Companies have realized that the issue of their digital employer brand is central when it comes to recruitment, employee retention and more generally the overall image of the company.
Many are notably adopting techniques of Digital Marketing in order to enhance their image with candidates. A strong positioning strategy actually helps to appeal to potential candidates, especially the hardest to attract.
Awareness of the usefulness of digital employer branding is now a given with the assumed emphasis on corporate reputation, the defense of values, managerial and environmental choices, etc. ported on digital spaces such as social networks and the career site.
What is the future of digital employer branding?
Why is it in your brand's best interest to invest in this aspect of employer branding?
Having a good digital employer brand, the key to successful recruitment?
Who should be responsible for setting the digital employer brand strategy in your company in the future?
Is it the head of the company's HR department? Is it up to the management and the CEO himself to establish it?
A clear division of employer brand responsibility will be necessary as well as excellent cooperation between the departments involved in the process.
Every inconsistency jeopardizes the credibility of your digital employer brand, whereas a well-integrated strategy by all your employees will be rewarded.
Note that it is essential that the structure that will carry the digital Employer Brand will need to bring together skills specific to internet activity.
10 steps to building your digital Employer Brand
To effectively build an efficient digital Employer Brand, it is important to follow several rules:
- Understand your target (Candidate Personas)
- Choosing the right distribution channels
- Defining your EVP (Employer Value Proposition)
- Create quality content for your targets
- Adopt a tone that is in tune with your target
- Answer your social networks regularly
- Know the imperatives of SEO
- Involve employees as much as possible
- Know how to tell an authentic story
Thanks to this you will have a digital Employer Brand capable of being carried to your candidates and employees.
The digital Employer Brand must be built consistently
What are the performance metrics that will need to be tracked to evaluate the success of this digital strategy?
Beyond the usual digital tracking metrics, such as traffic or conversion rate, the quality of the applications you receive when you post a job is a great way to gauge the appeal of your digital employer brand to candidates.
In addition, a good way to know how successful your employer brand is is the retention rate on average. Indeed, this one indicates if your employees tend to stay or on the contrary to leave the company if the opportunity arises.
Finally, your digital image with your own employees is and will remain critical. Even better, you can engage your employees so they become employer brand ambassadors.
They are powerful vehicles to raise your profile and are a showcase for your employer brand.
What will be the most relevant digital distribution channels regarding digital Employer Brand
In the future, the most effective channels for disseminating your employer brand will be social networks!
All the difficulty will be to articulate a coherent message across the different platforms because we can imagine that, like TikTok or Snapchat, some social networks will explode in the coming years.
Similarly, career sites will also play an increasingly decisive role, via, in particular, the development of career blogs, which are essential for providing quality information and improving natural referencing.
By nurturing your reputation and candidate experience, you will be able to best attract talent.
