The Top Investment for Growing Your Employer Brand
If you’re working in the talent acquisition or recruitment industry, I’m sure you’ve heard the term, ’employer branding’. You’re probably thinking, it’s just another buzzword. Maybe it is, but it’s a buzzword that can make or break your 2019 recruitment.
Employer branding is how your company promotes itself in a unique way to attract talent. This can be through storytelling, visual elements, benefit packages, company culture or all combined.
It has been used as a secondary tool to promote jobs, but all of that is now changing. With more companies investing time and money into promoting their unique values to scale their business and attract talent, employer branding is pushing to the forefront of recruitment. Job seekers will begin to recognize why your company is a great place to work and why they should be applying for your roles.
According to a LinkedIn survey, 75% of candidates research your company’s reputation before applying for your job opening. But if they don’t like what they see, 69% of candidates won’t push that “Apply” button – even if they are unemployed! Take the time to build a strong employer brand and a compelling Employee Value Proposition. It will make all the difference in the long run, I promise you.
With all that said, you’re probably wondering what employer branding recruiters are investing in for 2019.
You guessed right. Social media.
According to recruiters, the top investments for growing an employer brand are social media (47%), company career website (21%), and marketing and advertising (12%).
The recruitment industry is no stranger to social media. However, some companies are still stuck in the old ways of recruiting using old school advertising and the “post-and-pray” technique. For candidate attraction, social media has become an essential channel. But what of employer branding? How crucial is it that your company invests in strengthening its employer brand on social media?
Evaluate your employer brand and discover where you might be able to make adjustments or improvements.
According to a LinkedIn survey, half of all professionals are following companies on social media with the intent to stay aware of their jobs.
Now that you know more effort, time, and money needs to be put into promoting your company on social media, let me provide you with 4 tips on exactly how exactly to do that.
Establish company voice
To effectively communicate with your social media audience and potential candidates, you must establish a consistent style and tone of your employer brand voice.
- Genuine and personable
- Friendly and approachable
- A uniqueness that sets you apart from your competitors
- Consistent, no matter which member of your team manages your social media
- A good match with your candidate persona
Share great content (with imagery)
Social media makes it easy to be visual and free with your storytelling. People want to be able to envision themselves working for companies. If you can master this, you’re already halfway there.
A great way to enable them to do it is by using a mix of images and videos across all your social media platforms. Show off your company culture and brand through stories, photos, and videos of:
- Your employees
- Your office and workspace
- Educational, corporate and recruiting events
- Interesting projects teams are working on
- Awards and recognitions won (especially Best Places to work recognitions)
- Offered perks to employees (pets allowed, gym memberships, social outings)
Engage with your audience
The worst thing you can do is create awesome, engaging imagery and content, and not respond once they show interest. If they take the time to reach out to you, make the time to respond. Effective social media recruiting operates like a dialogue; when presenting your employer brand on social media, always be responsive to your audience.
- Starting a conversation with potential candidates
- Answer any questions potential candidates may have about the company or openings. But also, ask your audience questions to engage them.
- Respond to comments and likes
- Personalize your answers (but stay consistent)
- Establishing on time communication (don’t respond a month later)
Choose the right social media network(s)
Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube. The list goes on. With such a big hype on social media nowadays, it can feel overwhelming not knowing which one(s) are best for your company.
However, based on your company goals and values, it may be necessary to utilize all four channels or just one. So, which should you choose? Start by asking yourself… which social media networks does your candidate persona prefer? Where does your target audience spend most of their time. That is where you need to be.
In a candidate-driven market, it’s extremely important to hone in on your employer brand to attract the best talent. Quality candidates seek out employers and organizations that fit their skill set and also their values. Companies with a strong employer brand often attract the best and brightest talent because they clearly communicate who they are, and what they stand for.