Employment branding is essential.
But don’t just take our word for it. These statistics from Glassdoor and LinkedIn show what’s to be gained by building a strong employment brand – and what’s at stake.
Talent attraction and recruiting:
- 68% of millennials, 54% of Gen-Xers, and 48% of boomers indicated they visit an employer’s social media properties specifically to evaluate the employer’s brand.
- 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand.
- Companies with a strong employment brand see 50% more applicants.
- A strong employer brand can reduce the cost per hire by as much as 50%.
The stakes are high:
- Nearly 8 in 10 (76%) of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review.
- 86% of women and 67% of men in the United States wouldn’t join a company with a bad reputation.
- Employee voice is 3x more credible than the CEOs when it comes to talking about working conditions in that company.
- Companies actively investing in employer branding can reduce turnover by up to 28%.
It’s time to think bigger when it comes to your employment brand! Here are two next-level ideas to build yours with great content – and more:
Top field associates should be Brand Ambassadors.
How many temps do you have on assignment right now? Dozens? Hundreds? Thousands? And are those people actively engaged in building your brand? If you answered “no,” you have a tremendous opportunity.
Your brand ambassadors should be top field associates, and you can reward them with cash compensation or non-cash incentives like time off, preferred access to your best jobs, and company swag.
While you don’t want your temps actively soliciting people while they are on the job, they can:
- wear company-branded apparel on the job and share personalized business cards you provide them;
- share company blog posts and jobs on social media;
- write reviews about your company on social review sites;
- spread the word by sharing food or promotional items with others at work;
- educate people about the benefits of working as a temporary – and specifically, working through your firm;
- celebrate events for your workforce like birthdays, service anniversaries and promotions; and
- actively solicit referrals and encourage others to do the same.
Broaden your thinking, integrate your employment brand into your content marketing.
Content that builds your employment brand doesn’t have to be all about you – in fact, integrating your employment brand into your overall content marketing strategy is one of the most powerful ways to shape candidates’ perceptions of your firm.
When you demonstrate that:
- you care about job seekers’ career success…
- your recruiters are experts at what they do…
- you understand what’s important to job seekers…
…you’re “walking the walk” – and not just providing lip service.
So, broaden your thinking. Look for ways to weave your EVP and brand messaging into a wider range of content – to reinforce and amplify your message, while also demonstrating your warmth and competence.
One of the best ways to achieve this is by adding brand messaging to:
- educational content;
- thought leadership pieces from your top recruiters and company leaders; and
- curated content about job search and career management.
Job seekers and current associates are looking for help, and you have a wealth of valuable information and people ready to share it. Your blog and/or newsletter is the perfect place to highlight this content and draw people to your site and jobs. If you become the go-to resource for help and job search/career management advice, you’ll strengthen your brand and recruit more top-tier candidates.
Want more insights to build an amazing employment brand?
Download our FREE eBook: Using Content to Drive Your Employment Brand