Branding is not just about brand promotions, but also recruitment. More business owners realize the importance of employer branding. Failing to market your business as a great place to work can lead to employee shortage, disrupting your whole operations. How can you make your company “interesting” for prospective employees?
Employer Branding as A Business Investment
Prospective employees used to be “at the mercy” of companies. Business owners had the ultimate bargaining power in the selection process. Now, prospective employees and new graduates are becoming savvier in job hunting. Listing websites such as LinkedIn makes them more selective when sending the applications.
You must also consider investing a significant amount of funding in this branding strategy. Around 94 percent of business owners in the US believe that competition in recruitments is getting harder every year. Meanwhile, 59 percent of employers accepted that company branding is an important part of the investment.
5 Strategies of Employer Branding
Business owners have a lot of channels to build branding awareness toward the company name. Here are several branding ways all business owners must use to attract potential employees.
1. Polishing the Social Media Presence
Social media channels have a lot of benefits to employer branding. Around 25 percent of job seekers (especially new graduates) use social media to find employment. Young people also tend to trust companies that have active and positive social media interactions.
You can conduct employee branding by polishing the social media content. You should also use trained admins to respond to the visitors properly. Good social media presence increases your business' possibilities to find employees.
2. Using Career-related Sites
Career-related sites, such as LinkedIn and Glassdoor, are the main sources for job applicants to screen companies. Currently, around 95 percent of applicants get their information from mobile sites. If you want to snare the most potential applicants, make your company looks interesting.
Describing your company’s basic profile is not enough. You must provide credibility proofs, such as testimonials, reviews, video presentations, and awards. If your company has a positive policy, such as a partnership with charity organizations, provide the official proof.
3. Advocating Through the Employees
Employee-based advocacy gives your company profiles a more interesting look for prospective applicants. For example, have interview sessions with your most loyal employees, and have them describe their experiences.
You can also make videos and albums that describe the company's daily operations. For example, make a short video that takes the viewers to the typical activities on workdays. Let the employees describe their specific tasks in real-time.
4. Actively Creating Quality Content
Content is the key to building a long-term reputation. Imagine if your favorite website never gets updated or shows something interesting. Your view toward that website must decrease. The same thing applies to company websites. Perceptive job applicants who browse your company website will suspect that something is amiss if the website is poorly managed.
What is the definition of quality content? It can be the current information about things related to the company’s field. It can be newsletters about the company’s activities, or useful tips and articles related to the products.
External Influences in Employer Branding
Business owners can apply specific branding strategies to attract new applicants. However, there are external factors that can influence the effect of branding. You may face challenges in dealing with these external influences. Examples are:
- Consumer Experiences
Consumer experiences are subjective. You cannot do much about how people will react to your products or services. It can affect how prospective applicants view your company.
- Word of Mouth
Word of mouth is massive and uncontrollable. You may work hard to make the company attractive to applicants. However, the true (informal) source of information is word of mouth. You cannot stop how people discuss your company, and how widespread the information is spread
- Media Perception
Media and journalists can make or break the success and reputation of a business. You may plan everything meticulously, but specific journalistic commentary can affect how job searchers think about your company.
While you don’t have much control about these factors, you can still plan to affect them as much as you could. Create a strategy that can use these external factors for your advantages.
Branding is not just about attracting customers, but also job applicants. Companies must think about employer branding if they want to keep a steady amount of qualified workforce. Working with the company profile, content, and communication style is the most popular strategy to attract applicants.