You are exposed to a multitude of brands every single day, whether they be the billboards you pass on your way to work, the ads and posts you see all over Facebook, or your favorite social media site. With brands becoming more recognizable thanks to technology, it’s important to make sure your employer brand stands out amongst competitors. This becomes a daunting task for employers as candidates can be easily attracted to the many alluring brands on the market. A strong employer brand is especially important, considering 84% of employees would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation.
So, how does your employer brand stand out against the competition? Use these tips on how you can fortify your brand presence:
Actions Speak Louder Than Words
Chances are, by the time candidates reach your career page, they have seen countless other pages and likely will see more. Your career page needs to be enticing enough to capture the memory of job seekers. Use visuals such as photos and videos to show a typical day in the life of an employee at your company. Millennials are making up the majority of the workforce. Since they are the pioneers of digital media consumption, they would rather see your culture than read about it.
The voices of your employees can have one of the biggest impacts on your employer brand. It’s important to talk with your employees to gauge how they feel about your company. Asking them to say specific things or to put your company in your own ideal light can leave a bad impression on employees and create an ingenuine brand. Show your true colors on your website or career page by highlighting employee anecdotes and linking up employee LinkedIn profiles. Candidates want employees to show professionalism with a personal touch. They don’t need to see your foosball table - rather who they will be working with and what they will be doing on a daily basis.
Employee voices have one of the biggest impacts on your #employerbrand. Here’s how to empower your EEs:
Simply motivating your employees to become your brand ambassadors won’t be enough. Fulfilling employees at work is the trick to creating brand ambassadors. Creating genuine ambassadors doesn’t mean gamification, it means creating an environment that will make employees want to show off their employer brand. If you try to put a mask over your real brand and culture, candidates will eventually come to see the truth leading to turnover problems down the road.
Build Your Culture
Companies are jumping on the happy hour train because they see others doing it, but what purpose does it serve? While every employee and candidate would love a happy hour because it’s Friday, it’s important to show the purpose behind the perks. The majority of the workforce is accustomed to hearing about free lunches and ping-pong tables, so it’s important to emphasize you don’t just have perks for perks’ sake. Build your culture with purpose and become a mission-driven culture. Make it a priority to celebrate the positive facets of your company and change the bad ones. When every employee is participating in company culture initiatives, candidates take notice.
Use Job Descriptions
Today’s tight labor market often consists of recruiters bombarding candidates with appealing opportunities. You want to stand out amongst other companies by emphasizing your employer brand in your job descriptions. Communicating the basic qualifications should only be a part of the job description. Candidates want to know what they can contribute and how they will fit into the company culture. This is your opportunity to build and promote your employer brand by connecting it to the positions themselves.
The Power of Social Media
When you promote your employer brand via social media you are accessing a large swatch of potential candidates, considering 81% of the U.S. population uses social media. To enhance your social media presence, start with organizing campaigns for the top networks. If you have a company outing, snap a bunch of pictures and get them posted to the company's Facebook, Twitter, or Instagram.
Constantly diversifying your social media content will attract a range of diverse candidates. For example, if you just shared a post of your company’s interns all playing pool and having a good time, consider appealing to a different audience with the next post. Your company’s presence on social media can affect the success of an employer branding campaign and recruiting campaign alike.
In having a successful employer brand that attracts quality candidates, you need to have a company culture that keeps employees happy. If you skip crucial steps in this process, you’ll have to play catch-up to be able to compete with others in search of the same top talent.