Want to Enhance Your Employer Brand? Let Your Employees Do The Talking.
We all enjoy a good story. In fact, research shows that telling stories is the most powerful way to activate our brains. Leveraging employee stories both internally and externally that focus on your people and culture—not just the job roles within your company—can help bring your employer brand to life. And if you’re like most organizations, you have a million employee stories to tell with new ones being told every day.
By identifying individuals who reflect what it’s like to work at your organization, you can develop greater employer brand transparency, create advocates for your company and attract candidates who will make a good fit for your culture. So let’s take a look at four key ways you can use employee stories to help advance your employer brand.
- Start with your career site.
We all know the career site should clearly articulate your employment brand and tell the story of what it’s like to work in your organization. But it should also be used as a hub for telling the stories of those employees who work for your company. Consider using a variety of formats to feature your employee stories—from video testimonials to employee quotes and statements to profiles of individuals within different job roles. Employee stories featured on your career site give job seekers a behind-the-scenes view of working at your company and provide candidates with examples of what great looks like. Plus, when candidates can view, read or interact with existing employees who reflect your organizational culture, they can see your employer brand at work.
- Get going on social.
Social spotlights on employees fill your digital channels with rich, varied and up-to-date content that keeps candidates coming back for more. And the more candidates visit, the more they’ll learn about you—and the better they will understand what makes your company a great place to work. Use your social accounts, like LinkedIn, Twitter and Facebook, to feature employee stories through different formats that will engage users. But don’t stop with just sharing them on your corporate accounts. Encourage employees to share these stories on their own social media. In fact, research shows that social media shares from employees have eight times more impact than those shared solely by employers.
- Establish internal recognition and referral programs.
Recognizing employees who demonstrate your cultural brand and employee value proposition is important for showing other employees and candidates how they can live out your employer brand. Recognition programs should occur at both an individual and organizational level. Find opportunities in team meetings, during all-hands calls, with internal videos, on leadership blogs or through formal initiatives to explicitly call out individual efforts. Recognize and reward your individual storytellers through established internal programs. Employee referrals are another strong way to get more talent like your best. Create a referral program that is an extension of your employment brand and encourage employees to participate by telling their stories to potential candidates.
- Turn employees into brand ambassadors.
Using your current employees as cultural ambassadors is one of the easiest and most authentic ways to explain what it’s like to work in your company. Start by identifying those employees who are willing to advocate for your organization and then consider creating formal programs that encourage storytelling both internally and externally. Provide consistent messaging that your advocates can speak to and then provide them with ongoing platforms to share their stories. When your employees have internalized your employment brand and are empowered to advocate for you, they will become your greatest cultural representatives to amplify the message of your employment brand, culture and career opportunities externally.
Remember, employee stories should give candidates a window into your culture and into the people who work at your company. They should leave a lasting impression and identify who you are as an organization and what you stand for. So encourage and enable your people to share their experiences. Create a more formal framework around gathering great content that you can amplify. And most important, get your employees involved from the start. Because when your talent is inspired to speak for your culture, they become an even greater asset in attracting top talent to your company.