Separate from yet aligned with your corporate brand, your talent brand is the candidates’ perception and reputation of your overall employment offering. It’s what they feel or think about your company as a place to work. 56% of global talent leaders say it’s a top priority for their company. In a previous article I spoke of how to build your employer brand, now let’s talk about how to bring it to life.
Sunita Khatri of Oracle Human Capital Management says that the quickest way to jumpstart your talent brand is by developing a strategy to leverage ‘owned media’ – any communication channel you can control and is unique to your brand. Your corporate website, careers pages, company blog, landing pages, newsletters, Twitter handles, press releases etc. are all opportunities to deliver a smart employer brand message. In addition, anything that establishes value in your brand (such as ad buys, job postings etc.) can be considered owned and yours to re-imagine. Be creative with these channels; how and what you narrate is the “act of marketing” and how others respond determines the health of your talent brand. As marketers target prospective buyers, you will target job seekers.
Maura McElhone of Clinch recommends introducing employer branded content into those channels previously primarily associated with your corporate brand. By positioning your employer branded content in front of those who are already fans of, or at the very least, are familiar with your product/service, and assuming your employer brand is strong enough; you stand to convert a good portion of those fans into potential candidates.
The next best way to amplify your talent brand is to equip your employees to be brand ambassadors. If your corporate culture creates a desirable and motivational experience for your employees (and they understand and believe in your mission, vision and values), they will naturally want to share their experience of working for you. Empower them to do so through enabling the sharing of content, job opportunities, day-to-day experiences and more (on and offline). Make sure you develop and communicate social media guidelines and clear objectives. On a more administrative level, make sure current employees are aware of and happy with the following:
- Opportunities for employee development and growth
- Rewards & Recognition
- Work/life balance
Moving on to social media, don’t be afraid to experiment with different kinds of content on multiple different platforms to see what’s best received where. Make sure the content you create and share is authentic and reflects your company’s unique culture and values. It should inform, engage and entertain and be candidate-focused. Use created (press releases, blog posts, white papers, case studies and testimonials) or curated content, images, presentations, webinars, videos and infographics; mix it up. It’s a good idea to develop a content calendar in advance so you know what you are going to post where, and what the messaging will be. Showcase what makes your company unique, how you have fun, what matters to your company, spotlight events or feature teams working on cool stuff. It’s up to you.
As you go about bringing your talent brand to life, keep in mind these golden rules, from LinkedIn:
- Look in the mirror. Make sure that what you do (and don’t do) is what you’d like employees to emulate. Urge your immediate team to do the same.
- Inform your leadership. Use data to gain support, ease concerns, and help explain your choice of platforms. If they are skeptical, start small and build wins with individual executives.
- Target your messages. With attention spans so short online, you need to grab your candidates’ attention. The more relevant your message is to a particular audience, the greater its impact will be.
- Make your culture shine. It’s never just about jobs. Focus on your people; their stories and emotions; to create truly memorable employer brand moments.
- Go Viral. For amplified results, find creative ways to get more people talking about your company’s great culture. Your employees can be a great source of novel ideas.
- Be Visual. Dial up the ‘show’ in ‘show and tell’. Bold and colourful images, graphics, charts, and videos can really bring your brand to life.
- Don’t bite off more than you can chew. Setting up a new page is one thing; maintaining it and being responsive to enquiries can be another. Show that your efforts are scalable and sustainable on one platform before moving on to another.
As always, if we can assist in any way, please get in touch.