January 3, 2023
Attracting and retaining talented people in the business is harder than ever before. With constant switching from one job to another and seeking competitive packages, recruiters can not rely solely on higher salaries to get top talent in their firm.
Traditionally, recruiters post job vacancies and get hundreds of applicants looking for a job. But now the times have changed. There are so many opportunities and cut-throat competition amongst companies to hire the best person for the job. This has changed the hiring procedure and made the recruiters' jobs strenuous.
Although, there are still many companies that do not face this problem. They get an overwhelming number of applications for their job vacancies, and people are ready to switch if they get an opportunity. So what makes these companies stand out from the crowd?
This blog will look into one of the most effective ways to attract and retain top talent- Employee Branding. Moreover, we will discuss how recruiters can leverage it in 4 easy steps.
Employee branding builds a positive perception of a company's work culture by sharing employees' experiences with others. Recruiters focus on showcasing company culture, values, vision, mission, and other business aspects that impact employees' experience.
Employee branding depicts the employee as a hero! It focuses on a healthy work environment and experience to attract and retain top professionals.
It differs from employer branding, where recruiters try to simulate a positive perception of a company's culture and values amongst employees, candidates, and other stakeholders. Employer branding aims at building a strong company brand, while employee branding focuses on sharing employees' experiences.
In employee branding, companies share day-to-day employee stories to reflect a healthy work environment and create a positive image. They share employees' experiences on their careers page and social media or communicate directly during interviews to influence potential candidates.
But employee branding benefits are not restricted to attracting and retaining top talent. Recruiters must realize that employee branding is not a 'nice-to-have' element to the hiring process. With many companies and competitive packages to lure skilled people, employee branding is more critical than ever.
64% of consumers stop purchasing from a particular company if the employees are ill-treated.
So, not only does employee branding impact the hiring process, but also the overall company image. Let us look at 8 reasons why employee branding is crucial for every business.
A strong employee brand portrays a healthy working environment. This makes it easier for recruiters to get more people interested in the vacancy and convince the top talent to switch.
Moreover, more employees happily refer people to fill in the vacancy. Not only are referrals cost-effective, but they have a high retention rate. Additionally, with positive experience and feedback, employees can attract more people interested in the company.
Employee branding roots in a company with a positive working environment and employees enjoy working there. Thus, to improve employee branding, companies often invest in building a strong company culture, values, and policies.
This involves having a documented company mission, vision, and values deeply inculcated into the work culture. Recruiters have realized that company culture drastically impacts employee satisfaction, retention, and turnover. Employee branding motivates the management to keep strengthening the work environment and experience.
Employee branding means more applicants and easy-to-convince people to switch. This reduces the overall cost of marketing the job vacancy as job seekers will actively look for open job roles. Moreover, recruiters cut the chase by providing a competitor package for desired candidates. Overall, the cost of hiring reduces drastically.
Employee branding also creates a positive image for new hires, reducing employee turnover. Reduced employee turnover implies better ROI on hiring efforts and effective utilization of resources.
Who wants to switch from a company with a positive working environment which prioritizes good working conditions, policies, values, etc.?
With a good employee brand comes the responsibility to create a healthy work culture. This automatically simulates the top employees' stay with the firm. A healthy employee brand also implies robust internal communications and constant feedback to understand and prioritize employee needs.
Job seekers trust employees' feedback over what the CEO has to say about the company by over three times.
Employee branding can make your employees the brand ambassadors, which not only drives more job seekers but more consumers as well. When employees share personal stories related to work, they attract more people to know and get interested in the business.
Employee branding communicates the work culture, environment, and experience. This directly stimulates the management to offer better workplace conditions.
A healthy working environment will improve productivity as employees will be more motivated. A positive work culture will satisfy employees' security, social, and self-actualization needs.
Employee branding can boost companies' online visibility. Moreover, 78% of job seekers refer to social media while looking for jobs on channels like LinkedIn. Hence, it is crucial to share employees' experiences to enhance the company's image and online presence.
