The democratizing power of the Internet means that customers can buy almost any item from anywhere — for roughly the same price. So when it comes time to make a purchase they take other factors into consideration.
As well as your reputation for exceptional customer service, your company’s image is becoming more important to customers — not just your marketing-driven brand image, but the company’s image as an employer and workplace in general.
To capitalize on these changes, businesses are starting to give more attention to “employer branding.”
What is employer branding?
Basically, employer branding promotes the attributes and qualities that make your organization stand out. And the primary goal of these promotional activities is not to sell, but to attract talent.
Occasionally known as “talent branding,” employer branding describes your company’s reputation as an employer. As well as being a great company to do business with, you want to appear as an outstanding place to work too.
Because in addition to fighting competitors for the attention of customers, you are also now battling them to attract the most talented employees. No matter how much automation your business uses, certain key operations — like customer service — are fully reliant on your staff. So having the best employees is vital to raising the quality of service you can offer your customers.
What part does social media play in employer branding?
Social media makes it simple to share small details about the work lives of your teams and employees. A company Instagram account is the perfect place for showing your staff taking part in team-building activities for instance — the sort of pictures that show people enjoying themselves. And there’s nothing to stop you sharing “day in the life” type profiles of your employees on other platforms like Facebook or Google+.
But employer branding goes beyond the social accounts owned by your business. If your employees are truly happy in their jobs, they will often share positive work experiences on their own social media accounts. And this is to be encouraged.
Like the rest of your social media strategy, the more widely you can publicize how much your employees enjoy working for you, the more people who will see those updates. Which means that there is a far greater chance of future employees becoming aware of your organization and culture.
Employer branding must be authentic
But as helpful as employees sharing their positive work experiences may be to your talent sourcing strategy, these updates need to be genuine and unprompted. If these updated appear inauthentic, they could damage your employer branding efforts — people may assume that your employees are forced to talk about how great their job is, which is instantly suspicious!