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3 Quick Tips for Communicating Your Employer Brand Effectively

By Universum on 10/04/2017

From attracting new talent to retaining tenured employees, the practice of maintaining a company’s reputation as an employer has leadership taking notice. Last year, 62% of employers in our Global Recruiting survey said their employer brand was a top priority. Today, there’s far less confusion around what employer brand is or how important it can be to the health of your talent pipeline and employee satisfaction. 

Tweet This: 62% of employers said employer brand was a top priority for 2016. Is it still important in 2017?

 Although 8 in 10 employers agree on the definition of employer brand, many executives lack the direction needed to ensure initiatives (and, in turn, investments) are strategic, measurable and governed. Responses to our study point to a low adoption rate when it comes to EVP-driven employer branding guidelines. Without those guidelines, there’s a chance efforts are less effective or even worse, risky to the reputation of the organization.
Selecting the avenues in which you plan to establish your employer brand is only one step. There should be care taken to the way you plan to communicate there as well. Check out these 5 quick tips for effectively communicating your employer brand.
Do you know how your brand stacks up to competition? Get started, right here:

Make Employer Brand Visible and Visual

There are a couple of reasons to embrace the world of a more visual employer branding strategy. First, 90% of information that comes to the brain is visual and visual aides are 43% more persuasive. Additionally, job seekers and employees alike are far more interested in show, don’t tell.
Explanations of the benefits and rewards of being employed by your company will never be as effective as the ability to see both in action. It’s always great to hear about your philanthropic efforts, but what do your volunteer efforts look like? Do you hold fun-runs where coworkers wear matching shirts or do you invite local nonprofits to your campus? One or two quick snapshots tell a story that words never can express.

Need help building your employer branding videos? Check out these 5 best practices for producing effective employer branding and recruiting videos.

Of course, not all visual representations of your organization need to be focused on events. In fact, some of your most compelling videos and pictures will be those that depict everyday life within your office. What you consider mundane might be enough to sway applications from curious job seekers. Candidates are turning to these images and videos to understand potential job openings and titles, gather clues about dress code and even get a feel for the environment you conduct business within. All of which can excite talent and help them self-select into or out of applying.

Employer Brand Should Tell Compelling Stories

Speaking of the story of your organization, employer branding is all about the stories you develop and tell your audiences. Again, people are far more interested in what you do and how you’ve affected your employees, community and industry than they are reading a bulleted list of your benefits package.
Make use of the tools you have in social media, blogs and careers pages. Instead of mentioning the educational assistance perk on your career page, gather testimonials from current students or graduates who used your program to further their career. This will show potential career paths within the organization, explain the reality of the program and even introduce real employees in a way that allows the job seeker to see themselves in your company, working alongside those individuals and taking advantage of those benefits.

Find out what recently graduated talent really wants from an employer.

This is only one instance where stories and testimonials are useful. From scheduling to perks and volunteering to organizational standings, people will always feel more moved and connected to a company who has stories to tell over relying on a page devoted to your mission statement and values.

Tweet This: Tell your story instead of reciting mission, vision, values. Bring it home with real examples.

Never Rest on Your Laurels

Nothing about employer branding is ever stagnant. From the constantly adapting channels to your internally developing culture, the work of building and maintaining your employer brand is never over. Don’t feel overwhelmed though. The point of all the groundwork is developing brand ambassadors internal experts in your employees.

Still need advice on navigating digital personas? Check out Employer Branding and Social Media to get an in-depth look at developing a strategy.

When you have clear guidelines for what your organization stands for and how work is accomplished, your satisfied employees have a natural propensity to support the work being done around your employer brand. That includes their interest in offering advice. Social media, a place where many organizations turn to communicate their employer brand stories, has a habit of changing the rules. And if the social network isn’t changing the rules, users themselves adjust expectations.
For example, Facebook users spend 3 times more time watching live videos over traditional videos. Facebook Live wasn’t even available to all users until April 2016. Not only did the network add a new feature, users clung to it quickly. Employees who share the habits and preferences of users can provide useful advice for capitalizing on features as well as give guidance on how to make sure they’re reaching the intended audience in the best light possible.

Tweet This: Are you sharing your #employer brand in the right places? Read this:

The direction you take your employer brand will always be highly dependent on the workforce employed, industry you work within and the mission and values the company holds dear. If the above tips still leave you a little unsure of how to approach your employer brand strategy and initiatives, don’t worry. Universum has advice and guidance for you. Start by downloading our Audit Readiness Checklist.