What is Employer Brand Marketing?
Employer brand marketing looks to your image and reputation as an employer. Just as your company has a brand image that customers or clients perceive, you also have a secondary brand image, your image as an employer.
Employer brand marketing tactics help you actively engage with your reputation and create a clear employer brand image that you can market to the best talent.
So, simply put, employer branding and recruitment have become entwined, creating strategies that are as much Human Resources department initiatives as they are marketing.
8 Ways to Attract Talent with Employer Brand Marketing
Now that we’ve got that bit covered and you understand what employer brand marketing really is, the important question is - how can you get it right and then push your employer brand image out in front of potential candidates?
In an increasingly competitive market, hiring and retaining talent is tough, but attracting the best people to apply for your positions is even tougher without a powerful employer brand.
Here are 10 of the best ways to approach and utilise employer brand marketing:
1) Practice what you preach by offering a great EVP
Just as you consider your customer value proposition in your general marketing, so too should you consider your employee value proposition (EVP).
What does your company stand for when it comes to its employees, what makes your company unique and a better place to work than competitors?
Consider what you have to offer, such as:
- Career development opportunities and training
- Benefits and bonuses
- Holiday allowance and work/life balance
- Recognition and reward for hardworking staff
- Working environment
- Onsite childcare
- Flexible working hours
- Job security
- Travel opportunities
EVP isn’t limited to financial compensation; it is also very much about your company culture and core values. Your culture is the personality of your business, so you need to communicate if it is fun, informal, casual, supportive and, or engaging. And when it comes to your core values think about what’s most important, whether it’s teamwork, innovation, integrity or efficiency.
This is how you communicate the dynamic of your workplace and what it feels like to be a part of that team, as well as your brand’s goals and values. Company culture and values is just as much part of your EVP as holidays or salary.
2) Understand your current employer brand image
It’s all well and good saying what your employer brand image is, but what if that’s not how people perceive you?
Research your employer brand perception by searching your company on Google, Bing, and Glassdoor, and you can even search through social media to see what people are saying about your company. Surveys are also a great way to get a better understanding of how people see your company internally and externally.
3) Officially define your employer branding
Having researched and reflected on your employer brand image, you need to formally define it, so that you and all employees know your values, company culture and what positive incentives you have to offer.
4) Put time and thought into writing job adverts
Forget the copy and paste of job descriptions and put real consideration into job advert copy, treat it as a piece of marketing and express what you really have to offer candidates. A job advert is usually the first thing a candidate will see, and it may well be their first encounter of your brand. It is, therefore, vital to make a great first impression. Remember, great candidates can be choosy about who they apply to.
Studies show that the majority of job applicants review an ad for only 8 seconds before making up their mind whether to apply. That is a small window in which to put your best foot forward and showcase your employer brand, but it is possible to make an ideal first impression. Remember to consider what you offer as an employer that is unique, not just what the perfect candidate can do for you. The language and tone can have a major psychological impact on prospective candidates, in addition to financial and cultural remunerations.
It is also valuable to cultivate the language of your job adverts to appeal to Google and other search engines, as well as the candidates. We must point out that there is no point having the perfect job advert if you neglect relevant keywords and no one can find the job ad listing.
5) Utilise modern content marketing
Don’t just rely on job adverts but invest in telling a story of your employer brand across a variety of media channels. Ensure you have a company blog that creates content to market your employer brand identity, “A day in the life of” style article is a great way to start marketing your employer brand in subtle ways.
6) Create an outstanding careers page
It may sound pretty standard, but a properly designed careers page is invaluable to employer brand marketing. Even though most candidates will encounter your company through job ads on well-known job boards, 75% of job seekers will then research your company before actually applying. One of the first places they will look is your own website’s careers page. There are various ways you can convey your employer brand successfully on a careers page and ensure the best candidates apply:
- Share what it’s really like to work for your company – make sure your culture and values come through in your careers page content
- Utilise employee testimonials
- Display imagery and videos of your offices and staff – this will help job seekers imagine themselves in your company
- Don’t neglect the power of video to make an even stronger visual impression
- Ensure your careers page is mobile friendly
7) Don’t ignore the influence of your existing workforce
Perhaps your most formidable tool in really convincing the best talent of your employer brand image are your existing employees, they need to be your employer brand ambassadors! Highlight their achievements in your marketing, encourage them to update their LinkedIn pages and put the brand’s best foot forward.
8) Use the power of social media
Employer branding online goes beyond just posting company updates and recruitment drives on LinkedIn. Sites like Facebook, Twitter and Instagram can all be excellent places to represent your employer brand.
Potential employees who follow your company page will receive updates into their news feed. This is a good way to share videos, articles and other content which helps people understand what your company is about and what it’s like to work there.
Are you looking to utilise employer brand marketing to help you attract talent?