Employer Branding Strategies

Internal Branding Strategies: Nurturing Brand Ambassadors from Within

Internal branding is the foundation upon which all your employer branding efforts are built. It’s about creating an environment where your employees not only understand your brand but live and breathe it every day. Here’s how to make it happen:

1. Employee Engagement Programs

Engagement isn’t just a buzzword; it’s the lifeblood of internal branding. Develop programs that go beyond the usual team-building exercises. Consider initiatives like:

• Innovation Incubators: Give employees time and resources to work on passion projects related to your business. Google’s famous “20% time” policy, which led to the creation of Gmail and AdSense, is a prime example.

• Cross-Departmental Collaboration: Encourage employees from different departments to work together on projects. This not only sparks creativity but also strengthens the sense of unity within your organization.

• Employee-Led Training: Empower your staff to share their expertise through internal workshops or seminars. This not only develops their skills but also reinforces their value to the organization.

2. Internal Communication Channels

Effective communication is key to internal branding. Establish multiple channels to ensure your message reaches every corner of your organization:

• Company Intranet: Create a vibrant internal platform where employees can access company news, collaborate on projects, and share experiences.

• Regular Town Halls: Host company-wide meetings where leadership can share updates, answer questions, and gather feedback. Make these interactive and engaging, not just one-way information dumps.

• Employee Newsletters: Craft compelling newsletters that showcase company achievements, employee stories, and upcoming initiatives. Make them visually appealing and easy to digest.

3. Recognition and Reward Programs

Acknowledge and celebrate employees who embody your brand values:

• Value-Based Recognition: Create awards that specifically recognize employees who exemplify your brand values. For instance, if innovation is a key brand attribute, have an “Innovator of the Month” award.

• Peer-to-Peer Recognition: Implement a system where employees can recognize each other’s contributions. This fosters a culture of appreciation and reinforces brand values at all levels.

• Career Development Opportunities: Offer high-performing employees opportunities for growth, such as mentorship programs or sponsored further education. This shows your commitment to employee development, a key aspect of many strong employer brands.

4. Onboarding and Continuous Learning

Your brand should be woven into every stage of the employee journey, starting from day one:

• Brand-Centric Onboarding: Design an onboarding process that immerses new hires in your brand. This could include interactive sessions on company history and values, meet-and-greets with brand ambassadors from different departments, and hands-on projects that align with your brand mission.

• Continuous Learning Platforms: Implement ongoing training programs that reinforce your brand values and help employees develop skills aligned with your brand promise. For example, if your brand emphasizes innovation, offer regular workshops on design thinking or emerging technologies.

5. Physical Environment

Don’t underestimate the power of your physical workspace in reinforcing your brand:

• Brand-Aligned Office Design: Ensure your office space reflects your brand personality. A company that brands itself as innovative might have open, collaborative spaces and cutting-edge technology visible throughout the office.

• Visual Brand Reminders: Incorporate your brand values and mission into the office decor. This could be through inspiring quotes, artwork that reflects your brand personality, or interactive displays showcasing employee and company achievements.

External Branding Strategies: Projecting Your Employer Brand to the World

While internal branding creates the substance of your employer brand, external branding is about effectively communicating that substance to the outside world. Here’s how to make your employer brand shine in the talent marketplace:

1. Candidate Experience

Your recruitment process is often a candidate’s first direct interaction with your brand. Make it count:

• Streamlined Application Process: Ensure your application process is user-friendly and reflects your brand. If you brand yourself as innovative, your application process should be cutting-edge and efficient.

• Transparent Communication: Keep candidates informed at every stage of the process. Use automated emails, text updates, or even a dedicated candidate portal to provide real-time status updates.

• Branded Assessment Tools: If you use skills assessments or personality tests, ensure they reflect your brand. For example, a company that prides itself on creativity might use gamified assessments rather than traditional tests.

• Rejection with Respect: How you treat candidates you don’t hire is just as important as how you treat those you do. Provide constructive feedback and maintain a positive relationship. They might be right for a future role, or they might tell others about their positive experience with your brand.

2. Career Website and Job Descriptions

Your career website is your employer brand’s home on the internet. Make it a place candidates want to visit:

• Employee Stories: Feature authentic stories from current employees. These could be day-in-the-life videos, blog posts about career growth, or testimonials about your company culture.

