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Employer Resources


6 LESSONS FROM THE BEST EMPLOYER BRANDING CASE STUDIES


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by
Kayla Ellman
Hero Images/Getty Images


In today’s candidate-centric market, it’s not enough to just post jobs and hope
great people apply. You have to show both active and passive candidates why your
company is great—and why they should want to work there.

That’s where employer branding comes in. We recently tapped two employer
branding experts, Lars Schmidt, Founder of AMPLIFY and Co-founder of HR Open
Source, and Lisa Cervenka Co-founder of Brand Amper (now BrandBuilder by The
Muse), for a webinar here at The Muse. They took a deep dive into the “anatomy”
of a powerful employer brand, sharing actionable takeaways and templates from
HROS case studies from companies like Lever, GE, Cisco, and Hootsuite.

Watch the full webinar here, or read on for six key insights into effective
employer branding:




1. IT ALL STARTS WITH STORYTELLING

Don’t have a clearly defined Employer Value Proposition (EVP) or employer brand
yet? That’s okay. In fact, you can (and should) use employee engagement to
inform your brand and values. Lever’s employer branding strategy, led by CMO
Leela Srinivasan, is a great example of how to do it.

Lever faced a unique challenge: acute hiring needs, rapid growth, and a
primarily introverted workforce, who were reluctant to share their employee
stories publicly. They knew they needed to create a safe space for people to
tell the world about Lever in a way that was fun, organic, and 100% opt-in.

To do this, the company used Brand Amper (now BrandBuilder) to provide their
employees with brand statements to use as a foundation for their professional
stories—and the results were pretty great. Not only did Lever iterate their
employer brand in real time, but they also got 80% of their employees to share
their stories on LinkedIn, increasing their social visibility with prospective
candidates.





2. TECHNOLOGY MOVES FAST—SO EMBRACE IT AND TAKE RISKS

There’s a distinct advantage to being among the first companies to leverage a
new technology: You have the opportunity to do something no one else has done
before. Yes, it can be risky—being a “first-mover” also means making mistakes
that other companies can learn from—but sometimes that's OK.

When Hootsuite designed their #FollowTheSun campaign, an employer branding
initiative using Periscope to showcase nine of their offices across four
continents, Twitter had just re-released Periscope to the public two weeks
prior. Hootsuite planned to do a live broadcast from a different office every
hour on the hour.

Great idea, but the majority of their employees had never used the app before.
They took measures to avoid any major snags, like training employees to use
Periscope and collaborating with marketing to boost engagement, but they still
made one mistake: No one knew that the videos disappeared after 24 hours, so
they weren’t able to repackage the videos for a campaign wrap-up! Still, it was
a real-time success and definitely worth the risk.





3. TALENT ACQUISITION & MARKETING: THE DREAM TEAM

Employer branding is a huge part of recruiting and hiring, so it might seem like
talent acquisition should own the entire process, but collaborating with
marketing is actually the best approach because both teams have key expertise to
bring to the table.

Jennifer Newbill, Director of Global Employer Brand at Dell, is a huge advocate
of integrating talent acquisition and marketing efforts. When Dell’s talent
acquisition team wanted to create a unique employer brand campaign, they
partnered with their internal agency, Dell Blue. Talent acquisition provided the
agency with their EVP document and all the social platforms, job boards, and
event listings where they engage with candidates. In turn, Dell Blue was able to
develop creative for what would become the “Bring Everything” campaign. Newbill
also got Dell’s Social Media and Community University (SMaC) involved to make
sure everyone was properly trained to execute the company’s employer brand.







4. FRIENDLY REMINDER: YOU ARE NEVER TOO BIG TO CHANGE

If your employer brand isn’t authentic and doesn’t highlight true employee
experiences, top talent will see right through it. Candidates are both savvy and
skeptical, and they tend to trust people more than they trust marketing.

But that doesn’t mean you can’t shift the perception of your organization—even
after you’re well established. The first step is to really know (and own) who
you are.

Cisco is a great example of big-name company that was struggling to send a
consistent employer brand message on social, despite being active across
channels. That is, until they took a step back and really asked themselves
questions like: Who are we as an organization? Who do we want to be? What are
some of our talent challenges? The answers led Cisco to take control of their
company narrative and turn their social media presence around with a strategy
anchored by employee generated content, allowing potential candidates to get a
real feel of what it’s like to work there.





5. YOUR EMPLOYEES ARE YOUR BIGGEST BRAND ADVOCATES

When you let your employees use their voices and tell their stories, you
naturally shape your employer brand in real-time and in a way that truly
resonates with top talent. The challenge, of course, is getting everyone in your
organization to care about your employer brand. So, how do you do that? By
showing employees that you trust them and that they have an opportunity to build
their own brands at the same time.

When GE was transitioning to a Digital Industry company, they knew they needed
to be open and honest with candidates about what was happening—so, they invited
all 350,000 of their employees to help humanize their brand. The effort included
a “How to Be a Digital Industrial Brand Ambassador” program that trained their
workforce in how to refine their public personas. They demonstrated trust in
their employees and gained valuable insight into what content actually engages
in the process.




6. THE ULTIMATE RESOURCE: AN EMPLOYER BRAND PLAYBOOK

Once you’ve established your employer brand, the next biggest thing is to make
sure everyone at your company is sending a clear and consistent message about
who you are. This can prove difficult as you grow and mature, but it’s
definitely not impossible.

One strategy is to develop an employer brand playbook. Hootsuite did exactly
this when they were scaling globally and bringing in new people: To get everyone
up to speed and on the same page, they built an employer branding asset library
complete with tags so people could search and share rich media assets. The
result was a more consistent tone, clear brand themes, and a 50% increase in
qualified applicants per job (with 43% stating employer brand influenced their
decision to apply).



There are a lot of tactics and strategies you can use to build and shape your
employer brand, but the most important thing to remember is: Start with who you
are. Consider your current needs, assess the resources you have available, and
figure out what’s right for your company and culture. Try new things and, when
in doubt, look to your employees for insight and support.

Want to learn even more about the anatomy of a powerful employer brand? Watch
the full webinar.



Kayla put pen to paper at a young age and never looked back. After getting her
degree in English Lit from Wesleyan University, she took agency life out for a
spin as a copywriter before joining The Muse to create content for the marketing
team. When she's not at work, you can find Kayla adventuring around New York,
getting way too invested in medical dramas, or trying her hand at amateur
baking.
More from Kayla Ellman
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