A vital tool for employer branding

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A vital tool for employer branding

How's your reputation?

It is probably not top-of-mind with every company, but your reputation as an employer has an enormous effect on your employees as well as job seekers. Being a good employer will turn them into brand ambassadors and lead to a long-term relationship with you as an organisation. Whereas job seekers will have to go by hearsay, it is all the more important that you put a great deal of effort in managing your reputation as an employer. Want to know where to start?

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Before starting...

It is good to realise that:

  • An employer brand is not something you actually own. Whether you actively manage it or not, people will have an opinion based on the impression you’ve made.

  • According to LinkedIn, a company with a strong employer brand on average will see a 43% decrease in the cost per candidate they hire. This of course being the result of not having to spend as much on advertising and marketing campaigns creating awareness for your business.

  • A large majority of millennials believe that being part of the right company culture is very important.

Before starting...

It is good to realise that:

• An employer brand is not something you actually own. Whether you actively manage it or not, people will have an opinion based on the impression you’ve made.

• According to LinkedIn, a company with a strong employer brand on average will see a 43% decrease in the cost per candidate they hire. This of course being the result of not having to spend as much on advertising and marketing campaigns creating awareness for your business.

• A large majority of millennials believe that being part of the right company culture is very important.

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Provide HR with a tool

Although it is tempting as an organisation to paint yourself a picture of an ideal employer, it is up to HR to shape actual working conditions and facilities. After all, “practice what you preach” is key when managing your employer brand.

For example, how credible is it, when you’re looking for flexibility in an employee when you yourself won’t allow working from home and/or sliding working hours?

 

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So, when the direction is set, it is a good idea to start engaging your employees. And doing so it is not enough for HR just to provide a shared ‘drive’ with all HR documents, manuals on working conditions, and facilities. You’ll have to start with communicating, making the information relevant for the employees. And that’s a two-way stream! A work communication platform, like Keephub, would be an ideal tool to start with.

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Content the employee cares about

Turning HR information into relevant content the employee actually cares about, will immediately have a positive impact on your employer branding. Some ideas to start engaging your employees:

  • Sustainability: start an idea box or a competition to collect ideas and suggestions they might have, to do their job in a more sustainable way.

Content the employee
cares about

Turning HR information into relevant content the employee actually cares about, will immediately have a positive impact on your employer branding. Some ideas to start engaging your employees:

• Sustainability: start an idea box or a competition to collect ideas and suggestions they might have, to do their job in a more sustainable way.

Caring for content-03-1

  • Vitality: attractive posts on facilities you’ve provided to improve their working conditions (free fresh fruit, weekly yoga, etc.). And ask them to upload pictures/videos to show how excited they are about that.

  • Feedback: use polls or questionnaires on hot topics like hybrid working, sliding working hours, etc.

  • Career path: attractive content (videos, animations) to encourage employees to participate in events, workshops, or classes you have organised on this topic.

 

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• Vitality: attractive posts on facilities you’ve provided to improve their working conditions (free fresh fruit, weekly yoga, etc.). And ask them to upload pictures/videos to show how excited they are about that.

• Feedback: use polls or questionnaires on hot topics like hybrid working, sliding working hours, etc.

• Career path: attractive content (videos, animations) to encourage employees to participate in events, workshops, or classes you have organised on this topic.


 

HR 4-1

And when all this is in place, it is time to activate employee advocacy. That way it will not only be you as the organisation trying to influence your employer brand; it will be the employee talking from his/her own experience. We all know ‘talking peer to peer’ is even more valuable.

Why choose Keephub

Social Icons Linkedin good

 

 


- Erica Twigt / Content strategist at Kega

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