Want to Boost Your Employer Brand? Focus on Employee Engagement

Sep 14, 2017
| Michael Altiero
Employer Branding and Employee Engagement

Recruiting is quickly becoming one of the biggest challenges companies of all sizes face. Some organizations would even argue that attracting and hiring top talent is their number one business concern. The issues surrounding recruiting are causing organizations to enhance their talent acquisition strategies to become more attractive to today’s candidates.

Two ways companies are revamping their recruiting strategies are by focusing on the candidate experience and building a best-in-class employer brand. In a future post, we’ll go into more detail about candidate experience and why it is so important for talent acquisition. For now, let’s focus on employer branding.

When you look at Glassdoor’s top companies to work for, they all share one thing in common: they have amazing employer brands. By focusing on building and marketing their brands, organizations set themselves up to recruit top candidates. And the best way to build your employer brand is by having happy and engaged employees.

Employee engagement is the backbone of a great employer brand. Not only does this lead to better Glassdoor reviews and recruitment marketing content, but engaged employees also become brand ambassadors. In this post, we look at a few things you can do to improve employee engagement and boost your employer brand.
 

1) Employee Recognition Programs

We have talked about employee recognition programs in the past, but it’s important to bring them up again considering how big a role they can play in employer branding. Organizations who recognize their employees’ hard work and achievements, both inside and outside of the workplace, set themselves up for great employer branding and recruitment marketing content.

Sharing these achievements on company websites and social media accounts shows that your organization cares about its employees, and helps workers feel more connected to the business. Both are vital to a great employer brand!
 

2) Let Employees Contribute to Company Blogs

Blogging is one of the best forms of content creation available today. Blogs allow businesses to be seen as thought leaders and build their digital and online reputation. One of the best ways to get the most out of your company blog is to have guest writers contribute from time to time. And the best guest writers available to organizations are their own employees.

The best blogs have multiple authors with varying writing styles and opinions, so encouraging employees to contribute is a great way to improve your efforts. For employees, creating original content can help boost personal development and establish a personal brand. This will help build employee engagement, and their articles are great employer branding resources.
 

3) Encourage Employees to Use Social Media

Social media is an important and valuable tool for employer branding. Organizations and recruiting professionals should already be using social media to market open positions, share company content, and show off the culture of the business. But employees are the secret weapon for social recruiting.

Enabling and encouraging your workforce to use social media can have significant effects for the whole business. Not only is it great for employer branding, but it also helps to improve employee engagement. The best employer branding content comes from happy and engaged employees who want to share why they love working at your company.
 

4) Employee Spotlights and Testimonials

This one goes hand in hand with each of the previous tips. Job seekers want to know what it is like to work at a company they may apply to. In fact, this information may be the deciding factor when choosing whether to apply or even accept a job offer. Employee testimonials and spotlights enable potential candidates to get a better understanding of what it’s like to work for your company. It also sheds light on individual departments within the organization. This information can be invaluable to candidates and organizations alike.
 

5) Establishing Brand Ambassadors

Brand ambassadors are the most important factor in creating a great employer brand. Employees make or break the overall brand of the company, and this holds true for recruiting, too. When employees are engaged with the company, they will be more likely to share company content and their own work experiences.

Getting to the point with your employee engagement efforts where workers become brand ambassadors will set your organization apart from the competition for talent, and truly make your employer branding great. Potential candidates will see brand ambassadors as a sign of a great organization to work for, and be encouraged to apply to one of your positions.
 

Employees Are What Make or Break Employer Brands

Employer branding is critical to the success of businesses today, and extends beyond just talent acquisition. The companies that get employer branding right are those who build it through their employees and include them in the overall strategy. It’s also important for leadership, especially CEOs and senior management, to be on board with employer branding initiatives. Without the buy-in of engaged employees throughout the organization, your employer branding efforts can only go so far.

Want to learn more about PEOs? Check out our eBook, How Well Do You Know PEO? This eBook provides an overview of the PEO industry as well as helpful information for brokers and employers!
 
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