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5 Tips for Crafting a Better Employer Brand


5 Tips for Crafting a Better Employer Brand - GreenJobInterview

Your reputation is staked on employer branding, which tells prospective candidates whether or not you’re the company they want to work for. According to Career Arc’s 2015 Employer Branding Study, approximately 75% of job seekers consider an employer’s brand before even applying for a job. In order to attract the best candidates, it’s important for companies to position themselves as the first choice in their field and reflect the true personality of the brand. But how?

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In this article, we’ll examine five tips for crafting a better employer brand, so you can show job seekers the best side of your company. As more and more companies see the value in employer branding, HR personnel are learning to measure their brand and adjust it to attract better candidates and reduce turnover with existing employees.

How to Adjust your Employer Brand

  • Create engaging content. The recruiting content you share on your brand’s website and social media channels make an incredible difference. Create and share content that resonates with potential candidates and shows them why your company is an attractive place to work. Job seekers want to see a brand’s personality before making a decision.
  • Promote employee recognition. Consider new ways to recognize employees for great work that will make them feel valued and happy at your company. Happy employees turn into loyal brand advocates, resulting in more referrals and positive reviews.
  • Increase brand visibility. Job seekers are more likely to show interest in a brand that they can identify with. Size isn’t everything – put your brand out there with social media and digital marketing, and craft job descriptions that clearly represent the company and the job.
  • Measure your efforts. How will you know if your work is paying off without proper metrics? Decide a strategy for measuring your employer brand and look for metrics related to awareness, differentiation and perceived quality and popularity to track your progress. Use surveys and online reviews to follow these changes as you continue to adjust your employer brand.
  • Treat hiring like marketing. Trying to recruit new employees means thinking like a marketer. Are you using strong call to actions? What does your LinkedIn profile say about your company? Ask yourself how your recruiting language reflects your brand and tweak it to represent what you think your employer brand should be.

Changing the perception of your employer brand doesn’t have to be difficult, but it all starts with knowing who you want to attract and what you want them to know about your company. LinkedIn reported that employers with a strong talent brand drive two times the amount of applicants per job compared to other companies. With these steps, you’re on your way to driving those prospective candidates to your job postings and recruiting the best of the best for your company.

We’re here to help! With built-in personalization tools, GreenJobInterview’s video interviewing solutions let you put your brand front and center and show candidates exactly who your company is.


Holly Wade is the Marketing Manager at GreenJobInterview. She comes from the technology world with a background in marketing and public relations, where she specialized in content management, brand development and social media. Connect with Holly via LinkedIn: