While employer branding should be a company-wide initiative, in order for that to be, it must depend solely on the individuals in the organization. A team can come together, generate ideas, build out a strategy and follow through with the tasks collectively, but if individuals aren’t doing their part to relay why their company is worth a look from job seekers, then the whole effort is stunted. So instead of rounding up your recruiting troops for one more meeting on employer branding strategies, send out a memo challenging every single employee to get off their roll-y chairs and kick off one of these unique employer branding initiatives:
1. Use Blog Posts to Show Diversity
Does your company have a blog? Better yet, do they have a blog for the careers page? If so, find out how you can submit an original blog article highlighting a unique hiring story or candidate experience.
Valerie, the new manager of your sales department, came to your company only 2 years ago from Spain. What’s her story, what was her journey, how did she get to where she is today in your organization and how is your company encouraging similar stories like this one?
“Allowing candidates to experience the organization through the eyes and experiences of current employees is a powerful, and authentic, way to deliver the brand and the culture. When employees share real stories about their work, their colleagues, and their experiences, candidates can visualize the experience and have an emotional connection to why the company is a great place to work.” - Steven Ehrlich (@99GR81)
2. Use Social Posts to Show Rewards
You’ll brag about the dinner you made last night, your kid’s 3rd place at the state wrestling tournament or relive your glory days through Timehop, but you won’t share that you can bring your dog to work or leave work early on Fridays for happy hour? As a recruiter, it’s your duty to share with the world why your company is worth a job seeker’s time. It’s also your duty to make sure other employees, even the ones outside of your department, are spreading the good word.
Create a quick guide for social media posting best practices for employees. Keep in mind, while they aren’t posting on behalf of the company, they are posting about the company. Posts should be creative and humorous, but all in good taste. Set up some pre-populated templates for inexperienced social media users and consider implementing a social referral program to further initiate social media sharing.
3. Use Bulletin Posts to Show Social Responsibility
In 2013, about 20% of employers in a SHRM study reported giving employees paid time off specifically for volunteering. That number grew from 15% in 2009, so we can only assume it’s continuing to grow. Now more than ever is society concerned with businesses’ social responsibility to the economy and environment. Studies show that job seekers are more attracted to companies they believe to be environmentally-friendly.
Start a company-wide volunteer event or program and get the word out through your office’s intranet, bulletin boards or even the water cooler. The most important thing you can’t forget is to post your plan to social media. Share the story through the entire process, from showing a picture of employees signing up to videos of the actual event and a recap of how successful the event was, you’ll want to make sure you capture the moments on social media. Encourage employees who are involved to share the posts and recruit other employees to get involved too!
Company-wide initiatives are a beautiful thing, but an individual initiative can make just as big of an impact. Use these three tips to promote your employer brand all on your own.