The new frontier for Marketing
What you do to instate yourself on the market as a top-of-mind employer is up to you.
Or rather, to your Marketing team.
By owning the messaging of the company, Marketing has the power to narratively shape both the employee and the customer experience. Their new challenge is to view general employer branding as a thread that runs through the business, from candidate, employee, and customer experiences, because everything adds up to the cauldron of external brand perception.
But how can you make sure these efforts really hit home? How can you exploit the full potential at your fingertips?
Let’s think of the pillars of employer branding: brand humanization, company culture, and employee development, all three hinging on authenticity.
There is one fil rouge running through these pillars, and that is your employees.
Corporate messages, Social Media posts, and values sound hollow to the ears of your audience and the potential candidates you’re trying to attract if they are not mirrored by your employees.
Redefine how you curate your employer brand
With a formal advocacy program, you can formalize your employees’ advocacy efforts, give them a tool they can rely on to claim visibility on Social Media, show themselves as thought-leaders, and spread your company culture, your company stories, and their own experience while staying aligned with company messaging and content.
And you? You’ll be making sure that Marketing-forged content and messaging can be amplified and distributed on a larger scale to the employee Ambassadors and, through them, share with their audiences. Gaining credibility and raising your profile in the eyes of new candidates, displaying and trusting your employees to be thought-leaders in your industry, and telling the right stories to your and their audience.
Prospect employees and candidates will do their research outside of your company page — make sure you are prepared, and you’re amplifying your best profile with the help of your employees.
Curating and developing your employer branding is the next frontier of marketers. Why? Because marketers have the skill set to do it – they own the budget and they own the narrative of the company, so they are the ones who can make it happen.