It is the process of promoting a company, or an organisation, as the employer of choice to a desired target group. One which a company needs and wants to attract, recruit and retain./ Employer branding is the process of managing and influencing your reputation as an employer among job seekers, employees and key stakeholders.
Every era has a predominant mass media format, and today we are living in the era of social media. If you want as wide an audience as possible, and to get your message out in the most cost-effective way, that means your marketing should include social media.
Many companies have turned to social media to reach out directly to possible new recruits. Social recruiting and employer branding are helping businesses connect, sell, and hire more effectively than ever.
The common thread that can link social media recruitment and social media marketing, is an Employer Branding Strategy (EBS). With an EBS, your employees act as your online brand ambassadors, in a way that comes across as organic and personal. In other words, it’s not about things like forcing your employees to change the banner image behind their profile pictures to your corporate logo. Instead, employees are encouraged to share their own positive thoughts about the company, its products, and the experience of working there with friends, family, and professional contacts who follow them on social media. This method demonstrates an authentic insight into the company’s culture. After all, candidates like to see who they will be working with and where we will be working, not just what they will be doing day in, day out.
An EBS is a strategy that works better at scale. If you’re a small business with five employees, it probably wouldn’t make much sense to develop an EBS. On the other hand, if you have fifty employees, there’s no better time to start than right now. If you’re a big company with 500-plus employees, you should have an EBS in place already. If you don’t, it’s time to get busy!
Writers and filmmakers are often told to come up with an “elevator pitch” for their projects. The idea is that if they got in an elevator with a big-name publisher or producer, they would have a very fleeting opportunity to pitch their product — so that pitch had better be as tight and compelling as possible. You could think of the EVP as the elevator pitch for prospective recruits. An Employer Value Proposition is a bullet-point list of why your company is a great place to work and what employees love about it. The focus should be less on the “what we do,” and more on the “how we do it.” Here are a few things some big companies highlight in their EVP:
Every company’s EVP will be different. Look to your strengths, find out what employees like about working for your company, and see where you could expand on things you’re already doing to make your company even more attractive to potential hires.
Think of your branding strategy in terms of a band playing music. Your employee content creators and brand ambassadors can be out there making their own melodies, but as the company behind it all, you have to be providing a steady beat that ties it all together.
Your own, official corporate social media presence can help define a baseline for employee-produced content and messaging. Have a clear vision expressed through branding choices and messaging that your employees can refer back to. This gives them hooks and launching points they can use to thematically integrate with their own content or generate new post ideas. After all, you want your employees to create original, organic content that reflects their individual personalities — but without a clear vision to adhere to, it can be easy to lose the plot and detrimental to your brand.
Several years ago, the high-end fashion brand Balenciaga released a $2,000 handbag that looked strangely familiar to many shoppers. The bag had the same general shape and appearance as IKEA’s polypropylene Frakta shopping bags, which are currently priced at $1.49. IKEA jumped on the opportunity to capitalize on this viral moment by releasing a tongue-in-cheek social media ad that instructed readers on how to identify a “genuine” Frakta bag You can’t plan for moments like these, but you can plan on taking advantage of them when they present themselves. An EBS that’s running smoothly will be extremely well-positioned to create this kind of real time marketing content. It’s effective and engaging.
Your employees are the star of the EBS show, so step back and let them take the lead once you’ve communicated your goals and expectations. The more your employees generate and post their own content, the more authentic and relatable their outreach will be. There’s no plan or script you can follow to make employees create posts that will check off all the boxes required by a perfect branding strategy. Trying to force it will just produce content that feels stilted and “off.” Give your employees guidance, a clear idea of your objectives, and then let them be themselves to post content that shows genuine enthusiasm. SAP, the German tech giant, places a big emphasis on their corporate culture and works hard at putting their employees front and centre on social media (take it from a former employee ;)).
Some brands are fantastic at creating a corporate persona on social media. For example, Denny’s has followers on Twitter who probably haven’t eaten there in years. However, they were able to build a big audience because their “voice” on social media has been funny, zeitgeist-y, and a little irreverent. If their tweets convert some followers to customers, that’s a big win for Denny’s. Highlight your company culture by posting photos, videos, and narratives about events, employee achievements, awards, and other positive stories. It can help give shape to your voice, and puts forth a company image that’s not a faceless organization, but a collective of real people