A well-crafted employer branding strategy can make all the difference in attracting and retaining the best talent for your organisation.

One of the most effective ways to build and promote your employer brand is through carefully curated and engaging content. Here we explore the five key pillars for building a powerful employer brand through content, drawing on our expertise as marketing specialists in employer branding.

By implementing these strategies, you’ll create an authentic, memorable, and compelling brand that resonates with your ideal candidates and sets your organisation apart from the competition.

1. Authenticity and Transparency

Attracting top talent goes beyond offering attractive salaries and flashy perks (a ping pong table isn’t a culture!) Candidates are increasingly looking for organisations that align with their values, and they’re using online resources to research potential employers before applying. As HR professionals, it’s crucial that we embrace the power of authenticity and transparency when building our employer brand through content.

Being authentic and transparent in your content helps create trust between your organisation and prospective employees. It means showcasing your company’s culture, values, and work environment in a genuine and honest way. By doing so, you’re more likely to attract candidates who share your values and are a good fit for your team.

To achieve this, consider sharing behind-the-scenes glimpses of your office, team events, or employee-led initiatives. Include interviews with team members discussing their experiences working at your organisation, and create blog posts that highlight your company’s commitment to corporate social responsibility.

Moreover, don’t shy away from discussing challenges or areas where your organisation is working to improve. This level of honesty will resonate with candidates and help to build trust in your employer brand.

There is an added bonus – engaging your employee’s in your content has the additional benefit of deepening their engagement with your business.

By focusing on authenticity and transparency, you’ll not only attract better-suited candidates, but also foster an environment where employees are proud to be part of your organisation. This is a win-win for both recruitment and retention, making it a crucial pillar in any employer brand content strategy.

Here at Eloquent we recently helped a leading tech company revamp their employer branding strategy by creating a series of employee spotlight videos that showcased their diverse and inclusive work culture, and were based around insights

2. Employee Stories and Testimonials

One of the most effective ways to bring your employer brand to life is by tapping into the experiences and insights of your current employees. After all, who better to share what it’s like to work at your organisation than the people who are living it every day?

Employee stories and testimonials can provide an authentic, relatable perspective that resonates with prospective candidates.

Our team recently designed and executed a successful social media campaign for a healthcare organisation, featuring authentic employee stories that highlighted their commitment to work-life balance and personal development. We began by identifying employees who are passionate about their work and can articulate their experiences in a genuine and engaging manner. These employees can become your employer brand ambassadors, helping to spread the word about what makes your organisation a great place to work.

Here are a few ideas for creating employee-centric content:

Employee spotlights
Share the stories of your employees, their background, their roles, and how they contribute to your organisation’s success. These spotlights can take the form of written interviews, video profiles, or even social media takeovers.

Day in the life
Offer candidates a glimpse into the daily work life at your organisation. This can be done through a blog post, video, or even an Instagram story, where an employee documents their day, providing insight into their role and responsibilities.

Success stories
Highlight employees who have grown within your organisation, achieved milestones, or made significant contributions. This demonstrates your commitment to employee development and showcases the opportunities available to candidates.

Testimonials
Gather quotes from employees about their experiences at your company, and use these testimonials throughout your content, such as on your careers website, in job advertisements, or on social media.

Hiring Manager Videos
If you have a particular hiring focus or line of business that anticipates significant hiring, its a great to idea to feature the hiring manager for that team discussing opportunities, culture, and the benefits of working within their particular team. This can be used both in building your employer brand, nd also during the hiring process to appear in job ads and also in briefing candidates.

By showcasing the diverse experiences of your employees, you’ll provide a more complete picture of your company culture and work environment, making it easier for candidates to envision themselves as part of your team. This approach not only humanises your employer brand but also strengthens your position as an employer of choice.

Check out one of our employer brand videos below:

 

 

3. Consistent Messaging and Visual Identity

A strong employer brand is built on consistency. This means ensuring that your messaging and visual identity remain cohesive across all platforms and content types. By maintaining a consistent look, feel, and tone, you’ll create a more memorable and recognisable brand that candidates can connect with.

Here are some tips for achieving consistency in your employer brand content:

Define your brand guidelines
Establish a clear set of guidelines for your messaging, tone of voice, and visual identity. This may include specific colours, fonts, and imagery that represent your employer brand. Having these guidelines in place will help ensure that all content creators are on the same page and contribute to a consistent brand experience.

Align with your corporate brand
While your employer brand is focused on attracting talent, it should still be aligned with your overall corporate brand. This means that your messaging should reflect your company’s values and mission, and your visual identity should be complementary to your corporate branding.

