Establishing robust employer branding (EB) is crucial. Why?
“95% of job seekers regard a company’s image as a significant factor when considering new employment opportunities”
(source: KRG)
Here are 5 employer branding strategies to set you up for triumph. Additionally, 4 successful EB instances for motivation.
Let’s begin.
1. Ongig – For Impactful and Inclusive Job Descriptions
Ongig is an essential tool for employer branding. The application aids you in crafting job descriptions that are captivating, precise, and impartial. Furthermore, it automates your job description writing process to conserve time.
Key attributes:
- Cloud-based archive of sanctioned job descriptions with user access controls for safety
- Scoring dashboard. Each job description receives a real-time gender neutrality rating, readability ranking, & title assessment
- Exclusionary language identifier. Every job description is analyzed for biases beyond gender (e.g., race, age, disability, sexual orientation, veteran status, mental health, and more).
- Job title suggestions derived from what job seekers search for on Google each month
- The readability algorithm highlights complicated words, overly lengthy sentences, and extensive lists of requirements
- AI Section Finder identifies absent job description sections and provides suggestions on including crucial information (e.g., Salary, Benefits, About Us, Flex Work, or a D&I Statement)
- Template creator for producing and approving uniform job descriptions (for efficiency and scalability)
Pricing begins at $11,900 annually. Schedule a demo to discover more and acquire a custom estimate based on your company’s requirements.
2. Canva – For Captivating Visuals
Canva is a graphic design tool that enables you to craft appealing visuals, including logos, brand guidelines, and EB content for social media.
Key attributes:
- Extensive visual library. Utilize free and premium icons, images, and templates.
- Real-time collaboration. Invite peers to modify projects, provide feedback, and organize the employment brand visuals.
- Diverse sharing options. Display your work directly on the platform or download it in different formats like PNG, PDF, and MP4. These tools are ideal for crafting employer branding videos, images, and documents.
You can access this tool for free with limited features or upgrade to the premium version to unlock additional functionality and exclusive resources. Paid subscriptions begin at $12.99/month.
3. Sociabble – For Employee Advocacy
Sociabble is an employee advocacy platform relied upon by major brands like Microsoft and Coca-Cola. It assists in engaging employees and enhancing your employer brand.
Key attributes:
- Social media consolidator. Oversee your brand’s social media platforms, assets, and RSS feeds, which employees can share seamlessly with their networks.
- Content curator. Enrich your content library by incorporating user-generated content from employees and social listening tools.
- Gamification. Reward your organization’s advocates with points and badges for sharing employee stories and promoting the company on their platforms. Moreover, leverage challenges, polls, and quizzes to enhance engagement.
Utilizing this employer branding software varies based on selected features, typically costing $4/month per employee.
4. Awario – For Brand Monitoring
Awario is a social listening application that examines brand mentions across platforms (from social media to blogs and online discussions). Awario serves as an excellent tool for understanding public perception of your brand.
Key attributes:
- Filtering capabilities. Input relevant terms and exclude specific phrases to expedite the monitoring process.
- Continuous monitoring. This tool can showcase real-time discussions about your company in 59 languages according to the target audience’s locations.
- Powerful analytics. Monitor the number of mentions, overall sentiment, and key influencers discussing your brand. The tool also allows you to convert this data into a downloadable report in PDF or HTML formats.
Awario provides various plans starting at $24/month with a 7-day free trial.
5. Built In – For Employer Brand Visibility & Reputation Insights
Built In is an employer branding and recruitment marketing platform designed to assist companies in evaluating and enhancing how they are viewed in search AI answer engines throughout every stage of the candidate hiring journey. It merges branded employer profiles and content, job distribution, proprietary analytics, and actionable AI-optimization insights to fortify visibility and reputation during the hiring process.
Key attributes:
Employer Brand Reputation (EBR) Score:Clear benchmarking of your employer reputation across top AI models, identifying the primary areas — such as leadership, culture, and work-life balance, among others — that require enhancement.
Reputation Content:High-impact, AI-enhanced employer branding content options crafted to enhance your strengths and mitigate weaknesses — available as self-service or fully managed.Competitive Intelligence:Rapid insight into how you measure against talent rivals in AI outputs, demonstrating precisely where you excel and where you lag.
