How to Digitalize Your Employer Branding

Jiaxin Liu
26 April 2019

No one wants to be left behind when it comes to digitalization, especially as we continue to notice world class peers embrace emerging trends to gain competitive advantage. In a survey that involved more than 800 human capital leaders, most of them believe that digitalization of HR via automation, machine learning and robotics will influence organizations in a big way. 87% believe that the adoption of technology has enhanced the attraction, engagement and retention of talent. And given that virtually all goods and services are currently being marketed through websites and social media platforms, there is every reason to digitalize various strategies for employer branding.

Digitalization of employer branding is necessary because of the simple reason that it’s the reputation of the employer that is at stake in the minds of current and prospective employees and clients. Further, it must be remembered that employer branding is a form of marketing, and as such, all efforts should be geared towards digitalization. Notably, according to research by Employer Brand International, only 46% of managers have been trained on how to deliver the brand experience.

Digitalizing your Employer Branding

Increased competition in the global marketplace calls for preparedness of companies in recruiting and retaining the right kind of talent to cultivate and nurture growth, hence the need for a strong employer brand. In this regard, more than 59% of employers say that employer branding is a major component of HR strategies.

There’s no denying that social media has profoundly affected employer branding, bringing a complete revolution on the manner in which people look and apply for jobs. Using various social media platforms, it is now possible to not only build but also maintain a huge pool of talent than ever before. In one recent study by LinkedIN, it was established that a company could save up to 50% in cost-per-hire by making proper use of talent pools.

For purposes of recruitment, LinkedIn is ranked at 94% in searching and keeping track of candidates, while Facebook and Twitter stand at 65% and 55% respectively in showcasing the employer brand.

Employers have also found a way of engaging with candidates by using YouTube, Instagram, and Pinterest to easily share infographics and consumable videos. With their popularity on the rise, videos are rapidly becoming a powerful tool for highlighting the culture of organizations.

The other area of interest is mobile technology. About 20% of all searches for recruitment are being done on mobile devices, hence the need to adopt mobile marketing. Most of these apps are user-friendly, and bring with them real-time dashboards, making it practically possible to have real-time interactions.

In this regard, cloud and app-based solutions are quickly replacing traditional systems that relied on web-browser access, thanks to mobile technology. Depending on the browser type you want to design for your company, and the different nature of various websites or web pages, the designs should facilitate very fast loading of pages. Apparently, people no longer have time for sites with higher loading time, and worse still if the content is boring! By all means, endeavour to have visually engaging content. Remember, courtesy of smartphones and tablets, users around the world can today access information and computing power at the click of a button!

According to research by Employer Brand International, social media was found to be the No. 1 channel (at 58%)  for communicating the employer brand while only 21% are using a mobile-optimized career website to communicate their employer brand. Use of mobile protocols, even in the name of social media, will without a doubt be on the rise in the coming days. A leaf to borrow from companies like Orange is the concept of using one mobile technology platform to broadcast content and services on multilingual, multichannel and multiscreen.

Another way of digitalizing your employer branding and the recruitment process would be to create an internal referral program, a recruiting strategy where current employees are rewarded for referring qualified candidates for employment. A referral program is ideal for small to medium-sized companies since it includes lower overall recruiting costs and a high return on investment.

Bottom Line

Whatever it takes, there is need to optimize the flow of information, both inside and outside an organization. Employer branding must be regarded as a backbone strategy, and not simply as a nice alternative!

While every company would prefer certain platforms for employer branding, care should be exercised to see that every channel presents nothing but the ideal type of work environment for your potentially ideal employees.

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