Employer Branding - What does your reputation say about you as an employer?
According to a LinkedIn employer branding survey, 75% of candidates consider company reputation before applying for a job. And in a report from the Confederation of Swedish Enterprise, 7 out of 10 Swedish companies say they are finding it increasingly difficult to recruit and that skills shortages are the biggest barrier to growth. To attract the right candidates - and keep employees - it will therefore become increasingly important to work actively with your employer brand.
What is employer branding?
Employer brand is about the company's reputation in the labor market. In other words, how the company is perceived by job seekers and stakeholders. To help influence this image, you should work actively with employer branding, in other words, communicate the image of the company as an attractive workplace - in a credible way.
The aim is to attract and retain the right talent in your company. And here, employees play a crucial role as your best ambassadors. That's why it's not enough to simply present your company as attractive; it requires a continuous effort to build and nurture a positive workplace identity that contributes to its reputation.
By clearly communicating and reinforcing the existing positive aspects, companies can both attract the best talent and retain current employees for longer.
What does it take to succeed?
Being an attractive workplace means more than just offering buns on Fat Tuesday. Nothing wrong with buns, quite the opposite. But the focus should be on creating a working environment where everyone feels respected and valued. This requires a conscious and long-term strategic effort by the company, with some key areas to focus on:
Communication
- Communicate the company's values, culture and benefits in a clear and transparent way, both internally and externally.
Participation
- Empower employees to be involved in the company culture and decisions. Listen to their opinions and feedback, and let them feel part of the company's success.
Development
- Offer career development and training opportunities to show that the company is investing in its employees' future.
feedback
- Continuously collect feedback from employees to identify areas where the company can improve and then act on this feedback.
The proof of your success is measured, among other things, in engaged employees, increased traffic to the career site and more applications from top candidates.
Reach out to more people with your values
Once the strategy is implemented, it's time to reach out to those who are not already fans, or know someone who knows someone who works for you. The best way to do this is to create a campaign in the channels where your potential top candidates already hang out. There are many ways to do this, but the most common is to create short videos in addition to the career page that highlight the story of the benefits of working for you.
Let's take a look at 5 great examples of employer branding videos to get inspired by:
Intel: Our jokes aren't like your jokes
Humor is always a successful approach and internal humor is best. We can all recognize ourselves in that wonderful feeling of having ended up in just the right context.
FIVERR: ANOTHER GENERIC RECRUITMENT VIDEO
Another great example of humor working is Fiverr, which pokes fun at how sterotypical the majority of employer branding videos are. With the message that if you're good at what you do, you can work anywhere - but if you're the best at what you do, you should work at Fiverr.
VOLVO: MADE BY PEOPLE
Volvo manages to beautifully highlight the people behind the car brand and show that diversity is an important part of their employer identity. With music by Viola Martinsson, a Swedish artist from a small town on the Norrland coast, it's perfection down to the last detail.
APPLE: PERSPECTIVE
In true Apple spirit, they make an Employer branding video without showing people at all. Because isn't that the essence of Think different?
BEAMERY: PROBABLY THE BEST (OR WORST) RECRUITMENT VIDEO EVER
Beamery has made a point of showing what happens 'behind the scenes', playing on the fact that they should be pros at creating employer branding videos because recruitment is what the company is all about, but by showing the opposite, they highlight the company's soft values instead. And it works, because who doesn't want to work here?
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