Today’s job seekers treat the job search process the same way they approach a major purchase. They start with a list of their own needs and priorities. Then they start the research process.
This process involves learning as much as possible about each company they meet, seeking feedback from their peers, and gathering information about the corporate culture. These workers know that they have significant power in this market and they are not afraid to use it to find the right person.
Companies that want to stay competitive enough to attract top talent understand that now is the time to step up their employer branding efforts. If you want to show potential employees that you have something special to offer them, there are many positive steps you can take.
Build a powerful EVP
Your EVP is your employer value proposition. It is a clear statement detailing what it is about your business that will attract employees. Think about the standard interview question “Why should we hire you?” “
Now turn it over. It becomes “Why should you choose us as your employer?” Suppose everyone who considers your business has other options as well. Create an EVP that will interest them.
Inject your EVP into the content
Your employer value proposition is something like your consumer brand statement. You have communicated this value to your target audience. In this case, they are potential employees.
How do you communicate with potential customers about your mainstream brand? Chances are you are using a combination of blog posts, social media content, website copy, and even articles. Your employer brand is no different. You can use the same variety of content types to share your brand value as an employer.
Use platforms to maximize your reach
Once you start working on content to build your employer brand, you need to get it out to the right people. To do this, you need to identify the channels where you are most likely to reach the talent you want to target.
You just have to know where it is. Some channels are quite common; however, you may not have considered them all. They understand:
- Company social media pages
- Employer-branded social media pages
- Job boards
- Your company’s LinkedIn page
- LinkedIn employee profiles
Think beyond your own media. For example, LinkedIn allows employers to post blog posts and articles on a variety of topics. So do a lot of other job search sites.
Use employer branding tools
One of the most effective ways to build a strong employer brand is to use the right tools. Your employer branding efforts should first and foremost focus on brand management.
This orientation allows you to control your company’s reputation as an employer. Your business can establish a good reputation by gaining positive reviews from your employees and communicating with your audience your efforts to create a welcoming work culture.
Then you need to focus on traffic, engagement, and public relations. This job is what helps you put yourself in front of the talent you are chasing.
Finally, recruiting marketing tools help you reach job prospects at the “bottom of the funnel”. This stage is where you’ll need help with challenges like writing job postings and actually amplifying your culture for prospects at the decision-making stage.
You should do a competitive analysis as you work to strengthen your employer brand, but be careful. It’s tempting to emulate what you see in brands that you think are more successful at reaching their target audience of job seekers.
However, at the same time, you need to be careful about maintaining authenticity. Otherwise, all of your branded content and communication will look fake.
Focus on what you have to offer in terms of salary, benefits and work culture. If you do decide to make changes, make sure they are aligned with your business values and sustain those changes over the long term.
Don’t hesitate to sell your benefits
Focus on what you have to offer that other employers in your industry don’t. This emphasis is what will really make your employer brand stand out. Think about all the perks and perks you have that you just haven’t heard of in your space.
For example, do you offer flexible hours, full tuition reimbursement, or community service opportunities? Bring these facts to the fore and use them to attract people.
Remember, there’s a reason Yahoo and Google are known as the companies that give people an hour a day to work on personal projects and provide free lunch for all employees. These elements may not be the most important part of the employer brand, but they certainly make a big difference.
Draw attention to your mainstream brand too
If you believe the hype, you might think Millennials and Gen Z only care about working in places that offer free snacks and a PS5 in the break room, bean bags instead of desks, and free pizza. Friday.
While these things are undeniably cool, today’s job seekers are more pragmatic and forward-looking than that. They want to work for reputable organizations that make amazing products and embrace innovation.
What does this mean to you? This means that there is a clear link between the employer brand and the consumer brand. If potential employees think you treat customers well and focus on the quality of your products and services, it will improve your reputation as an employer.