The three employer branding tips below not only will help you attract the best employees, but they also can improve retention and engagement. The good news: Getting clear on what makes your company a great place to work and telling that story effectively creates employee pride and brand ambassadors who will tell the story for you in the future.
1) Listen and learn
The first step is to take a page from the traditional marketing playbook and apply it to your HR efforts. Start by conducting your own focus groups comprising five to seven employees from each functional area of your business. Listen for what they say are the top reasons for working there, and pay attention to the weak spots that could be affecting turnover.
To gain complete candor, hire an experienced facilitator instead of someone in leadership. The feedback will provide the key messages your team can use to revamp the career section of your website to spotlight your employer brand strengths.
2) Define your targets
Marketers know how important it is to define the various customer personas to ensure marketing messages will be relevant. Creating employee personas accomplishes the same objective for your recruitment and retention goals.
Begin by defining what “A-players” look like in key areas of your company. Go beyond just the job descriptions and skill requirements, and dig deeper for the emotional intelligence needed, the core values displayed and the work-style attributes that are the ideal fit for those roles. Then, use these personas to rework your behavioral interview questions asked during the hiring process.
Another idea: Consider a recruitment video and select employee testimonials to bring your employee personas to life.
3) Get social
Your social media channels can influence the employer brand you’re communicating, so make sure these channels aren’t on autopilot. Top employees want to be part of a winning team, and you have an opportunity to use these channels to show them the ways you’re leading.
Take the focus-group feedback and the employee personas you created and define a social media content strategy that incorporates the key messages you want potential team members to know.
Remember: As of this year, video now accounts for 74 percent of all online traffic, according to Kleiner Perkins’ 2017 Internet Trends report — so don’t miss out on this important medium as you’re telling your employer brand story.
By listening, learning and telling a compelling story, you have an opportunity to shape the employer brand you desire and connect with the ideal employees that fit your culture and your growth goals as you head into 2018.
Source: Biz Journals