How to Build An Employer Brand People Want to Work For

A while back I wrote about how your employer brand is your most important tool for attracting and retaining great talent. Today, with 65% of workers reporting they are looking for a new job right now, it seems like a good time to revisit this topic.

If your company or team is hiring, you’re not alone. Nearly nine in 10 leaders are seeing higher than average turnover this year. And a record number of open positions has given job seekers the upper hand.

With most job searches beginning online, your employer brand—and how it’s perceived online—could play the biggest role in aiding (or impeding) your search for quality talent.

Not sure you have time to focus on your employer brand? Consider this: Organizations that invest in employer branding are three times more likely to make a quality hire, whereas a poor employer brand could cost you 10 percent more per hire.   

Now that we all agree, let’s do this.

How Do You Build An Employer Brand?

Here are five ideas you can put into practice now to build a strong employer brand online.

1.  Empower Online Employee Advocacy
   Employee advocacy is the promotion of an organization by its workforce. When employees or other internal stakeholders share employer content on social media or post their own content regarding the organization, it can help you reach more people, build valuable brand awareness, and support recruitment efforts.
   
   Employees are the most trusted source of information in a company, so encourage them to 1) follow your company social channels; 2) monitor for posts; and 3) engage with posts that they find resourceful or interesting. This can include liking, commenting on or sharing the post to help it reach a wider audience. Even better, on LinkedIn you can notify employees when you post, giving that extra nudge to boost engagement.
   

2. Show Off Company Culture on Social

   Similar to how companies screen applicants’ social media profiles, job seekers do the same to glean more about prospective employers. Illustrating your company’s culture, pride and benefits on social media can help shape job seekers’ perception of what it’s like to work for you.
   
   Consider making company culture a content pillar within your organic social media strategy. You can bring this to life with channel-specific content, such as Employee of the Month interviews on LinkedIn, behind-the-scenes pics on Instagram, #unfiltered employee perspectives on TikTok, and memes that exemplify company values on Facebook.
   

3. Utilize Social Media Recruiting Tools

   In recent months, social channels have been busy rolling out new tools to aid employers in their recruiting efforts. Take stock of your open positions and the types of talent you’re seeking (e.g., entry-level, salaried, hourly), then map out channel-specific recruiting strategies that also help you tell your workplace story.
   
   For example, with a healthy Gen Z audience, TikTok is a great channel for promoting junior-level positions and intern programs, along with #unfiltered views of what it’s like to work at your company. And, the pilot of TikTok Resumes has expanded the channel’s relevancy as a recruitment and job discovery tool.
   
   Or, if you’re seeking a specific skillset or experience level, such as a UX developer or VP of marketing, consider posting the position on LinkedIn Jobs. LinkedIn matches your position to relevant job seekers. From there you can easily review and prioritize candidates and start a conversation with qualified matches.
   
   Private Facebook Groups also offer a wealth of networking opportunities with prospective talent. The rules of each group vary, including who can join, so do your homework to understand which ones are a good fit.
   

4. Claim and Grow Company Review Sites

   Sites like Glassdoor and Indeed allow owners to “claim” their organization and maintain their profiles. Most employees are driven to share an online review when they have a significant reason to do so, perhaps after experiencing something good or bad on their way out the door. This often equates to polarized reviews that leave job seekers unsure of what to make of a company.
   
   Good or bad, we always advise responding to employee reviews. It shows you’re actively listening and open to feedback, which can help win over prospects. In addition, to balance out any negative reviews, ask or incentivize current employees to share an honest review. Making this part of a proactive employee communication strategy will ensure prospective employees see fresh, candid perspectives.
   

5. Participate In Workplace Awards

   Many media outlets, trade groups and industry organizations recognize companies on Best Places to Work lists, including Glassdoor itself. Receiving and sharing about awards online can build brand awareness and credibility for companies.
   
   Keep in mind, earning awards, maintaining a healthy culture and inspiring authentic social sharing are all results of keeping employees happy. We have recently offered suggestions on ways leaders can communicate more effectively with their teams, establish company values, strengthen your corporate reputation and host engaging teambuilding events.  

The Approach team has helped clients across industries implement employer brand building, recruiting and retention efforts. If you have questions on how this can work for your business, just ask. We’d love to help.