Why would someone want to work for you?
If you really take the time to think about that question, do you have a good answer?
Is the answer you’re thinking of better than what most companies (including your competitors) offer?
Your employer brand is the image that comes to mind when someone hears your company’s name
Building a strong employer brand is an incredibly tough thing to do that requires help from everyone in the company.
In this post, I’m going to share five simple ways that you can build up your employer brand and give some examples for you to emulate.
[bctt tweet=”Develop a place that employees love being at, it will be cheaper for you to find great people” username=”ATCevent”]
What Is Employer Branding And Why Does It Matter?
Your employer brand is the answer to the question “why should someone join your company?”
It’s important to understand the difference between a consumer brand and an employer brand.
Most companies spend their time and energy focusing on their consumer brand, but the focus should be on the employer brand.
I understand why the focus is on the consumer brand. If consumers think strongly of your brand, they’ll buy your products, which means more $$$.
But the employer brand is the long game.
Develop a place that employees love being at, it will be cheaper for you to find great people, and customers will be so well taken care of that they’ll always buy from you.
Building up your employer brand is important because it has huge impacts on your bottom line.
Just look at some of these statistics from LinkedIn:
- Employers with a strong talent brand drive 2x the amount of applicants per job compared to other companies
- 84 percent would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation
- Employers with strong employment brands see a 43 percent decrease in cost per hire
5 Tips To Build Your Employer Brand
All of these tips are all related to one another and work together to make a cohesive strategy.
None of these things cost any money, and more than anything are about creating an amazing place to work and empowering your employees.
Let’s go through the list.
Focus On Your Culture
This post we wrote called How To Turn Employees Into Brand Ambassadors can help you get started.
[bctt tweet=”Build your Employer Brand by Letting employees be Brand Ambassadors” username=”ATCevent”]
Be Active On Social Media
Most companies are active on social media, which means you need to get creative and find ways to stand out from the crowd.
One company that does a great job is Starbucks with their #sbuxjobschat on Twitter where they encourage candidates to chat with them about what it’s like to work there.
Here are some more great examples to be inspired by:
- Marketing software company Moz uses Pinterest to showcase what it’s like to work there
- Another marketing software, Marketo, also has a Pinterest board called Working @ Marketo
- Zappos has an Instagram page called InsideZappos that shows what it’s like to work there
- Microsoft has an Instagram page called MicrosoftLife that has lots of cool photos from their offices
Create Tons Of Content
This is likely the hardest one on the list and the one that will take the most time, but it’s also the one that will yield the best results.
Content lasts forever, and you can reach tons of potential candidates with it.
One company that does an amazing job at this is Rackspace, the hosting company based out of Houston. In this video, employees tell stories about their first day on the job and you get a great view into what it’s like to work there.
Video realistically works the best, and there are tons of ways to get creative using some of the newer platforms out there.
- Goldman Sachs using Snapchat to recruit
- Likeable Media using Snapchat to recruit
- Sober Lane Bar and Grill using Snapchat to recruit
Another simple idea that you can use is to have a newsletter subscription to collect email addresses of people that you could email first when new jobs open up.
Over time, you’ll collect a nice list of passive candidates that are already somewhat interested in your organisation.
Test And Iterate
Remember that employer branding is an ongoing process that you’ll always be iterating and improving on.
Everyone in the organisation is responsible for helping you improve that process.
Collect feedback from your team and continuously ask them what could be improved.
Many people will look at the traffic increase on the careers page of their website or the increase in social metrics (mentions, likes, clicks, retweets, etc.)
That’s why it’s super important to track everything you do.
Understanding that many of our readers aren’t marketers, these resources should help you get started:
- Google URL Builder: How to Track Social media Campaigns
- How To Use The Google Analytics URL Builder To Track Social Media Campaigns
- How to Use Google Analytics: Getting Started
Images from: Shutterstock
This article first appeared on Business 2 Community blog on June 21st, 2016,
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