Recently, I was discussing employment branding topics with one of my colleagues and the many different ways a company can try to promote their brand to prospective candidates. Many companies have done a wonderful job creating different marketing campaigns, job fairs, and conferences to help spread the word of why they should be a candidates’ employer of choice. But there are other methods that employers are forgetting about that can help spread their message, such as using their current employees as a megaphone and cheerleader. This can be a great way to build and promote a brand to large audiences that will know and trust the source.
So, how can you utilize your employees as a resource for branding? Here are some suggestions:
- Educate your employees: sometimes employees are unaware or unclear of what your employer brand actually is. It’s important to educate your employees on your brand, how they play a part in maintaining the brand, and help them get a deeper understanding of what the brand is attempting to accomplish in terms of obtaining and retaining talent.
- Present opportunities and attach rewards and recognition to it: tell employees how to promote the brand whether it be at networking events, social media updates, or just a regular conversation with someone. Let them know these options and the recognition or rewards that may be tied with it. This can create an incentive for employees to want to market the brand.
- Encourage social media marketing: social media is huge when it comes to reaching a large audience of people effectively and efficiently. The message that is sent can even weigh more coming from an individual that the audience trusts on a personal or professional level (i.e. your employee). Help create marketing campaigns that employees can effortlessly post for on their social media channels. Also encourage employees to create their own personal marketing efforts (but be sure to approve them first to ensure that the message is properly and accurately executed).
- Create a “word of mouth” campaign: what’s a better or more honest way to promote something than to get real-life customer testimonials? The same can go for your employee testimonials. Encourage employees to provide testimonials in which you can put into an employer marketing campaign, social media campaign, video campaign, or even a publication that focuses on your company.
- Incentive: employer branding focuses on wrangling in some quality talent. A great way to get employees motivated to help the cause is by offering incentives or bonuses based on individuals who are hired that are directly linked to the employee’s efforts.
As I’ve always stated, employees are your greatest assets, but using them this way can even prove that on another level. This can be a cost-effective way to market your brand and most importantly, it can be a source that gives the brand more meaning. Be sure to consider this option when creating your employment brand marketing efforts.