13 Tools everyone should be using for employer branding
Your employer brand - your reputation as a place to work - should be a key ingredient in your talent attraction strategy. Not only does it help attract the best talent, making you stand out from your competitors, but a good employer brand is also key for employee retention.
A Glassdoor study found that 69% of Americans will not consider working for a company with a bad reputation, even if they were currently unemployed. But 84% would potentially leave their current employer if they had a job offer with an organisation with an excellent reputation.
We have compiled the list below to help you get your employer branding right: 13 tools every company should be using for employer branding.
Defining Employer Brand
The first step for any company is to define what their employer brand is and to come up with an Employer Value Proposition (EVP). This is defined as a "unique set of offerings, associations and values to positively influence target candidates and employees". To be able to define your EB and EVP, you need to know what your reputation is as an employer.
You can get this input on leadership, working conditions, benefits, and culture through the following internal tools:
- Employee Opinion Surveys
- New Hire Surveys: Conduct those at certain milestones (30/60/90 days) to see how new employees integrate and if you live up to their expectations created before and during the recruitment process
- Informal employee meetings
- Formal interviews
- Exit interviews: Conduct these with every parting employee, it's often the most honest feedback and shows what you can improve.
External resources are also good to collect feedback and insights, e.g.:
- Glassdoor: With an employer account on Glassdoor, companies can access reports and analytics on reviews and ratings and benchmarks on competitors.
- Social Media listening tools: e.g. Hootsuite or Social Mention. With the feedback gathered, you can define your Employer Brand and why candidates should work for you.
Bringing the Employer Brand to life
Once you have your EVP, you need to communicate it. Nowadays, we are becoming more and more visual and pure text is often overlooked. Enhance your message with photos or videos. According to Fast Company,
"44% of people are more likely to engage with brands if they post pictures than any other media".
- Photos: Employee-curated content is a great idea. You could run challenges and ask employees to send in creative photos of what they think your company stands for. Create a #hashtag for employees to use at company events and then re-post those photos on your corporate account.
- Videos: An employer brand video, or even several, is an indispensable tool these days. Candidates want insights into life at the office and hear from your employees. Having several videos means you can create targeted messages for different candidate groups such as graduates, developers, marketing professionals, etc.
Communicating your Employer Brand
Now that you have your EB messages, you need to communicate them to different audiences on different channels. The most essential tools are your:
- Career website: Ensure this integrates with social media channels and is optimised for mobile usage.
- Social Media sites: As we spend more of our Internet time on Social Media, this has become an important recruiting channel for companies.
- Employee Referral programme: They reinforce your employer brand and fuel your talent pipeline.
- Third party validation: This adds an extra compelling reason why candidates should use you over your competitor, e.g. Glassdoor's Best Places to Work.
Reach out to us if you would like to know how the Papirfly Employer Branding portal can take your Employer Branding to the next level.