In today’s competitive job market, employer branding has become a buzzword that everyone seems to be talking about. And, of course, we have written about the importance of company branding in the past.
Companies are investing heavily in creating and promoting their employer brand, aiming to attract top young talent such as Gen Z.
However, with so much noise in the market, it is challenging for some companies to truly stand out and capture the attention of the candidates they most desire.
Cutting through all of this competition to make sure your company stands out to your target audience requires more than just a well designed website or a catchy tagline.
Amongst other things, company branding demands a strategic approach that goes beyond the surface, digging deep into the values, culture and experiences that define your organisation.
Understanding employer branding – more than just a trend
Employer branding refers to the process of managing and influencing your reputation as an employer among job seekers, employees, key stakeholders and, not forgetting, of course, your customers.
It encompasses everything from your company’s mission, values and culture and the way you communicate these aspects to the world. While it has always been important, the rise of social media, online job boards and employee review sites like Glassdoor has made it a critical component of any recruitment strategy.
In essence, employer branding is your promise to potential employees.
It tells them what they can expect when they join your company, how they’ll be treated and what opportunities they’ll have for growth and development.
But with so many companies making similar promises, it can be difficult to stand out. How do you set about getting the message across that you are the company that the best young talent should choose to work for?
The challenges of standing out
The first challenge in cutting through employer branding noise is the sheer volume of it.
Every company wants to position itself as THE employer of choice and many use the same buzzwords:
- Innovative
- Inclusive
- Dynamic
This creates a landscape where differentiating one company from another becomes difficult for young school leavers and graduates.
Additionally, candidates today are more discerning than ever before. They can easily see through generic branding efforts and are actually looking for authenticity and substance.
Not to mention the fact that if the written aspects of your company branding are littered with jargon, you can lose your potential candidates right at the get go, because many will fail to understand the message you are trying to put across.
The proliferation of digital channels has made it easier for companies to spread their employer brand messages – but it has also led to information overload.
Candidates are bombarded with messages from various companies, making it difficult for any single message to stick.
Strategies for standing out from the crowd
Let’s take a look at some of the cations you can take to stand out in the crowd…
Do your research and deeply understand your target audience
One of the most effective ways to cut through the noise is by deeply understanding your target audience.
This means going beyond just knowing the demographics of your ideal candidates. You need to understand their motivations and what they truly value in an employer.
If you already have younger people working in your workplace, carry out surveys with them to find out how they view your branding. Does the branding match the reality? You could also do similar with candidates as they go through your recruitment process to find out their experience..
When you find answers, if your target audience values the work-life balance you can offer, for example, make sure this is prominently featured in your branding efforts.
But don’t just talk about it. Demonstrate it through employee testimonials, stories and real life examples.
The more you tailor your messaging to what your audience cares about, the more likely you are to resonate with them.
Authenticity over perfection
It might be tempting to create an image of perfection but, really, nobody is expecting perfection.
In a world where every company is trying to present itself in the best possible light, authenticity can be a powerful differentiator.
Candidates today are savvy and they can spot inauthentic branding. Gen Z are looking for transparency and honesty. Rather than trying to create a picture-perfect image of your company, focus on being real.
This means being honest about your company’s strengths as well as its challenges. Share stories that reflect the real experiences of your employees, even if they aren’t always positive.
For example, if your company is going through a period of change, be upfront about it. Talk about how you are navigating these changes and what it means for current and future employees.
Authenticity builds trust and trust is a key factor in attracting top talent. When candidates see that you are willing to be transparent, they are more likely to believe in your employer brand and consider you as a potential employer.
Leverage employee advocacy
Your employees are your most powerful brand ambassadors.
Young candidates will trust the opinions and experiences of current employees far more than any marketing material you could produce. Encourage your employees to share their stories and experiences on social media, in blogs and through other channels such as attending careers and jobs fairs.
Employee advocacy programs can be formal or informal. You could create a structured programme where employees are incentivised to share content or you could simply encourage a culture of sharing.
The key is to make it easy for employees to participate. Provide them with content ideas, templates and the freedom to express themselves in their own words.
Remember, the goal is not to script your employees but to empower them to tell their own stories.
When candidates see genuine enthusiasm from your employees, it can be incredibly persuasive. People talk naturally . If employees have a positive experience in the workplace, they will tell others about this – and this is perfect for the positive image of your company branding.
Showcase the unique culture of your company
Every company has a unique culture but not every company does a good job of showcasing it.
Your culture is one of the most important factors that will attract or repel candidates, so it is crucial to highlight it in your employer branding efforts.
Start by identifying the key elements of your culture that make it unique.
Is it your collaborative work environment, your commitment to continuous learning or your focus on innovation? Whatever it is, make sure it’s clearly communicated through your branding.
