How to attract talent by using employer branding

Employer branding and talent attraction

Employer branding is the process of creating a positive image and reputation of a company as an employer. It involves crafting and communicating your organisation's unique values, mission and culture to attract and retain talent.

Talent attraction, on the other hand, is the process of identifying, engaging and recruiting potential employees to fill open positions within a company. It involves:

• Creating job descriptions
• Promoting job openings
• Screening candidates
• Selecting the most suitable individuals for the job

Employer branding and talent attraction are closely related because a strong employer brand can make it easier to attract top talent.

When a company has a positive reputation and is known for offering a great work environment, competitive compensation and meaningful opportunities for career growth, it becomes a more attractive destination for job seekers. By investing in employer branding your company can create a competitive advantage in the talent marketplace and improve your ability to attract and retain the best employees.

Effective employer branding and talent attraction strategies may include activities such as:

• Creating an engaging careers website
• Leveraging social media to showcase the company's culture and values
• Offering competitive salaries and benefits packages
• Providing opportunities for professional development
• Fostering a positive work environment that emphasizes employee wellbeing and work life balance

If we focus on the first two bullet points we can take a deeper look into how to make creative content.

Creative content

Creative content is any type of content that is designed to be visually appealing, engaging and memorable. It can take many different forms, including images, videos, infographics, blog posts, social media posts, podcasts and more. The goal of creative content is to capture the attention of the target audience (the candidates) and encourage the applicants to engage with the content in some way, whether that's by liking, commenting, sharing or taking some other action.

Creating effective creative content requires a combination of artistry, technical skill and a deep understanding of the target audience. It's important to create content that is visually appealing, informative and shareable, while also being aligned with the brand's messaging and goals.

One approach to creating creative content is to start with a clear understanding of the audience and their interests and preferences. From there, you can brainstorm ideas and develop content that resonates with the target audience.

In addition to being visually appealing, creative content should also be authentic, original and memorable. This can involve incorporating humour, storytelling, or other elements that make the content stand out from the competition. By creating content that is engaging and memorable, brands can build stronger relationships with their audience and ultimately drive candidate interest, applications and hires.

Before we can focus on building stronger relationships, we have to create the first touch point by using awareness as a tactic.

Awareness

Awareness is the state or ability to perceive, feel or be conscious of something. In the context of marketing, awareness refers to the level of recognition or familiarity that potential applicants have with your company brand.

The goal of building awareness in marketing is to make the applicants aware of your brand and to generate interest and engagement. This can be accomplished through a variety of channels, including advertising, public relations, social media, content marketing and more.

Building awareness is often the first step in a larger marketing campaign, as it lays the groundwork for future efforts to convert potential job candidates. It can also be a way to differentiate a brand from its competitors and establish a unique position in the marketplace.

You can track metrics such as brand recognition, website traffic, social media engagement and other forms of interaction to gauge the effectiveness of your awareness building efforts.

When your candidates are aware of your company, then you do not want to lose them. So this is what to do next. You make a community.

Community

In the business world, communities are increasingly important for building brand loyalty, driving engagement and fostering customer relationships. 

A community is a group of candidates who share a common business interest, careers, culture or geography. The community provides a sense of belonging for the applicants and support by you or your human resources team. This can help to strengthen the bond between your company and the candidates.

Please be aware that creating and nurturing a community requires a commitment to building relationships, providing value and fostering a sense of belonging which can be a time consuming process. Make a plan of how you create engaging content, offering exclusive perks and benefits to community members.

A way to grow your community is to use paid media.

Paid media

The primary goal of paid media is that you increase your brand awareness, drive traffic, and ultimately generate applicant leads.

You can use paid media campaigns to target specific demographics, geographic locations or skills if you are using LinkedIn.

Other platforms like Google Ads, TikTok and Instagram involve bidding on keywords, targeting specific demographics or interests and creating engaging ad content that resonates with the target audience. 

Paid media can be a highly effective marketing strategy, as it allows your business to reach a large audience quickly and with precision.

However, it can also be expensive and success depends on a variety of factors, including the quality of the ad content, the effectiveness of the targeting and the competitive landscape. As such, it's important for your business to carefully plan and execute your paid media campaigns to ensure maximum return on investment (ROI).

Most paid media works by creating top funnel awareness. Later on you can qualify your candidate leads.

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