Here are 10 proven employer branding methods that exercise the talent and expertise of middle-management employees while maximising money and time in the process.
Today’s employers are looking for new strategies to remain competitive in the process of recruiting new talent. While there are a host of traditional recruitment methods, establishing and maintaining a strong employer brand is fast becoming one the most effective ways to attract top talent. A public image that communicates the culture and atmosphere of a company is key to today’s recruitment process. So, how can you develop a strong employer brand?
While there are many potentially useful strategies, utilising the existing skills of middle-management employees can help you build a brand without spending time and money that could be used elsewhere. Here are twelve proven techniques your company can use to construct an effective employer image, attracting and recruiting top talent through the candidate application search process.
1. The “Company Elevator Pitch”
Dice offers a number of useful strategies for developing a strong corporate profile. For instance, a recent blog post suggests that you “make sure all employees know the company elevator pitch.” What is a company elevator pitch? Simply put, it is a response to the basic question of what your company does. This is an “excellent opportunity for an employee to get across the employer brand.” By including employees at all levels of the company in this brand-building behaviour, you can reduce the cost and complexity of establishing a public image from scratch.
2. Promote Your Employees’ Stories
Another suggestion is to “promote the stories of your top employees.” By using these individuals’ engaging human narratives, you can construct an employer brand around the people who work for you, attracting the sort of job candidates who could see themselves creating similar stories as employees. Working with this core idea of utilising existing staff, Dice argues that the “employer brand is built on the brand of individual employees. Employees will participate in blogging, social media, and online discussion boards primarily to build their own brand.” Allowing employees leeway on social networks and online forums to establish their own brands can be an effective micro element of a macro corporate profile that expands on these narratives, provided they are well-suited to the overall corporate image or mission.
It is also important to maintain open communication with your employees. Elene Cafasso (@Enerpace_Elene), President of Enerpace, suggest that you “start by asking current employees what they would tell a friend about working at the firm.” Using the core knowledge of your employees to develop your company’s corporate image is a cheap and effective solution to the problem of developing an accurate image. Crucially, “engaged employees promote a positive brand to next-gen talent,” the Recruitment Process Outsourcing Association explains. Engaging your employees can create a connection between them and up-and-coming talent. This sort of direction communication will build the most honest and useful employer profiles possible.
4. Integrate Your Technology
As many companies turn to technology and social media to effectively communicate employer brands, Dice suggests that you “coordinate content and social media efforts for maximum impact.” Integrating and synchronising social media channels and technology can reflect the progressive culture of your company. An example of a modern technology currently popular in the applicant recruiting space is LaunchPad Recruits’ video interviewing software, which offers a cutting-edge approach that allows for convenient and effective applicant screening.
5. Add Some Imagery
Making use of available technology can have a huge impact on your corporate image. Another useful tool is photography and digital imagery, which can promote and disseminate your brand in ways text or word-of-mouth simply can’t. Furthermore, photos are “a social engagement powerhouse,” easy to share and spread on social media networks.
6. Show the Story
Dice advises that you “use video to ‘show, not tell’ the employee story.” This cutting-edge medium allows you to truly reflect your culture in a single, compact form that is very much in touch with contemporary social media trends.
7. Fill the Space
According to Dice, “A company needs to identify a ‘white space’ in an industry, fill it, and then do everything and anything they can to own that space.” In order to “own” such a space you need to create as much valuable content associated with it as possible. This need can be fulfilled by employing the knowledge and skills of existing employees and turning them into valuable digital content that you can then disseminate to the masses.
8. Embrace Social Media
Dice is adamant that “companies realise employees will use platforms like Facebook, LinkedIn, Twitter, Glassdoor, and Indeed to detail their experience in the workplace.” These are wonderful and cheap tools for companies to exploit when advertising themselves. In short, don’t be afraid to use new media to reach broad audiences.
9. Establish Your Message
It is always key to “use a clear brand message in recruiting,” RPO reports, as “clear brand messages across all recruiting channels and methods helps recruiters match candidates with culture.” By staying on message, your company will more effectively attract the sort of talent you desire.
10. Build a Culture
Finally, you need to focus your attention on nurturing your company culture. Without a strong culture, your company brand will always be weak. Building your employer culture on the expertise and experience of current employees and projects will allow you to honestly portray your mission to candidates, attracting employees who share the same values that you want to promote within your company.
(Main image credit: NEC/flickr)