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Engaging Candidates with Effective Employer Branding

First coined in 2019 by Anthony Klotz, the term “Great Resignation” was once used to merely predict the high volume of voluntary resignations from the workforce. However, this prediction has certainly become a reality. In April, May and June of this year, roughly 11.5 million workers resigned. April alone saw 2.7% of the US workforce resign – the highest rate since 2000.


However, while the data shows that there are certainly people leaving the workforce, it seems as though just about every town in the Capital Region is home to businesses that don a “Now Hiring!” sign at their front door, suggesting that there isn’t an even ratio of resignations to new hires. While workers are reassessing their options, this climate certainly is stress inducing for organizations looking to maintain or grow their workforce.


While short term solutions to keep employees happy such as higher pay, more time off and more schedule flexibility are certainly factors when it comes to keeping team members, many individuals realize that their skills are in-demand and are keeping an eye out for a posting that better suits their current wants or needs.


This is an incredible opportunity! We’ll say it again. This is an incredible opportunity! An opportunity for your organization to put its best foot forward and capitalize on the fact that many people want a change, and an opportunity to attract some of the best talent in your market.


Below, we’ve highlighted a few ways in which your organization can increase its employer branding in an effective way to not only snag top passive job seekers, but also those who are actively seeking better opportunities during this unique time.


Employer Branding Tactics


Recently, shared a survey that found that 55% of Americans plan to look for a new position within the next 12 months. 55%!  While these workers largely have the ability to take time to assess what they want out of their next opportunity, positioning your organization as an entity that values its employees, is a champion for positive workplace culture and is invested in its mission will set you apart from your competition and allow you to stand a better chance engaging with your next new hire.


  1. Utilize Social Media

Utilizing social media in your recruitment marketing strategy is vital for your organization to reach both active and passive job seekers.


For recruitment marketing purposes, social media campaigns are a way in which companies can get creative to reach the best talent. It has proved itself to useful in connecting recruiters directly with both active and passive job seekers by engaging with them through shared networks, skills or passions.


In addition, by sharing content on social media that shows that your company has a great work environment, great benefits and work-life balance initiatives, you will organically attract talent that is already invested in your company and can help you grow from the inside. It is estimated that about 83% of millennials actively engage with an organization when they believe a business fosters an inclusive culture. So, go ahead and highlight the fact that your company is welcoming, inclusive and fosters a productive, collaborative environment!


Furthermore, studies conducted by Robert Half have shown that younger generations of workers, such as millennials, desire the same benefits as other generations – workplace and financial security. As such, you may find that your messaging and content on social media does not have to change drastically to resonate with different demographics, making the marketing medium an effective recruitment marketing platform.


In addition to an organic presence, paid advertising campaigns through platforms like Facebook and LinkedIn are great solutions to reach an ideal candidate. Facebook’s seemingly exhaustive targeting capabilities and LinkedIn’s inherent ability to reach the active job seeker make the social media platforms go-to’s for recruitment marketing advertising campaigns.



  1. Utilize Content Marketing


Through storytelling, your organization can share an in-depth look into what a day in the life is like at your organization. Through content marketing, you can raise the profile of your employer brand by embracing the more personal, human side of your business.


In addition, content marketing doesn’t necessarily mean the sole usage of flat text highlighting your company’s mission statement. This outlet allows for the inclusion of video assets that highlight facets of company culture or the inclusion of Q&A sessions with current employees in order to create engaging human narratives that foster interest in your company brand from top talent.


Through the Times Union Media Group and Hearst’s Story Studio, we can assist your organization create an online profile that reflects the success of your company and will set you apart from your competition.


  1. Build Brand Advocacy Through Current Employees


Your organization has great company culture? Great! You’re sharing such facets of your business on social media platforms and through content marketing initiatives and channels? Awesome! Now it’s time to tap into one of the greatest brand building assets – your current employees!


You may have already utilized some employee insights on your social media channel or within a native advertising piece, but allowing your employees to share their story on their own social media channel or through another creative platform creates credibility that is difficult to duplicate. Some companies provide templates or prompts for their employees to utilize in order to facilitate consistent messaging throughout all digital mediums.


Whatever route you wish to venture down, remaining cognizant of the fact that employee branding is not much different from corporate branding in general is key. According to the Drum, roughly 84% of consumers trust peer-to-peer recommendations over any other form of advertising. These consumers are also job seekers. And, knowing that 2.7% of the job force resigned in April, the chances that some are part of “The Great Resignation” is quite high.


In Conclusion


While neatly packaged posts and content created by marketing professionals sheds some light on what life is like at a company, allowing for authentic storytelling is invaluable.


Employer branding allows for those outside of your organization’s walls to catch a glimpse into the driving forces of your business and to see first-hand the values and the culture your company possesses.


As we utilize many of the same channels and mediums to communicate, ensuring that messaging is consistent and plentiful is key for any organization looking to attract top talent.



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