Volume 2: More Employer Branding Strategy Examples We Love
Dec 15, 2022 1:00:00 PM
Our last blog about employer branding, " Top 10 Employer Branding Examples and How to Use Them in Your Event Strategy," was such a hit we just had to do another! Here are more employer branding examples of adopting in your next job fair to really showcase your brand, connect, and stand out to your candidates. Job fairs, whether your company is hosting one in a virtual venue or in person, are great vehicles to showcase your employer brand and connect with potential hires. To optimize the experience and attract as many “right fit” candidates as possible, however, you want to be sure you present the best, most authentic version of your organization. In other words, you want to put your employer brand on display in a meaningful, memorable way.
The term “employer branding” refers to the perception of a company as an employer, but this doesn’t mean it’s a collection of job postings, a mission statement, and a website. As summarized by Ankita Sancheti, Vice President – Brand & Digital of talent recruitment firm Cielo, it’s instead “...the sum of a company’s experiences and a long-term strategy that helps convey the values and characteristics that define an organization’s culture. It’s the chance to influence your company culture and curate an exceptional experience for candidates and employees, helping you meet the bottom line and keep talent for the long term.”
An effective employer brand can be why a candidate chooses your company over another, and it can be why employees decide to stay. Done right, it can reduce the cost per hire by as much as 50% and turnover by as much as 28%.
Employer branding is not a new practice; it’s been around for decades. People have always wanted to work for a company they believe offers a good work environment, a stable career path, and other benefits. However, employer branding is becoming increasingly important thanks to changing workforce demographics, phenomena such as “The Great Resignation,” an unprecedented labor market.
Building a solid employer brand takes time and a commitment to invest in it as much as you would invest in any other part of your business. To ensure your business has the necessary talent to stay at the forefront of its industry, you must continually assess, fine-tune, and adapt your employer brand as your organization and industry evolves.
With traditional recruitment methods becoming more expensive and, simultaneously, less effective, employers need to change their hiring strategies. Today’s job market is competitive, and candidates have many choices. Therefore, employers must attract “right fit” candidates and accelerate them through the hiring pipeline.
One way to attract top talent is to cultivate your employer's brand. This can include creating strong, specific employer value propositions, showcasing diversity and inclusion initiatives, building thoughtful onboarding processes, and more. Once you have a “market ready” employer brand, you can put the brand on display through any number of channels: job fairs, digital ad campaigns, social media, etc.
If you get your employer brand right, you’ll create the kind of “buzz” around your company that attracts motivated candidates and engenders employee satisfaction. And again, in a full-circle maneuver, those people will broadcast their positive experiences to other potential talent, clients, investors, etc. — further broadening your employer brand’s footprint.
An excellent place to start when building an employer brand is by answering questions such as these:
When answering these questions, be as authentic as possible and invite cross-functional stakeholders at every level of the organization to participate. Chances are, you’ll begin to identify themes, and these themes will give you a solid foundation for an employer value proposition. Your value proposition will reflect what’s unique and valuable about working for your company and essentially promise a specific employment experience in exchange for talent and work. With a compelling employment value proposition, you can springboard into any employer branding initiative.
In today’s world, companies have to be more than just a business; they have to be a brand. Organizations that do branding well represent a higher ideal, cherish their history, and tell an ongoing story–and they do it innovatively through multiple channels. Here are some examples of firms that are doing a superb job at employer branding:
Zappos is an excellent example of superior employer branding. Its brand is simple: Zappos is a great workplace, and happiness is core to the business. Zappos’s founder, Tony Hsieh, even wrote a book called Delivering Happiness, and the company prioritizes “happiness delivery” to its employees first and its customers second. Zappos has an extremely low turnover rate, and it’s been named one of the best places to work in America multiple times. When you have happy employees to showcase the culture of your company, the work does itself.
Video source YouTube
Southwest Airlines has built its brand on great employee morale (the firm has never laid anyone off, which is unheard of these days). Southwest has a very low turnover rate, and it’s known as a fun and energetic employer. Not surprisingly, the company’s culture influences customer satisfaction, and passengers enjoy the friendly and light-hearted attitude of the airline’s employees. Southwest does a great job showcasing it's fun, energetic culture on its social media. Take a look below. I mean, who wouldn't want to fly with a shark?
Images from Southwest Airlines Instagram
Panera Bread is another example of a company that built its brand on the idea that it’s a great workplace. The company is known for its employee training programs, scholarships, and more in improving workers’ lives. Panera has been named one of the best places to work in America multiple times, and it shows. When employers invest in their employees, they keep them engaged and create better internal talent for their team. According to a LinkedIn WorkForce learning report, 93% of employees would stay at the company if a company invested in its career path.
Video from Panera's Instagram
Uber has a unique and specific employer brand: it is an industry disruptor–a technology company offering the most convenient transportation on the planet. With an emphasis on innovation, it promotes creativity and dynamism. It shines a light on their employees, giving them shout-outs and praise for their hard work. According to a Brandon Hall Group study on The Business Impact of Inclusive and Frequent Recognition, 41% of organizations that give frequent recognition to their employees are more likely to see increased employee retention. Meaning recognizing the hard work your employees put in, and you'll see what a simple "Thank you" can do for your organization.
Here's another one:
Images from Uber's Instagram
All companies have something to offer employees. The key is to create a compelling and truthful value proposition from which you can build your employer brand. Then, by showcasing your employer brand at a job fair or other employment-focused events, you can attract high-quality, “right fit” candidates, regardless of whether the event is in person, in a virtual venue, or as a hybrid event.
Would you be ready to learn more about how you can leverage your employer brand using virtual event products? We can assist you in boosting your brand awareness, applicant conversions, and recruitment effectiveness. 6Connex is the world's top in-person, hybrid, and virtual event solutions supplier. We can assist you in creating a fully tailored event plan, regardless of whether you work in marketing, sales, non-profit organizations, HR, recruitment, or training. To get started right now, request a virtual event platform demo.