Please welcome our first guest author, Linda Le Phan from kununu! To learn more about Linda, check out her bio at the end of this post.
If you’re a loyal follower of this blog, you’ve already read some great lessons on how employer branding can help companies battle the talent shortage — but the benefits don’t stop there. Boston companies like Pixability, athenahealth and Localytics (just to name a few) are prime examples of how employer branding can build public recognition, company culture and positive employee experiences.
How are they accomplishing all that, you ask? Well, the best way to explain it is by first taking a deeper look at what employer branding actually is in practice:
As data from over 25,000 reviews on kununu reveals, their highest rated companies have a significantly better company image (as judged by their own employees) than lower rated companies:
Among the highest rated companies on kununu (4 stars or higher), the average rating for “company image” is 4.62 stars
Among the lowest rated companies on kununu (2 stars or less), the average rating for “company image” is 3.51 stars
Now that we’re all on the same page about “what” employer branding is, let’s now look at “how” a few local companies are achieving these three positive results through their employer branding efforts:
1. Building public recognition for company culture
If you think showing up on those ‘Best Places To Work’ lists is only a PR play, think again.
Pixability, athenahealth and Localytics have all gained public recognition of their outstanding company culture by appearing on multiple top employer lists, including the BBJ and The Boston Globe. While some publishers require that you apply to and “win” entry, and others are independently compiled, you cannot earn your place on these lists without:
1) Having a positive internal company culture, and
2) Clearly conveying that externally
Making an appearance on coveted ‘top places to work’ lists surely gives a huge ego boost to a company’s leadership and current employees — but just imagine how great this looks to job seekers scouting out cool places to work. And that, my friend, is good employer branding doing its job - boosting employee morale AND business growth.
2. Fostering an impactful social identity
Let’s not forget about the “brand” in employer branding. In today’s digital world, communication = social media.
Pixability does a great job at successfully leveraging social media for employer branding by being painfully clear about their ultimate brand promise: “Revolutionary Video Advertising.”
A short, simple, and to-the-point statement followed by enough additional details to give the promise some context (“for YouTube, Facebook, Instagram, and Twitter”) is what makes Pixability’s social presence punchy and impactful to anyone — job seekers included — who sees it. Closing out the one-two punch, their photos and videos section features real people who work at or with the company; which is one of the top things job seekers look for when picking employer brands/companies they want to work for.
Localytics also uses social media to deliver a solid brand promise from the get-go, and makes an effort to show the real people behind the scenes of the company. You might not think of a Facebook business page as the place for employer branding, but Localytics proves that it absolutely can be if you share content that 1) current employees can be proud of, and 2) potential future employees actually want to see.
Just check out this obstacle race, themed party, and ugly sweater goodness:
3. Creating positive internal experiences
Whether this is a good thing or a bad thing, employee and job candidate experiences with your company directly affect your employer brand. As it turns out, this is a very good thing for athenahealth, because they’ve successfully fostered positive experiences among their current and past employees.
With 4.24 stars out of 5, athenahealth has one of the highest ratings on kununu - a place where employees can openly and anonymously share their experiences across 18 important workplace factors.
3 Steps To Better Employer Branding
Now that you’ve seen how some local superstars approach employer branding, here are three steps you can take to build better employer branding within your company:
Define who you are and who you’re not, so you can easily communicate your brand promise anywhere and everywhere job seekers are looking for you.
Ensure that your identity is reflected in your online and offline messaging. This helps prospective employees recognize that you’re a worthy company to work for, and keeps current employees engaged.
Incorporate candidate experience best practices into your hiring process. Be transparent about who you are every step of the way, communicate frequently with candidates to keep the process moving (i.e. don’t ever leave them hanging!), put answers to commonly asked questions online, and always keep your word.
Are there any other companies you know of who are doing employer branding right? Share your insights below, because we want to know!
Linda Le Phan is the Content Marketing Manager at kununu US, a place where job seekers can get an authentic view of life at a company and where employers have a trusted platform to better engage talent. When she's not writing about the modern workplace, company culture, and life & work hacks, she is probably going out to get an iced coffee (even in Boston winter), raiding the snack drawer, or jamming to kununu’s Spotify playlist. Check her out on Twitter @lindalephan.