If a company wants to attract top candidates for jobs they offer, they will absolutely need to make sure they are brand as an employer. In the post pandemic era and ever increasing number of job seekers consider a company’s employer brand before they even apply for a job.
The statistics are also there to corroborate this narrative – companies with recognizable employer brands have seen a 50% increase in the number of qualified candidates for their job vacancies. Since they attracted the candidates who are likely to like the company they also saw a 28% reduction in employee turnover. On the flip side, companies with a lack of employer brand are likely to lose potential applicants, even when they are unemployed.
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As with any representation, authenticity and transparency are key in employer branding. In recent studies, up to 94% of candidates are more likely to apply if the brand is actively managed. Speaking of representation, it is good to know that work-life balance and flexibility are top priorities for 76% of employees. In addition to this 67% place importance on workplace diversity when evaluating potential employers.
But, how do you brand yourself as a company? What are the tools you might apply? Without much speculation, it is certain that you will employ social media. The questions now become how, and to which extent?
Boosting Employer Branding with High-Quality Media Content
So, how do you use social media to establish your employer brand? The simple answer is through high-quality media content. This includes particularly video, photography, and social media posts, which all serve as a dynamic tool to communicate your company’s values and culture. Below we will explore how you can leverage high-quality media to enhance your employer brand.
Finding a Video Production Company
The first step should be to select a video production company to work on your employer branding, it’s crucial to choose a service that can bring your brand’s culture and values to life.
One excellent option is Slinky Productions, which specializes in promotional and corporate videos. Slinky is known for crafting authentic, compelling narratives that highlight your company culture, career opportunities, and employee satisfaction—essential components of strong employer branding.
For additional options, Lemonlight is another standout choice. Based in California, Lemonlight focuses on documentary-style videos that add a human touch to brands, which can be perfect for employer branding initiatives. They’ve worked with major companies like Amazon and Airbnb, producing personalized, emotionally engaging content tailored to different audience needs.
Consider Skeleton Productions, which operates out of London and New York. Skeleton specializes in corporate videos, particularly for B2B and SaaS clients, and offers end-to-end video services. Their work for companies like NatWest and Amazon shows they know how to create impactful content that resonates with both internal teams and external job candidates.
Showcasing Employee Success Stories
How do you showcase your employer brand in the most direct way? Putting employee success stories in the spotlight. When employees share their positive experiences in your company they are far more credible to job seekers than company executives. Think bank to when you were looking for a job – everyone likes to hear how things are straight from the horse’s mouth. This can easily be used to create compelling narratives including your employees by producing “day-in-the-life” interviews, or written testimonials. It’s also a good idea to make sure the employees are varied and from different departments.
These stories provide potential candidates with a real sense of what it’s like to work at your company and encourage existing employees to engage with and advocate for the brand.
Embracing a storytelling approach for your employee success stories can do wonders if you want to highlight career progression, workplace culture, and team dynamics. All of these can significantly flesh out your employer brand..
Leveraging Social Media for Employer Branding
Social media is the bread and butter tool for your employer branding. The platforms to use are all the usual suspects: LinkedIn, Instagram, and TikTok will be necessary. All of these enable companies to connect with potential candidates and build a community of brand advocates.
You will need to devote yourself to consistently posting high-quality media content. Once again, these will be videos, graphics, and behind-the-scenes looks at your workplace. This can help you both showcase your company and keep your company top of mind for job seekers.
A successful social media strategy is a complex thing but to put it very simply – it’s about the content that will resonate with your target audience. Consider showcasing workplace perks, employee achievements, and corporate events to give a holistic view of your company culture.
Leveraging employee advocacy programs where current employees share content about their experiences can significantly expand your reach. According to recent trends, companies that actively engage employees in content sharing see higher engagement and more authentic interactions.
Enhancing Employer Branding with Employee-Generated Content
If you want a natural and powerful approach, employee-generated content (EGC) is worth considering. When you carefully encourage employees to share authentic stories and experiences within the company, you can present a more credible and engaging image.
EGC is not only cost-effective but also has a stronger impact, as employee-shared content receives eight times more engagement than content shared by brand channels, making it highly valuable for attracting talent and building trust.
To maximize EGC’s effectiveness:
- Leverage Brand Advocacy: Employees act as brand ambassadors, offering genuine insights into the company culture. This builds authenticity and trust, both of which are critical for attracting top talent.
- Foster Employee Engagement: EGC promotes a sense of belonging and participation, which enhances employee retention and satisfaction. In fact, companies that integrate EGC often experience increased internal engagement, contributing to a more connected and motivated workforce.
- Utilize Various Platforms: EGC can take many forms, from social media posts to in-depth case studies, internal newsletters, or recruitment videos. Integrating these across multiple channels—both internally and externally—boosts the visibility and credibility of your employer brand
Fostering Diversity and Inclusion Through Media
Diversity, equity, and inclusion (DEI) are not just boxes to check for the image of your business and they definitely shouldn’t be so for your employer brand. Those values are about creating an environment where all of your employees feel valued.
Your media content is an excellent way to demonstrate your company’s commitment to these values and a way to show that you’re not walking the walk. Putting a proud spotlight on your diverse workforce and demonstrating how your company supports various employee groups are all strong gestures that can go a really long way in building your employer brand.
To name just one example, you can create videos that showcase employee resource groups (ERGs), mentorship programs, or community outreach efforts.
When you share these initiatives through your media channels, you can attract candidates who prioritize working in diverse and inclusive environments. DEI-focused media not only boosts your employer brand but also helps you stand out in a competitive market where job seekers are increasingly prioritizing these values.
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High-quality media content is an invaluable tool in shaping a positive employer brand, helping companies stay competitive in the evolving talent market. As media trends continue to innovate, companies can look to integrate emerging technologies like augmented reality (AR) to further engage candidates and showcase their unique workplace environment.
Companies that actively measure and adjust their media strategies based on real-time feedback will maintain stronger connections with their target audiences, ensuring sustained success in talent acquisition.
