To be successful, all businesses need to attract and land the best talent—it’s really as simple as that. Otherwise, the best candidates will wind up signing with your competitors, putting your brand at a significant disadvantage.
To land the most qualified employees, you first need to build a culture that entices strong candidates to join. You then need to market your brand to them effectively.
It’s important to remember, however, that employer branding doesn’t have to be confined to corporate communications that are put together during normal business hours. Instead, by thinking outside of the box and approaching employer branding from a new perspective, you may very well see your brand gain traction in ways it never has before.
If you’re trying to lure the most qualified candidates to your team, it might be time to consider the following five branding campaign tactics:
More and more companies are hosting meetups, or after-hours events where folks who are looking for a job, looking to network or simply interested in a company can show up and talk shop.
Meetups provide an excellent way to show off your brand’s culture. By displaying your team’s camaraderie in a public setting, you could very well convince some prospective candidates that yours is the right company to try to land a gig at.
Like it or not, employee benefits play a huge role in whether or not certain candidates apply for certain positions. To make sure your brand stands out among your competitors, it might be time to enhance the benefit packages you currently offer.
Take a look at Glassdoor’s recently compiled list of the top 25 companies in America in terms of salaries and benefits. Chances are most of the list won’t surprise you, as you’ve probably already heard about how great it is to work at many of the companies mentioned. Why? Because employees feel the need to talk about their awesome jobs.
Here’s the short of it: If your brand ends up on similar lists in the future, you probably won’t have a hard time landing great candidates.
It’d be hard to mention successful employer branding without mentioning Google. In addition to the Mountain View, California-based company’s insane benefits, Google also consistently positions itself as one of the most awesome companies man has ever conceived.
Here’s an example: Most tech companies probably wouldn’t advertise that their products might have security flaws—particularly in today’s age of widespread data breaches. Google, on the other hand, goes out of its way to announce it will pay coders to detect security weaknesses in its Android platform, for example.
That kind of brand marketing creates an intangible aura of status—something that’s attractive to the sharpest minds—which is why Google is one of the most sought after companies to work for.
The good news about social networks is that they give your fans a platform to do your marketing for you.
Take a look at how Ben & Jerry’s, the Vermont-based ice cream manufacturer, approaches social media, in the words of Mike Hayes, the company’s digital marketing manager:
At Ben & Jerry’s, we really try to provide value to our users. The more value your content has to your fans, the more they will engage with it. Value can come in many shapes and forms. Sometimes it’s entertainment in the form of a joke, information about a new product, or education around a new law Congress is working on.
As much as we might not like to admit it, attracting top talent is a bit of a popularity contest. So when your brand runs its social networks successfully and tons of customers interact with you on a regular basis, there’s a good chance the best candidates will be exposed to your brand more—which may very well convince them to apply.
Who doesn’t love a good story?
Good stories are inspiring. Most folks—and particularly top talent—want to feel as though they are part of something that is enacting positive change in the world, something that is making a difference. Through quality storytelling, your brand will be able to convey the right message.
Chances are your brand is making a difference—at least on a small scale. As such, you might want to consider highlighting your efforts through case studies and longform content, showing potential new hires what kind of change they will be able to enact should they join forces with you.
Remember, such content works for your recruiters long after they go home for the day—which might be why some marketers think good storytelling is the most important asset in today’s business world.
Is it time for you and your team to start thinking outside the box?