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Search
 1. Home
 2. News
 3. Where to Promote and Build Your Employer Brand


WHERE TO PROMOTE AND BUILD YOUR EMPLOYER BRAND

 * 
 * 
 * 
 * 

As an employer, you offer everything a job searcher might want. Your company
pays competitive wages, new employees are eligible for an array of attractive
benefits, and professional development opportunities exist from day one.

Even better, the work is rewarding. You’ve worked hard to build a company
culture that emphasizes collaboration, diversity, and autonomy.

Despite all of this, the response to your recruiting efforts hasn’t been what
you were hoping for. It seems as if you just aren’t getting much attention.

What’s lacking? It could be branding. If you haven’t built a strong employer
brand, you’ve made it nearly impossible for job seekers to connect with your
company. You’re just one face in the crowd.


WHAT IS AN EMPLOYER BRAND?

Employer brand is the total of everything that makes up the experience of
working for your company, and how you choose to communicate that to the world.
For example, if one person told you they worked for IBM and another person said
they worked for Disney, you’d visualize two very different things. 

That’s because both of those organizations have very different employer brands.
You know this because those brands have been effectively marketed to the public.


WHY IS EMPLOYER BRAND IMPORTANT?

Today, job seekers have access to more job opportunities than many of them know
what to do with. It’s easy to get lost in the masses of employers that are
looking to fill positions with top industry talent. 

By building a compelling employer brand, you help ensure that your company
stands out. That’s always been important, but it’s especially crucial in this
candidate-driven job market.

If you want to build a powerful employer brand and get your message out to
potential employees, you have to show up in the right places. These five places
are the best place to start.

 1. LinkedIn Company Pages

It’s a mistake to view LinkedIn as just a place for job seekers to post up their
profiles in hopes of getting noticed. Companies should take the initiative to be
as active as possible as well. 

Candidates often use LinkedIn to research employers, and you can use your
profile as an opportunity to communicate your brand. Use your company page to
share:

 * Blog posts
 * Information about your company culture
 * Industry news
 * Upcoming events

You can even use LinkedIn as a platform to share employee testimonials and
pictures of your workplace.

 2. Team Members’ Networks

In many ways, your employees have even more power than you do when it comes to
recruitment marketing. That’s spreading the word about your employer brand. When
you tell the world that you’re a great employer, that’s one thing.

However, when the people who work for you are willing to say that, it simply has
more impact. If they are willing to say that across their personal and
professional networks, the impact is undeniable. Recruit your most engaged
employees to use their networks to share:

 * Video testimonials
 * Company news
 * Information about job openings
 * Stories of their work experiences

Their endorsement of your employer brand will resonate with the public and help
to attract interested candidates.

 3. Your Company Intranet Page

Employer branding isn’t just something you do to attract external candidates.
It’s an important part of keeping your current employees engaged as well. You’re
going to struggle with employee retention if your team isn’t connected with your
organizational values, culture, and mission.

The fact that so many teams have gone remote makes this even more important. Use
your intranet to obtain feedback from your teams, share your company values, and
build up your employee value proposition. You can do the latter by sharing
information about your benefits, training opportunities, and employee success
stories.

If you don’t have an intranet page, you can still showcase your branding to your
team. Tools like Slack can be used for many of the same purposes.

 4. Social Media

Your social media branding efforts start with your owned pages. As potential
employees become interested in your company, you can be sure they will check out
your social media channels. 

Take advantage of this by creating and sharing content on your career pages that
show off your work environment, culture, events, community involvement, and
values. The key here is to understand how each platform works and to maximize
the tools provided to you to get content out to your target prospects.

Don’t stop there. Look for communities, groups, and pages that are relevant to
your industry and location. Create a presence, and start participating in
conversations. Your brand's thought leadership and insights will get people
engaged, and contribute to the brand you are working to build.

 5. Your Career Site

Your dedicated career site or career page can be used for much more than posting
job openings. Instead, view it as your most powerful branding tool. This is one
of the first places job seekers will go for information about your site, and
likely the first place they will make direct contact with your brand. 

It’s the perfect place for your company story, testimonials, benefits
information, and any other content that lets prospects know exactly what you are
about.

Also, visiting your career page, whether it’s to apply for a job or simply learn
more, is the first step of the candidate experience. Make sure that they get off
to a good start with the information they need, and a page that is easy to
navigate.

Comparably
March 16, 2022
Posted on March 16, 2022March 16, 2022
Categories: Featured News · Learn More · Workplace Insider


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