Source | www.themuse.com : By KAYLA ELLMAN
In today’s candidate-centric market, it’s not enough to just post jobs and hope great people apply. You have to show both active and passive candidates why your company is great—and why they should want to work there.
That’s where employer branding comes in. We recently tapped two employer branding experts, Lars Schmidt, Founder of AMPLIFY and Co-founder of HR Open Source, and Lisa Cervenka Co-founder of Brand Amper (now BrandBuilder by The Muse), for a webinar here at The Muse. They took a deep dive into the “anatomy” of a powerful employer brand, sharing actionable takeaways and templates from HROS case studies from companies like Lever, GE, Cisco, and Hootsuite.
Watch the full webinar here, or read on for six key insights into effective employer branding:
1. It All Starts With Storytelling
Don’t have a clearly defined Employer Value Proposition (EVP) or employer brand yet? That’s okay. In fact, you can (and should) use employee engagement to inform your brand and values. Lever’s employer branding strategy, led by CMO Leela Srinivasan, is a great example of how to do it.
Lever faced a unique challenge: acute hiring needs, rapid growth, and a primarily introverted workforce, who were reluctant to share their employee stories publicly. They knew they needed to create a safe space for people to tell the world about Lever in a way that was fun, organic, and 100% opt-in.
To do this, the company used Brand Amper (now BrandBuilder) to provide their employees with brand statements to use as a foundation for their professional stories—and the results were pretty great. Not only did Lever iterate their employer brand in real time, but they also got 80% of their employees to share their stories on LinkedIn, increasing their social visibility with prospective candidates.
2. Technology Moves Fast—So Embrace It and Take Risks
There’s a distinct advantage to being among the first companies to leverage a new technology: You have the opportunity to do something no one else has done before. Yes, it can be risky—being a “first-mover” also means making mistakes that other companies can learn from—but sometimes that’s OK.
When Hootsuite designed their #FollowTheSun campaign, an employer branding initiative using Periscope to showcase nine of their offices across four continents, Twitter had just re-released Periscope to the public two weeks prior. Hootsuite planned to do a live broadcast from a different office every hour on the hour.
Great idea, but the majority of their employees had never used the app before. They took measures to avoid any major snags, like training employees to use Periscope and collaborating with marketing to boost engagement, but they still made one mistake: No one knew that the videos disappeared after 24 hours, so they weren’t able to repackage the videos for a campaign wrap-up! Still, it was a real-time success and definitely worth the risk.