War for talent is going on. While talent is scarcer than ever, companies ask themselves how to improve their employer brand so that they can recruit top-notch candidates.
I often found myself asking the following: why particular companies score talented employees when others of them struggle to get the right fits.
Now that I work for a company I am really happy at, I got myself an answer. Employer Branding.
Job seekers are now job shoppers: they are making a consumer decision.
The market is candidate-centric, especially for critical-skill employees. Companies need to show both active and passive candidates why their organization is great, and why they should want to work there.
A whopping 82% of Fortune 500 executives don’t believe that their companies recruit highly talented people.
Considering that high performers in very high complexity jobs are 800% more productive than average performers – It is safe to say that working its employer brand in 2018 is crucial, if not vital.
Careful though, if your employer brand is not authentic and does not highlight true employee experiences: top talent will see right through it.
Building a great employer brand is a challenge usually misunderstood by companies. Looking cool is different than being cool.
Employer branding is a double-edged sword: you attract talent with external employer branding and retain it with internal employer branding.
[clickToTweet tweet=”If your employer brand is not authentic, top talent will see right through it. via @agorize #EmployerBranding #talent” quote=”If your employer brand is not authentic, top talent will see right through it. “]
That said, let’s dive into what company should do to appeal to excellent candidates.
Demonstrate your company culture on social media.
While searching for a job, be certain that candidates will look at your company’s social media presence.
A great example of a company using social media at its best is D.D.B Oslo. According to them, a great idea can be explained in one sentence. So they created “The Snapchat Pitch” – Tell us your idea in a Snap – genius.
What’s a day like in your company? What are you doing in your teambuilding events? What kind of atmosphere defines your company?
Potentials candidates are going to find answers to these questions on social media or websites like Glassdoor: websites that let employees rate their company.
So you better keep your employees happy…
But DO NOT hire ours, we love her dearly.
This one is essential for your internal employer brand strategy.
Vega’s job is to make us happy (and damn she does). She organizes team building events, makes us laugh every week with a ridiculously funny newsletter, keep us updated about company’s stuff, etc.
Having someone dedicated to making employees happy is a huge asset for any company. It shows to the employees that you care about their well-being. Never forget that a happy employee is :
Last but not least, happy employees are going to talk about you, tell their astonishing friends how awesome your company culture is. That’s when you get great referrals.
You have to turn the people working for you in ambassadors of your employer brand.
But I’m getting ahead of myself, that’s my next point.
Easier said than done.
Brand ambassadors make for great employees, and vice versa. Even if they will never be as good as Dwight for Dunder Mifflin.
We have assembled seven steps to guide you towards this.
Make sure your employees know the main mission of your company. What you are providing to your customers.
We talked about it in our last article, keep them updated on your strategy.
Relax the rules on social media. When Facebook appeared, it was banned from loads of companies.
Don’t be that guy, let your employees share content about your company. They won’t do it during their free time.
Issuing a policy about social media (dos and don’ts) will also drive engagement.
Let them know how to refer properly to your company or products. If there is a specific language, be sure to let them know as well.
Any content is as great as its promotion. Infographics, videos, and behind-the-scenes looks at the company will share.
In average, content shared by one of your employees is seen 46 more times and has 74 more chances to transform a lead into a customer.
Create a weekly email with shareable content. To make sure the news is timely and accurate, include hashtags, sample posts, and tweets. Encourage them to follow, like and share company’s social media updates.
The more you will offer the possibility for your employees to contribute in your content, the more they will share it. Do not forget, they are also building their own personal brand.
Are you launching a new product or service? Great. Let your employees know that the most shared or liked post will be rewarded. It is a great way to save on your marketing budget and give it to awesome marketers like myself.
Do not sit around.
I did an experiment two months ago. I created a fake LinkedIn profile. As a full stack developer based in Paris, I received up to 15 demands a day.
As inbound marketers, we know for a fact that you cannot just sit around for clients and wait. You have to go to them with solutions for their business issues.
Attracting talent is identical. You absolutely need to look for them and have a recruitment strategy.
Here is a list of great websites to do just that.
After all, aren’t they the ones earning the company money?
Ask yourself the following questions:
You would be a fool to think that because people love working at your company, they won’t care much about being paid two-thirds of what they could win at your competitor’s company.
Reports from Gallup, LinkedIn, Glassdoor and more are unanimous. Let’s sum up the key returns:
… and many more!
Wooden acting, a completely stilted script, and some of the dullest interactions you’ve ever witnessed: this video has become something of a cult favorite down under.
We hope all of this helps. Feel free to download our brand new eBook to enhance your employer brand!
We will be happy to read it and answer to you as soon as we can.