5 Steps To Create A Positive Employer Brand
TLDR: Research, plan, create and be consistent.
Get insights around what your current employer brand says about your company by asking the team internally and checking out what has been said in past exit interviews and candidate feedback. That’ll give you a good idea around how the culture of your company is perceived. It also doesn’t hurt to have a look at what other companies similar to you are doing and see how they compare against other employers in your area.
With all the new intelligence you’ve gathered, it’s time to come up with some goals around what you’re trying to achieve with your employee brand and how that will impact the companies goals. Make sure you incorporate your company’s core values and unique elements of your workplace culture into it your plan and work out who the target audience is, what kind of content they will want to see and what the businesses ‘voice’ is like.
3. Spread The Word.
Figure out what channels your target audience lives on and use them as pathways to share what your company is about. You don’t need every tool in the box, just the relevant ones. If you’re trying to build a positive employee brand, you don’t need to set up company profiles on Facebook, Instagram, LinkedIn, Twitter, Tumblr, Reddit and every other social media channel under the sun. You just need to be on the relevant ones, for your target audience.
If you’ve got the time, energy and resources to be on all of them, then great. But if you don’t, just pick a few that make the most sense to be on and start there.
Be authentic and don’t be afraid to show off what you’ve got through your company’s choice of work perks and benefits, employee development opportunities and team events.
4. Create Ambassadors.
Word of mouth is one of the best ways to spread the word about your company so make sure everyone in the company knows what the company’s values are and what makes yours different from the competitors.
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Make sure they are educated on the brand and live the brand so they can then share it with their networks and peers. This is where all those perks come in handy. By creating exciting experiences for your current employees and encouraging them to share that with their peers, naturally, word around town will be that your company is an amazing (and perk filled) place to work.
5. Be consistent.
You can’t expect to create a strong employee brand overnight. It takes time to build up trust in the market so make sure you’re consistent with your efforts. You might have the best offices, best practices, amazing perks but if you’re not consistently sharing it, you’ll get lost in the sea of all the other companies. Have content planned in advance, get creative and be consistent.