How can you leverage employer branding in your recruiting efforts?

An effective employer branding strategy can help a company differentiate itself from its competitors, build a strong employer brand, and attract high-quality candidates who align with the company's culture and values. It can also help to improve employee engagement and retention by creating a sense of pride and loyalty among existing employees.

How can you use employer branding to attract high quality candidates for your organization? 

1. Define and create a strong employer brand.

Develop a clear and compelling employer brand that reflects your company's unique culture, benefits, values, and mission. Identify what makes your company unique and communicate it effectively to potential candidates and employees. You can use social media, like LinkedIn, and other marketing channels, like your website, to promote your employer brand and attract top industry talent.

2. Showcase the company's values.

Clearly communicate your company's mission, vision, and values, and demonstrate how employees play a critical role in achieving those goals. Bonus points if you highlight the company's commitment to employee well-being and career development.

3. Leverage social media platforms.

Did you know.... Job seekers rank social media and professional networks as the most useful job search resource compared with job boards, job ads, recruiting
agencies, and recruiting events. Recruiting via social media is growing with 84% of organizations using it currently and 9% planning to use it. If you're not using social media, boy are you missing out. Utilize social media to promote your employer brand and engage with potential candidates and employees. Bonus Points: Highlight employee stories and successes, and showcase your company culture.

4. Use employee stories and experiences.

If you have any marketing experience, you probably already know... stories SELL! People's brains are wired to remember stories. Think about it. That's how our history was passed down before we wrote it down. Use storytelling to share employee experiences and successes that exemplify your company's culture and values. You can even share stories about employees who embody your company's culture and who are making a positive impact.

5. Highlight perks beyond health, vision, and 401k.

Have a flexible working arrangement? Employees are able to work from home?  Unlimited PTO or sick day policy? Four day work week? Tell people about it!
If your organization is actively offering perks and benefits that prioritize employee well-being, such as flexible scheduling, remote work options, and wellness programs, then THOSE ARE MAJOR PERKS! This is your opportunity to brag on your company to attract high quality candidates and top talent to your organization.

6. Give potential candidates a taste of what it's like working at the company.

Here is where a great video featuring employees and their stories would be fabulous. Now before you object... Because I already hear it coming... NO! It does not have to be a fancy production that takes weeks and countless hours to produce. Keep it casual! This isn't a fancy commercial. This is your opportunity to show the human side of your organization. Be real. Be human. Be authentic.

7. Promote any special programs or events.

Does your organization have a "giving back" day? Do you have any job fairs coming up? Does your company have special programs for employees? Job seekers are looking for insight into how your company operates. Make it easy for them by highlighting these things.

8. Highlight meaningful changes in the company initiated by employees.

If your company culture is one of open communication where employees are encouraged to share their ideas, feedback, and concerns, showcase this in your employer branding strategy. Chances are, top industry talent has several ideas to improve processes and help make the company even better. Don't you want those types of employees working for you?

9. Address constructive criticism with action.

Have you had candidates give you feedback on your slow hiring process? Maybe your onboarding process is confusing... Either way, if you get some constructive feedback, do what you can to address it. Before you come at me, hear me out... Addressing it does not necessarily mean making unrealistic changes. Addressing the feedback could come in the form of...
     Considering a different process.
     Explaining WHY the process is the way it is (laws or regulations).
     Committing to revisiting the process to see how it can be changed to be mutually beneficial.

10. Recognize exceptional employees and why they enjoy working for the company.

Here's a great way to share your company culture using storytelling and employee experiences. I'd argue this is one of the best ways to build a strong employer brand. People relate to stories. Use storytelling as part of your branding strategy to share employee experiences and successes that illustrate your company's culture and values. Share stories about employees who embody your company's culture and who are making a positive impact. People remember stories they can relate to.

If you're looking to implement employer branding strategies, you can download my FREE employer branding strategy checklist resource here.