Today I’m going to share some fantastic employer brand marketing tactics.
These are the identical tactics our leading clients utilize to remain in the thoughts of job seekers.
Let’s dive in!
- Email Marketing
- Content Marketing
- Job Boards
- Company Job Pages
- Employer Review Sites
- Google Adwords (Search Network)
- Google Analytics
- Social Media Advertising
- Recruitment Microsites
1. Email Marketing
Email remains paramount.
It’s among the most potent and direct methods to engage your talent pipeline.
But first, do you require a talent pipeline/email list?
In 2017, we published a blog entry on how to cultivate an exceptional talent community.
In that blog post, we recommend including an email opt-in on each job description.
This is a swift approach to expanding your talent pipeline and easy to execute. Additionally, you can now utilize a DMARC report analyzer to safeguard your domain authority and reputation.
Some firms take further steps.
They require candidates to complete a talent network form before proceeding with the online job application. Like this:
They create the application like a gated piece of content, which is clever.
This indicates they’re converting 100% of applicants into talent network subscribers.
2. Content Marketing
Regarding lead generation, content marketing stands as one of the finest methods.
Incorporating content into your talent strategy isn’t a question of if, it’s about when and how.
When? Right now.
How? Launch a company career blog.
This is an excellent way to create and promote your employer brand to a wider audience.
One of our favorites is McKinsey’s company career blog:
The majority of their content centers around employees. Perfect!
This is precisely who candidates and job seekers want to hear from.
A while ago, I published an article featuring key tips for creating a company career blog.
I could have outlined the technical elements like establishing a career blog and selecting hosting solutions.
Instead, I emphasize conceptual themes like:
- Topics to cover
- Headlines to craft
- Strategies to implement
Generating content should be a top priority if you’re seeking budget-friendly methods to promote your employer brand.
3. Job Boards
Job listings form part of your employer brand as they shape how candidates perceive your organization. Job boards or aggregators funnel a considerable volume of traffic to your company career site.
Recently, I examined traffic statistics for a Fortune 500 client from 1/1/2019 to 6/1/2019.
Out of 412,704 total sessions across all channels, job boards accounted for 21% of those sessions!
Therefore, it would be wise to enhance your company’s content on them.
What content can you manipulate on job boards? Your job postings, mainly your job descriptions.
Here are some aspects to optimize within your job descriptions along with supporting blog entries:
4. Company Job Pages
Job pages rank among the highest traffic pages on company career sites.
They are where candidates navigate to apply online.
Moreover, a significant portion of traffic originating from job boards (as noted in #3) is skipping your career page and landing directly on your job pages.
When candidates apply for positions listed on a job board, they are typically directed to the relevant job page on the company career site.
It’s crucial to ensure your employer brand is effectively expressed on these pages.
I recently published the Ultimate List of Employer Branding Strategies for Job Pages:
It’s packed with strategies, insights, and examples.
Here are some prime ways to promote your employer brand through job descriptions:
Benefits
Compelling benefits and perks can distinguish you from competitors. To attract prospective employees, display your benefits package prominently on your career site and in job listings.
Flexibility is a highly esteemed employee benefit as it signifies work-life balance. If you offer flexibility, highlight it through remote work options, flexible hours, and hybrid work models.
Employee Content (Videos, Testimonials, Reviews)
Sharing employee testimonials and narratives is another effective means to enhance your employer’s brand. These narratives reflect genuine employee experiences, establishing trust and credibility with potential recruits. When current employees recount stories of personal development, teamwork, or managing impactful projects, it resonates with potential candidates and contributes to a robust employer brand. Utilize social media, blog posts, and videos to emphasize your narrative.
everyday existence, group activities, and corporate gatherings.
Engage the intended audience by sharing narratives from diverse employees across various divisions, backgrounds, and levels of expertise. This approach showcases your dedication to inclusivity and highlights advancement opportunities within your company.