Employee branding efforts can add up as a marketing channel. Hence, recruiters must ensure a healthy workplace culture to have a positive branding effect!
86% of HR professionals believe that employee branding adds to the company's marketing effort.
Employee branding increases the online presence and impacts how consumers perceive the company. In fact, a poor employee brand drives consumers away!
So, employee branding is more than an effort to get more skilled people to the firm. It impacts marketing and consumer perception and reduces hiring costs by big margins. Let us understand how recruiters can build an employee brand that drives a positive impact.
Employee branding includes sharing employees' experiences and working culture and environment. Here, employees talk about the company work environment and day-to-day work instances. However, recruiters can not merely ask employees to talk about the company.
The HR team starts by conducting an audit of the current employee brand. What are employees sharing, or how much are they talking about the company?
This is achievable by conducting surveys, getting feedback about the work environment, and checking employees' current social media activity. It becomes the basis for building insights to find weak and strong points and improve the working environment.
After the research process is finished, one can finally move to the employee branding procedure. Here is a 4-step way to build a strong employee brand.
This step involves analyzing the business needs and current employee working conditions.
For instance, a tech company requires writers with experience and understanding of the technical aspects of the product. This becomes the basis for skill requirements for a writer. In this way, companies can directly anchor the job requirements to business goals and needs.
Source: Oak Engage
After the recruiters have all this information, they can identify and define the employee's unique proposition.
For instance, based on the employee journey, recruiters might identify that people leave within 2-3 years of working, so they can anchor the job role to a long-term growth opportunity or compensation method such as ESOP and communicate the same with the potential candidates. This becomes the employee value proposition.
The next step is to communicate the value proposition. Recruiters can use different platforms and do A/B testing to find the most effective channel.
For example, Cisco gives a glimpse of the employee story on its career page and calls attention to three substantial sections about the job- benefits and perks, job available, and communities.
Source: Mihaela Cicvaric (Content Marketing Manager at Lemlist) shares a fun experience with the team, which reflects the work culture and positive employee experience.
The onboarding process is a crucial stage in employees' tenure at the job. It includes the first few weeks of understanding the work environment and colleagues and getting hands-on experience with job-related tools and software.
An effective employee onboarding can improve the retention rate by 82%. Moreover, a poor onboarding process can increase employee turnover leading to poor branding. It reduces the chances of referral via new hires in the team.
The final step of employee branding is looking into key metrics related to employee experience. It is crucial to measure the results to understand the scope of improvement and take a strategic approach. Here are a few metrics to look at to check the analytics.
There are other metrics that a recruiter can look into based on business needs. This 4-step employee branding strategy will help you improve the company culture, attract and retain more talent, and improve the overall employee experience. The cost per hire will reduce, and the company will be able to enhance internal and external communications.
Employee branding must be analyzed, tracked, and improved to reap all the benefits consistently. Recruiters must build and strengthen the employee brand to hire qualified people effortlessly. Here are the top 4 tips to enhance the employees' experience and brand.
Employee branding is not a one-day job. It requires consistent effort to improve the work environment, communicate the employee value proposition, and provide a delightful working experience to employees. Recruiters can attract and retain desired qualified people in the firm easily by strengthening the employee brand.
How can we at Nurturebox help you?
Nurturebox is a talent CRM tool that assists you in communicating and nurturing relationships with potential candidates while it takes care of all the mundane admin tasks for you! You need to download our chrome extension, integrate it with your hiring tech stack, and start sourcing and hiring people.
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Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.
Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.
Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.
From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:
While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.
A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.
As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.
To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.
Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:
While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with
Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.
Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.
Apart from having relevant industry experience, a good Content Marketer must possess the following skills.
A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.
Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.
Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.
Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..
A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.
Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.
Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.
Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.
Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.
Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:
Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.
Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?
You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.
Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.
Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.
As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.
Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.
Here are the necessary components you must have in your job description:
The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.
Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.
Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:
Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.
Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.
Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.
Reach out to selected Content Marketers and communicate about the compensation.
Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.
Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.
Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?
Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.
Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox: