This is a guest post covering 3 ways to improve employer branding with examples written by Kelly Barcelos.
Many believed that employer branding was just a marketing buzzword. But today, it has evolved to be an essential element of an organization’s recruitment strategies. And as the lines between marketing and recruitment blur, companies all around the world are working towards improving their employer brands to stay competitive and attract the best talent in the market.
Further read: Employer branding in the war for talent >>
In this article, we’ll discuss 3 ways of improving your employer branding with some of the best examples of companies who have used them boldly and authentically to tell people “what it’s like to work here.”
3 Ways to Improve Employer Branding
(1) Build a Great Careers Page
When done well, the careers page of a company can be a powerful tool not only to attract candidates but also to provide them with great candidate experience and help you stand out from the competition.
Below are examples of 3 companies that have managed to master the art of creating a great careers page:
IBM’s careers page is of 3 pages: Standard page for job listing/open positions; Meet IBM page for showing the exciting projects IBM is working on; and Meet IBMers, where people working at IBM posts photos and stories of how they ended up working for the company.
Shopify’s careers page has a list of open positions, but that’s not all. The page gives an overview of Shopify’s history, its biggest achievements, and what it is like to work at Shopify.
Zapier’s careers page has a total of 5 guides. These guides cover everything you need to know about Zapier – right from applying for a job to working at Zapier.
(2) Leverage Social Media
Here are 4 ways you can leverage social media for your employer branding in your social media recruiting strategy
- Relay your distinguished mission and value statements through your brand ambassadors, your employees. This helps in reinforcing the company’s goals and purpose.
- Highlight your company culture on social media. People love to see the fun and quirky side of everyday work life.
- Feature your employees to promote your employer brand to potential employees. It works in two ways: Your existing employees feel appreciated, and your potential employees feel fascinated enough to join you.
- Promote your perks and benefits to assure potential employees that they’ll be taken care of if they decide to join you. Name the perks and benefits and let them know how these benefits will improve their lives.
Below are the examples of companies who have nailed employer branding on social media:
Ibotta is a shopping technology that helps shoppers earn cashback on their purchases. To stand out from the crowd, the company played it smart. They joined a trending hashtag on cats, #NationalCatDay to share their mutual love for cats on Facebook. It was a brilliant way to emotionally connect to cat lovers on Facebook driving a huge amount of engagement.
Talkspace is an online therapy service provider. It caters to over 1 million people with the help of more than 2,000 therapists. Talkspace centered the above Instagram post around its mission — to provide and advocate for mental health services throughout people’s daily lives.
Bounteous is an eCommerce platform that helps brands create and optimize their visibility by integrating engineering, design, and digital marketing. It employed a simple approach to promote talent and culture on Twitter. But, it did manage to stand out in the crowded Twitter newsfeed.
(3) Use Storytelling
Who doesn’t like stories? And if used storytelling for marketing purposes, it works like magic.
These companies are examples of how a simple story can weave a strong employer brand. Take a look:
General Electric (GE)
GE created quite a buzz when it released its video named, “What If Millie Dresselhaus, Female Scientist, Was Treated Like A Celebrity.”
The story depicts a world where female scientists are treated like celebrities. In the video, GE announced its plan of employing 20,000 women in technical roles by 2020. The message created such an impact that it quickly got internet applause and nearly 1 million views.
Etsy’s video about its parental leave policy is a perfect example of highlighting perks and benefits. In 2016, Etsy announced 6.5 months of paid parental leave for its employees. The company then recruited its own employees to share their stories of how the leave policy made a difference in their work and personal lives.
Johnson & Johnson (J&J)
Johnson & Johnson’s website highlights its employees’ career journey by allowing real employees to tell their stories in an easily digestible and visually interesting way. In the videos, employees discuss their career growth and give an insight into their day-to-day lives at work – a great way to boost employee engagement and help candidates imagine how it would be like to work for J&J.
Author Bio: Kelly Barcelos is a progressive digital marketing manager for Jobsoid – Applicant Tracking System. She is responsible for leading the content and social media teams at work. Her expertise and experience in the field of HR enables her to create value-driven content for her readers – both on Jobsoid’s blog and other guest blogs where she publishes content regularly.