Employee Review Site Widgets (Comparably, Glassdoor)
If you haven’t claimed it yet, take ownership of your company profile on these sites. Tailor your essential information and incorporate your company logo and branding.
Foster a robust employer image by motivating content employees to post positive reviews. Utilize internal communication channels or staff feedback surveys to encourage them to share their opinions. Remember to reply to reviews. Express gratitude to positive reviewers and address negative feedback. Briefly clarify how you are addressing any concerns mentioned.
Captivating Media
Utilize various content types to engage potential job seekers – articles, video testimonials, social media updates, or podcasts. Ensure that their narratives are in line with your employer branding strategy.
Corporate Values
Aligning values can be a crucial factor for qualified candidates. Clearly define your organization’s mission, vision, and values on your career page and within job postings.
Career Advancement Opportunities
Ideal applicants are drawn to organizations that prioritize their development. Emphasizing your training initiatives, mentorship programs, and career advancement pathways indicates a solid employer image.
Awards and Recognitions
Awards and recognitions can bolster your company’s standing. Apply for employer branding accolades. Highlight any recognitions on your social media platforms, and include them in your open positions.
5. Employer Review Platforms
Employer review platforms like Glassdoor serve as essential reference points for job seekers.
Indeed, 83% of job seekers tend to look into company reviews and ratings when considering where to submit applications.
This highlights the importance of managing your employer image on these platforms.
Which sites should you concentrate on?
The top 5 platforms for employer assessmentsare:
- Glassdoor
- Great Place to Work
- Indeed
- Comparably
- Careerbliss
Seeking advice on maintaining your employer image on these review platforms?
Recruiterbox offers 4 excellent suggestions (focused on Glassdoor but applicable to other job boards):
6. Google Adwords (Search Network)
Some believe the primary goal of investing in Google Adwords is to generate traffic and clicks.
While that’s accurate, there are also numerous underlying advantages.
Some time ago, Google conducted a study on search ads and brand recognition.
It was found that brand recognition is a significant benefit of Google Adwords.
Even if your ads don’t receive clicks, the visibility of your brand name concerning target keywords can create an impact.
The capability to drive traffic, clicks, and brand recognition makes Google Adwords a premier method to promote your employer image.
Pro Tip
Avoid trying to compete with the Indeeds and Glassdoors for broad terms like “engineering jobs”.
Target longer phrases and location-based “jobs” keywords such as:
- States — engineering jobs in California
- Cities — engineering positions in San Francisco
- Specific neighborhoods — engineering jobs in the financial district
When it comes to SEO, the more granular (or long-tail) your keywords are, the greater your chances of ranking for them.
7. Google Analytics
While there may not be a direct way to market your employer brand through Google Analytics,
the insights it provides can inform your strategies.
- Which channels yield the highest traffic?
- Which channels result in the most applications?
- Which job postings receive the most views?
- Which job postings have the highest application rates?
Google Analytics can resolve these inquiries and many more…free of charge!
Here are a few ideas for utilizing GA insights:
- Identify job postings with the highest pageviews, applications, application rates, etc. Analyze their performance.
- What factors contribute to their success?
- Is it part of a social media advertising effort?
- Does the job title attract clicks?
- Where is the traffic originating from?
- Is there media featured on the page? Images, video, recruiting tools?
- Replicate the successful elements from your top job postings and incorporate them into other pages.
- What factors contribute to their success?
- Identify channels that generate the most traffic. Promote on these channels.
- Is your top social source Facebook?
- Share employer branding content there
- Run targeted social media campaigns
- Experiment with new employer branding initiatives.
- Is your top social source Facebook?
8. Social Media Advertising
It’s well-known that recruiting via social media is highly effective.
It’s where your prospective candidates spend their time.
Source
Nonetheless, strategies like post and leave no longer suffice.
You need a more focused and efficient method.
Determine which social media platforms your candidates frequent, create relevant content, and promote it.
It’s an economical way to reach your ideal candidates.
Facebook serves as an excellent platform to commence.
