It’s always a challenge to write a complete how-to and make sure our readers feel they learned something about employer branding solutions after they closed their screen. I’m delighted to see that we got so many positive responses after we shared our guide and I’m thrilled to share part 2 with you today!
A quick recap
In the previous article, we have demystified 4 of the strategic pillar that helps you to understand how to successfully brand your organisation as an employer of choice.
We have discussed:
- How to align your business objectives and the talent you need to meet those objectives
- The importance to evaluate your current employer brand image among potential recruits and how to unveil how your employees feel about your employer brand.
- How you can define your own unique employer value proposition and showcase your company as a distinctively great place to work
- How to build a solid employer brand framework.
Now you’re prepared for the more actionable items on our list!
5. Generate engaging, story-led intent and employee experiences that bring your EVP to life
Now you have your framework in place it’s time to give your prospective candidates a reason to tune in with your brand.
I have noticed that many companies who have a career page assume that talent will visit and apply for the jobs they have on offer. The reality, however, is that just like with any piece of content, if it’s not relevant or it doesn’t resonate they will never stay around for the good stuff; great careers and a great employer!
You got to remember that it’s not (just) because of the jobs you have on offer that hook them in. Rather they are searching for valuable content that solves their problems and gives a resonating answer to their questions. Valuable content comes in many shapes and sizes but is typically educational, entertaining, fun, and engaging.
I know what you’re thinking; “can you be a bit more specific?”
You got it.
To stimulate your imagination I have a couple of examples of employer branding content that resonates, engages, and reels in the talent you aspire to hire.
In the last ten years, we have seen a significant increase in content that is focused on employees and their role within a given organisation. And there is a good reason why this has happened. Because it works.
Remember that potential candidates go through numerous touch points with your brand before they take action. For instance, it’s great that your company enjoyed a 28.4% rise in Q2 profits but is this really something you want to share with candidates when you’re searching for people to join your digital marketing team?
Candidates are curious and inquisitive about how working at your company looks like. After all, it’s where they will be most of the time after they get hired. Employee-focused content helps them to get this first impression whereas job ads and company reports tend to fail to convey the same message.
Here are some examples of employee-focused content:
- Job profiles: A story shared by a current employee how s/he finds it to work at your company. This includes them describing their day to day tasks and typical “a day in the life” challenges. You could turn this into a blog post, video, or even a podcast.
- Culture story: A story that encapsulates the attitudes, behaviours, and values the people at your company are proud of.
- Passion stories: Ask a willing employee to describe their personality, personal interests, and how they combine it with their work.
- Wins: Did one of your employees or teams overcome a significant challenge? Encourage them to share it!
- Inside stories: You could consider this a backstage pass for the curious to see what happens in your organisation. Pictures and videos are a great way to showcase the wittiness and joy your employees have with setting up last Christmas party for instance.
Whatever it is you decide to show with the world, be human.
Facts and figures
Numbers are not interesting for everyone but it is for future employees who are interested in how much your organisation cares and invests in training and overall employee development. Any data about your company that your potential candidates can impossibly find online will be relevant and it shows transparency.
Consider using infographics to show the number of people working at your company and how rapidly your teams have grown over the years. They are great to present raw data in an easy and graspable manner.
Photos and video footage
Got some video gold from the last party you organised which was an absolute blast? Get everyone’s consent and share it on your channels! But keep it civilised. On a more professional level, you could also consider a short video session where you ask your people to answer the simple question “How would you describe working at company X”.
The more authentic it is, the better.
The best content to humanise your employer brand is often free. Once you decide to share it with the outside world also consider using other channels than your own. Github, Medium, and Facebook groups are a couple of examples.
6. Actively engage with prospects through selected channels, including your organisation’s career website, social channels and job boards.
With a solid employer value proposition, rich media and employee-centred content, it’s time to actively promote your employer brand and connect with your key target candidates.
Where you’re going to share your content is fully dependent on where you know where your future candidates hang out online. There are a plethora of options to choose from but to help you on your way please consider the following channels:
Your career page
The least you should do is to share your job posts that include your employee value proposition on your career page. If you really want to up your game you could opt for a separate career website where your job postings, employee-centred content, and career information is hosted.
A company career blog
This is a great venue for sharing engaging content about the people the work at your company and about your company itself. If you could appoint a few people that would enjoy generating content for your blog and encourage others to do the same you create a great resource for future candidates to learn about your company.
A little bonus that comes along with regular blogging is that your career page will rank higher in Google thus your job posting and employer value proposition will enjoy more web traffic.
Your social media channels
As obvious as this channel might sound you would be surprised how many companies are misusing this medium by just talking about themselves. But if it’s candidates you’re after you want to start using these channels to connect with talent by being actively present in relevant online groups.
Universities and internships
By establishing a local presence, either virtually or physically, at universities your employer brand will be exposed to those that are about to graduate. It’s a great way to let young talent know why you are an employer of choice.
7. Measure your success to determine what’s working and what isn’t. From your overall brand strategy to your individual recruitment marketing activities.
Stay true to the promise of your employer brand.
Employees who feel and are convinced they work for one of the best employers they could choose from are more likely to refer future talent. By keeping your word and by warranting an outstanding employment experience you avoid employees thinking that it’s (yet) another empty promise.
Here are some tips on how to earn employee trust I would like to share with you:
- Stress to the CEO / HR Director that an exceptional employment experience is vital.
This should be the cornerstone of the low retention rates you wish to achieve. A healthy organisational culture supported by a consistent and positive employee experience is what ultimately makes you an employer of choice.
- Do more but make it significant
Don’t launch a program and expect it to last forever. The needs and wishes from your employees change over time and so must your efforts to maintain the employment Experience.
There is no need to invest millions just to satisfy your workforce, but it is key to identify what is contributing to the experience of your people and what isn’t.
- Treat HR processes with a customer service approach
You know when they say, the first impression counts the most? This is very true and especially for employees who just joined your workforce. By ensuring that every step of the onboarding process, training, and development process is exceptional you will notice that this adds to the happiness of employees. It will be your brand signature, something that they will never forget and blissfully talk about with future candidates.
8. Adjust your employer brand strategy and recruitment marketing activities as the need to improve results.
Needless to say, becoming an employer everyone wants to work for requires considerable effort, coordination, and expertise. Whatever methods you decide on implementing to nurture existing talent and attract future talent, you need to rule out what doesn’t work immediately and reiterate.
To measure the effectiveness of employer branding initiatives you want to analyse both short-term and long-term results.
- Engagement levels of your marketing content
- The quality of applicants that apply after your employer branding efforts
- Total cost per hire
All three items can be measured with the tools you have available in-house. By diligently tracking the performance of these three metrics you will soon enough find out what needs to be tweaked and what works swimmingly.
Bear in mind that when you track your short-term results you need to focus on the success of a marketing campaign, activity, or channel and the types of candidates you managed to attract. For instance, social media might be a great way to attract accountants but could be utterly useless for attracting IT professionals. Make sure you know the difference.
- Brand awareness as an employer of choice
- Employer brand image
- Employee advocacy
- Productivity levels
- Employee retention rates
Aside from tracking both long and short-term results, you need to look forward and plan for the future. Consider employer branding as trying to shoot at a moving target. Constant changes in the availability and evolving talent preferences all play a huge role in the way you implement your employer branding efforts.
If you haven’t read part one here the link!