As more organizations realize the true impact and importance of employer brand strategy, there is a rapid evolution of employer brand activation trends. Ultimately, it is critical to have a personalized, nimble and measurable activation strategy to drive the greatest long term ROI.
We recently spoke with the Blu Ivy Group Creative and Client Strategy Leaders to better understand what they see as 2015 Employer Brand Activation Trends. Overall, they discuss a truly integrated approach between leadership, employee and job seeker communications and experiences. 6 Trends Truly Emerged
Understanding Your Talent and Job Seeker Decision Journey
Critical to the success of any employer brand activation, is to understand the perceptions, moments of truth and subsequent behaviors of your key talent segments both inside and outside the organization. There will be an increasing focus on research and alignment of the employer brand experience both inside and outside the organization.
Careers Page Experience
Unless your company website offers online shopping, in truth, it is essentially your online brochure. Similarly, your careers page needs to be seen more as an employer brand and careers information brochure, rather than as an ATS or job board. More and more our research tells us that talent goes to your careers page to get information about the company, the department, careers and culture. Many will never apply online, as they perceive this process to be a black hole. Instead, if the careers page branding excites them, they will begin the process of networking and introductions through their social channels.
Social Media and Mobile Strategy Built On Target Talent Personas
Early on, many marketers and talent acquisition strategists were eager to be on any and all social platforms to promote the organization, its culture, and jobs. The newest and most talked about platforms do not necessarily drive the most strategic results. In 2015 we have become much more savvy and realize that each industry, and target talent demographic spend their time on different social media sites and for different reasons. Savvy employer brand leaders are spending the time in researching talent up front to know where had how they utilize social media and job search tools, then designing a social strategy that engages talent and amplifies your employer brand story.
Employer Brand Content Strategy
There is no point to a Social Media activation strategy unless you have a content calendar and storyboard for the year ahead. The only way to effectively use social media and publishing tools is to provide meaningful content that attracts and engages your target audience on a consistent basis. Simply re-sharing corporate ads or job postings will have little to no measurable impact on your employer brand bottom line. 2015 and beyond will see a major uptake in the focus of employer brand content development. Expect to see video content as the fastest growth form of content storytelling as it garners the greatest audience reach and retention and truly opens the door to your organization and your people.
More Off-Line Employer Branding
In an effort to build more human & emotional connection to employer brands, expect to see more experiential employer brand events and pop ups either in store, in branch or in high traffic areas. With more and more top talent citing that the most effective way to garner their dream job is through networking, top organizations will be staging highly interactive and informative events that combine technology, leadership and innovation games to activate their brands in more personal ways.
Activation Analytics
Reach.
How much of your target talent audience will this activation touch and reach? Is it national, global, or local in nature?
Return on investment.
Employer brand activation awareness campaigns should not always be measured in new job application and hiring numbers. Were you able to capture employee referrals, increase the share of voice in media and online about your employer brand? Did you increase your social media followers? Are employees sharing more of your employer brand content and recommending you as a place to work?
Long term potential.
Do these employer brand activation efforts do anything to build your top of mind employer brand awareness and preference? At the end of the day a great tagline won’t build your employer brand, it is the consistent and compelling storytelling, thought leadership and employee endorsements that will make you a top brand.
Integration capabilities.
There are still too many organizations allowing individual lines of business to create their own recruitment marketing images and copy. Employer brand best practice is to be diligent in your efforts of consistency in brand image, tone, and personality. All activation campaigns must integrate consistency to build a clear, and well differentiated employer brand.
In conclusion, top employer brand organizations now realize that top talent create their own journey, and our role is to deliver delightful experiences that facilitate that journey. Employer Brand Activation is not about helping the Talent Acquisition Team find candidates. It’s about helping top talent engage with your organization above all others.