How to boost your Employer Branding on social networks?
Employer Branding or Employer Brand, is a term that in recent times has gained in relevance. Every day we read, we hear more about it on social media and we begin to be aware that the world of human resources has changed.
You are no longer hiring with the same methods as before and you are not looking for a job with just a resume.
Studies indicate that companies that have plans to motivate their workers show a 26% increase in their annual income compared to those that do not have such measures.
But do you really know what is Employer Branding? Do you know examples of Employer Branding in social networks?
If your answer is NO to any of the previous questions or you want to delve into this topic, you are in the right place, because I am going to talk to you about it in this post.
What is Employer Branding?
Employer Branding is the brand image that your company transmits when it adopts the role of employer.
At some point in our lives, we have all looked for information about the company that wants to hire us: what do they say about it? What do the current employees of the company think? And those who have gone through it … do they have the same idea?
That is Employer Branding, not only what the company says about what it does or says, but what others perceive from it: suppliers, customers, employees, competition, etc. The success of:
- recruit new talent and
- retain the one you already have employed.
For a few years now, lists with the best companies to work for have been published and they are widely consulted by potential candidates who are in a selection process. They take an interest in the digital reputation of the brand before making their final decision whether or not to accept the job.
And that without forgetting the impact that social networks have on our lives today.
In fact, this new approach to what we used to call Human Resources has a lot to do with the digitization of companies, so present in successful business models.
Factors to take into account in an Employer Branding strategy in social networks
Any company that wants to evolve and grow in the 21st century must have a Digital Selling strategy from which to work, globally, the different aspects of its digital transformation. And it is within it where I recommend that you include your Employer Branding strategy in social networks.
The actions to take into account are diverse and varied, but all of them must be focused on unifying the internal and external message, as well as the image that your company projects.
The most important ones are:
Let your human team be your brand ambassador!
Knowing well each of your collaborators is essential to get their maximum potential and achieve optimal performance. You have to know their growth expectations within the company, create loyalty policies so that they are happy in your company and they will help you attract talent to your company by becoming brand ambassadors on social networks.
Transparent and real company attracts more talent
The employer brand image should not be smoke, but real. Seek that others have the idea of your company that you want them to have. Work so that what they say about you is the same as you want to convey. It is important that your organization share its real values, its way of working and how it takes care of its talent.
Social networks are your Employer Branding speaker, use them well
Social networks are an excellent channel to chat and get in touch with your ideal client. Explain in them what you do and how you do it, share daily images, present your employees and their promotions, share their successes.
Work with your brand ambassadors to be the speaker of your company, they better than anyone know how to work and breathe in the company. Boost them!
Involving all departments of the company is the basis of success
Employer Branding in social networks is the global image that your company gives. Therefore, a good strategy has to involve all the departments of your company so that the brand ambassadors reflect this global integration.
The strategy will not be a success if it is not global, that is, a success of all.
Examples of Employer Branding in social networks
There are many companies that can serve as inspiration when creating your Employer Branding model. They are companies that have understood that the path to success today lies in the global digital transformation of all the departments that comprise it.
I present to you three of them:
# 1 Reale Insurance
Reale Seguros: “More than a place to work”, that is its motto to.
It is the first company in the world to achieve the A + rating, as a family-friendly company. They do this, for example, with family conciliation schedules for employees who have children under 5 years of age. And they do it without a reduction in salary!
They maintain a flexible time of entry and exit, help families with dependents, a social benefits package or a continuous training plan.
Undoubtedly a benchmark in the Spanish insurance sector, which attracts talent by working its social networks very well and taking care of its workers.
If you are interested in the strategy that Reale Seguros is carrying out, I recommend you not to miss the case study that they have developed with BeAmbassador thanks to their strategy with brand ambassadors.
# 2 Acciona
Acciona’s purpose is to design a better planet, that is why “we need you”. This is what they say on their specific page created to attract talent and explain why they work for the company.
It is the first organization in the ranking of companies with the best Employer Branding web in the country, carried out by Talent Street.
It also has a specific talent management page, a blog where it gives advice to face selection processes and various channels with many images and videos where they transmit their values such as female leadership, equal opportunities and inclusion.
Who wouldn’t want to work in a company that, right from the start, helps you go through a selection process? This is thinking about (future) employees.
# 3 Banco Mediolanum
Within banking there is also a lot of movement in the trend of “humanizing”, bringing it closer to the general public and gaining that trust that, over time, has been lost. Some want to improve the image of the sector and begin to work their own.
An example of this is Banco Mediolanum, who works with its Employer Branding social networks, in two different ways:
Pages aimed at attracting talent.
Option to work as a Family Banker, the line to “accompany the client in their financial life cycle”.
Note that they do not call themselves financial advisers, but “Family Bankers.” This already says a lot about the philosophy and values that they maintain.
In both cases its motto is: Our differential value, you.
They rely on videos to attract talent and explain the experience of working at Mediolanum as a life project. They are also shown as a platform for training and dissemination of finances at the user level and, in this way, achieve the proximity and personalization that they carry in their DNA.
In an increasingly digital world, it is essential to have an Employer Branding strategy in social networks to attract and retain talent in your company.
So, after everything we’ve talked about in this post, answer this question: do you attract and retain talent or do you dedicate yourself to hiring candidates?