What do employer branding and influencer marketing have in common? Actually nothing, and yet so much. In my blog post I will show you how you can build an attractive employer brand together with your employees and turn your employees into brand ambassadors. And if you don’t even know what to start with, you can find out which content and social media measures are important for your personnel marketing.
Remember: You can always visit our category ‘ online marketing ‘ for more articles.
How does employer branding work?
Employer branding includes measures from a wide variety of areas that companies can use in a targeted manner in order to position themselves as an attractive employer on the market in the field of recruiting. The focus is on internal values and company principles that support the creation of a unique employer brand.
Similar to classic influencer marketing, the focus here is on the employees as ambassadors for the employer brand and conveying the company’s image to the outside world. According to a study by the career portal LinkedIn, companies with an attractive employer brand receive 50 percent more qualified applicants, can hire new employees once or twice as quickly and thus cut recruiting costs by up to half.
Build & strengthen employer brand
In order to be able to build and strengthen an attractive employer brand, the main thing is to create values together. And the promise of being the perfect employer.
Personnel marketing: 7 important measures in advance
Personnel marketing is an operational umbrella term in employer branding. This means the relevant aspects that the management must fundamentally define.
At this point you should think about:
- Do I offer my employees further education and training?
- Are all positions in my company fairly remunerated and are the salaries for the respective industry and function average?
- Has a fair overtime regulation been implemented and, above all, communicated?
- Are there any additional benefits, such as a company pension?
- Can my employees also work from home?
- Do I organize regular team events or company outings to promote internal cohesion?
- Do my employees have the opportunity to take advantage of qualified health offers (yoga, massages)?
Employer branding strategy: employee surveys & Co.
Employer branding usually refers to the strategically oriented process that is intended to increase the attractiveness of the employer.
At this point, you should work with your employees to determine the Employer Value Proposition (EVP) – i.e. the promise or the reason why it is worthwhile to work for a company. The following questions can help you:
- What does the employer brand stand for or what should it stand for in the future?
- What are you as an employer in particular? Which values play a role in this case?
- What reasons do your employees decide to stay on board for longer?
- Which points do future employees address and help to attract new talent?
- Who is the target group? What is important to the target group? Which channels can you use to reach them and how?
- How is the competition positioned and how can you stand out from it in a positive way?
With employer branding you can specifically build and strengthen a once boring employer brand.
Employer branding via content marketing: reputation & visibility
Content marketing and corporate blogging are no longer foreign words and are always on everyone’s lips in online marketing. But the fact that information-oriented content also subtly contributes to recruiting new employees does not seem to have reached all large and medium-sized companies.
In addition to targeted social media marketing, regular blog posts are an effective tool to build or strengthen your employer brand with the help of your employees. I will show you how you can design a blog with regard to your employer brand using two examples.
But first the question: Do you already run a blog with your employees?
If so, you should address the following additional questions:
- Which target group do you want to reach with your content? Exclusively potential customers?
- Are you ready to create another buyer persona and align at least one category of your blog with your employer brand?
If you haven’t even started blogging yet, you don’t have to bury your head in the sand at this point. Because actually you have an advantage in this case and can include the area of employer branding in your content marketing strategy from the outset.
Tip: A blog that does not necessarily focus on employer branding, but is operated by your employees for customer communication, can also be worthwhile for you and your employer brand. Because regular blog posts not only fundamentally ensure increased visibility (both within the industry and in Google search results), but also for reputation. In addition to a steadily growing readership, you can also passively (without placing job advertisements) attract new talents and recruit employees. Because the thought that always resonates with such a project is: “I would also like to immortalize myself on the blog!”
The Daimler Blog: Questions & Answers
Daimler already showed it in 2007: the automobile manufacturer’s blog not only provides insights into life in the company, but also promotes dialogue with a broad readership. In this way, Daimler succeeds in giving niche topics that would not have “ found their way into the media world” a higher priority and in giving a voice to every employee who wants to get involved in the editorial office.
A few years ago, Daimler recognized what a well thought-out blog is good for.
The fact that the blog focuses less on strategic or technical topics, but rather on the areas of “Entry & Career” and “Employees & Society” is demonstrated by the hundreds of articles from a wide variety of specialist areas. In addition, Daimler also uses video content for certain career topics (here: gastronomy ), for example in the form of integrated 60-second videos.
Many could now scream and condescently call the format “image video”. No question, it certainly is, but let’s be honest: That’s exactly what I would like to see as a potential applicant! As a long-time chef or head chef, I want to know: How does the in-house canteen work? Does the employer value fresh products? Which dishes are on the menu? Are the processes well structured?
Daimler succeeds in answering all of these questions within 60 seconds. One can only say: Chapeau!
The Allianz career blog: Interviews & Philosophy
On the Allianz career blog, you can discover almost all facets of the insurer’s world of work and at the same time train yourself as an applicant. The principle of “killing two birds with one stone” is therefore lived here. Because the topics on the blog are diverse and the reader not only gets simple “application tips”, but also gets interesting “insights into the executive offices”.
