What is Branding?
When there is a talk of using Social Media to promote any company or client, a conversation about branding is essential. Branding is not just a glamorous buzzword. Branding has become an absolute necessity today to shape one’s identity professionally and personally in the online world. The entire thought process for how recruiters should approach their branding on social media is described in detail.
Branding in the world of Social Recruitment by Employers:
The next time you go out in public for work, social gatherings or even a professional development activity, look around and pick someone at random. Ask them what they think it’s like to work at Google. What is their response? What do you think it is like to work at Google? Maybe the word innovative will pop up. Or maybe the words fun or cutting edge or collaborative will come as the answer. You know what’s crazy? In all likelihood, you or your friend have never worked at Google! How did you get that idea that it will be fun or cutting edge to work at Google? The answer is simple: Employer Branding.
The Purpose of Employer Branding
To position your brand and execute a successful branding strategy you need to:
- Create a sense of urgency and excitement about the position you are posting about.
- Give candidates compelling reasons to join you.
- Take your current employees’ experiences into account.
- Play to the future employees’ dreams, aspirations and ideas of their ideal workplace.
- Highlight your company’s values and organisational culture.
- Get people engaged in a conversation about your employer brand.
Employer branding certainly has a lot of benefits. It helps one to attract the right people to the organisation – People who have the prerequisite skills and attitudes to fit in and be productive members of your organisation.
How to Manage an Employer Brand
- Build an attractive proposition – The very first thing that you want to do is to build a solid value proposition that would define exactly the kind of people that you are looking for, the benefits and the features that you will be offering to them, the balance of what you are offering against what they are expected to contribute.
- Keep it real – While building a brand strategy and value proposition, keep in mind that these changes are not just on paper, they will also have to be practised.
- Build culturally from inside-out – On the same note as above, one wants to structure the entire organisation on the branding premise that you have created. If one has created a value-based community from the very beginning, this exercise should not involve too much overhaul.
- Conduct rigorous internal marketing – As we saw above, you must come true to the brand promise in a patient, facilitative manner. Focus on internal aspects, and the people who are already working for you by making sure that they are happy and fulfilling the duties they’re expected to fulfil. Help them grow within your organisation. Doing this will turn the employees into ambassadors and help in creating long term employee referral programs that help in the future recruitment efforts.
If you’re looking for more such information, feel free to go through Amit Sharma’s ‘Social Recruiters’ book. Amit Sharma has 20 years of experience in the recruitment industry. You can find his book on Amazon or on this site – www.amitsharma.net