the Employer Brand. When candidates look for a job, they are mostly guided by the brand’s image and the information known about the employer. The better your employer branding strategy is developed, the more attractive your brand image appears to candidates, and the more talented professionals you can attract.

As the lines between marketing and recruitment blur, the best brands are bold and authentic, sharing “what it’s really like to work for them.” Job seekers today want to find information about company culture, career development, and colleagues. The internal recruitment process has the potential to be a key factor influencing the Employer Brand.

Here Are Our Top 10 Tips to Attract the Best Talent

  • 1. Define Your Message

Create an authentic message and tone of communication for your brand so that candidates know exactly what to expect as employees. Ensure that the brand’s voice is consistent at every level by synchronizing messages on your career website with video content, advertising, review platforms, and individual conversations with the recruitment team.
Aim to present a cohesive and unified picture of the organization, but not to the extent that uniformity diminishes the human elements and traits that define your Employer Brand. According to HBR, this is a crucial element of your Employee Value Proposition (EVP).

  • 2. Nurture Your Culture

Recruitment plays a significant role in nurturing culture by ensuring that the right talents start working with you. Consider what type of culture you want to create. For example, 83% of millennials are actively engaged with a company when they believe it fosters an inclusive culture. Certainly, there are many things your recruitment team can do to make hiring more inclusive.
The Employer Brand reflects your culture and is not something that can be prescribed. Therefore, building a positive culture is at the core of a strong Employer Brand.

  • 3. Understand How Your Brand is Perceived

Employees will undoubtedly use platforms like Facebook, LinkedIn, Twitter, Instagram, Glassdoor, and other career sites to share their experiences. In fact, Glassdoor reports that 70% of people look at reviews before making career decisions.
These platforms are valuable sources of feedback for addressing elements of the Employee Value Proposition. Of course, not all employees will be happy all the time, but pay attention to pain points that might deter the right professional from applying to your company.

  • 4. Build Advocacy for Your Brand

Thanks to technology and social media, marketing no longer serves solely as the guardian of the brand. Both corporate and employer brands are in the hands of your employees and customers. According to the marketing magazine Drum, 84% of people trust recommendations from partners over any other form of advertising. This also applies to recruitment.
Therefore, it is vital to convince everyone who can contribute to improving your Employer Brand – from frontline staff to hiring managers. Give employees some freedom on social media and provide platforms where they can share aspects of their work life with others. Consider how you can leverage employee posts on corporate social networks, internal Facebook groups, and your internal social channels.

  • 5. Use Technology

Technology significantly boosts the Employer Brand by providing better communication channels and enhancing the candidate experience.
Technology can streamline candidate engagement, job searching, application processes, assessments, recruitment, interview scheduling, and feedback. Thanks to technology, all recruitment teams can provide an exceptional candidate experience, which in turn strengthens the Employer Brand.

  • 6. Treat Candidates Like Clients

Glassdoor supports the view that candidates increasingly treat job searching like online shopping. As part of their research, job seekers want to know about your company’s expectations, working methods, and interview process. They may also leave reviews about their application experience.
Therefore, it is essential to provide a positive, consistent, honest, and engaging application process. As much as possible, use automated processes so that candidates can quickly move to the next stage, avoiding unnecessary delays.

  • 7. Use Storytelling

Once you initiate contact with potential candidates, you can engage them through regular communication. Storytelling can include landing pages that showcase videos related to posted job openings or sharing stories from current employees about their experiences.
Storytelling is an opportunity to personalize your Employer Brand, telling the stories of real people rather than being a faceless corporation. By using engaging human stories, you will better attract the type of candidates who can see themselves creating similar stories.

  • 8. Add Depth

There are many tactics beyond words that you can use to actively promote your Employer Brand. Providing an inspiring vision that attracts people can often be best achieved visually – through photography, images, or video.
Depth also means turning communication into a conversation rather than a one-way street. You might consider tools like chatbots to help candidates get answers to their questions or hosting online career chats.

  • 9. Use Appropriate Spaces

Ensure that you are present where your potential future employees are. Whether it is LinkedIn, Facebook, Instagram, Pinterest, make sure you have an impact in the right places. Microsoft uses Twitter to show #MicrosoftLife, while McDonald’s uses Snapchat to connect with younger job candidates.
This tactic is especially valuable if you are trying to hire employees in an area outside your usual field. For example, think of banks needing fintech talent or a retailer expanding into new geographic markets.

  • 10. Connect Employer and Corporate Brands

A positive candidate experience adds value to both the employer and consumer brands. Conversely, there are risks: 25% of job seekers in the UK have either stopped buying or bought less from a brand due to a negative candidate experience.
The Employer Brand allows people outside your organization to understand your purpose, vision, and culture. While corporate and employer brands have different audiences, the messages should be consistent. In our connected world, we use almost the same channels to talk to our customers as we do to our candidates.
These top 10 tips should help you strengthen your Employer Brand and attract more suitable candidates.

Did you know that Horizons can help you with your employer branding efforts?

Don’t miss this opportunity to take control of your brand and reach the right job candidates for your company today!

Read more: What Are the Key Differences Between Employer Branding and Candidate Marketing

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