Digital era and new corporate trends have blurred the lines between marketing and employer branding. Business owners must make their companies interesting for customers and job applicants, often at the same time. However, employer branding focuses on attracting prospective employees to work at the company, which means displaying potentials of the workplace.
Key Strategies to run successful Employer Branding
Business owners must use these important key points to ensure their employer branding success. Here are eight strategies to develop an Employer Brand and attract potential applicants:
1. Create a Defined Message
An Employer Brand must display authentic but accurate tone and message. They will inform prospective applicants about what to expect when they work at that company. For example, Microsoft and Facebook created messages of creativity, innovation, and idea-sharing work culture. These ideals are reflected in their branding products, such as video presentations, online content, and workplace profiles.
2. Build an Authentic Work Culture
Make sure your messages fit the work culture. For example, startup and creative companies nurture inclusivity and idea-sharing in their work environments. These messages resonate with around 83 percent of millennials, and they are likely to be attractive for Gen Z as well.
3. Pay Attention to Brand Perceptions in Public
Every company must review its brand perception regularly. Company review website like Glassdoor provides reviews for prospective applicants. Employees, customers, and clients also use online platforms like social media to review companies. Make sure you address the key problems (if any), and work to fix them.
4. Think of “Prospective Applicants” as “Customers”
Job seekers now have similar positions as customers. Many will not hesitate to skip certain companies if they don’t offer what the candidates expect. You must start thinking about catering to prospective applicants. For example, make sure that the application page on the company website is not too long. You can also share information about application steps and what to expect from each stage.
5. Create Content with “Human” Narrative
Looking professional in every company platform is necessary, but don’t remove the personal elements. Prospective applicants appreciate both professional info and more personal presentation. For example, a company can release video stories that feature employees and satisfied customers. The most senior employees may share stories about their experiences with the company.
6. Nurture Positive Brand Advocacy
Do you know that 84 percent of job applicants in the US trust peer-to-peer recommendations when looking for work? Company profile may help with the advertisement, but more personal recommendations such as reviews and word of mouth bring significant impacts. Make sure you amplify the positive advocacy of the company brand. Encourage the use of social media among employees to spread the brand.
7. Use Relevant Platforms to Promote the Brand
Companies may use widely available platforms to promote the brand, such as LinkedIn, Facebook, Twitter, and Instagram. However, it is important to match the main platform with the target demography. For example, Microsoft mainly uses Twitter, while McDonald’s mostly use Snapchat to attract young applicants.
8. Promote Vision and Depth
Job applicants love the idea of contributing to a clear company vision. You can achieve this effect by creating “inspiring” content. Use articles, slide presentations, and videos to describe the company vision and mission. Show the prospective employees the long-term goals they can achieve as a part of the company.
You must also create proper reporting and reviewing systems. Measure the progress of your branding strategy and use the reports to review the results. Address each weakness and problem that arise so you can polish the future strategy.
Candidate Persona and Employer Branding
Determine your ideal candidate persona to create a branding strategy. Consider basic data such as age, experience, education level, title, location, social background, and job search history. Identify the candidates’ goals, motivation, and “career barriers”, which determine their reasons to look for jobs or leave specific companies.
You must also consider the “influencers”, people who encourage the applicants to apply for certain jobs. They can be partners, families, friends, colleagues, and past employers. They are related to building company advocacy and reputation, which may attract or deter potential candidates.
Successful Employer branding can be reached through eight key strategies, from creating the message to projecting the company vision and mission. Proper reporting and reviewing are also important to make sure that the branding efforts hit the target. Start branding your company using this guide to attract more potential workforce.