Companies with strong employer brands are those that have engagement from across various teams. HR, Marketing, Communications and IT all play a role. Making a strong business case by using the right data to demonstrate how an employer brand could help improve attracting talent will be critical.
2. Listen and learn
It sounds obvious, but you will need to listen to your employees and candidates, and listen well.
As a starting point, go through the recruitment process for your company step by step. By auditing existing materials, from traditional print and digital assets to your official presence on social media platforms, you will get a sense of how you are being portrayed externally and where it can be improved. Peel back the onion so that you are able to understand the differences in how you are perceived by your target segments. Level, function, and geography are generally easy places to start to understand these differences.
3. Craft an approach
Based on this research you can then start to consider what you want people to think about your organisation. You shouldn’t be afraid to test the messages with existing employees and senior execs at this stage too. Being genuine about who your company is and what the brand reflects ensures that the right candidates engage from the outset.
It is also important at this point to define what success looks like, and by establishing a baseline or a benchmark you can measure progress. If you can’t measure it, you can’t fix it.
4. Promote and engage
Whether you share, post, tag, tweet, like or pin it, there are plenty of ways to leverage social media to promote and protect your employer brand (it’s important, however, that you don’t build a presence on a platform if you can’t spend the time to manage it).
Using LinkedIn, a good place to start is to ensure employee profiles and Company Pages are updated to reflect your overall brand and provide a unified experience for your audience. Your employees are often your most powerful brand advocates and can be the most efficient means to get the message out to your target candidates. Because searching for people is one of the most common activities on LinkedIn, this is your number one opportunity to showcase why your company is unique.
5. Measure and adjust
Managing an employer brand is an on-going process where effectiveness should be measured frequently to create opportunities for improvement. There are a whole host of methods for doing this, including looking at internal metrics such as the offer acceptance rate and employee retentions.
Today your company’s messaging is being consumed, supplemented and amplified – or questioned aloud – in real time based on talent’s actual experience with your brand across multiple touch points.
But with buy in from the top, real cross-functional collaboration, listening to employees and candidates, and leveraging social media, companies can seize the opportunity to join - and influence - the conversation.
David Cohen, Director, Talent Solutions, EMEA, at LinkedIn