Online employer branding focuses on implementing tried-and-true advertising tactics to make your company stand out to potential employees. To fill your pipeline with qualified applicants that are also a good fit for your company, you need to use the correct channels, content, targeting methods, and technologies. In today’s competitive job market, a good employer brand is a valuable asset.
What Is the Concept of “Employer Branding”?
Employer branding refers to presenting your business to prospective workers and job seekers. As part of attracting top talent to your firm, this is a critical phase that aims to establish an emotional and intellectual connection between the two parties. An effective plan for building your employer’s brand may have a long-term beneficial impact on your efforts to attract new workers and the level of engagement you already have with your current workforce.
Who Should Be Held Responsible When It Comes to Employer Branding?
When it comes to workplace branding tactics, HR is usually the first to come to mind. In addition, a variety of stakeholders have an impact on your company’s identity:
- Those who have defined the principles they intend to reinforce in the organization, such as the company’s founders and owners, CEO, and the other C-level executives.
- Line managers are responsible for leading, evaluating, and training their teams.
- The HR department that handles employee interactions, sets business regulations.
- The company’s marketing department is responsible for publicizing the company’s news via events, social media, etc.
While each of these parties may impact how job seekers view their organization, a good employer brand requires collaboration among all of them. For example, the marketing team cannot publicize how delighted their colleagues are with the benefits until high management agrees and HR implements advantages such as flexible working hours and bonuses.
Tips for Employer Branding on Social Media
Employer branding doesn’t need a lot of originality or creativity on the part of your firm. There will be a lot of cross-pollination with other businesses’ efforts. The idea is to create a genuine voice and interest for your organization.Here are a few suggestions to help your organization build a solid online employer brand:
- Apply your company’s branding (tone, values, and colors) to social media posts. Use the same fonts and colors throughout the website.
- Feature the interiors of your company’s headquarters and retail locations. If you operate out of numerous sites, ensure your customers know about it. Consider displaying your worldwide locations if you have them.
- Identify each team member and explain what they do, why it matters, and how it affects the firm. It’s impossible to run a business without employees!
- If team-building activities are common in your organization, you can share your thoughts on them with your online friends and followers. Display photos and videos were taken on these occasions.
- Get CEOs to speak in videos, engage with specific employees, and provide quotations as a starting point. Employer branding and social media should be on their priority list.
- It would be best to tailor employer branding efforts to a specific objective. There may be a “month of staff training” or a “week of volunteerism” centered around interns. Something that allows you to put together a variety of projects that together express your company’s authentic working culture in one place.
- Consider allowing your staff to post and generate social media material about your company. Employee advocacy programs are commonly used for this purpose by businesses. This boosts your company’s credibility, broadens your potential pool of applicants, and encourages more involvement among your staff.
Online Employer Branding Procedure
Step 1: Learn About Your Employer
A company’s EVP is easier to craft if it can identify its distinct features. Make an effort to get to know your company’s primary business. Make sure you understand your company’s goals and what kind of talent is required to achieve them.
Step 2: Conduct a Brand Assessment for Your Organization
A product or service’s position in the industry is likely well-known, but you may not know how your firm is seen in the marketplace or how your present workers consider it. Utilize internal and external research methods, including surveys of potential employees, web searches, and social media monitoring services. Examine your company’s operations, morale, and the hiring process for new employees to see what’s working and needs improvement. Also, look at methods to enhance the hiring process.
Step 3: Define Employer Value
This is where you can make your company’s message stand out. Create an EVP that conveys your company’s core principles while also highlighting the unique benefits of working for your company. Customers and staff alike should be able to identify with it.
Step 4: Utilize Recruitment Marketing
Consider enlisting the help of your marketing or communications staff when creating an EVP or other employer brand message. You may outsource this to an agency. For example, asking “Who is our target audience?” at the outset of any branding effort might be an excellent place to start. You’ll be in the most significant position to create a brand that appeals directly to your target audience.
Step 5: Increase Enthusiasm among Your Present Staff
There is no better resource than your employees to aid you in becoming a trustworthy employer. Employees are three times more likely than your CEO to be trusted by leads when learning about your organization’s culture. What your workers do directly impacts your company’s culture, beliefs, and ambitions. Your brand would be worthless if they weren’t a part of the process.
Step 6: Write Eye-Catching Job Descriptions
Job postings are a great way to promote your employer’s brand since they are generally the first point of contact potential employees have with your organization. You can use a descriptive, attention-getting way to describe your brand’s personality. Then, include keywords and phrases you know your prospective applicants are searching for in your search engine optimization.
Hopefully, the above mentioned online employer branding stages will serve as a springboard for developing your workplace branding plan. What your company stands for should be conveyed through your social media, website, voice, and videos. You’ll not only be able to hire the best and the most qualified staff, but you’ll also be able to attract more media attention, business, and long-term client loyalty.