Take Your Employer Branding Strategy to the Next Level
Coming up with an employer branding strategy is an essential part of the recruiting process, but it’s not just about attracting top candidates. A negative employer reputation can impact sales and even disrupt your bottom line.
96% of companies believe employer brand and reputation can positively or negatively impact revenue.
And negative employer reputations cost companies at least 10% more per hire.
But employer branding doesn’t have to cost a fortune. There are lots of accessible, low-cost ways to boost your employer branding strategy. Learn how to create the right image as an employer with these four easy steps.
Establish an Employee Value Proposition
One of the easiest ways to improve your reputation as an employer is to offer a clear employee value proposition (EVP). This gives candidates a better idea of what they can expect to get out of the role in question, both professionally and personally. The best employees are always learning and growing, taking on new challenges and looking towards the next phase of their careers. Ideally, you should help your employees mature professionally.
Mention your EVP on your website, in employer branding content, social media, and job descriptions.
Remember, your actions speak louder than words. Follow through with your EVP and communicate regularly with your employees to see how they feel about the role. Reward them with new opportunities to keep them motivated and engaged.
Research Your Competitors
Another simple step on the road to employer branding glory is researching your competitors. You can assume candidates are looking at their job ads as well, so you might as well know what you’re going up against, especially if there are only a few companies in your industry in the regional area.
This allows you to create a unique employer branding strategy.
Lots of companies offer competitive pay and great benefits, so come up with a unique EVP that candidates won’t find anywhere else.
With record-low unemployment, we’re living in the age of the candidate experience, where job seekers have more control over their next career move, especially when it comes to filling highly skilled positions. Companies are truly thinking outside the box when it comes to original content. For instance, Heineken started using geo-targeting as part of its “Go Places” series to send candidates short, original videos that capture different destinations around the globe depending on the viewer’s location that also included plenty of beer and eccentric foods.
Here are just a few nontraditional ideas to get you thinking outside the box:
- Start an original hashtag with supplemental content
- Produce music videos or short-form webisodes
- Create original memes and gifs
- Turn your corporate retreat into a reality show or documentary
- Start a new holiday related to your industry
You don’t need a lot of money to make these kinds of projects come to life. Use your smartphone as a camera, bounce around some fun ideas with your co-workers, and see what feels right.
For as much time as you may put into your employer branding strategy, it will never be a success if your team can’t live up to this message. If you feel like you’re forcing your co-workers to do something they don’t want to do or you’re simply misrepresenting the company culture, you should rethink your strategy.
New hires will quickly realize they’ve been misled, making all this effort for naught.
Dig deep and find out what’s at the heart of your company to make sure your strategy is on point. Corporate culture usually starts at the top. Talk to managers, department heads and C-suite executives to learn more about their vision for the company.
Keep the Momentum Going
If you follow the first three steps, you’re off to a great start.
However, one good idea or video won’t help you bring in top candidates months or years down the line. You need to keep your strategy alive if you want your company to stay top of mind.
9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained.
As you start brainstorming, think of your strategy as an ongoing project and start putting lots of different ideas up on the board to see what sticks. Turn these ideas into a series to string together a cohesive narrative that will make candidates more likely to apply.
Winning the game of employer branding typically comes down to creativity and execution. You may not have the funds for big-budget travel videos, but you can still rock the boat and kick around some new ideas. We’re living in the age of social media and viral clips. It doesn’t have to be long, but it does have to be unique.
For more employer branding tips, sign up for a recruitment conference today.