5 Excellent Employer Branding Illustrations (with takeaways)
Having examined 5 employer branding solutions, here are some successful enterprises that have established robust EBs (for extra inspiration).
Salesforce
To draw in the right personnel, Salesforce prominently displays core company principles on its website – Trust, Customer Success, Innovation, and Sustainability.
Their organizational culture also provides flexibility and practical perks tailored to post-pandemic working trends, such as work-from-home expense reimbursements and personal wellness initiatives.
Strong values and a positive workplace culture are among the reasons why Salesforce has been recognized as one of the top companies to work for by Fortune for numerous years.
Key takeaway: articulate your company values and culture to initiate a robust employer branding strategy.
Patagonia
Another excellent illustration of employer branding comes from Patagonia. They recruit individuals who appreciate outdoor pursuits and offer work-life balance programs that embody the company ethos, such as Bike to Work Week and a Composting Initiative.
A compelling employee value proposition and alignment with individuals’ values boost employee engagement and retention rates. Patagonia’s employee turnover ratio is just 4%.
Key takeaway: synchronize your employer branding strategy with your corporate and employees’ values.
Spotify
Another organization to draw inspiration from is Spotify. Their career page provides crucial information, including:
- The company’s mission, principles, and culture
- Available job openings
- Office locations
- Employee benefits
- FAQs
Spotify also shares corporate statistics, employee demographic data, and worker-generated content to promote its inclusive workplace atmosphere. This is beneficial for recruitment marketing and employer branding.
Key takeaway: develop an informative and attractive career page to engage top talent.
Note: Given that a business’s website is a vital touchpoint to entice job seekers, investing in reliable web hosting is essential. A dependable web hosting service will enhance site performance and response times, aiding you in building a strong reputation and a favorable first impression with potential candidates.
Netflix
Netflix executes remarkable employer branding campaigns across social media platforms, such as Instagram and YouTube. They encourage current employees to be brand ambassadors by featuring them in audio, photographic, and video content.
Netflix frequently highlights specific groups (like parents or members of the LGBTQ+ community) and illustrates how they value their employees’ contributions.
Key takeaway: blend innovative content styles with authentic individuals to convey your employer branding messages.
What is Employer Branding?
Employer branding is the method of managing and influencing your standing as an employer in the marketplace. This pertains to job seekers, employees, and stakeholders. In simple terms, it summarizes how individuals inside and outside your organization perceive you. Maintaining a favorable reputation will position you as an employer of choice.
Advantages of Employer Branding
Numerous companies are taking initiatives to create strategies that enhance their employer branding endeavors. Here are some advantages of employer branding:
- Robust company culture: This will foster an overall positive experience for your employees, enhancing employee retention and satisfaction.
- Employee Referrals: If employees believe that working for you is advantageous, it will facilitate attracting other top talents through their referrals.
- Talent Acquisition: Engage top talent more rapidly and effortlessly while reducing expenses associated with recruitment processes.
- Retain Top Talent: Contented employees will remain longer and appreciate the opportunity. This will enhance their motivation and success, as well as decrease employee turnover.
- Favorable Brand Perception: Others will hold positive views about your company because your employees will echo that sentiment online and in person.
- Attract Modern Talent: Social Media stands as one of the most significant platforms for employer branding. The majority of candidates aged 18-34 will look for you online, making this the optimal strategy for attracting Gen Z talent.
This piece is a guest post by Eliza Medley, a seasoned writer and psychologist. She is deeply interested in management, new technologies, and crafting motivational articles.
Why I composed this:
Ongig’s mission is to create impactful and inclusive job descriptions. Furthermore, employer branding tools enhance your chances of attracting top talent, beginning with your JDs. Request a demo to discover more.
Acknowledgments:
- Recruitment trends for 2022! (by Rosie Waghorn)
- Enhance Employee Advocacy With Smarp, Sociabble, SOCXO (by ClearVoice)
- The NLI Interview: Patagonia’s Dean Carter on How To Treat Employees Like Individuals (by David Rock)