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4 Types of Employer Branding Content To Make Recruiting Easier

Published: Friday 7th February 2020

The race for talent is on. By 2030, the talent shortage will reach more than 85 million people, and the competition for qualified professionals will become even more fierce than today. To win this challenge, companies need to be on the watch for new talent attraction strategies. Employer branding is quickly becoming one of the best by focusing on personal development and company culture.

Employer branding is the identity that a company shares with a purpose to differentiate itself from the rest and attract more talent. The identity, of course, is a complex concept and combines the business’s mission, vision, values, culture, and other factors that make it unique.

Employer Branding text in frame.

One way in which a company communicates the identity is content. It’s a must for making employer branding work because it:

  • Shows potential employees how great your company is.
  • Demonstrates that a company values its employees’ work-life balance etc.
  • Answers the question: “why should I consider applying there?”

If you’re unsure where to start and what kind of content works for employer branding, take a look at these types.

1. Employee Introductions

Every employee is a human with unique interests and stories, and you can let other people see all of that. Making the so called “employee introduction” content is an excellent way to share some interesting information about your employees, including:

  • Their background.
  • Interests.
  • Latest wins and accomplishments.
  • Fun facts.

Here’s how Canberra Indoor Rock Climbing does it. The Facebook post below is an introduction to “Meet Our Staff,” a series featuring their employees. The post also contains links to more employee-related content, which is another opportunity for the viewers to get to know each of the rock climbing instructors.

Facebook picture - Canberra

By seeing that a company is proud of its employees and shows appreciation by sharing this post, more people will be likely to think that the company values its employees.

2. Content Featuring Perks and Benefits

Gallup’s research of Millennial employees pointed to interesting findings:

  • They don’t work for the paycheck but for an opportunity to develop professionally.
  • They consider work benefits, such as flexible work schedule and remote work, more important than the paycheck.
  • They don’t want to work for a boss, but a coach who improves them. So a “command-and-control” work approach won’t work.
  • They want to contribute to a company that values their strengths and provides a chance to do what they love every day.

While these benefits aren’t something that defines your employer brand, they are a great part of it.

And since many of your potential employees value them, your job description should let them know that you’re the “right” kind of company (and from your side as an employer, hiring the right people is also important, and it’s a way to attract them). By “right,” I mean the company that prioritises the benefits and perks that improve their workforce’s work-life balance and make them feel valued and appreciated.

3. Employee Testimonials On Social Media and Employer Review Sites

It’s easier for people to connect with other people, not companies, so you should have your employees share their honest testimonials about your business.

It could be something very simple; for example, even for companies with lots of remote teams, like top academic writing websites, shooting a video of an employee sharing their thoughts about the company’s culture, benefits, and the things they appreciate the most would be a great start.

Like this testimonial from Assistance Plus. They shared the video featuring a couple of new employees describing the organisational culture and why they like to work there.

Facebook image - Assistance plus, employer branding example

Also, don’t forget to ask for feedback in interns if you have some. Their testimonials can help with attracting more young talent to apply for internship programmes at your company.

Here’s how Easy Nice, an ice machine subscription service, shares the review of one of their recent interns.

Facebook post, Easyice, employer branding example

In addition to social media, be sure to encourage your employees to leave testimonials on employer review websites. They’re a big part of employer research, too, so monitor the reviews that people leave and learn what you can improve based on their feedback.

4. Company Events

In addition to approaching the organisational culture on an individual level, try presenting it from a wider perspective. For example, you can share content related to any events happening in your company, including seminars, lectures, parties, birthday celebrations, parties, accomplishments, conferences, and other special occasions.

Creating such content is a great way to give a prospective candidate a feeling that your company is an active workplace where everyone is engaged. The mix of content showing office parties and conferences can strike a chord with many people who are real professionals who also appreciate having fun.

Below is an example from Microsoftlife’s Instagram from a conference attended by their employees. Just look at those happy faces!

Instagram image - Microsoft, employer branding example

If you send your teams to conferences or organise fun events in a cosy and relaxed atmosphere, be sure to remind them to take some photos. Be sure to add a concise and simple description like the one above to share some details with the people who follow your company.

Employer Branding Matters for Recruitment

To win the race for talent, you need to let them know that your company is a great place to work, develop, and win. Talented individuals are always looking for a company that’s able to challenge their skills and help them with personal development, but making a spontaneous decision to get hired is quite rare (unless you’re a well-known company).

Here’s when your employer brand comes in. By sharing content with the online community consistently, you’ll be able to keep your company on the minds of many talented individuals, both those looking for a job either actively or passively. Feel free to work with your talent acquisition team and brainstorm some ideas for the content types we’ve just described. I promise this process will be fun plus you’ll let the people know why they should work with you.

Author Bio: Daniela McVicker is a career blogger and a contributing editor at TopWritersReview and AllTopReviews where she’s responsible for content service ratings. She’s also a business communication coach, helping future job applicants to write business emails to help them achieve success on their career paths.

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