• Interactive Content: Include elements like virtual office tours, quizzes to help candidates find their ideal role, or chatbots that can answer common questions about working at your company.

• Compelling Job Descriptions: Move beyond dry lists of responsibilities and requirements. Write job descriptions that tell a story about the impact the role will have and the exciting challenges it presents.

3. Employer Awards and Recognition

External validation can significantly boost your employer brand:

• Industry Awards: Actively seek out and apply for relevant employer awards in your industry. Winning (or even being shortlisted for) these awards can be a powerful endorsement of your employer brand.

• Best Places to Work Lists: Participate in reputable “Best Places to Work” surveys. These often provide valuable feedback on your employer brand and, if you rank well, offer excellent PR opportunities.

• Certification Programs: Consider pursuing certifications that align with your brand values. For example, if sustainability is a key part of your brand, you might seek B Corp certification.

4. Partnerships and Community Engagement

Your employer brand extends beyond your immediate talent pool:

• University Partnerships: Develop strong relationships with universities that align with your talent needs. This could involve guest lectures, sponsored research, or internship programs.

• Community Service Initiatives: Engage in community service that aligns with your brand values. This not only contributes to society but also provides opportunities for positive PR and employee engagement.

• Industry Leadership: Position your company as a thought leader in your industry through speaking engagements, published articles, or hosting industry events.

Employer Brand Storytelling: Crafting Your Narrative

Humans are hardwired for stories. They engage us, inspire us, and stick in our memories far better than facts and figures. That’s why storytelling is such a powerful tool in employer branding. Here’s how to harness its power:

1. Identify Your Core Narrative

Every great brand has a compelling story at its core. What’s yours? Consider:

• Origin Story: How and why was your company founded? What problem were you trying to solve?
• Mission and Vision: What drives your company forward? What future are you working towards?
• Values in Action: How do your company values manifest in day-to-day operations?

For example, Patagonia’s employer brand story is deeply intertwined with its commitment to environmental activism. Their narrative isn’t just about making outdoor gear; it’s about using business as a force for environmental good.

2. Showcase Employee Journeys

Your employees are the living embodiment of your employer brand. Their stories can be your most powerful branding tool:

• Career Growth Stories: Highlight employees who have grown within your company. These stories demonstrate your commitment to employee development.

• Day-in-the-Life Features: Give potential candidates a glimpse into what it’s really like to work at your company through detailed day-in-the-life accounts from various roles.

• Impact Stories: Showcase how your employees’ work makes a difference, whether it’s impacting customers, the community, or the world at large.

3. Use Multiple Formats

Different stories lend themselves to different formats. Mix it up to keep your audience engaged:

• Video: Short, engaging videos can bring your workplace culture to life. Consider employee testimonials, office tours, or behind-the-scenes glimpses of exciting projects.

• Blog Posts: Long-form articles allow for more in-depth storytelling. Use them for detailed employee profiles, explorations of your company values, or discussions of industry trends.

• Infographics: Use visually appealing infographics to tell data-driven stories about your company’s growth, impact, or employee satisfaction.

• Podcasts: Launch an employer brand podcast featuring interviews with employees, discussions about your industry, or insights into your company culture.

4. Create a Consistent Narrative Across Touchpoints

Ensure your story is consistent across all platforms and touchpoints:

• Careers Page: Your careers page should be a hub for your employer brand story. Use it to showcase your narrative through various content types.

• Social Media: Adapt your stories for different social platforms, maintaining a consistent voice and message.

• Recruitment Materials: Infuse your brand story into job descriptions, interview processes, and onboarding materials.

• Internal Communications: Don’t forget to reinforce your narrative internally through newsletters, town halls, and other internal communications.

Leveraging Social Media for Employer Branding

In today’s digital age, social media is an indispensable tool for employer branding. It offers unparalleled opportunities to reach and engage with potential candidates. Here’s how to make the most of it:

1. Choose the Right Platforms

Not all social media platforms are created equal when it comes to employer branding. Focus your efforts on platforms where your target talent spends time:

• LinkedIn: Ideal for professional content, job postings, and engaging with a business-minded audience.
• Instagram: Great for visual storytelling and giving a behind-the-scenes look at your company culture.
• Twitter: Useful for real-time updates, engaging in industry conversations, and showcasing your company’s personality.
• TikTok: Increasingly popular for reaching younger demographics with creative, short-form video content.
• YouTube: Perfect for longer-form video content like employee testimonials, company events, or educational content related to your industry.