Use a variety of formats to showcase your culture:
- Videos
- Blog posts
- Social media updates
For example, a day-in-the-life video can give candidates a behind-the-scenes look at what it’s like to work at your company.
Employee-generated content such as Instagram takeovers or blog posts, can also be a great way to give an authentic glimpse into your culture.
Invest in employee experience
Employer branding is not just about external perception; it’s also about the internal experience.
If you want to stand out as an employer, you need to ensure that your employees are genuinely satisfied and engaged. A strong employee experience translates into a strong employer brand.
Start by focusing on the key areas in the employee lifecycle from onboarding to professional development and retention. Ensure that each of these areas reflects your employer brand and contributes to a positive overall experience.
For example, if you position yourself as an innovative company, make sure your onboarding process is innovative and engaging. If you emphasise professional growth, invest in training and development programmes that truly help your employees grow.
As we said earlier, happy employees are your best advocates. They’ll naturally talk about their positive experiences, both online and offline, which will help attract more top talent to your organisation.
Engage in continuous feedback loops
Employer branding is not a one-time effort. It is an ongoing process that requires continuous refinement and development.
Regularly seek feedback from both your employees and candidates to understand how your employer brand is perceived and where there is room for improvement.
Use tools like employee surveys, exit interviews and candidate experience surveys to gather insights. Analyse this feedback and use it to make data-driven decisions about your employer branding strategy.
Personalisation & targeted messaging
In the age of data-driven marketing, personalisation is no longer a luxury. It is a necessity.
Generic, one-size-fits-all messages are unlikely to cut through the noise. Instead, make sure you focus on creating personalised and targeted messaging that speaks directly to different segments of your audience.
Use data and analytics to understand the preferences and behaviours of different candidate segments.
For example, the messaging that resonates with a seasoned professional may not work for a recent graduate. Likewise, messaging tailored to graduates might not necessarily resonate with school leavers who are applying for Apprenticeships.
Tailor your messaging to address the specific needs, concerns and aspirations of each group.
Personalisation can also extend to the candidate experience itself. For example, depending on the size of your company and the resources you have at your disposal, you could consider using personalised email campaigns, targeted social media ads and customised landing pages to engage candidates.
Leverage the power of technology & innovation
These days, technology plays a crucial role in employer branding. Making use of it and embracing it can really help you to stand out from the competition.
For example, you could consider using AI to analyse candidate data and tailor your messaging accordingly.
AI can also help you identify the best channels for reaching your target audience, ensuring that your employer brand is visible where it matters most.
Virtual Reality (VR) and augmented reality (AR) can provide immersive experiences that give candidates a taste of your company culture. For example, a VR office tour can allow candidates to explore your workplace from the comfort of their own home.
This is ideal for those candidates who might need to relocate to come and work for your company. Something that many graduates have to do.
You could also consider making use of chatbots and other automation tools to enhance the candidate experience. A well-designed chatbot can answer candidate questions, provide information and guide them through the application process, all while reinforcing your employer brand.
Focus on sustainability & social responsibility
Today’s candidates, especially younger generations, are increasingly concerned about sustainability and social responsibility. They want to work for companies that are making a positive impact on the world.
We have written in the past about this, offering tips about how you can appeal to eco-conscious and socially responsible young peıople.
If your company is committed to sustainability, social responsibility or diversity and inclusion, make sure these efforts are front and centre in your employer branding.
Highlight your initiatives, share your progress and showcase the ways in which your employees are contributing to these goals.
Authenticity is key, here. Be careful not to fall into the trap of “greenwashing” or making claims that you can’t back up.
Instead, focus on the real actions your company is taking and the impact you’re making.
Build long-term relationships with young candidates
Employer branding isn’t just about filling current vacancies; it is about building long-term relationships with potential candidates.
Even if a candidate isn’t ready to apply today, you want them to think of your company when they are.
Focus on creating a talent community. This can be a pool of engaged, interested candidates who you can nurture over time. Use email newsletters, social media and other channels to keep them informed about your company’s news, culture and opportunities.
By building and maintaining these relationships, you’ll have a ready-made talent pool to draw from when you need to fill positions.
Plus, these candidates will already be familiar with your employer brand, making the recruitment process smoother.
Advertise your vacancies with e4s
Successful company branding that stands out in the crowd requires a deep understanding of your audience, a commitment to authenticity and a strategic approach that goes beyond surface-level branding.
By focusing on what truly matters, your culture, your employee experience and your long-term relationships with candidates, you can create an employer brand that stands out for all the right reasons.
If you are looking to recruit school leavers, students or graduates to your company, create a targeted job ad that reflects your company culture and place an ad to suit your needs with e4s.
