Why Cultivating Employee Engagement Will Boost Your Employer Brand
The Talent Board recently found that 52.3% of candidates had a prior relationship with a company before starting the recruiting process. These relationships included being a customer, family member of an employee, consumer of company content, or a company advocate. These are all critical aspects of employer branding, but one of those examples stands out more than the others: “a company advocate.” And who is the best company advocate you can have? The answer is simple: Employees.
Why are employees (and more specifically employee engagement) important for employer branding? This is a question I asked to Emilie Mecklenborg, Social Media/Recruitment Media Manager at Alexander Mann Solutions and Employer Brand expert.
“Employee engagement is important for the employer brand because it empowers employees and gives them ownership and involvement in the brand message,” says Emilie. “When creating your employer brand it’s important to engage and talk to your employees to get an idea of what the current employer brand message is saying. Employees are the voice of the company and ambassadors of the brand.”
There is no denying the value that employees can provide when it comes to employer branding. If you’re looking to get employees more engaged, here are three opportunities to consider that are already helping companies elevate their brand.
1. Invite Employees to Write On Your Company Blog
One of my favorite ways to get employees involved is to have them write on your company blog. This is a great way to diversify your blog and offer different perspectives to your readers (and possibly attract new ones!). By showcasing their knowledge and work experiences, employees can offer an inside look at what it is like to work at your company. Also, sharing their expertise on a particular subject allows employees to build their personal brand, which can have positive effects for your company and their own careers.
2. Publish Employee Testimonials and Spotlights
Job seekers want to know what it is like to work at a company they are interested in. Blog posts are a great start, but an even better way to provide this to candidates is by having employee testimonials and spotlights on your career site and social networks. Employee testimonials give job seekers a behind-the-scenes view of working at your company, while spotlights can be helpful for showing off employee interests and promote work-life balance. Giving candidates a clear idea of what it is like to work for your company should be a focus area for your employer brand.
3. Encourage Employees To Be Active On Social Media
In my last post, I said that social media was important for a company’s employer brand and candidate experience. It is also perhaps the easiest way to boost employee engagement. Social networks provide candidates and employees an avenue to interact directly with one another, something that was not possible just a decade ago. Participating in Twitter Chats or joining group discussions on LinkedIn and Facebook can have lasting impacts on job seekers and greatly improve the employer brand. Social media also provides employees another way to build their personal brand.
Giving Employer Branding a Larger Part in Your Recruiting Strategy
Employer branding is a crucial part of talent acquisition in 2015. Having employees participate in and promote the brand is critical for HR, and can be the difference between landing or missing out on top talent.
The reason is simple says Emilie, “People trust people more than brands. When employees share their stories, it brings their experiences to life and makes them relatable. Sharing these experiences resonates with potential candidates who can picture themselves in their position.”
Interested in learning more about what it takes to build a modern candidate experience? Check out our new“9-Point Checklist for Building a Next-Generation Candidate Experience.”