In today’s competitive job market, it’s more important than ever to have a strong employer brand. Employer branding refers to the reputation and perception of a company as an employer, and a strong employer brand can help you attract top talent and improve employee retention. One key aspect of employer branding is a strong online presence, which can showcase your company culture and values, and provide job seekers with a positive candidate experience.

In this article, we will explore the benefits of boosting your online employer brand, strategies for doing so, and best practices for managing your online employer brand. By following these tips, you can keep your talent funnel stocked with top candidates at all times.

Understanding the differences in “employer” and “customer” branding

Employer branding and customer branding are two distinct but related areas of branding overall. Employer branding refers to the reputation and perception of a company as an employer, while customer branding refers to the reputation and perception of a company as a provider of products or services.

Although both branding avenues are critical to how job seekers view your company’s brand, it is the employer brand that helps candidates imagine themselves working for your company. In short, here are a few key differences between employer branding and customer branding:

1. Target audience
Employer branding is focused on attracting and retaining top talent, while customer branding is focused on attracting and retaining customers.

2. Marketing channels
Employer branding is often focused on career-oriented websites and social media platforms, while customer branding is often focused on more traditional marketing channels such as advertising and public relations.

3. Key messaging
Employer branding often focuses on company culture, values, and employee benefits, while customer branding focuses on the benefits and features of the company’s products or services.

Overall, while both employer branding and customer branding are important for the success of a company, they serve different purposes and target different audiences. It’s important for businesses to focus on both employer branding and customer branding in order to attract and retain top talent and customers over the long term.

The benefits of boosting your online employer brand

There are several benefits to boosting your online employer brand, however building, and sustaining your talent funnel is one of the more critical ones. If you are asking how, it does this, you’re asking the right question. A vibrant and expanding employer brand does all of the following as it draws talent to you:

1. Increased visibility to job seekers (e.g., top “passive” and diverse talent, etc.)
A strong online presence can help you reach a wider pool of potential candidates, as many job seekers begin their search online. This possibility not only increases the likely hood of qualified passive job seekers finding you, but also, and equally as important, a more diverse pool of candidates as well (as long as your online brand enhancements shares your brand’s story regarding its Diversity, Equity, Inclusion, and Belonging (DEI &B) culture.

2. Ability to showcase company culture and values
Your website and social media profiles are an opportunity to showcase what makes your company unique and appealing to potential employees.

3. Improved employee retention
A positive employer brand can help you retain top employees, as they are more likely to stay with a company that they perceive as reputable and supportive.

4. Enhanced reputation and credibility
A strong online employer brand can improve your reputation and credibility in your industry, making you a more attractive employer to top talent. This feature, specifically, allows smaller brands to compete against much larger ones, as it is the company with the most dynamic and intriguing brand that candidates will gravitate to.

Overall, the enhancement of your online employer brand can help you attract and retain top talent over the long term which then feeds into your company’s reputation and credibility as an employer-of-choice.

5 strategies for boosting your online employer brand

It is important to first note that not all strategies are for all bands. The list of best practices that we strongly encourage companies to follow through with, over the long term, can apply to any company, large or small. These five strategies work for everyone. In fact, to leave any one of these tactics out of your over plan may hinder your progress and consistency in the longer term.

1. Regularly update your website and social media profiles
Keep your website and social media profiles current and up to date, highlighting any recent news, achievements, or company updates.

2. Highlight employee achievements and company news
Share employee achievements and company news on your website and social media profiles to showcase your company culture and values.

3. Provide a positive candidate experience through the recruitment process
The recruitment process is a key part of the candidate experience, so be sure to make it as positive and seamless as possible.

4. Gather and share employee testimonials
Employee testimonials are a powerful way to showcase your company culture and values and can be shared on your website and social media profiles.

5. Leverage employee advocacy through social media and online reviews
Encourage your employees to share positive experiences and reviews about your company on social media and online review sites.

By implementing these five strategies, you can effectively boost your online employer brand and attract top talent in a sustainable and dynamic way that wins the talent wars regardless of what is happening in the economy-at-large or within your industry.

Best practices for managing your online employer brand

In addition to the “5 strategies” for successful online employer brand building, there are also a number of best practices you can follow to effectively manage your online employer brand, regardless of your brand strategy overall.

1. Ensure consistency across all online platforms
Be sure to use consistent messaging and branding across all of your online platforms, including your website, social media profiles, and job postings.

2. Respond to negative reviews and feedback in a timely and professional manner
Negative reviews and feedback are inevitable, but how you respond to them can make a big impact on your employer brand. Be sure to respond promptly and professionally to any negative feedback and try to address any issues or concerns raised.

3. Seek opportunities for positive media coverage
Look for opportunities to get your company featured in industry publications or news outlets, which can help boost your reputation and credibility as an employer.

4. Encourage employee participation in online conversations about the company
Encourage your employees to participate in online conversations about your company, whether it be through social media or online review sites. This can help to showcase your company culture and values and give potential candidates a more authentic view of what it’s like to work at your company.

By following these best practices, you can effectively manage your online employer brand and maintain a positive reputation as an employer.

Bottom line

The importance of a strong online employer brand yields many benefits, including attracting top (and more diverse) talent and retaining employees long-term. Not all best practices are right for your company; cultivate a brand-specific strategy that focuses on an outcome that has passive job seekers gravitating to your brand. In the long run, it is the companies that genuinely imbue values that job seekers related to that will win the talent war.

ForceBrands offers end-to-end hiring solutions for all stages of growth. Whether you’re just starting to hire or are looking for the next step in your career, we’re here to help you be a positive Force that makes an impact.