Three key business automations for improving your employer brand

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According to a joint study by Glassdoor and Harris Poll, 86% of professionals seek out company reviews on third-party sites when deciding whether to apply for a role.

From an employer’s perspective, this means that if their brand worsens, the quality and quantity of applicants they’ll receive for a given job posting will likely drop.

Which begs the question: What goes into building and preserving a strong employer brand?

It by and large requires delivering experiences that consistently delight candidates and employees. Only then are they likely to speak positively about your organization with colleagues, friends, family and, of course, on third-party review sites.

And while there’s a variety of approaches you can take in improving the experiences of your candidates and employees, here we’ll share three automations that can make a significant and lasting impact.


1. Streamline the tedious, repetitive tasks that sink employee morale

Just about every job comes with mind-numbing, unproductive tasks that take the employee away from the work they’re more likely to enjoy and value.

You can use automation to help your employees avoid these manually intensive tasks and, in doing so, perform the tasks more effectively.

Take resume screening as an example. Your recruiters would normally have to comb through hundreds of resumes per job listing just to uncover qualified candidates. This takes them away from having productive conversations with great candidates and moving them forward in the application process quickly.

With automation, you can not only streamline the screening process on the recruiter’s behalf but also ensure that every candidate gets evaluated fairly according to your criteria.

Here’s how automated resume screening can work:


  1. Once an applicant submits their application in Greenhouse, the automation gets triggered.

  2. Based on the screening criteria set up in your chatbot – which works in a business communications platform such as Slack – the applicant is automatically either rejected or accepted.

  3. If accepted, the chatbot shares the applicant in a specific channel within your business communications platform. The message itself includes details about the applicant, like the position they’re applying for, their name and their current employer. It also includes a link to their resume so that the recruiter can easily review the candidate.


2. Engage in thoughtful gift giving

Sending employees gifts can be a powerful way of showing your appreciation for their contributions. And if you manage to deliver these gifts at special moments, the impact only amplifies.

Here are just a few examples:

  • Send new hires company swag on their first day to get them even more excited about their role

  • Provide plants to employees on their work anniversaries as a means of communicating their growth and development

  • Give employees bottles of wine or champagne to help them celebrate their promotions

Using automation, you can streamline the process of identifying these special milestones and sending employees gifts.

Here’s how this HR automation can be implemented in the context of a work anniversary:


  1. An integration-led automation platform performs a daily check in an HRIS like Namely to see if an active employee has a work anniversary. For every anniversary it finds, the workflow gets triggered.

  2. The platform then checks the balance in a gift-giving app like Tango Card. If the balance is below a certain threshold, the gift-giving app’s administrator receives an email in real time asking them to add more funds.

  3. When the balance is at or above the threshold, the employee automatically receives their anniversary reward via email.

3. Deliver a memorable candidate experience

Your employer brand isn’t solely defined by employees. Based on their experiences while interviewing, candidates can also influence your employer brand for the better (or worse).

To ensure that your candidates’ influence is positive, you can leverage automation to provide them with a smooth experience. This includes:

  • Sending interviewers timely reminders so that they show up to their interviews on time

  • Expediting the process of providing candidate feedback – allowing recruiters to follow up with candidates quickly

Here’s how this recruiting automation looks once implemented:


  1. Once a candidate interview is scheduled in Greenhouse, the workflow gets triggered.

  2. A chatbot creates a channel with all the interviewers in your business communications platform. Within that channel, the chatbot shares the interview date, the time each interviewer is slated to interview the candidate and a link to the candidate’s application in Greenhouse.

  3. Once the interview is just five minutes away, the chatbot alerts everyone by sending a message in the channel.

  4. As each interviewer finishes speaking to the candidate, the chatbot sends them a link to the candidate’s scorecard in Greenhouse. At the same time, the chatbot notifies the channel that the interviewer finished and asks the next interviewer to join the meeting.

  5. Finally, once all the interviewers finish speaking to the candidate, the chatbot asks them to join a meeting where they can decide whether to move the candidate forward.

Workato, the leader in integration-led automation, can power these automations – among countless others – with Workbot, their platform bot that can work in Slack, Microsoft Teams or Facebook Workplace. Learn more by scheduling a demo.

Schedule a demo with Workato
Jon Gitlin

Jon Gitlin

is a Content Marketing Manager at Workato, where he manages the company’s blog (“The Connector”). During his free time, he enjoys long-distance running, exploring New York City and going to New York Red Bulls soccer games.