The guiding culture – or rather, the employer promise – of Allianz is: “Allianz – the home for everyone who dare” . And if you dare to browse the blog a little, there is a lot to discover: On the one hand, you will find classic content marketing in the form of editorial content here. Because the “application tips” are in principle very general and could also be published on any other career page. On the other hand – and this is in principle the most important thing for the potential applicant – topics that are directly related to the employer brand, such as employee interviews or even specially written experience reports (internship abroad, multi-lingual exchange, etc.) are dealt with.
If you are now asking yourself “How am I supposed to compete with them?”, Don’t worry: you don’t always need the words of a philosopher to carry out targeted employer branding. But what you can take away from Allianz for your employer brand are: Interviews.
A format that, from my point of view, can also be wonderfully implemented on a small scale. Because certainly not every one of your employees will be keen to swing the quill themselves. With a few selected questions on a specific topic (position in the company, personal vision, work-life balance), which can be written down afterwards, you can skilfully avoid the problem and still provide your blog readers with interesting and, above all, authentic content.
The team side: And what do you do?
From my point of view, there is nothing more important with regard to employer branding than an easy-to-find and above all well-maintained team page. Because let’s be honest: when I’m looking for a new job and interested in an employer, I’ll always first look at who I’m going to be dealing with in the future!
The Team page Ryte is actually something I’ve personally never seen. All employees are listed with a picture, name and position. Sounds pretty common actually. And now comes the but: The faces can be moved by mouseover (or party function) and animated GIFs. From funny grimaces to Darth Vader masks, everything is represented here.
In order to bring more structure to the team page, you can even filter according to individual areas, such as “Operations” or “Marketing” and thus take a closer look at the respective departments or faces. An appearance that will stay in your mind in any case and therefore a plus point with regard to potential applicants.
My conclusion: a well-structured team page with enhanced content is now commonplace and, in principle, a must in order to position yourself as an employer brand. This is the only way you can stand out from your competition and take a look behind the scenes. Because always remember: What makes you unique on the job market is (among other things) your employees.
One problem that cannot be dismissed out of hand, of course, arises from the size of the company: If, as at Daimler, “280,000 colleagues” are part of the company, an individualized team page is difficult to implement.
But you still don’t have to do without employer branding measures in this case. Daimler, for example, has found a very elegant solution with an “About the blog” page. Here the intentions behind the content format are explained and the blogging guidelines applicable to the company are presented. In order to give the employees an additional face, you will find an author’s picture with name and the corresponding category in the top right directly under the header in the respective post.
Employer branding via social media: Facebook, Instagram & Co.
When we talk about employer branding via social media, the main thing is to disseminate insights from the company in a target group-oriented manner on Facebook, Instagram and Co. Using two examples, I will show you how you can present your employer brand “up close” on social networks.
The life science company Bayer has understood what is really important when it comes to employer branding. In 2015, the group presented itself with a uniform employer brand made up of the company’s core values: “Passion to innovate | Power to change ” (Engin Baran: Employer Branding. Come to us, stay with us, bind yourself to us – this is how you build a strong employer brand , Springer Gabler, Wiesbaden 2018, p. 97).
Bayer’s Instagram career page, which was created specifically for employer branding purposes, basically follows the same principle: the right hashtags #passiontoinnovate and #powertochange form an essential link.
From employees for (potential) employees – that is Bayer’s personnel marketing strategy. The branded hashtag #InsideBayer shows what is important: a look behind the scenes. Whole teams or individual employees regularly take over the Instagram channel for a set period of time (takeover), so that users can be present “live” in their everyday work.
The BMW Group’s careers page on Facebook is liked by a whopping 374,445 people. That’s quite a number when you consider that the site is all about career opportunities at the German premium car manufacturer.
The tabs created in the side navigation address “professionals”, “pupils” and “students / graduates” in a targeted manner and, with the next click, show which optional career paths can be taken.
The “job market” and the “BMW career world map” direct the user to further information on the website, while the “Events” tab lists upcoming meetups and dates.
Another plus: The story above on the left is designed on the one hand as an innovative company presentation, on the other hand you will also find out about internal company benefits such as “work-life balance”, “flexible working time models”, “home office”, “childcare” and “family time out” . In principle, all of these are the central points that make BMW an attractive employer.
It has to be authentic!
Finally, I would like to share with you what I believe to be the most important principle for target-oriented employer branding. Namely: It has to be authentic! With staged and untrustworthy content, you will not have any success, especially in this area, or you will literally cut your own flesh.
If you want to start with employer branding tomorrow, you should also think about which department you want to locate which measures. I see the content marketing department responsible for the basic conception of a blog , while the creation and planning of social media content should normally lie with your social media team.
Another possibility is, of course, to start with recruiting when it comes to employer branding and to settle the topic in personnel management. In order not to miss the target, I advise you in this case: If all areas go hand in hand and work together strategically, you will usually have the best outcome!
My final tip: Use the potential of your blog and refer to it directly in your job advertisements. In this way, you can not only boost the visibility of your employer brand, but also your reputation!