It’s the largest social network, and its targeting options are unmatched.
Establish a Facebook career page
If you haven’t done so already, delve into the promotional alternatives.
Here are several suggestions for a Facebook career profile and leading Facebook career profile illustrations.
Do you possess a Facebook career profile?
Here’s one of my preferred pieces onHow to Utilize Facebook Ads to Attract Elite Talent.
This article encompasses a comprehensive array of topics:
- Developing a Facebook recruitment advertisement
- Establishing targeting
- Results of Facebook recruitment advertisements
- ROI of Facebook recruitment ads
You don’t need to allocate excessive funds.
Conduct a few trial campaigns to discover what resonates with you and your audience.
Increase your investment once you identify valuable strategies that produce optimal outcomes.
Landing pages featuring specialized content and a curated list of positions for any initiative, program, department, location, or job category.
The advantage of these is having a dedicated page specifically for a certain initiative, program, etc.
This means all the content and positions on that page are customized for a particular group of applicants.
They also serve as excellent landing pages for paid promotions (i.e., social media, search).
Some fantastic concepts for recruiting microsites include:
- Initiatives — Women in Technology, Diversity & Inclusion, Millennials
- Programs — Internships, Student Opportunities
- Departments — Engineering, Sales, Marketing, Remote Work
- Location — Cities, States
Here’s an illustration of a remote work recruiting microsite:
Observe how Teletech’s microsite resembles a mini-career page for remote positions. It includes:
- Employee Testimonials
- Appealing remote work imagery (such as the house slippers photo)
- Awards for being an employer of choice for remote positions
- Remote job listings
Interested in some statistics? Here’s how the American Heart Association enhanced itsdiversity application-to-hire conversion ratio by 400 percent.
Recruiting microsites are straightforward to establish and cost-effective.
The bulk of the effort is directed towards developing the content.
You want to ensure it is optimized for both user experience and SEO.
Therefore, dedicate time to investigating terms to target, SEO best practices, and search intent, which are essential.
10. Leverage Data and Analytics
Tracking your application conversion, employee retention, employee engagement, and employee satisfaction rates can provide you with the vital insights needed to understand what’s effective and where improvements can be made.
Here’s how data tracking can aid you in comprehending your entire recruiting process:
- By analyzing previous hires, applications, and industry trends, you gain insight into your ideal candidate’s skills, experience, and demographics, enabling you to tailor your messaging and focus on specific talent pools.
- Evaluating your employee feedback can assist you in crafting employee narratives and company culture content that resonates with potential hires who share similar values.
- Tracking website traffic sources, application rates, and hire quality to assess which employer branding strategies are most impactful. This information can be utilized to refine your approach and optimize resource distribution.
Here are some essential key performance indicators to monitor on your career page:
- Visits – overall number of individuals who access your career page.
- Source of Visitors – assists in identifying the number of visitors from search engines, social media, or job boards so you understand which marketing channels generate traffic.
- Page Views – overall number of pages viewed by users.
- Visit Duration – average time spent by users on your career page.
- Bounce Rate – percentage of visitors who exit after looking at a single page. A high bounce rate may indicate a perplexing career page or insufficient relevant information.
- Return Visits – number of individuals who revisit your career page, indicating a satisfactory user experience.
- Applications – total number of job applications received.
- Applicant Conversion Rate – proportion of visitors who transform into job applicants
- Application Form Drop-Off Rate: proportion of visitors that did not complete their application form, highlighting application process challenges.
Other Significant Strategies to Promote Your Employer Brand?
I’d love to hear from you:
Which promotional tactics from today’s article are you planning to implement?
Or perhaps I overlooked one of your preferred methods for marketing your employer brand.
Regardless, please share your thoughts by leaving a comment below right now.
Why did I write this?
Ongig’s job description software aids in enhancing your employer brand through visuals, videos, recruitment widgets, and optimized, unbiased text. Contact us if you’re interested in learning more.