GEM Strategy: How to Make Your Employer Branding More Actionable
Employer branding is the next best thing right now when it comes to improving your presence in the new normal. According to LinkedIn, candidates engage more with companies that speak on current events and include empathy in their employer branding. Even with the current shift from physical to remote work, employer branding is still considered by jobseekers and employees alike.
With the rise of human resources trends and strategies, employer branding is not a new term within the industry. It revolves around what your current and future employees think about you as their employer. It's how you market your company and develop your reputation to garner positive feedback like retaining employees and attracting top talents.
The strategy of employer branding is something you consistently manage, building your image not just for future employees but current ones as well. Here is a simple acronym that can help you jumpstart your way into having an effective employer branding strategy: GEM.
G is for Goals
Before you begin, audit your current reputation by sending out internal surveys, conducting investigations on social media channels and feedback sites like Glassdoor, or administering reputation monitoring. As you start to work on employer branding, you have to set your goals to know your foundations and build from there to reach the results you want to see. Your company's goals can either focus on getting high-quality candidates, increasing engagement, improving brand awareness, building trust with your applicants and employees, or boosting your referral and offer acceptance rates. If you know that your company is having trouble surfing the wave of AI recruitment, you can adjust areas in your strategy to deal with that issue.
Additionally, as you set your goals, your recruiters should also consider your company's candidate personas. This will help you gather the talent that has the potential to contribute more to your company among all the other applicants in your pool. Think about what's important for your company and what's important for job seekers nowadays and meet them in the middle. Does your company prefer Gen Z or millennials for applicants? Which is more important when it comes to the applicant's career? Is it compensation, company culture, job flexibility, or work environment? What kind of content would garner more engagement? These are just some concepts you need to consider when identifying your goals.
E is for Employer Value Proposition (EVP)
According to Hubspot, "an employer value proposition (EVP) is a marketing message and a promise, so you shouldn't say anything that isn't true or that your employees wouldn't agree with". It's a notion that makes you unique from other companies and it's also what can make you attractive for job seekers. Put the focus on your company's mission statement, values, vision, and culture. Align your values, employer brand, and business goal to prove that you actually walk the talk.
Hold off from compensation and focus on fostering passion in your employees and potential candidates to emulate giving back to the community and creating a deeper purpose in their careers. You can also include your current employees in your EVP by having them provide honest testimonials about your company that can aid you with content in your marketing channels.
M is for Marketing
Speaking of marketing channels, the rise of remote work and readjusted office lifestyle created a shift in how companies create a brand for themselves. While social media and advertisements take up the majority of employer branding investments, there are also other ways to market your company to potential employees. Company websites and online professional networks can put your company's name on the map in the hiring industry but novel ideas and new approaches can help improve your image and engagement at the same time.
Try looking into participating in webinars and events that can improve your public image. Your company can also hold lectures, workshops, as well as construct blog posts about the topics you master in your own industry to build trust with your customers. Another channel can also be word-of-mouth endorsements from your current employees. If they're happy and you're hiring, they can share their experience in your company which can lead to custom-fit referrals for your HR department. Creating a positive candidate experience and having a strong onboarding process is also an avenue to market your company's unique employer branding. It can help you have low turnover rates and more productive teams in your company.
What happens now?
Consider the 'GEMs' you need to build a strong and effective employer branding, more so in the new normal. Look into career development for your employees. Try investing in time flexibility and having a compassionate work environment for remote positions. Measure the success of your employer branding by having before and after analysis of hiring and engagement. Devoting time and effort to your employer branding can even have positive impacts on customer acquisition and retention.
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Look into how companies shape their employer branding and see what you can incorporate into your company as well. There's no one-size-fits-all format of employer branding strategies so find out what works best with your company.
Kalibrr can help you to create an outstanding employer branding strategy to help you attract and retain talents! For more information, click below!
Kalibrr is a recruitment technology company that aims to transform how candidates find jobs and how companies hire talent. Placing the candidate experience at the center of everything it does, we continue to attract the best talent from all over, with more than 5.5 million professionals and counting. Kalibrr ultimately connects these talents to companies in search of their next generation of leaders.
The only end-to-end recruitment solutions provider in Southeast Asia, Kalibrr is headquartered in Makati, Philippines, with offices in San Francisco, California, and Jakarta, Indonesia. Established in 2012, it has served over 18,000 clients and is backed by some of the world’s most powerful start-up incubators and venture capitalists. These include Y Combinator, Omidyar Network, Patamar Capital, Wavemaker Partners, and Kickstart Ventures.