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How to Use Employer Branding to Become a Talent Magnet

Recruiters at Google probably have a much easier time of it than you!

It’s not because they’re necessarily any better at their job, it’s because Google’s employer brand is so strong.

The company has become THE place to work for many great engineers. Everyone has heard of Google and the exciting projects that it’s working on, (self driving cars being perhaps the most famous.)

Therefore, whenever a sourcer reaches out to a top candidate, they’re already predisposed to listen to whatever it is they have to say.

This is the power of branding!

You may not have the resources or reputation of Google, but that doesn’t mean that you can’t build an awesome brand.

Below are 3 immediate steps you can take to build your employer brand and become a talent magnet.


1. Build your company’s brand on social media

Whatever you think about the value of social recruiting, it’s undeniable that social media is an excellent tool for brand amplification.

The network you target should be closely aligned with your talent strategy - i.e. who are you trying to hire.

We’re going to look at LinkedIn as a case study, but the tips and tactics here can be applied across a range of other platforms.

Case Study: LinkedIn

The sheer quantity of talent on LinkedIn, (there are 364 million professional members), makes it pretty essential to have a strong brand presence on the network.

As a brand it all starts with your company page - it’s a pretty basic first step, but (if used correctly) it’s a great way to share updates and engage candidates.

Engagement is the golden metric when it comes to social media - it’s one of the best barometers of success.

It also has a genuine impact on sourcing success. LinkedIn data suggests that people that have interacted with your brand before are 2x as likely to accept cold In-Mails.

Boost LinkedIn In Mail Acceptance Rates

The problem is, with all the social noise out there already, it’s hard to get candidates to listen.

To break through, we need to stop treating social networks like a megaphone and get better at starting relationships with candidates.

Here are a few hacks to get you started:

i) Questions and contests

Try asking questions to spark dialogue or inviting candidates to ‘take action’ in competitions.

People tend to feel more valued, and will always respond better when you invite them to offer an opinion.

For example, Hootsuiteincreased engagement dramatically by asking their audience about their most memorable social media story of the year.

Hootsuite

Quick tip:

Be cautious of any ‘ trolls’ that may try and destroy your brand and always take the high road if you’re getting asked sensitive questions.

ii) Write updates (that are actually interesting)

Do you think candidates find company updates interesting?

In general, the answer is no, they're just not compelling enough to click on.Companies like Buzzfeedhave made an art form out of ' click-bait' titles that capture consumer attention.

People are used to seeing this kind of sensationalist language online, so its no wonder that updates that aren't attention grabbing fall by the wayside.

There are a few (very simple) copywriting tricks that all the best updates share. You can use these tactics to immediately make your updates more interesting and increase click-through rates:

Simple Copywriting Tricks

Updates on events that you might be involved with tend to perform particularly well. Take a look at Coca-Cola‘s update below on notable moments Sochi Olympic Games (an event they sponsored), and the positive feedback it has generated in the comments.

Coca Cola

iii) Demonstrate your company culture (in the right way)

People want to understand the environment that they will be spending

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