New Year, New Employer Brand
It's that time of year again.
Are you hitting the gym? Cutting down on Quality Street? Or solemnly informing your drinking buddies, "Sorry, it's dry January,"?
Maybe you have some professional goals too.
The new year brings fresh opportunities for people leaders to evaluate and improve their talent strategies, but first, you need to know what you're aiming for.
So, if you need a little inspiration on how to double your employer branding impact this year, our experts have pulled together a list of the most important focus areas to steer you on the right track.
Say hello to your employer branding resolutions...
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1. Get Specific About "Flexibility"
Whether it’s the way your talent work, when your talent work, or where they do it, defining the role of flexibility in your organisation is more important than ever. A recent Gallup report shows 90 percent of workers don’t want to go back to old ways of working, while 87 percent of workers say they are fully productive working from home.
Aim to offer an honest approach to flexibility, not a tokenistic one because understanding your flexible working and implementing meaningful policies will drive productivity and employee happiness.
2. Become a Better Storyteller
This year, tell more stories and tell them better.
They are the lifeblood of your employer brand, they make your culture vivid and tangible for curious talent, and you’re probably not telling enough of them.
If you're terrified by the blank page, there are dozens of excellent storytelling frameworks out there that make the process a breeze.
Consistently share real experiences from current employees about their background, motivations, challenges, and accomplishments to develop a deeper emotional connection with your audience and drive applications.
3. Commit to a "Give and Get" Value Proposition
Fessing up about harsh realities of your working experience to prospective employees is awkward. Long hours, difficult clients, intense workloads; these things aren’t exactly glamourous.
But today’s talent value authenticity over manicured ideals, and your EVP is as much about repelling talent as it is attracting them.
Articulate your challenges alongside your perks to bolster your brand as a smart-filter and make it work harder for you.
4. Get Creative on Social Media
The booming corporate/social media crossover is going nowhere. In fact, it's a match made in heaven.
On TikTok, #WorkLife has 30.6 billion views, #WorkTok has 2.4 billion views, and #CorporateTikTok has 4.9 billion views.
Teach potential applicants about your organisation in creative and dynamic ways, and where they spend time, like on TikTok and Instagram Reels.
From day-in-the-life depictions to comedy skits about co-workers, people can’t get enough of these bitesize videos.
5. Invest in Development
Fixing the basics is so important - create an experience for your employees that is conducive to learning, growth, development and staying abreast of the future of work.
Think technological advancement, creativity and leadership skills.
Learning does not have to be linear, it can take many paths besides upward promotion. A good place to focus can be mentorship and coaching - who already exists in the business who can become a great coach or mentor?
6. Mind the Gaps
Reputation matters. 94% of candidates will consider an employer’s brand before applying for a role and 70% won't bother applying to a company with a dubious rep.
Monitor review sites and social media commentary to address any misconceptions that might hinder your recruiting. Remember, it's not just what the comments say that leave an impression, it's also the way you respond. Address criticism with calmly and with an open mind.