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Grow my employer brand
In the battle for talent that is today’s labour market, companies must get to grips with the new strategic challenge of managing their employer brand. Doing this well is critical to attracting the best candidates and retaining existing employees.
EMPLOYER BRAND: KNOW HOW TO TALK TO CANDIDATES
Talking to potential job applicants is not the same as talking to an investor or partner that already knows the company. Your employer brand, assuming it is linked to your brand image and HR marketing, needs to be built differently.
The end goal is to present yourself and make your company more attractive than its rivals. So while some communication may be shared, it is vital to distinguish your targets if you want to achieve your objectives and get the most out of your communications.
Remember that your employees make great ambassadors. They will leave candidates with a good impression, which they may well go on to share around them.
Showcasing your employer brand is all about making you an appealing employer to top candidates. But it also spotlights your employees and promotes your talents.
FROM RECRUITMENT TO RETENTION
Think of your employer brand as a talent acquisition funnel comprising all the different contact points with candidates and employees, from creation of the initial job offer to recruitment, integration, career highlights and all the way to offboarding.
To frame these various stages and present your corporate culture, get maximum information to candidates wherever they source it. Think job fairs, school intranets, career websites or recruitment platforms for example. Content is your biggest strength here, since it lets you describe and showcase what you do, your purpose and the values that your company upholds.
Candidates need to be able to imagine what working at your company would be like and the place that they might occupy if they decide to come onboard.
But employer branding is not just for recruitment – it also helps with retention. Recognise your employees, make them happy to be part of your corporate project, and get them meaningfully involved in building your employer brand. Engaged and proud employees will be your number-one ambassadors. By showing consideration for your employees, you will grow your image together, creating knock-on benefits for your whole ecosystem.
EMPLOYER BRANDING: ONE COG IN YOUR CORPORATE COMMUNICATION
It’s time to move beyond one-off communications for big moments. Your employer brand needs to be an integrated part of your overall communication strategy. That means coordinating effectively with corporate communication if these teams operate separately.
Prioritise your employer brand by giving it a long-term strategy, goals and KPIs. It needs to be able to rely on prime content that reflects your ambitions and internal culture and helps to create more engagement with target audiences. Day-to-day, you can keep these audiences informed about your strategic direction, how you are transforming your company, your sustainability strategy and more.
If your firm is celebrating its 30th or 50th anniversary, why not celebrate with a podcast, a stunning book or even a web series that employees will enjoy taking part in, reading and sharing.
PUSH THE RIGHT FORMATS ON THE RIGHT CHANNELS
Your employer brand can be a springboard for originality. Although consistency matters, with your employer brand you have some leeway relative to your corporate image. Using a variety of formats, you can take a more offbeat approach, strike a funny tone, ask questions, make an impression and inspire emotion.
Our editorial experts and creative studio are well versed in best practices in this field and can help you create the materials you need, from employee profiles and newsletters to inhouse magazines or podcasts.
Whatever format you choose, our teams will get it ready for the channels that you use to share information, such as social media platforms, a showcase page on recruitment websites, or a corporate landing page. These are all opportunities to shine a light on what it’s like to work at your company, promote your job postings, and show future employees how they will thrive in your team!
