To implement your employer brand strategy you need to have the right tools in place to allow your culture to flourish and allow your employees to become genuine advocates for your business.
So is it all about maximizing your proficiency on social media? Or is it more than that? We ask our employer branding experts to discuss!
I think the best employer branding tool isn’t actually a technology, it’s your employees. They know better than anyone what makes your workplace great and they’re who top talent wants to hear from. Consider that nearly 70% of candidates believe that interactions with employees are the best ways to get insight into a company. Why? Because employees have authentic perspectives. With so many companies competing for talent, authenticity is paramount. That’s why, in addition to the recruitment technologies we use and love at HubSpot like Greenhouse, we invest a lot of time and energy into helping employees create content, share their stories, and be active players in our employer brand.
I’m going to bend the rules a bit, and say that employer branding technology is only as good as the employer branding team behind it. It’s not about the technology, it’s about the people. You can have all the algorithms you’d like, but without a human curator, there’s no “there” there.
Carmen Collins, Social Media & Talent Brand Lead, Cisco
Estela Vazquez Perez
Think capability categories not technologies. In the digital world, I am a big fan of new and exciting tools that become fads, trends, everyone wants a profile or simply you want the new capability as a common user. Neither the smartest tools, nor the safest. These cool tools are popular., so the day-to-day campaign engagement should consider them. Now if I am setting up operations at a global scale, we have to get serious powerful tools. As a marketer, I want it all, technical edge, smart, beautiful, data minded, and lovable. I recommend you think categories not brands. For instance, you need a content management system, a publishing platform, job feeds, bots for service, artificial intelligence to learn from each interaction, option to craft your own data logarithms and reporting, governance flows, creativity enablement, etc. The best tools for employer branding are on the marketing, design, and data science fields.
Estela Vazquez Perez, Global Employment Brand Director, Royal Bank of Canada
I personally feel that today, the best employer branding technology is the one that inspires and facilitate. Technology that helps in bringing the best employment stories to their peers, that teaches employees best practices, give them ideas or just in general inspires them of all the wonderful stuff that’s surrounds them. Great employee advocacy tools like Smart, LinkedIn Elevate for example. Another interesting tool I recently came across is Pathmotion, it allows for all sorts of dialogues between employees and outside talent taking place right at your recruitment site. It acts like a living room in your digital house.
Ton Rodenburg, Employer Branding Strategy Director, ARA M/V Human Resource Communications
It’s important to have the right tech stack to optimize and enhance your job descriptions. The majority of applicants are coming straight to these pages from search engines or job aggregator sites bypassing your main career site so it’s important to add the “why work for us” and culture on your job description pages themselves. We use Clinch to add a consumer feel as well as customized photos and videos based on job category and location. Most ATSs have very few options for adding great content like photos or videos so you may need to invest in the technology.
Audra Knight, Recruitment Operations Manager, Tenable
“Best” is a relative term. In my experience, the employer branding technology approach needs to be customised based on target audience, problem statements, industry and scale. In terms of technologies, usage of social media for communicating employer brand is key. It’s also critical to engage talent on company review websites and build a strong network of brand ambassadors through employee advocacy tools. Communication and collaboration are key here; having tools such as Microsoft Teams and Slack that allow these two things, allow you to build trust and employee advocacy within your organisation.
Sarang Brahme, Global Social Recruiting & Talent Brand Manager, Capgemini
Technology that allows us to not just measure and listen to what people are saying about us but also allows us to measure behaviors/data (sometimes completely unrelated to us). Knowing this storyline will help us to know where our storyline belongs, who it resonates with, and why it is important.
Shaunda Zilich, Global Employment Brand Leader, GE
Interesting one, in my opinion there aren’t many pure employer brand technologies available. Yes there’s plenty for recruitment marketing, employee advocacy and interviewing but for the top of the funnel we need more innovation. A couple that do qualify would be Brand Amper and Papirfly.
Jörgen Sundberg, Employer Brand Consultant & CEO, Link Humans
I’m a huge fan of video technology. Video can be much more engaging than text or photos, if it’s done right. From a hiring perspective, video is a great way to advertise a job (i.e. have the hiring manager talk about the role they wish to fill). Essentially, it adds a bit more personality compared to a standard job ad. Highlighting content specifically about your workplace is a perfect visual way to showcase your EVP. Plus, video can be targeted to a specific audience which has proven to be very helpful for us.
Jaclyn Campbell, Employer Brand Consultant, Optus
The best technology are tools that enable employee advocacy like Voicestorm by Dynamic Signal. You need to make it safe and easy for your employees to share your news.
Jennifer Johnston, Senior Director of Global Employer Branding, Salesforce