An attractive employer brand greatly impacts whether your company wins the race to recruit and retain top-tier talent. A strong and successful employer brand is one that establishes credibility by effectively communicating your company’s culture, values, and leadership to a talent pool that demands intimacy and transparency.

The better you are at marketing your employer brand, the more likely you are to attract not only active job seekers but also the ever so elusive passive candidates as well.

 

Importance of Employer Brand

According to Harvard Business Review, employer branding is becoming a top priority for businesses, with a third of them looking to revamp their global employer brand by the end of the year.

The question is: why? Statistics.

A survey published by Glassdoor found that nearly 75% of active job seekers are likely to apply to a job if the employer manages its employer brand regularly. Half of the respondents in a Better Blog survey said they would not work for a company with a bad reputation even for a pay increase. Corporate Responsibility Magazine found that 92% of those surveyed said they would consider leaving their current job if offered another role with a company that had an excellent corporate reputation.

A business that puts a strong effort into enhancing its employer brand will invariably catch the attention of both attract top-tier talent active and passive candidates; thus improving your quality-of-hire and decreasing your time and cost-per-hire.

 

Top 3 Places to Promote Employer Brand

A strong presence on social media is the most effective way to tell your story, promote transparency, and make your company stand out from the competition. According to Muse, 59% of qualified job seekers use social media to research a company’s reputation before applying for the position.

Someone who has not heard of Facebook must be living under a rock.

Its impressive 2 billion users make it one of the most important employer branding tools for your company, and chances are that one of the first things a potential employee will check before applying is if your company has a presence on Facebook.

Make your employer brand shine on Facebook by posting engaging content, and pictures and videos that give prospects a good idea of what it would be like to work in your company.

LinkedIn is a social networking platform designed for industry professionals and organizations to gain worldwide exposure. To make your LinkedIn page more attractive to millennials, you need to demonstrate intimacy when marketing your employer brand. Remember that your employees also function as brand ambassadors, so encourage them to upload team photos, videos, blogs, and testimonials. Also, make sure to keep tabs on whether their profiles are professional-looking and list your company under the workplace section. It may sound like a given, but you would be surprised at how many people fail to do so.

A unique benefit Twitter has that separates itself from Facebook is that it allows people to view your content without having to “follow” you. When it comes to Twitter, industry-related hashtags are a must for the right type of talent to discover what you have to offer. A good way to stay relevant on Twitter is to use tools like HashTracking and Hashtagify to see which industry hashtags will resonate best with your target audience.

To make your employer brand a success on Twitter, you will need to research what attracts both active and passive candidates. A trending hashtag search through Google Trends can help identify what industry influencers are discussing and what they find exciting.

We cannot stress enough how important it is to keep all of your social media pages updated regularly.

Success hinges greatly on how well your employer brand is marketed. Relying on your product alone to gain awareness is not nearly enough to attract what millennials are seeking these days. Underestimating the power of intimacy in employer branding is akin to shooting yourself in the foot by giving the competition a head start in the race to success.