Today, jobseekers treat the process of finding a job the same way they approach making a major purchase. They start with a list of their own needs and priorities. Then they begin the process of research.
This process involves learning as much as possible about each company they encounter, seeking feedback from their peers, and gathering information about company culture. These workers know they have a significant amount of power in this market, and they aren’t afraid to use it to find the right fit.
Companies that want to remain competitive enough to attract top talent understand that now is the time to boost their employer branding efforts. If you want to show prospective employees that you have something special to offer them, there are many positive steps you can take.
Build a Powerful EVP
Your EVP is your employer value proposition. It’s a clear statement detailing what it is about your company that will attract employees. Think about the standard interview question “Why should we hire you?”
Now, turn it around. It becomes “Why should you choose us as your employer?” Assume that every person who considers your company has other options as well. Create an EVP that will appeal to them.
Inject Your EVP into Content
Your employer value proposition is something like your consumer branding statement. You have communicated that value to your target audience. In this case, that’s prospective employees.
How do you communicate with potential customers about your consumer brand? The chances are that you use a combination of blog posts, social media content, website copy, and even articles. Your employer brand is no different. You can use the same variety of content types to share the value of your brand as an employer.
Use Platforms to Maximize Your Reach
Once you begin working on content to strengthen your employer brand, you have to get it out to the right people. To do that, you have to identify the channels where you are most likely to reach the talent you are interested in targeting.
You just have to figure out where that is. Some channels are fairly common; however, you may not have considered them all. They include:
- Company social media pages
- Employer-branded social media pages
- Job listing websites
- Your company LinkedIn page
- Employees’ LinkedIn profiles
Think beyond your owned media. For example, LinkedIn allows employers to publish blog posts and articles on a variety of topics. So do many other job search sites.
Use Employer Branding Tools
One of the most effective ways to build a solid employer brand is to use the right tools. Your employer branding efforts should focus on brand management first and foremost.
This focus puts you in control of your company’s reputation as an employer. Your business can establish a good reputation by earning positive reviews from your employees and communicating with your audience about your efforts to create a welcoming work culture.
Next, you have to focus on traffic, engagement, and public relations. This work is what helps you get in front of the talent you are pursuing.
Finally, recruitment marketing tools help you reach job prospects at the “bottom of the funnel.” This step is where you will need help with challenges such as writing job listings and truly amplifying your culture for prospects at the decision-making stage.
Be Authentic
You should do competitive analysis while you work to boost your employer brand, but be careful. It’s tempting to emulate what you see in brands that you believe are more successful at reaching their target job-seeking audience.
However, at the same time, you have to be careful about maintaining authenticity. Otherwise, all of your branding content and communication will seem phony.
Focus on what you have to offer in terms of salary, benefits, and work culture. If you decide to make changes, ensure that they are aligned with your company values and maintain those changes over the long term.
Don’t Hesitate to Sell Your Perks
Maximize the focus on what you have to offer that other employers in your industry do not. This emphasis is what will truly make your employer brand stand out. Think about any perks and benefits that you offer that just aren’t heard of in your space.
For example, do you offer flexible schedules, full tuition reimbursement, or community service opportunities? Put those facts front and center, and use them to draw people in.
Remember, there’s a reason that Yahoo and Google are known as the companies that give people an hour a day to work on personal projects and offer free lunch for all employees. Those things may not be the most important part of employer branding, but they certainly make a big difference.
Draw Attention to Your Consumer Brand Too
If you believe the hype, you might think that Millennials and Gen Z only care about working at places that offer free snacks and a PS5 in the break room, bean bag chairs instead of desks, and free pizza Fridays.
While those things are undeniably cool, job seekers today are more practical-minded and forward-looking than that. They want to work for organizations with great reputations that produce amazing products and embrace innovation.
What does this mean for you? It means that there is a clear connection between employer and consumer brand. If prospective employees believe that you treat customers well and focus on quality when it comes to your products and services, that will improve your reputation as an employer.
