We get it, you’re busy. You’ve got targets to meet and recruitment metrics to watch, and no time to worry about the employer brand. You’ve gone through the Employer Value Proposition (EVP) exercise. What else is there left to do?
Put simply, without a strong employer brand, it’s almost impossible to differentiate what your company offers to talent from what every other company can offer. Table tennis and free coffee is par for the course in today’s workplace, so to truly differentiate, a defined, authentic employer brand is key.
A well-communicated, descriptive and transparent employer brand can help you attract talent. A weak brand, on the other hand, will deter talent or even misrepresent the employee experience, which in turn can lead to new-hire churn and low performance once talent comes on board.
In fact, in our research, Authentic Employer Branding: How to Make it Work with Storytelling, we found that 80% of the talent leaders we surveyed believe employer branding is a key driver of making quality hires, but only 50% believe that they have a proactive brand strategy.
Clearly, HR professionals know that employer branding matters, but there’s a gap when it comes to execution. If you’ve got the EVP down, then take these next steps to communicate your employer brand in an authentic way.
1. Bring the Human Touch to Your Employer Brand with Storytelling
Modern candidates crave authenticity, and the best way to inject your employer brand with authenticity is through storytelling. By showcasing real stories of life at your company, you can create the social proof we’re all looking for in today’s world of online reviews. Stories can bridge the content gap and the persuasion gap.
The content gap refers to the absence of compelling information from the career site. Your key corporate messages may be addressed, but your candidates’ concerns are not. In fact, 57% of candidates reported that companies didn’t share content like key day-in-the-life information on their careers site–a clear content gap.
The persuasion gap refers to how the information on your careers page is presented. Candidates want to hear from someone they can relate to–a person that they can trust to give them real answers to the granular questions they have. Employee stories are 20% more immersive and 50% less frustrating than a career site alone, bringing more potential employees into the recruitment funnel.
Candidates can see through your templated testimonials and stock photography. Stories provide the content that candidates want while increasing the emotional connection candidates feel toward your brand.
2. Diversify Your Employer Brand with Employee Advocacy
In today's hyper-competitive hiring landscape, organisations cannot afford to miss out on the untapped talent pool sitting within diverse candidate groups. According to research by McKinsey, companies that are more gender diverse are 15% more likely to outperform their peers, while those with more ethnic diversity are 35% more likely. Employers now recognise that they cannot be successful in a global economy without a diverse workforce to bring a range of backgrounds and perspectives to the business.
In today's hyper-competitive hiring landscape, organisations cannot afford to miss out on the untapped talent pool sitting within diverse candidate groups. While there is no shortage of diverse talent, career websites are failing to convert diverse candidates into applicants. According to our recent research, 57 of talent attraction and employer branding professionals surveyed believe they lose diverse candidates after visiting their company’s website, but before applying.
By highlighting the experiences of real diverse employees at your organisation, your employer brand becomes more accessible to candidates from a variety of backgrounds. With these stories from your representative diverse workforce, the relevance of your content increases engagement from candidates, which ultimately drives conversion.
Want to learn more about diversity recruiting? Check out our upcoming webinar with ISE.
3. Scale Your Employer Branding Efforts with Social Media
Now that you’ve captured the stories of your diverse employee advocates from across your organisation, it’s time to increase their impact to your employer brand by expanding their reach.
The best way to draw more attention to your employer brand is by encouraging those same employees to share their experiences on social media with a unique hashtag. According to LinkedIn, on average, only 3% of employees share company content from their own profiles, but they’re responsible for a 30% increase in engagement. Social media is a great way to reach candidates where they’re already scrolling.
Increasingly, millennials and Gen Z-ers are using social media to research potential employers and apply for jobs. It’s in your recruitment strategy’s best interest to offer social media best practices training to ensure staff posts are optimised for reach and professional—without compromising their authenticity, of course.
By having your employees share their work experiences on Facebook and Twitter (and why not Instagram and Snapchat?), you can build a following for your employer brand and add to your talent pool. Scaling storytelling in this way not only builds influence but also gives you a cost-effective way to build your employer brand.
Your employer brand isn’t a one and done task but a living element of your organisation and recruitment strategy. By taking these steps you can bring your employer brand to life with storytelling and amplify it. Making strides in these areas can also improve the alignment between your employer brand and the reality of working for your organisation, while ultimately achieving greater recruitment outcomes.