Why is employer branding important?
The concept of employer branding has become one of the most popular topics in the world of Talent Acquisition. This is because it is getting harder and harder to find, attract and retain qualified talent. Demand for talent is getting bigger, and supply is getting smaller every day. Naturally, the market is suffering from a big talent shortage, which has resulted in the “War for Talent”.
Because all the changes in the HR industry, the way we recruit has changed. However, many companies are still sitting still thinking that there is nothing to be done to attract talent.
There are many employer branding ideas with which you can attract talented people. So, take the wheel into your hands and don’t let competitors steal talent from you.
You were probably already given advices that sound like this, “You must put more effort, time and money into employer branding to improve your recruitment and talent acquisition strategy!” But what does that mean? How to do that?
Different employer branding ideas and methods
Even though there are some guides on how to generate and implement employer branding ideas, many of them are abstract and not very understandable. This is especially hard to understand for people with little experience in the world of Human Resources and Marketing.
To make employer branding as a recruiting strategy clearer, I decided to give you some real-life examples from the industry leaders. You can use these employer branding ideas, and add them to your own recruiting strategies.
Employer branding through social media
Social Media is a simple, fast and affordable way to target the right people and spread the word out. Similarly to product and service marketing efforts, social media can be used in Employer Branding and Recruitment Marketing strategies.
When it comes to employer branding on social media, it is good to have a separate career and corporate accounts.
Because the message your deliver should be completely different. The purpose of the 2 sites should be different as well. This is why HubSpot has both corporate and career page on Facebook. They also didn't call it just HubSpot Careers as many other companies would. They call it HubSpot Life because their goal is to show the world how is it to be a HubSpot employee.
Here are some examples of how Facebook and HubSpot do it.
HubSpot on Instagram
This is Hubspot’s post that grabbed people's attention just a few hours after it was posted. Why is this post so special? Why is it considered a part of their Employer Branding and Recruitment Marketing strategy?
First of all, right below the business name, there is a tag line “My Happy Place” that immediately sends a positive message about the workplace. If you read what the post is about, you will find out that it is all about making their employees feel better.
Having a bad or unsuccessful day at work can be depressing and discouraging. HubSpot doesn’t want their employees to feel that way. Their goal is to support them and give their best to bring their motivation back.
Looking at their hashtags, you can see that they really made sure that this post gets to the right people- sales people and marketers. If you have a social recruiting strategy, pick a hashtag that will be recognizable for your company's people and culture. Finally, they encourage other candidates to engage and give them tips for staying motivated. In just one post, HubSpot used some of the best recruitment marketing strategies.
Look at this post!
Yes, I know that not all of you have games and beer at work! However, many modern workplaces encourage fun times and games at work. Some of them even dedicate one whole day per week just for fun.
Even though you may not offer the same thing, I believe, and hope that, there is something your employees love doing besides sitting at the table and working. If so, capture the moment and share it on social media. Don’t forget to encourage your employees to do the same. They are your best brand ambassadors. Remember that people trust regular employees much more than brands and C-level executives.
These types of employer branding and recruitment marketing ideas have become extremely popular. However, in order to be effective, it is important to follow some of the social media recruiting best practices. Posting on different channels at different times can capture different people. Make sure to understand your candidate persona in order to attract people that best fit your company.
Need help defining your ideal candidate, here is our guide to define a candidate persona.
Employer branding through Glassdoor
Websites such as Glassdoor are a great source of information about employers from all over the world. People go there to learn more about companies, their cultures, pay, positions, job descriptions, and most importantly, current employees’ opinions and reviews.
If you are struggling to find the right candidates, get a listing on websites such as Glassdoor and encourage your employees to write about you. At the end of the day, your current employees are your best brand advocates!
It is important to be 100% transparent and honest with candidates. Many companies send emails to candidates after interviews asking them to rate their interview experiences on Glassdoor. This way, you can build a profile that candidates and job seekers will find very useful. It will also help you learn more about your recruiting process from candidates' perspectives.
To understand the importantce of employer branding on Glassdoor, let me share a few stats from surveys done by Glassdoor and Allegis Group:
69% are likely to apply to a job if the employer actively manages its employer brand (e.g., responds to reviews, updates their profile, shares updates on the culture and work environment). -Glassdoor
76% want details on what makes the company an attractive place to work. -Glassdoor
Top five pieces of information job seekers want employers to provide as they research where to work: 1) Salary/compensation, 2) Benefits, 3) Basic company information, 4) What makes it an attractive place to work, 5) Company mission, vision, values. -Glassdoor
69% would not take a job with a company that had a bad reputation, even if they were unemployed! -Allegis Group Services Study
84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation. And most in $75-100K salary range would only require a 1-10% salary increase to consider such a move -Allegis Group Services Study
84% of companies believe a clearly defined strategy is key to achieving employer branding objectives -Employer Brand International Global Research Study
Facebook on Glassdoor
What is great about this job ad is that candidates can find tons of useful information about the company and position. This is one of their current employee’s testimonials. It is completely transparent. This is important because, to find the perfect job candidate, both pros and cons should be disclosed.
