As employers struggle to find the right talent, employer branding helps companies position themselves as a desirable employer that attracts the right set of candidates. With articulate statement of purpose and goals, the company sets precedent for its existing employees and potential ones to create an image of a worthy employer. But how exactly does that help? How have companies used it to build a reliable workforce?
According to a report by Glassdoor, 84% jobseekers consider an employer’s reputation when choosing to apply for a job. Given the statistics, it is evident that the importance of establishing a positive image is indisputable. However, despite its growing importance, recruiters often falsely believe that employee branding is nothing but an HR fad that is a waste of resources leading to superficial results. But even though this unique strategy requires intense amount of time and effort, its significant returns make it an essential investment.
That said, employer branding has long since evolved from being a marketing gimmick to a necessary organisational strategy. As a result, companies all over the world are developing their brand image in order to stay ahead of their competitors and acquire the best talent. Today, many business leaders agree that employer brand image plays a key role in their recruitment as well as their business success.
For employers who aren’t exactly sure how to use that in their favour, read on to learn how leading brand names have used their employer brand to successfully hire the best from the lot and how you can do it too.
Google’s selection process is rigorous and the company is known to use a brain-teasing interview approach to identify cognitive skills. They leave no stone unturned in finding highly qualified candidates that can fit into their system organically and work as per their organizational ethos. So how do they attract their potential employees?
Google’s employer branding technique involves reaching out to the right candidates to show that they are willing to go the extra mile to find the right people who can thrive within the company’s environment, both at personal and professional level. Their career website explains what they expect from their employees and what is it like to be within the company fold.
The tech giant receives as many as 3 million resumes each year for 7000 job openings! With only a 0.2% chance of being hired, Google sets the right precedent for its potential candidates as well as competitors to strengthen their hiring game. But despite so many applications, Google vets each of them individually and makes sure no great candidate slips through unnoticed. What’s more? They use the referral system to find good applicants from their employees’ network. What better way to promote yourself than good old word-of-mouth?
Want to learn how to build an influential employer brand from your social media channels? Learn from Starbucks! Starbucks’ Twitter and Instagram handles, @StarbucksJobs, are used exclusively to interact with potential candidates and to promote themselves as an employer brand. #SbuxJobChats, exclusive Twitter hashtag for employees to express their gratitude and a YouTube channel with millions of views also helps in creating an impactful employer brand.
Starbucks has always stayed committed to being a desirable employer and has never failed to provide consistent support to its employees. They know exactly what their brand stands for and what it represents. They use this opportunity to build a strong employer brand reputation to increase the satisfaction and confidence of all their stakeholders.
What makes Starbucks ad their employer brand strategy unique is their comprehensive focus on everyone, from their frontend employees to their corporate staff. The company continues to increase work benefits and perks to keep all its employees happy and content. A relaxed dress code, parental leave package, free education, etc. makes its employees advocate the brand strongly across their social media pages.
Named one of the best employers in the world by Fortune, Salesforce calls its employees and its team members as ‘Ohana,’ which means family in Hawaiian language. The word is followed by the phrase, ‘Family means no one gets left behind… or forgotten!’
From enviable employer reviews at Glassdoor to a healthy work culture, Salesforce has nailed every aspect of providing their employees with just the right environment to encourage their growth and by extension, their own.
They have a very single-minded strategy to attract new talent to their company pool. They have put together effective videos about employee experience and built an attractive career site to inspire people to work for them. Salesforce also pays close attention to all the decision points that candidates have when they are deciding who to work for. As a result, their employer branding strategy became employee driven that has managed to attract the best of the best.
These employer brands have one thing in common – they have a great reputation that all the stakeholders want to connect with. Employer branding has come a long way from being going the extra mile in hiring process to being a key strategy for acquiring the right talent. Take notes from these companies to create a successful employer brand that is so much more than recruitment.