One of the first hurdles companies face when hiring is the question all candidates ask themselves: “Would I want to work here?”. And in today’s fierce talent market, no company can afford for the answer to be “no” or even “I don’t know”.
Employer branding, and the way that you take it out to the talent market, has therefore never been more critical to an organisation’s success.
But how do you position your company as a great place to work?
Use brand storytelling to elevate your reputation
Put your employer branding at the heart of your content strategy to highlight all the great reasons why candidates should want to work with you: from showcasing your culture and values, elevating your purpose and D&I initiatives, to promoting the innovative work you do. Bake this into all your owned and earned programmes to create consistent messaging around what makes your company a great place to work.
Use PR to build visibility and employer credibility
Building a strong news pipeline is key to drumming up excitement around your brand. Funding, appointment and product announcements all help demonstrate business momentum.
Highlight leadership to inspire talent
People want to work for great people. Create opportunities in the media and at industry events for the leadership team to inspire others to join them in achieving the company’s mission.
Leverage influencer partnerships to boost employer branding
What could be better than being seen with the industry influencers your candidates like and respect? Influencer marketing can help your employer branding reach new, relevant audiences, while giving additional credibility to your message.
Use social media to expand your talent reach
With the average UK user spending 102 minutes on social media every day, it is no surprise that it has become an important tool for engaging and attracting talent. Make sure your social channels are actively sharing content that tells your brand story. And promote live opportunities to help reach a bigger pool of talent.
Empower employees to amplify your brand
The best way to reach great talent is through your employees’ own networks. Not only are they likely to be connected with peers with the right type and level of experience, but word of mouth remains one of the most powerful and important ways to influence opinion. In fact, Nielsen found 92% of consumers trust word-of-mouth, or recommendations from friends and family, above all other forms of advertising. So, arm your employees with compelling social content to help sway their peers.
Use awards to showcase innovation
Awards are a great way to impress on candidates what a great company they could be joining. But don’t stop at Great Place to Work entries. Innovation awards help cement your position at the forefront of the industry, while promoting the great work of employees at all levels – from leadership to rising stars – demonstrating the fantastic professional opportunities on offer.
Want to turn your employer brand into a recruitment magnet?
We help companies build compelling communications strategies that attract top talent and position them as a great place to work. Get in touch at [email protected].
Frequently Asked Questions
What is employer branding?
Employer branding is how a company is perceived as a place to work, shaped by its culture, values, leadership and reputation among current and prospective employees.
Why is employer branding important for hiring?
Employer branding is important because candidates research and evaluate companies before applying. A clear and credible employer brand increases interest, trust and application quality.
How can communications improve employer branding?
Communications improve employer branding by clearly showcasing culture, leadership and opportunity through media coverage, social content and employee advocacy.
