In an article published in Harvard Business Review, Harvard Business
In a recent LinkedIn article, Lars Schmidt plotted out important tools and techniques that companies can use to promote their employer brand. The co-author of the book Employer Branding for Dummies and host of the Redefining HR podcast had quite a few illuminating points to make on the subject.
As a seasoned recruiter, Lars Schmidt has been on the frontlines of employer branding for almost a decade. Having come from the world of ‘traditional’ recruitment, he used to rely on channels like career sites, event collateral, third-party recruiters, referrals, and job boards to seek out top candidates for his employers.
However, a move to the nonprofit space soon taught him that attracting the right type of talent in this complex, competitive industry would call for a different approach. This is where employer branding came in. Today, this vital aspect of the recruitment process is a major focus for all HR professionals.
According to LinkedIn, 75% of candidates will research a company’s reputation before applying for a job opening. Additionally, 92% of people would consider a career move if they were offered a role with a business with an excellent corporate reputation, according to research by CR Magazine.
The Importance of An Employer Branding Narrative
Retaining top talent is equally as important as attracting it. Employee churn is expensive, disruptive, and bad for business, which is why it’s important to hire for cultural fit. Weaving elements of storytelling in employer branding collateral and narratives can make all the difference.
By showing prospective employees exactly who you are and what you stand for, it is far simpler to attract candidates who resonate with your mission and vision. Similarly, candidates with opposing visions are likely to click away even before they hit send on an application email.
5 Employer Branding Vehicles that Work
1. Employee Value Proposition
Develop an employee value proposition that defines the essence of your company – what makes it unique and what it stands for. This serves as the benefits prospective employees can expect to enjoy in return for bringing their skills and capabilities to the table.
2. Alumni Networks
Employee alumni networks keep ex-employees connected to their team and can provide valuable insight into the candidate experience. It is also a great platform for boomerang hires, referrals, etc.
3. Culture Blog
Add a blog to your career website that features content focussed on the cultural aspects of your enterprise. This is an ideal place to use employee-generated pieces, as well as insights from alumni.
4. Supercharged Job Descriptions
Job descriptions featuring embedded links, videos, photos, team pictures, etc. are a great tool to showcase your employer branding straight off the bat.
Audiovisual content reigns supreme at the moment. Bolster your content output by recording informative webinars that show off aspects of your corporate brand.
Employer branding should be top of mind for any company that wishes to attract top talent in 2020 and beyond.
Start by weaving a compelling brand narrative that speaks to the type of employee you wish to bring into the fold. Then make a point of leveraging innovative brand vehicles that are at your disposal to put your employer branding front and center at all times.
To get early access to The Alumni Advantage, sign up for the mailing list. Authored by James Sinclair, Co-Founder and Chief Executive of EnterpriseAlumni, the book provides an end to end understanding of how organizations are recognizing and leveraging their former employees.