Our society has never relied more on technology than it does today. The rise of the internet, smartphones, and social media has led to an increasing amount of noise in our online communities. With companies all across the world fighting for attention online, it can be extremely difficult to capture the attention of your target audience and get them to take action. This is especially relevant in the world of recruiting and, as an employer, it’s vital to ensure you are taking the appropriate steps to help your company stand out amongst competitors.
With more tools than ever available to help employers tell their story, one would think that it would be easy to engage with candidates online. However, the large influx of social platforms and mediums for sharing ideas has led to a cacophony of content, making it increasingly difficult to get your job opportunities in front of the right candidates. Job seekers are bombarded with advertising messages around every corner, so they are naturally selective in the content they consume. The key to boosting online engagement starts with building your image as a strong employer, giving candidates a reason to actively pursue your organization.
Brand Equity is Everything.
Consumer behavior is constantly fluctuating, but one factor that remains constant is a candidate’s draw towards brands that they know and are familiar with. Brand awareness plays a crucial role in our decision-making process as consumers; the products we buy, the restaurants we eat at, and the clothes we wear are largely influenced by the power of branding. As consumers, we are constantly making snap decisions regarding the items we purchase, and the same is true when identifying a company to work for. The impact of branding starts at the very top of the recruitment funnel, and it plays a big role throughout a candidate’s job-seeking journey.
In order to formulate an effective brand personality, it’s vital to determine what value you bring to the table as an employer. Candidates don’t just want to know what they will do as an employee for your company; they want to know why they should work for you. Establishing a strong employer value proposition (EVP) is the first step towards communicating the value of your company to potential employees. As our VP of Employer Brand Insights, Devin DaRif, states in his article:
“Your EVP is your promise to current and future employees of what they get from working with you, holistically, from pay to culture to professional development opportunities and everything in between.”
Your EVP serves as the flame that sparks excitement within a job seeker, igniting their enthusiasm to work for your company. Today’s recruiting landscape is more competitive than ever, so it’s vital to craft a compelling story as to why candidates should grow their career with your organization.
Stay True to your Company Culture.
Establishing a strong brand is a great first step, but it’s even more important to ensure that the persona you are promoting online matches the true culture of your organization. Many companies try to be somebody that they’re not, which creates a disconnect between their presence online and their true company culture. Authenticity is key, as trust is a crucial part of the job seeking process. Candidates need to get an honest look into your organization so that they can determine if they would be able to thrive as part of your team. This all boils down to using authentic messaging and establishing a brand voice that is true to the culture of your organization.
If your company has a lively, fun-loving work environment, then make sure to convey that by using a playful tone in your job descriptions. If your company places a big emphasis on social responsibility and giving back to the community, then make it a priority to promote that through your social channels. According to Harvard Business Review, 64% of consumers say that shared values are the main reason that they have a trusted relationship with a brand, so don’t be afraid to publicize what your company stands for. Even small gestures such as using photos of actual employees in your content, rather than stock photos, can go a long way in terms of painting an accurate picture of your company culture.
Employees are your Most Valuable Asset.
If you have an enticing EVP, an authentic brand voice, and thriving company culture, many of the other pieces will naturally fall into place. When companies achieve all of these goals, their workers become more than just employees; they become brand ambassadors. These individuals are proud to work for their company, excited about their job, and will tell anybody who will listen. Brand ambassadors are employees who will leave 5-star reviews on your Glassdoor page, share company updates on their LinkedIn profiles, and submit employee referrals for company jobs. These types of people are vital to have in an organization, as they provide a real-life view to the public of what it’s like to work for your company. Job seekers are much more likely to trust the opinion of a brand ambassador since it is seen as an unbiased view of your organization. Encouraging your employees to rate and review your company online will provide more exposure for your brand, establishing more trust and transparency with candidates throughout the job seeking process.
In a media environment that is cluttered with an unending stream of content, it can be tough to stand out as an employer. By developing a strong employer brand, identifying the value that your organization provides to employees, and harnessing the power of brand ambassadors, you will set yourself up for long term success as an organization. So stop playing it by ear, and make a plan to silence the noise in today’s media landscape.
To learn more about employer branding, or to receive a free audit of your EVP, please click here.