Although the work supply in some industries is very high, recruiters can have a problem finding high-quality staff. One of the ways to outrun the competition in the race to the best employees is to use Employer Branding.
What is Employer Branding?
Employer Branding is a marketing discipline whose goal is to share the values, mission, and vision of an organization, in order to attract and keep high-quality employees.
We can also say that it is a way to build and maintain Employer Brand. According to Hubspot, “Employer branding is how you market your company to job seekers, as well as internal employees“. They also say that “an employer brand is your reputation as a place to work, as well as your employees’ perception of you as an employer.”
Pay attention to the first Hubspot’s definition – it will be useful later.
The whole idea of Employer Branding is to make the organization appealing to future employees, but also to strengthen the bonds between employer and employees.
Why do I say organization and not just company? Because Employer Branding strategies can be used in other forms and industries like non-profits, sports team fan groups, NGOs, etc.
What is Employee Generated Content (EGC) and how to use it
You remember that definition I told you? Well, now it’s time to take a better look at it. It says that Employer Branding is a way of how you market your internal employees.
If your organization has a decent work environment, it is normal for your employees to share something about it on Social Media, or even on their blogs. That content that shows the values of a company, and that workplace in general, we call Employee Generated Content.
Let’s take a team building for example. The company organizes a team building – a 2-day staycation to the ranch, where the main attraction was horses. Employees made numerous selfies with the horses, and post them on Social Media with funny captions. That is a great piece of EGC and you should repost some of it on the company’s profiles.
Some other activity that can give great EGC:
- charity work,
- workshops and seminars,
- business trips.
Keep in mind that it how you use EGC depends on the industry. If the organization is, for example, a serious international audit company, maybe they can make different accounts on Social Media just for that informal content.
Who should work on Employer branding campaigns?
There is a burning discussion which department should make and implement Employer Branding campaign. That’s why I call it the Bermuda triangle of marketing, PR, and HR. Those 3 departments should work together to bring the best employer experience and then also the branding.
- Marketing: decide where (which channels) and how to promote the campaign, support the campaign and monitor the EGC.
- HR: organize team buildings, seminars, and education, as well as make the work environment as good as possible.
- PR: turn the EGC and other material into a viral story about the company as a workplace.
This topic sparked my interest maybe a year ago, so I looked and find some podcast about this topic. My favorite definitely is The Employer Branding Podcast by Link Humans. I really enjoy listening.
Hope you find some useful information about Employer Branding and EGC in this article. This is a great topic and I sure will write more about it.
My name is Kristina Vukovic, and I am a digital marketing and communications consultant.
Throughout the years I’ve worked in digital marketing full time for a publishing house (marketing and promotion of printed magazines), digital media/production company, and on a wide range of freelance projects from different industries. Also, over 3 years I run my personal development blog.