Key Takeaway

• A large organization can spend $129,000 to $335,900 on employer branding activities.
• Approximately 50% of candidates visit a company's LinkedIn and Instagram profiles while looking for a job.
•  Nearly 65% of companies increase brand recognition from social media employee advocacy posts.
• Companies with strong employer brands enjoy a 43% decrease in cost per hire and easily attract talents.
•  49% of professionals, according to LinkedIn, follow companies on social media, intending to stay in the loop on their available jobs.

Introduction

Employer Spending

• Studies show that improving employer brand can decrease the cost to hire by 50% and increase retention by 28%. A survey conducted by Harvard Business Review indicates that a company with 10,000+ employees has the potential to spend as much as $7,600,000 in additional wages to counteract its bad reputation in the marketplace. In addition, investing in an employer brand is very beneficial for the company's revenue. Companies with strong employer brands enjoy a 43% decrease in cost per hire and easily attract talents. A large organization is suggested to spend on average $129,000 to $335,900 on employer branding activities.

Social Media

• Social media is a must-have tool for a company to attract the most attention from candidates. According to the Kalibrr Talent insight report, nearly 50% of candidates visit a company's LinkedIn and Instagram profiles while looking for a job. However, building up a presence on these channels is not enough. One needs to develop a target and direct content strategy to nurture awareness at the initial stage of the candidate's journey. In addition, social media provide candidates with necessary information about an employer's brand.

 

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• Social media also strengthens the employer's brand. But, of course, an employer's brand is nothing without marketing. Therefore, one must use social media to promote those attributes that make the company outstanding by calling attention to a feature that makes the business unique. In addition, surveys show that 59% of candidates use social media to search for companies they are interested in working for, so one must invest heavily in social media to promote the employee's brand. Using social media for communication attracts more candidates to the company's open jobs. 49% of professionals, according to LinkedIn, follow companies on social media, intending to stay in the loop on their available jobs.

• HubSpot Employer Brand Research shows that 65% companies increased their brand recognition from employee advocacy posted on social media. Some social media platforms used for advertising are Instagram. Instagram is a virtual platform that gives people a peek at your day-to-day activities and employees' workplace engagement, showcasing one's brand personality. Instagram profile for business is free to set up. Ads are paid and varying levels of effort from low to high depending on the production content. Other famous social media used for communication are Facebook, Twitter and LinkedIn.

Career Sites

• The company's career site is more than just a place to display job listings. According to Beamery Career, a site is one of the points of contact that a company will have in the future. It requires presenting the most relevant information, including open roles, team members' data about the company and other nice data that strengthens the company culture.
• Some of the employer branding sites are Glassdoor, the Muse and Comparably. Studies show prospective employees are always eager about what brands are behind the scene. Glassdoor has become an important platform because it provides candidates with the information they need. In addition, current and former employees keep rating and reviewing the company's status, so it essential to have a strong and authentic presence on the forum. Glassdoor is good for creating brand presence, posting jobs, managing your company reputation, sharing company content and communicating with active and passive candidates. Glassdoor is a free platform for companies, but one has to pay to access certain data and metrics. The Muse is useful in developing a brand identity, sharing brand stories with thirty parties, and posting jobs. The Muse is a paid platform and requires a mid to high level of effort depending on the package chosen.

Employee Referrals

• “Word of mouth” may be the best advertisement of all time. However, employees can be very instrumental as candidates believe more in the opinions of the current employees than company advertisements. Therefore, it is crucial not to forget their employees. Instead, they should make the best use of them.

Job Boards

• Companies need to be involved in the journey of every candidate by providing consistent, comprehensive and truthful information to the candidates. Job boards are part of this channel though they are not a platform that is one way for the candidate to supply their documentation to the managers tasked with hiring. The job boards, through their media, mainly promote current job openings. However, they remain important for candidates as they take time to learn, explore and engage with the recruiting teams before deciding to apply for the jobs. Any assistance required in optimizing employer branding is available as Kalibrr, a technology company aiming to transform how companies hire talent and how candidates find jobs, is there for help. They help to launch attractive campaigns and optimize assets for candidates.

Research Strategy