2. Create Platform-Specific Content

Each platform has its own norms and best practices. Tailor your content accordingly:

• LinkedIn: Share thought leadership articles, employee success stories, and company news. Use LinkedIn Live for Q&A sessions or virtual events.

• Instagram: Use a mix of polished posts and authentic Stories. Showcase your office space, employee events, and day-in-the-life content. Use IGTV for longer-form video content.

• Twitter: Share quick updates, engage in relevant conversations, and showcase your company’s personality. Use Twitter chats to engage with potential candidates.

• TikTok: Create fun, authentic videos that showcase your company culture. Consider trending challenges or behind-the-scenes glimpses.

• YouTube: Develop a series of videos like “Meet Our Team” or “A Day in the Life at Our Great Company Name”. Use YouTube Premieres for launching significant content.

3. Encourage Employee Advocacy

Your employees can be your most powerful brand ambassadors on social media:

• Social Media Guidelines: Provide clear guidelines on how employees can share about work on social media. Make it easy for them to do so safely and effectively.

• Content Sharing Platform: Implement a platform that makes it easy for employees to share company-approved content on their personal social media accounts.

• Employee Takeovers: Let employees take over your company’s social media accounts for a day to share their experiences.

• Hashtag Campaigns: Create unique hashtags for employees to use when sharing about work. This helps in tracking engagement and building a sense of community.

4. Engage Authentically

Social media is about dialogue, not monologue:

• Respond to Comments: Engage with comments on your posts in a timely and authentic manner. This shows that you value interaction and are attentive to your audience.

• Join Relevant Conversations: Participate in industry discussions, Twitter chats, or LinkedIn groups. This positions your company as an engaged industry player.

• Address Negative Feedback: If you receive negative comments, address them professionally and constructively. This demonstrates transparency and a commitment to improvement.

5. Leverage User-Generated Content

Encourage and showcase content created by employees or candidates:

• Photo Contests: Run contests asking employees to share photos of their workday or how they embody company values.

• Candidate Experiences: Share positive experiences from candidates going through your recruitment process (with their permission, of course).

• Intern Diaries: If you have an internship program, feature content created by interns about their experiences.

6. Use Social Media Advertising Strategically

While organic reach is valuable, strategic use of social media advertising can significantly boost your employer brand:

• Targeted Job Ads: Use platforms like LinkedIn and Facebook to create highly targeted job ads that reach passive candidates with relevant skills and interests.

• Retargeting: Use retargeting ads to stay top-of-mind with candidates who have visited your careers page or engaged with your content.

• Lookalike Audiences: Create lookalike audiences based on your current high-performing employees to reach similar potential candidates.

7. Measure and Adjust

Like any strategy, your social media efforts should be data-driven:

• Track Relevant Metrics: Monitor metrics like engagement rate, reach, click-through rates to your careers page, and how social media impacts your application rates.

• A/B Testing: Regularly test different types of content, posting times, and ad formats to optimize your strategy.

• Regular Audits: Conduct quarterly audits of your social media performance and adjust your strategy accordingly.

By implementing these comprehensive strategies - focusing on both internal and external branding, leveraging the power of storytelling, and making the most of social media - you can create a compelling employer brand that resonates with both current and potential employees. Remember, building a strong employer brand is an ongoing process. It requires consistent effort, authentic communication, and a willingness to evolve with your organization and the expectations of your target talent pool. But with dedication and strategic thinking, you can create an employer brand that not only attracts top talent but also fosters a culture of engagement, loyalty, and high performance.

Further Reading and Sources

1. Mosley, R. (2014). Employer Brand Management: Practical Lessons from the World’s Leading Employers. Wiley.
2. Rosethorn, H. (2009). The Employer Brand: Keeping Faith with the Deal. Gower Publishing, Ltd.
3. Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer Branding: A Brand Equity-based Literature Review and Research Agenda. International Journal of Management Reviews, 20(1), 155-179.
4. LinkedIn. (2020). Global Talent Trends 2020. Retrieved from LinkedIn Talent Solutions.
5. Glassdoor. (2019). Mission & Culture Survey 2019. Retrieved from Glassdoor website.