July 16, 2019
4 min Read
On May 15-17th, we went to the World Employer Branding Day workshop and conference in Lisbon. This is one of the most significant networking events that focuses on employer branding, where over 720 experts of the field came together to share their experiences.
This year the conference had top-notch speakers from “Facebook,” “Netflix,” “Amazon,” “Mars,” “LinkedIn,” “Accenture” etc. and had attendees from 45 countries.
We want to share our top insights from this conference, while the experience is still fresh and shining!
Two of our ten values here at Hostinger are “Learn and be Curious” and “Hire and Develop the Best”.
Why is Employer Branding so important and what does it have to do with our mentioned values? Well, if you aim to actually hire the best people, you need to know how to attract the best candidates.
Because of it, we are constantly aiming to improve not only our products and marketing campaigns, but also our teams, employee happiness and of course – Employer Branding strategies.
Here are the main four lessons we learned while attending the World Employer Branding Day conference.
Amir Moini is responsible for employer branding at Netflix, here’s the key points for you to take away.
Technology is an amazing tool, that’s a given. However, when looking through most videos companies produce, you get all the same gimmicks: networking events, mingling, and if you’re lucky, you might see some funny bloopers at the end.
When choosing the tool for your communication think about:
If that’s a video – go for it! Just don’t forget, that teams might restructure, people might leave and your video will not be up to date anymore.
Keep it fresh, keep it original.
Creating multiple social campaigns for the sake of quantity will do more harm than good. Make sure to find the channels that fit your niche the best and spread content that reflect on the message you want to convey.
For example, Netflix only uses a couple of main social media platforms, which are segmented for attracting new employees and new clients.
What’s interesting, Netlfix created a Podcast about their brand, not only to attract new talents, but also to help with the employee onboarding process.
Main Employer Branding sources @Netflix is LinkedIn, WeAreNetflix social campaigns on Facebook, Instagram, Twitter, Job sites and Podcast campaign about insights of Netflix, which is also used as a tool for potential employees or new members of Netflix during the onboarding process.
Planning out your campaigns and learning how to prioritize tasks is crucial. Once you have a plan – stick to it.
Stay focused on projects you see meaningful and make them count, instead of getting sidetracked.
Do what is best for your company, but don’t forget the employees and stakeholders – share your ups and downs. This way, you’ll receive tons of various ideas about possible communication campaigns.
Use the information to be an informed captain who is capable of steering the ship with confidence and competence.
While being a CEO of Branded.Careers, Johan Driessens, puts a smile on his employees faces every Monday morning (and every other day of the week). Here’s a few of the highlights taken out during his presentation.
According to Johan Driessens, companies need to create such a working environment, where employees can express themselves freely, stay motivated and happy. This will help them to uncover their full potential and secret talents.
Thus hire people, not profiles. Help them to grow and support their lifelong learning. Build relationships based on trust and friendships, as it creates a workplace people can be proud of.
Empower them with flexibility and responsibility with a little bit of fun and your employees will do part of the Employer Branding themselves by sharing your company’s culture.
Companies that allow employees to take action, suggest improvements, innovative or creative ideas can and will solve problems faster. In addition to that, such freedom will not only create higher happiness levels but will also attract valuable talents.
Brett Minchington is a top notch leader in employer branding field and has consulted on employer brand strategy for leading agencies and companies including Siemens, Aon Hewitt, PwC, Origin, Accenture, SIBUR, Elsevier and World Vision. Here’s what we want to share with you from his presentation.
Employer Branding strategy cannot be based on recruiting, marketing, or communication functions only. It should be joined between departments in order to get a broader, strategic view.
Having a well-designed website and aesthetically pleasing social media feeds won’t cut it if you don’t reply to emails fast enough or provide a clingy customer experience.
If you can’t provide a great employee-experience your brand might fail, no matter how great the metrics are.
You need to make sure that your communication is on point, by showcasing integrity and empathy.
The best marketing strategy you can get is happy employees. Every individual working at your company, can and should be sharing social media posts, pictures, videos and various moments from their daily work life.
In addition to that, they should be the ones representing your brand in various events and conferences.
Nothing will illustrate your company and its culture better, as the people living it.
To summarize it all, here are the main global trends you should be implementing into your campaign.
You need to highlight the strengths of your company culture, take care of them, and empower them. This can be achieved with strong and clear communication only.
Without building trust and employee engagement, it’s hard to have loyal employees.
Always remember that happy employees will not only work better but will be automatically attracting new talents to your company.
Find creative ways to interact with various audiences, eg. your customers, potential employees, students, experts of the market.
Build relationships with other brands. Show them, how you operate and learn from other organizations.
Knowledge exchange and strong connections is an absolute must.
There is no clear blueprint which that will for your EB strategy, so you should create it precisely while focusing on your company strengths.
Once you have a plan – stick to it and measure the outcome and output it provides only then change it if needed.