It’s been almost two years since the pandemic began. In that time, employers have been inundated with content about everything they should be doing to create a better workplace, attract great workers, and retain the talent they already have. That’s great, but so much of the information out there is theoretical.
How about some practical advice? These employee branding strategies will help you show your company’s best face to job-seekers, and we’ve included some tools and resources to help you succeed.
Create an Employer Branding Content Strategy
Content creation is an important tool for communicating your company’s values, culture, successes, and opportunities. When you combine great content with a specifically designed platform, you increase your branding and marketing efforts while also helping job-seekers learn as much meaningful information about your company as possible.
Here are some examples of great, employer-branded content.
- CEO Profiles
- Location-based information
- Company reviews and ratings
- Thought leadership content
Part of building a successful brand is to share content with your messaging across multiple channels. Incorporate social media postings to give status updates, share great content, and connect with interested prospects.
Finally, you can share relevant content on your website or careers page. Don’t dismiss the power of content as a useful tool for reaching people at every stage of the candidate’s journey.
Don’t Leave Salary and Benefits Out of the Picture
No company would have much success at consumer branding if their core product or service were faulty. Imagine a high-end clothing store marketing all of the luxury and prestige of designer clothing but offering poor-quality items. It simply wouldn’t be credible.
As an employer, you can’t sell people on perks like remote work or a friendly work environment while ignoring the most important things to the average worker: fair salary and good benefits. These elements are a foundational part of your employer branding message.
Of course, when you talk about salary and benefits, you have to add context. For example, people don’t simply want to know how much you pay. They want to know if you pay competitive rates for your city or industry.
Leverage the Power of Third Party Information
What you say about your own company, employer value proposition (EVP), values, mission, and successes is extraordinarily important. However, that’s not the only branding content prospective employees will consume regarding your organization.
Consider what you would do if you were looking for a job. The chances are that you wouldn’t simply take what employers told you as absolute truth. After all, choosing an employer is a major life choice.
If you are like most people, you will research, read employee reviews, and try to fully understand the organization. This research is how you learn about companies from the perspective of their employees, former employees, and other job candidates.
While you may not have full control over this, you can use reviews and insights to your advantage. For example, you can ask your most engaged employees to share testimonials on social media. There, they can tell stories of their career development or communicate the things they appreciate about your work culture.
When you win awards and honors that exemplify your status as a quality employer dedicated to values like diversity, opportunities, and a great work environment, that adds credibility to any claims you make in your branding efforts. Showcase these awards in your recruitment marketing strategy.
Create Stand-Out Job Posts
Go to any career website or job listings page, and almost everything you see looks the same. Nothing stands out. When multiple companies in the same geographic region or industry are competing for top talent, that becomes a real issue. It’s difficult to be seen if there’s nothing to make your job posts stand apart.
You can fix that problem with unique, branded, themed job posts. This approach allows brands to create job posts that highlight culture scores, awards, and positive employee feedback.
Even better, you can send listings to team members via Slack or Microsoft teams for further customization. Feel free to add your own branding assets to make the listings even more memorable.
Create a Memorable Visual Brand
It is every bit as important to build a visually memorable brand as an employer as it is to create one as a consumer brand. Every social media post, job listing, career page, or blog post should be easily recognizable to anyone as yours.
Remember that eye-catching visuals matter when more people than ever are skimming content or reading from their mobile devices. It can be difficult to maintain the kind of consistency you need to do this successfully without a bit of help.
That’s why design studio is a must-have branding tool for hiring teams. This tool allows you to create and customize content with visual assets that truly add your unique branding. Work from existing templates or create your own. Then, add your company logos, photographs, and other details.
Address What Matters to the Modern Workforce — Culture
The vast majority of Millennials and Zoomers care about culture. That’s the combination of work environment, management style, and values that define you as an employer.
Your culture is exemplified by your commitment to diversity, equity, and inclusion. It’s also highlighted in your willingness to offer your workers perks and a clear path to develop their careers.
Have you embraced remote work and flexible schedules? That also contributes to your company culture. Even your social responsibility statements on sustainability are important, as long as you back them with meaningful action.
Start by learning as much as you can about your culture from the perspective of people that matter. Then, use the culture widget to send the right messages about culture to talented job prospects.
