Employer branding: A Guide to Showing Em What You’re Made Of

Employer branding is how people talk about your brand when you’re not in the room. It comes with high risk and also, high reward.

When the company’s reputation resounds positive, times are good, and you can be the unsung hero.

When bad testimonials and a poor employer reputation come to light, you find yourself one of the first to be let go.

How to give your employer brand strategy the best chance to succeed

Don't work in a silo. Include your teammates.

Whether they're in Marketing, Engineering, or Sales, have them be a part of promoting your employer brand.

Educate, Educate, Educate!

Don't assume everyone knows what a positive employer brand is. Explain the framework, why it matters, and how they can promote the organization's brand from start to finish.

How effective are your efforts to market the corporate brand?

Inevitably, you’ll want to do more of what works and less of what doesn’t. Ensure that every effort you make is trackable and measurable regarding return on investment (ROI).

Track and Refine Content Marketing on Social Media

• How many impressions and clicks does your content get? • Where are people engaging with it? • What demographics are your best audience? • Which type of content is performing best?

Your social media presence is partly what you put out there, and partly what users say about your company.

Include feedback gained from user-generated content sites like GlassDoor and LinkedIn.

Share Details with Leadership

Whether it's big or small, share it. Leadership needs to know that what you're doing is working. The following efforts may seem small, but they can paint a picture that will help you out.

• Ask candidates how they heard about your company. • Survey them on how they perceive your employer brand. • Ensure your HR prioritizes employee experience by looking after your company's culture and work-life balance.