Attracting and keeping the best talent is important for all organisations, big and small, and employer branding can play a central role in increasing job applications and widening the talent pool. Many companies are looking for new staff using social recruitment tools such as our award winning tech, Open Web, but those looking for jobs are also reviewing the employer brand to help make career decisions.
LinkedIn research, published in their Talent Trends 2014 report, interviewed 18,000 professionals in order to determine the most important factor taken into consideration when choosing a new employer. The research revealed that 56% of job candidates ranked the employer brand as the deciding factor above its reputation for great products or services and its reputation for prestige; showing the importance that potential applicants places on understanding the company culture and what it is like to work there. We have found three examples of companies that are successfully promoting a positive employer brand.
Microsoft’s employer branding strategy starts with their Microsoft Careers site. As well as posting job openings, they feature a JobsBlog and a section of the site dedicated to ‘life at Microsoft,’ with details of the company’s values and career development opportunities. The blog features articles about what it is like to work at the company as well as profiling real employees.
Microsoft’s online presence also extends to Twitter, Facebook and LinkedIn to engage with potential employees across all major social networks. Microsoft also has a separate Facebook page for ‘Women at Microsoft,’ which is almost as popular as their primary careers page and is a unique insight into the women working at the company.
Finally the Microsoft Careers Youtube channel has uploaded over 100 videos, including a ‘Day in the Life’ series where potential employees can see many aspects of working for Microsoft and hear the opinions of program managers and developers.
Google has repeatedly topped the rankings of the World’s Most Attractive Employers survey by Universum and their global reputation as a great place to work is behind their success. The Life at Google G+ page has more than 2.2m followers, which it updates with information about the unique events that they hold for their employees such as their Googleween Halloween event.
Googles ‘work hard, play hard’ values are well known by the public through continually updating the internet about the employee perks (such as nap pods and free meals). Combined with their careers tagline of ‘Do cool things that matter,’ Google promotes an enjoyable environment to work in.
Google has also shown that they care about the wellbeing of their staff by conducting their own study, gDNA, to learn how their employees differentiate work life and personal life and implement different solutions to solve the problem of home/work life balance.
Price Waterhouse Coopers has a dedicated twitter account for their UK Careers which keeps potential talent updated on PwC news and what it is like to work for the multinational organisation. They also use Twitter to promote various unique insights into the organisation, including live web chats with current employees and apprentices that provide interested candidates with the opportunity to ask questions about the office environment.
The company’s career website also incorporates a ‘People’s blog’ where posts are written by employees that describe their experiences of working for PwC. If you like what you see, we are currently listing 5 PwC job vacancies, including roles in Data Analytics and eInvestigations.