This particular employee says: “If you don’t like data, don’t come here!” If you are looking for a perfect match for your company and job opening, let the candidates know what would make them your candidate persona.
Employer branding through workplace reward programs
Strong senior leaders set the tone for high-performing companies. However, when it comes to deciding whether an organization is a great place to work for, there’s only one audience that really matters: the employees.
United States based company, Workplace Dynamics, anonymously surveys companies’ employees (not including leaders) and rewards the top-rated ones.
Have your employees participate in surveys like this. If you are scared to do this before you have any insights about your company's culture and employees' satisfaction, do an internal audit first. Make a simple set of questions that will help you better understand your current situation in the company.
Many companies in the United States like participating because having a title of a Top Workplace really makes their recruiting efforts easier and more successful.
Employers that get the reward get a little badge that they use on social media, their websites, job listing sites, your career site, email signatures and wherever they have an online presence. There are usually categories for small, medium and large size companies, so there’s place for everyone.
This is how TCG, a custom software and development company, that won the award last year uses the Top Workplace logo on their website:
The main goal is to show the audience and your potential hires how you treat your employees. Tell them things like: what actions do you take to make them feel better and be more productive, how do you help them grow both personally and professionally, tell them about the core values of your business and how do your employees contribute to the success of the business Give them a proof of their love for their workplace and teammates.
Your employer brand dramatically influences your ability to attract, influence, hire and retain top talent. Measuring, monitoring and improving an organization's reputation is becoming an important component of broader talent acquisition strategies for forward-thinking companies.
Employer branding through referrals
When looking for good employer branding and recruitment marketing ideas, always start with your own employees. Employee referrals are structured programs that companies and organisations use to find talented people by asking their existing employees to recommend candidates from their existing networks.
Research has proved many times that employee referral programs help improve many recruiting KPIs. Referrals make the best employees in many ways: they take shortest to hire, they are the least expensive to hire and they stay longer with companies compared to candidates that come from other sources such as job boards and career sites.
But why is a referral program considered employer branding and recruitment marketing method?
The answer is simple- they strengthen your employer brand and reputation. When your employee wants to recommend someone for an open position, they talk to those candidates first. Trust me, these are mostly nice words about you as an employer and your Employee Value Proposition.
Since job seekers trust much more employees' words than CEOs' or corporate brand's, this is a great way for building a stronger employer brand and attracting talent even for future job openings. Extending your talent pool with these people can’t hurt you. It can only make hiring and recruiting faster and more productive.
On their ‘Refer a Dev‘ webpage, HubSpot explains how much they love and need awesome software developers. If you refer such a developer to them, and HubSpot ends up hiring them, you’ll be rewarded with a paycheck or some other type of referral bonuses.
Already have a referral program? Check out these referral reward ideas!
Employer branding through inbound recruiting
Inbound recruiting is one of the newest HR strategies used to attract talented people. The main purpose of an inbound recruiting strategy is to, through relevant and useful content, get to the people that would best fit your company’s jobs and culture.
Inbound strategy is a long-term solution for filling hard-to-fill roles. In the example below, you can see a blog post of an interview with 3 data scientists at Facebook. This blog is posted in Facebook’s career site, and it talks about their personal experiences as data scientists at Facebook.
These people talk about how their work contributes to the overall Facebook’s success. They talk about their personal and career achievements and development.
This is considered as an inbound recruiting strategy because, instead of hunting and sourcing high-quality people, they are encouraging them to come and apply themselves.
Do you have interesting projects your company is working on? If so, these are likely to attract passionate and motivated people who want to grow their careers. You just have to have a strategic way to communicate your story with them.
Below, you can see a blog post about great intern programs at HubSpot. They are big on attracting talent even before they get out of school. Student get great opportunities to learn, after which HubSpot keeps them as their full time employees. Writing content like this is the best way for attracting talent through inbound recruiting.
Employer branding through career site
Candidates don’t apply immediately after hearing about a job. Instead, 59% look up the company’s website. Sixty six percent want to know about your company’s culture and values, 54% about perks and benefits, and 50% about mission and vision. -2016 Global Talent Trends