Employer Branding: The Bermuda triangle of Marketing, PR, and HR

Employer Branding The Bermuda triangle of Marketing, PR, and HR

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.
In-house workshops can generate great EGC
In-house workshops can generate great EGC

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.

Podcast recommendation

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.

3 reasons your company needs an online presence

3 reasons your company needs an online presence

As a traditional business owner, you don’t have time to find the newest marketing techniques – I get it! In this internet era, you find yourself lost in this digital world, unable to find the right way to advertise. You’re not even sure if you need all those Social Media pages or a website. Let’s see why it’s so important to have an online presence and how your business can benefit from it.

#1 Increase in sales

If more people know about your product or service, the more sales you’ll have – simple as that. Online platforms like the company’s website, some forums, Quora, and Social Media, will make it easier for you to connect with your target customer.

Even if your business is strictly B2B, you can find a way to reach your potential clients. In fact – online presence can help you approach only ones who showed interest in a field you work in.

#2 Brand building

Companies like Coca Cola, Armani, or Apple are more likely to keep their customers and acquire a new one, because of the added value of their strong brands. Buyers and clients recognize them and are more prone to buy from them. 

Nowadays, it is easier than ever to build a brand your customers and clients will love, with some help of the internet. People love Social Media because they can follow news and stories about their favorite brands and interact with them. In the long term, it strengthens the bond between your company and its buyers.

Fun fact: Did you know it is 5-25 times more expensive to acquire a new buyer than to keep an old one? 

#3 Employer branding

Attract and keep the best human resources to your company by spreading your company’s vision all across the internet! When you have an online presence, high-quality professionals from your industry will find about your company.

As they know your business better, they will be able to connect to your idea, mission, and vision. As a result, you will get a wide range of candidates for your future job postings.

To resume:  strong online presence will make more potential customers know about your business, which will bring more sales and profit to the company longterm.

Do you now have enough pros of online presence?