Employer branding is high on the agenda of many HR departments. With good reason. Because working on your company's reputation and loading your employer brand is valuable. After all, it is an effective way to reach and attract talent. But how do you market successful employer branding? We will gladly explain it to you.
Employer branding cuts both ways. On the one hand, it offers companies the opportunity to communicate their culture, vision, values and standards. On the other hand, many potential employees are looking for a company that suits their needs. Culture, flexibility, but also advancement opportunities. Especially things like sustainability and dealing with colleagues are becoming increasingly important for young professionals in their choice of a new job.
As an organisation, you can of course respond to this flawlessly. As long as you are visible, communicate your story consistently and show what your organisation stands for. Then the chances of a lasting match automatically become much higher. But then it is important that you first set up a well-considered employer branding strategy. And this can easily be done using a few basic principles:
Make a difference with your work-at-home website
The basis of an employer branding foundation is a well-functioning work-at-home website. That is why it is quite surprising that 30% of organisations in the Netherlands still do not have a separate work-at-home website. As a result, vacancies are often hidden and relevant information for a future employee can hardly be found. On the other hand, over 10% handle the work-at-home website excellently: relevant information per target group is available, the offer is clear and findable, vision and culture are clearly communicated and there is a possibility to contact a recruiter or line manager in an accessible way.
Right at the back?
Of course, the back of a work-for-hire website is not visible to a potential candidate. But does this make it less relevant? Certainly not. An ATS (Applicant Tracking System) helps employers structure application processes. And with a CRM (Customer Relationship Management system) you get more return from your website visits, for instance, and can follow up candidates. Here, too, the knife cuts both ways. Because a good employer branding strategy is not only about visibility, but also about the candidate experience. How quickly will I be followed up? Can I find information I am looking for? Can I get in touch in an approachable way? With a well-designed backend of your work-at-home website and associated systems, you can respond to this effortlessly.
The flow of content
Of course, it is also important to market your employer brand well (externally) so that as many talents as possible come into contact with it. This is where a solid advertising strategy comes in. Without this strategy, the effort you put into your employer brand feels a bit like a 5-star hotel on a desert island. Great that it's there, but nobody knows about its existence. This is why visibility is essential to your strategy. Be present on the channels where your target audience is. Use the data you collect and constantly optimise your content to approach your target group as effectively as possible. And convince them!
Don't forget your ambassadors!
Not only your paid ads are valuable, your organic reach is also vital for your employer brand. First of all, your followers on the socials are your most important source, but don't forget your current employees. When you use them as ambassadors of your organisation and they share content with their followers, this is double profit. The power of 'compound' referrals is immense and will contribute to your visibility, engagement and ultimately the brain position you gain as an employer with your target groups. And will give you access to an extensive talent pool to draw sustainable matches from!
Are you wondering how to get started with employer branding and how technology can help you along the way? Don’t hesitate to get in touch with MrWork via mrwork
