5 Best Practices for Telling Your Employer Brand Story

shutterstock_105363872.jpgAs many authors will attest, storytelling is as much an art as it is a science. Whether it is researching a topic, writing for clarity and understanding, or determining whether your messages are resonating with your audience, telling a story that is compelling, engaging and informative requires a certain amount of effort and planning.

It’s no different when it comes to creating a talent brand that will attract and retain the right people for your company.

Making sure you have the appropriate strategy in place to share and market your employer story is essential to your effectiveness. Yet, according to recent research, only about half of companies have a talent brand strategy that works. As a critical component of a successful talent acquisition strategy, you want to be sure that you can clearly articulate your company’s employer brand and how it differs from your competition.

Here, we offer five best practices that you can incorporate into your talent brand strategy to help tell your story:

1. Take a good, hard look at your current careers page.

If you don’t have a dedicated careers page on your website, create one immediately. This is the first place candidates come to find out about your job openings, as well as to get a taste of your company culture. But, be sure not to bore site visitors with just a laundry list of vacancies and stock photos of random people. Instead, use the site to draw a clear picture of what it’s like to work within your organization. Include videos from current employees, pictures of actual staff members and a peek inside your corporate environs. If you need inspiration, check out our recent posts here and here for examples of creative careers pages.

2. Write job descriptions that answer the age-old WIIFM question.

Once your careers page is up-to-date, be sure the job descriptions you do post there are answering your ideal candidates’ most critical question – What’s in it for me? Instead of approaching a job description by thinking about what the candidate can do for you, try flipping it around and telling them what you can do for them. Effective job descriptions are honest, transparent and conversational. Think about writing a job description in the same way that you’d tell a friend about the job opportunity – make it interesting and fun.  

3. Establish a community of talent. 

A lot of people take a “build it and they will come” approach to attracting talent. But you can’t rely on top candidates to stumble across your careers page just by browsing the web. You have to start by building relationships with candidates over time and exposing them to your brand regularly. Bring marketing practices like branding, events, and content creation into your recruiting practices and you can begin to develop a community that will help build a pipeline of high-quality candidates. Events and content that are in keeping with your overall brand and talent needs can help you develop brand awareness and attract the right individuals to your company.

4. Enlist the help of talent ambassadors.

Taking another page from marketing’s book, you can enhance your talent pipeline by creating brand ambassadors, or employees that love their jobs and their company and want to share the love with others. Use a modified Net Promoter Score (NPS) approach, which typically is used to find out how happy customers are with a company or its products, to ask employees how likely they are to recommend your company to a friend. Identify those employees that are most likely to recommend the company to their friends, and then use them to reach out to their network of smart, hardworking people who just might be your next great hires.  

5. Deliver a candidate experience like no other.

While you can’t hire every individual that walks through the door, you can ensure that the experience that a candidate has with your company leaves them with a good feeling. It all comes down to providing an awesome candidate experience. First, make sure that your rejection emails aren’t one-size-fits-all, but rather personalized to each individual. It’s also important that your candidate communications match your brand voice. Finally, setting realistic candidate expectations can mean the difference between a great experience and a mediocre one, so regularly communicate expected wait times and keep candidates informed about where they are in the hiring process.

Telling your employer brand story doesn’t have to be difficult. By following a best practice approach, you can develop a strong, authentic talent brand that not only differentiates your organization but that also helps build a pipeline full of interested, qualified candidates, reducing the time and money it takes to fill key positions.

Looking for more tips on Talent Branding? Check out our e-book on How to Create your Talent Brand!

Talent Brand eBook

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Talent Brand