Connect with us


Attracting Top Talent With a Strong Employer Brand

Last updated by


social media

Post-pandemic competition between businesses for talented candidates is at an all-time high.

Reuters reports that 93% of small business owners have fewer or no suitable candidates for their vacant positions. So what does this tell you?

Employers must stand out among their competitors in a candidate-driven job market as attractive and compelling workplace places.

Employer Brand

Employer branding is pivotal in attracting talent to help a company excel.

Due to social media, HR and hiring managers now better understand the impact the business brand can have on attracting and retaining top talent.

For example, there are many solid employer brands. However, Salesforce, Zappos, and Hubspot have determined that they need to focus on employee experience and market their success to attract top candidates.

Did you know 92% of employees would leave their current job for a role at a company with an excellent reputation?

This statistic is enough to keep you awake. It means most of your company would take an interview if a recruiter from a top company sent them a note on LinkedIn.

Use Social Media

So, what is the fix for your business? Start crafting your strong employer brand and promoting that image through LinkedIn, Glassdoor, Facebook, and other social media platforms.

You don’t need to reinvent the wheel, i.e., start from nothing. Successful businesses use this strategy, and you can learn how your company can stand out as an employer of choice to attract the candidates you want.

Recruiting and Marketing should work together on content

In addition to this idea, 86% of those in HR think recruitment is becoming increasingly similar to marketing.

Content is king and needs to be appealing and engaging personally.

Candidates increasingly use social media to find positions and learn more about the companies they want to join. This is an opportunity for businesses to share engaging stories about adding value to their employees and have more authentic conversations with candidates.

When developing or revamping your employer brand, it’s imperative to focus on the following:

Create an engaging employee experience

The first step to creating a strong employer brand is to create an engaging employee experience. It all starts here. If your employees are authentically engaged, they’ll be more likely to evangelize their experience on social media and their networks, helping you expand your hiring pipeline.

Culture of inclusion

Creating an engaging employee experience takes a real investment in talent.

HR and company leaders should strive to create a culture of inclusion, belonging, and empathy to ensure employees feel comfortable bringing their whole selves to work. It also means fostering connections throughout the organization and supporting an environment of transparency and communication.

What are you doing to excite employees to work at your organization?

A potent combination of learning and development opportunities, comp and benefits packages, and events or programs supporting employee socialization and development goes a long way toward engaging and exciting employees to berk.

Consider every touchpoint in your hiring process.

Employer branding also consists of every aspect of the hiring process.

Did you know that 6 out of 10 job hunters have given up on an application that was too long or complex?

An unnecessarily long or clunky application process can discourage candidates who would otherwise be excited to work at your organization.

The hiring process is a candidate’s first experience with their employee experience. Therefore, if it’s outdated or takes too long to respond to a candidate, they might get the impression that they’re not a priority or that the company doesn’t prioritize innovation. Information for potential candidates should be clearly communicated on the company’s website, and the application process should be simple.

By following up with candidates quickly to inform them of the following steps, you’re proving that you respect their time in applying. Intentionally creating a positive candidate experience goes a long way toward building trust with the talent you want to attract.

Communicate your efforts in-house and online.

Partnering with your marketing team to highlight your efforts throughout the organization and online can increase positive attention towards your employer brand to attract top talent. Marketing teams are experts in messaging and communication. They can help HR teams share successes or the results of cultural initiatives more effectively, inspiring more employees to share the great things your organization is doing.

Brand awareness campaigns can highlight your company as an employer of choice on social media, helping qualified candidates find you with minimal legwork.

Working smarter

Businesses must work smarter to attract top talent and bridge the gap using marketing resources.

Marketing can help refine messaging for specific role demographics. For example, machine learning specialists might have a different focus than finance candidates, so knowing how to reach both with your content is essential. This is also true across generations and locations.

By tapping marketing resources to communicate internally and externally, you’ll have a much easier time sharing your message across different candidate personas to find the ones that are the best fit for your company.

Summing Up

First impressions are everything, and this is especially true when you’re trying to attract top talent.

Highly qualified candidates know they are in demand and are no longer swayed by hefty compensation packages. They want to partner with a company that will provide a holistically engaging experience and support them in their best work.

Promoting an authentic and engaging employer brand on social media attracts the top talent that helps you continue to add to that brand: it’s a win-win situation.

Use marketing to craft content that appeals to and engages with candidates.