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Do you know what candidates are looking for in your Employer Brand? By understanding what candidates are looking for, you can identify how to tailor your messaging and content strategy, and the best areas to focus your efforts and attention.<\/p>\n
Whether or not your organization has done anything to actively manage your Employer Brand, you already have one! And potential candidates are examining it before deciding if your organization is right for them. According to LinkedIn,\u00a075% of job seekers consider an employer\u2019s brand<\/a>\u00a0before even applying for a role.<\/p>\n There are a number of components that go into an Employer Brand, and all of these things work together to shape your overall Employer Brand. Here are the ten components that comprise your Employer Brand:<\/p>\n Things you can control:<\/b><\/p>\n Things you can influence:<\/b><\/p>\n Things you can indirectly influence:<\/b><\/p>\n So what are candidates looking for? And how can you attract the right people to help your organization?<\/p>\n Your mission<\/b><\/p>\n Candidates are looking for more than a paycheck. They\u2019re looking for an opportunity to contribute towards a valuable mission. For millennials, this is particularly important, as according to the latest statistics,\u00a078% saying they want their employer\u2019s values to match their own<\/a>.<\/p>\n To capture the attention of potential candidates, create a cohesive narrative about why you\u2019re here and what\u2019s important to you as an organization. Your commitment to this mission should be the thread that connects all of your print and online materials, from your careers page and corporate philanthropy, to social media and employee testimonials. Give people a flavor of what drives the work you do.<\/p>\n Real information about employee experience<\/b><\/p>\n When investigating an organization\u2019s Employer Brand, candidates aren\u2019t interested in corporate jargon about your products and services. They want to know what it\u2019s like to work for you, from those who know you best and are doing the work themselves.<\/p>\n The best way to do this is by filling your careers site and social channels with real employee profile stories, whether they be video or written, or both. This makes your brand more relatable and personal. People respond well and are most engaged with compelling visual imagery, a \u201cday in the life\u201d photos and videos. These make a far greater impact than essays of text.<\/p>\n An active, engaging social media presence<\/b><\/p>\n We live in a digital world, so social media is therefore crucial in your Employer Brand strategy.<\/p>\n We cannot overstate the importance of social media in your Employer Brand, considering this digital world we live in now. Up to 57% of job seekers use social media in their hiring search<\/a>. How much time can you invest in this channel, and what is your strategy?<\/p>\n Tailor your content to style of each social media account. For example, Twitter is perfect for concise summaries of key industry news (such as industry blog posts and recent awards or milestones for your organization). Compelling visuals work well on Instagram. Facebook and LinkedIn allows you to create longer posts. Ensure your social media manager keeps all of your content on-brand as well, to give viewers a sense of unique company identity.\u201d<\/p>\n Positive candidate experience<\/b><\/p>\n The experience you create for candidates can seem intangible and difficult to communicate and represent. But it\u2019s a hugely important part of your Employer Brand because it\u2019s so personal and candidates are paying such close attention.<\/p>\n\n
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