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While you may not see the value in promoting your HR brand or actively engage in it, large companies are investing thousands of dollars into this. The reason is simple — 75% of employees research the employer brand before applying (according to LinkedIn research). The company's task is to show that it is the best place to work in its field and deserves only the most talented employees. And to achieve that effect, just having a "About Us" section on the website is not enough.
We discussed 6 popular and effective tools for promoting an HR brand. We explained how to use them, what their pros and cons are, so that after reading the article, you could start implementing some of them.
The essence of this HR brand promotion format is to gather all the information important to potential candidates about the company in one place and focus on several aspects: the organization's successes, its projects, areas of activity, values, size, and number of employees. It is also important to include data about the team, photos of the office and potential colleagues, and to tell about the leader.
This allows you to immediately assess the scale of the enterprise and what it is involved in, and to understand whether such a place is suitable for a person who is looking for work there or not.
Media publications are one of the effective ways to build an HR brand. This works well if your target audience of candidates is present in the media, ideally when the media focuses on a specific topic or niche. It is also a successful format for promoting your HR brand if you do not yet have a content department or a staff copywriter to convey your values, ideas, vision, and strengths through text, as media often offer assistance from a journalist on their side. It is best to tell the story of the organization through interviews with employees, expert columns from top managers or individual workers, and columns about the company's values.
The essence of this format is to maximally showcase the corporate culture of the company, its current employees, the atmosphere within the team, the process of working on projects or products (depending on the type of activity), through various interactive tools.
How to effectively build an HR brand on social media? It is important to utilize all available types of content and create separate categories for each. For example, create entertaining content about office life and the team in stories, while sharing success stories of individual employees or information about the selection process for the team in posts.
Don’t forget to come up with a special hashtag that employees can add to their own pages, unconsciously promoting the company’s HR brand.
This is not a section on the company's website, but a separate one-page site, though the link to it may be on the resource instead of a section with job openings, team descriptions, etc. Its main task is to encourage a person to take a targeted action. This can be anything: to subscribe to a newsletter with current job openings or news about the team's life, to apply for a job, to submit an application without linking to any specific vacancy, etc. The structure of the page should be such that it addresses all possible questions from the candidate about employment and working at the company, removes doubts, and provides an understanding of whether you align with each other on values, mission, vision.
Pros:
Cons:
The synthesis of two types of presentations is important here — on any topics related to the company's products or some internal, technical processes (any employee with sufficient experience can be the speaker), and on team management, personnel, and corporate culture (it's better if this is told by an HR manager or another employee from the HR department, a top manager, or the founder). Both types should be expert-level, with cases from the organization; otherwise, the desired effect will not be achieved and promoting the HR brand will not be possible. Speakers can participate in partner events as well as organize their own.
How to promote your HR brand using a section on the website and why it is needed if, for example, there is already an HR landing page? If you plan to use both of these tools, you need to separate the content between them. For example, in the section, publish information about team news, photos from corporate events, employee speeches, expert content from colleagues, while using the landing page solely for collecting responses to job openings and describing the values of the company as a whole.
But today, it is more common for the "Vacancies" section to replace the HR landing page, as this is still not a developed tool in the CIS.
We recommend regularly developing at least a few tools for promoting the HR brand, and after 3-6 months of use, evaluate the effectiveness of each and consider adding new tools.
The ongoing global health crisis has transformed the way people work. The pandemic not only caused the massive shift to remote working.
Perhaps it’s not too surprising that hiring and retaining the right people is one of the biggest challenges facing small and medium-sized businesses.
Discover how modern, all-in-one HR software simplifies complex processes, ensures compliance, and boosts efficiency to help HR teams manage growing responsibilities with ease.