How to leverage digital marketing as an 'employer branding' tool?

Digital marketing tools and strategies are not only useful for lead generation and sales. They can also help employers find the best talent for job openings.

In recent years, every business leader has come to recognize the value of digital marketing in generating revenue. What is still far from common, however, is "employer branding," where the channels and strategies usually associated with sales and marketing are applied in the context of employee recruitment.

Just as regular branding and marketing define your company to customers, 'employer branding' defines its value proposition as an employer to potential and existing employees. A strong employer brand that portrays your company as a great place to work will spend less time finding the best talent and will have less trouble retaining them. That means lower recruiting costs, better control over budgets and a more productive workplace overall.

Why do we need employer branding?

Your employer branding is just as important as the overall branding you communicate to customers. After all, it's the employees who serve the customers and ultimately make a company profitable. But finding and keeping the best people for a job has never been easy. Contrary to popular belief, this is also not due to a shortage of talent, but rather because potential employees simply do not have a good impression or image of the company.

While financial compensation is, unsurprisingly, an important factor in job decisions, it is certainly not the only factor. According to employer review website Glassdoor, 95% of job seekers say that an employer's reputation influences their decision. Negative management reviews on sites or social media platforms quickly deter potential employees, just as negative product reviews deter potential customers.

Creating a motivating brand story.

Branding is about injecting personality, unambiguity and authenticity into your company's reputation. This is just as true for employer branding as it is for customer-facing branding. To create a strong employer brand, you must first clearly define your mission, values, vision and company culture, as these are the things that matter most to potential employees researching your company.

For example, potential employees will find it encouraging if they get the impression that your company offers opportunities for continuous learning, supportive management is present, and of course, competitive compensation. Such benefits should be clearly communicated in each of these aspects, from your job ads to your career pages to your recruitment emails.

Using social media to expand your reach.

Of course, you need to be able to lend credibility to your claims that your company is a great place to work. That's why a personal and social approach is essential, because it humanizes your brand. Most importantly, your recruitment team should take the time to respond to reviews and feedback on social media, just as customer-facing teams should for customer reviews. People often place more importance on how companies respond to reviews than on the content of the reviews themselves, so even negative reviews can sometimes be turned into an asset for the company.

Being active on social media is also important for building a strong employer brand (employer branding). Many of the most popular companies to work for even have their own employer channels on the well-known social networks, where they share their insights on what it's like to work there. You can also use hashtags to make such content more recognizable, so potential employees can learn more about your company.

Employer branding is ultimately about bringing your workplace and your company's mission to life with engaging content and a strong social media presence. Transparency is also critical. Just as marketers should encourage customers to leave feedback, employers should encourage their current employees to share their experiences.

Companies should also consider corporate social responsibility (CSR) activities and policies in their employer branding. For example, if your company has launched initiatives that give something back to the community, support popular charities or promote sustainability goals, all of these things are attractive to potential employees and customers alike. If you have a positive impact on the community or industry, you should communicate that in your employer branding as well!

CNIP is a Gold HubSpot partner and a digital marketing agency whose mission is to help companies grow, expand and develop their brands.
Contact our results-driven marketing team today to start building your employer brand.