Review and update content regularly
Regularly audit your content to ensure that it adheres to your brand guidelines and remains consistent across all platforms. This may involve updating outdated imagery, revising messaging to better reflect your current values, or removing content that no longer aligns with your brand.

Align your team
Make sure that everyone involved in creating content for your employer brand is familiar with your brand guidelines and understands the importance of consistency. This will help ensure that all content is cohesive and contributes to a strong, recognisable employer brand.

By maintaining consistent messaging and visual identity, you’ll make it easier for candidates to identify your employer brand and understand what sets you apart from other organisations. This, in turn, will help you stand out in a crowded job market and attract the best talent to your organisation.

4. Targeted and Engaging Content

To build a powerful employer brand, it’s essential to create content that is specifically tailored to the interests and needs of your target audience. By understanding who you’re trying to reach and what matters most to them, you can craft content that resonates and helps position your organisation as an employer of choice.

We assisted a non-profit organisation in enhancing their employer brand by developing and promoting content that focused on their strong commitment to social impact and corporate responsibility. Through the process of employee consultation

Here’s how to create targeted and engaging content for your employer brand:

Identify your target audience
Start by defining the type of talent you want to attract. Consider factors like experience level, skills, and cultural fit. Having a clear understanding of your target audience will help you create content that speaks directly to their needs and interests.

Research their interests and pain points
Conduct research to uncover the topics and concerns that matter most to your target audience. This can be done through surveys, focus groups, or simply talking to existing employees. Use this information to create content that addresses these interests and pain points.

Mix up the formats
To keep your content fresh and engaging, experiment with a variety of formats. This may include blog posts, videos, podcasts, or social media updates. Mixing up your content types can help maintain interest and cater to different preferences within your target audience.

Optimise for search engines
Make sure your content is optimised for search engines to increase its visibility and reach. This includes incorporating relevant keywords, using descriptive titles and meta tags, and creating high-quality, shareable content.

Promote and share your content
To maximise the impact of your content, make sure it reaches the right people. Share it on social media platforms, your careers website, and relevant job boards. Encourage your employees to share content with their networks to amplify your reach even further.

Build a strong website careers page
For a fast-growing start-up, we developed a visually engaging careers website that effectively communicated their unique company culture and values, resulting in a significant increase in high-quality job applications. Including employee testimonials, videos, content and imagery was the key to creating an authentic (and effective) careers page.

By creating targeted and engaging content that appeals to your ideal candidates, you’ll not only increase the likelihood of attracting top talent but also foster a stronger connection with your employer brand. This, in turn, will help to drive recruitment and retention success for your organisation.

5. Measurement and Continuous Improvement

Just like any other marketing strategy, your employer brand content strategy should be data-driven and focused on continuous improvement. Regularly tracking the performance of your content allows you to identify areas for improvement, refine your approach, and ultimately achieve better results.

Set clear objectives and KPIs
Before you begin creating content, establish clear objectives and key performance indicators (KPIs) for your employer brand strategy. These may include metrics like website traffic, social media engagement, or the number of high-quality applications received.

Monitor your performance
Regularly track your KPIs and other relevant metrics to assess the performance of your content. Use tools like Google Analytics, social media analytics, and applicant tracking systems to gather insights on how your content is performing.

Analyse your results
Look for patterns and trends in your data to identify areas where your content is performing well and where improvements can be made. Consider factors like content format, topic, and distribution channels to uncover what’s driving your success.

Refine your strategy
Based on your analysis, make data-driven adjustments to your content strategy. This may involve focusing more on certain topics, experimenting with new formats, or adjusting your distribution channels. Continuously iterating and improving your strategy will help you stay ahead of the competition and ensure your employer brand remains relevant and engaging.

Keep up-to-date with industry trends
Stay informed about the latest trends and best practices in employer branding and content marketing. This will help you identify new opportunities and ensure your strategy remains current and effective.

Eloquent can help you build your employer brand

Building a powerful employer brand through content is crucial for attracting and retaining top talent in the most competitive jobs market that Australia has experienced in over 50 years. By focusing on these five key pillars – authenticity and transparency, employee stories and testimonials, consistent messaging and visual identity, targeted and engaging content, and measurement and continuous improvement – you’ll create a strong, recognisable employer brand that resonates with your ideal candidates.

By leveraging our expertise in marketing specifically for employer branding, we can help you develop a content strategy that sets your organisation apart and ensures long-term recruitment success.

Ready to take your employer brand to the next level? Connect with us today to learn more about how our team of employer branding experts can help you create a content strategy that attracts and retains the best talent in your industry. Let’s work together to make your organisation an employer of choice. Get in touch with us now!