Imagine this: One candidate follows your company page, and another candidate does not. Who do you think will be more likely to respond?
Last week we talked about why employer branding is so important so today I will provide you with 3 tips to increase your employer brand.
1) Determine who your key profile is
The first thing you have to do when you market your brand is to determine who you want to target. When it comes to employer branding, the easiest way to determine this is to look at your hard-to-hire roles.
More often than not, the reason you have hard-to-hire roles is that you have not engaged enough people within this talent pool.
You’d be surprised how often companies have only engaged less than 1% of their talent pool for these roles.
- Goal: Increase efficiency in recruiting hard-to-hire roles.
- Value: Spend less money on recruiting and less time activating your candidate pipeline.
Once you have determined your target talent pool, you need to identify what they care about
2) Identify topics your talent pool cares about
To really get value out of your employer branding, you need to increase engagement with the groups you identified in the first tip.
The easiest way to increase engagement of your target group is to talk about things that they care about. LinkedIn offers a great tool called Talent Insights which enables you to see what a specific talent pool cares about.
Globally, candidates care about:
- Work-life balance
- Compensation and Benefits
- Flexible work arrangements
- Upskilling
With this in mind, you can build your employer brand to showcase how you deliver these points better than your competition. Each talent pool cares about different things, so having the power of LinkedIn Talent Insights at your disposal is immense.
3) Build a LinkedIn Life page
Too often, I hear that employer branding is something that requires loads of time. While, in some cases, this may be true, nothing is further from the truth on LinkedIn.
If you want to help your company be more efficient in recruiting hard-to-hire roles, focus your employer brand towards these talent pools.
LinkedIn has a product called the “Life” page, which enables you to showcase your employer brand to future candidates.
Benefits of a Life Page:
- Persuades candidates to want to work for you and apply for your jobs.
- Encourages candidates to follow your company if they like you as an employer.
- Allows people to show their interest in the company.
- Integrates your brand into each job ad on LinkedIn.
The reason why the Life page is excellent is that it takes no more than 30-60 minutes to build one. If you spend 1 hour building up your targeted employer brand towards your already identified target groups, you will become more efficient in recruiting these talents.
By following these 3 tips, you will be able to become more efficient in recruiting. This is the strength of employer branding and the reason why so many companies have worked so hard to develop their brand.
However, somewhere along the way, we forgot what is important and why we do our employer branding. This process will enable you to engage more people in those talent pools where we struggle to hire.
When we engage more people, we will be 81% more likely to actually recruit someone because you are a “top of mind” employer.
This is why the person who is most likely to respond to your InMail is the person who follows your company. So if we want to become more efficient in our recruiting, we build a strategic employer brand towards these talent groups.
Stay Tuned for More Tips!
With a clear and concise strategic goal in mind, it’s time to put your employer brand into practice. Make sure to follow Techruit on LinkedIn for more insights and updates. Also, subscribe to our blog on techruit.se to get the latest tips and best practices for employer branding on LinkedIn straight to your inbox.
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