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3 Powerful Ways Your Company Brand Fuels Your Culture
The ‘War for Talent’. I’m sure you’ve heard this phrase over and over – and perhaps, even have a battlefield story of your own. Today more than ever, companies are competing for talent – forcing employers to find ways to stand out from the pack. There is one thing that makes each company unique and should be the foundation for how you attract job seekers – your employer brand.
When you have a strong employer brand imbedded in your recruiting strategy, you find authentic ways to connect with and inspire the talent you need today and tomorrow. Today’s job seekers aren’t just looking for a J.O.B. – they want to work for a company with a culture that fits their goals, personality and values. If you brand speaks to this, you are more likely to attract the type of people that will fit into your culture – resulting in 50% more qualified candidates at your doorstep. Sounds amazing, right?
Well-known companies such as L’Oreal and Salesforce know how to position their employer brand in recruitment. But you don’t have to be a huge company to do this well – companies large and small made a recent top 10 list for winning at employer branding. So, what are these companies doing well? And, more importantly, how can you start doing it? Start off by considering the following strategies:
Your company’s career page should not just be a place where you list open positions (a thing of the past). Instead, use this as a platform to promote your company’s culture and values. This is your chance to connect to job seekers on an emotional level and make them want to work for you.
Words on a website are not enough. Use videos with testimonials from real, live employees – highlighting why they love to work for you or even show a ‘day-in-the-life’ of an employee. Let your employees do the talking. This connects job seekers to your people, giving it a personal touch.
Social media is your friend when it comes to promoting your employer brand. And with 79% of job seekers using social media in their job search (even higher for Millennials), this is a platform you just can’t ignore. Strive for a cohesive message across all social platforms with links back to your careers page – enticing job seekers to learn more. Instagram, Facebook and Twitter are all fantastic platforms to engage and create a fan-following – building a candidate pipeline for the future.
Hiring great talent is not an easy task. With companies competing for the best and brightest, it is vital that you position your company in the strongest way possible. Your brand tells the world who you are as an organization. What is your story?