As competition for talent intensifies, more employers are beginning to recognize the importance of employment branding. But once you define your employment brand, how do you maximize its full potential in order to attract top talent?
If you want your employment brand to influence job seekers, your candidates must be made aware of it. Cultivating brand awareness will expand your employment brand’s reach and increase its impact—enabling your organization to attract more and better applicants.
One of the most effective ways to publicize your employment brand is by sharing information about it online. Considering that 34 percent of job seekers say online resources and information are the most important tools during in their job search, providing this information can help you convince more of your ideal candidates to seek employment with your company.
What should I share about my brand?
From company culture to employee engagement, your employment brand incorporates several different components. So fortunately, you have a wide variety of topics to choose from when deciding what to share. Here are a few great subjects to cover:
- Work environment
- Work culture
- Company values
- Company events
- Company rewards
- Employee benefits
- Hiring practices
- Company news and updates
Focus on sharing information that will resonate most with your target candidates and differentiate you from your competitors. If you aren’t sure which information that is, take some time to research your target candidates. Ask your current employees what they enjoy most about working at your company, and find out what aspects of your employment brand most resonated with recent hires.
What types of resources should I publish?
Now that you know what you want to share, you will need to decide how you want to share it. Your employment content can take many forms, so explore your options and decide which mediums make the most sense for what and to whom you want to communicate. For example, if you want to showcase your attractive work environment, you’ll want to use videos and photos. Or, if your company offers great employee benefits, you may want to create a page on your career site to list and explain them.
Here are some other popular content mediums to consider:
- Career sites
- Blog posts and articles
- Social media posts
- Press releases and news stories
Once you create and publish a few different types of content, you can use analytics tools to evaluate which types and topics are getting the most attention. This will offer further insight into what your target candidates care most about, and will help you determine what kind of content to create next.
How do I create high-quality resources?
While almost anyone can create content, not everyone can create engaging, high-quality content. So if you want to produce impactful online content to showcase your employment brand, assign the task to a professional content creator.
Once the content is created, review it to ensure that it aligns with the company’s brand and goals. To verify that your employment content will be valuable to your audience, also make sure it passes the following standards:
- Relevance: Will your target candidates find this content important and useful?
- Accuracy: Is the content free of grammar mistakes and factual errors?
- Consistency: Is the content aligned with the brand and brand standards (e.g. does it use the same voice, tone, and messaging as your other content)?
- Uniqueness: Is the content different from other content that’s already published?
- Readability: Is the content concise and easy to understand?
- Personality: Is the content conversational, unique, and engaging?
- Appeal: Does your content look interesting and compelling?
How do I optimize my content for seach engines?
When creating content, you can optimize it for search engines so that job seekers are more likely find it when searching online. Fortunately, there are a number of ways to improve the visibility of your online content and your placement in search engine page results. Some SEO best practices include:
- Prove credibility: Reference outside sources, internal pages, and relevant data throughout your content
- Optimize your visuals: Add alt tags to your photos and videos
- Optimize it for mobile: Ensure that your content performs well on mobile devices
- Implement keywords: Choose a few relevant keywords to incorporate into the title, body text, and meta description of each piece of content
- Increase engagement: Give readers the option to leave comments on your content and include easy social-sharing buttons on each piece of content
Employment branding isn’t just about establishing an employment brand for your company. Employment branding is an ongoing process that requires continuous management in order to cultivate and maintain brand awareness. By consistently creating and sharing your employment brand, more job seekers will become aware of your brand and understand what it’s like to work for you. And once your employment brand is easily discoverable, your company can more effectively attract top talent.