Is your employer branding strategy caught in the "once-in-a-while blog post if someone has time" rut? If this is the case, it's time to jump aboard the fast-moving employer branding train. Several businesses have realised the value of investing in their workplace branding narrative. So, where do you begin?
We've assembled a list of eight businesses that have produced outstanding employer branding content. These examples show how storytelling may be used to motivate and engage job prospects.
These organisations enable job searchers to visualise themselves in the role by displaying genuine employees with real-life messaging.
These motivating concepts and tactics will assist you in developing a branding plan that will appeal to job seekers, workers, and consumers.
1. Millie Dresselhaus Video by General Electric
GE made a big impression with a film picturing a future where exceptional female scientists are honoured like superstars. GE's objective of employing 20,000 women in technical jobs by 2020 was mentioned in the video. The video instantly became a viral hit after it initially aired during the 2017 Oscars.
Key takeaways: The trademarks of GE's rebranding initiatives have been creativity, openness, and a high degree of commitment by decision-makers. Values are frequently a decisive factor in whether or not to accept a job offer, particularly among Millennial job searchers. GE's employer branding approach focuses on communicating corporate principles in an intelligent and engaging manner.
Accenture's #InclusionBeginsWithI Campaign
Accenture demonstrated transparency by allowing its workers to discuss their diversity-related challenges in this widely viral "Inclusion Begins With I" film. They also established a hashtag, which staff quickly adopted. As a consequence, Diversity Inc. and Fortune both reported the campaign favourably, bolstering the company's reputation as a terrific employer. Accenture also openly releases its diversity statistics, allowing the general public and future applicants to watch the company's development.
Key takeaways: Accenture's strategy is valuable because of its transparency, honesty, and clever use of both employee-generated material and social media. Additionally, because Millennials often value diversity, doubling down on the theme is extremely beneficial for talent acquisition.
Booking.com: A Single Mission Project
Booking.com asked its hundreds of workers to capture their excursions and vacations with a company-provided GoPro. The effort resulted in the inspirational "One Mission" film, which links staff with Booking.com's objective of empowering people to travel the globe. The campaign served as a rallying point for employees and generated spin-off commercials for more recruiting marketing. That's a powerful method to recruit similarly motivated, adventure-seeking job seekers.
Key takeaways: Using video storytelling to humanise your employer brand and its values may be a smart and cost-efficient technique of generating real, successful content.
4. Microsoft: Blog "Microsoft Life" and Instagram
Microsoft has a long-standing brand in the rapidly changing technology business, which can make it difficult for the corporation to compete for talent with upstart firms.
The "Microsoft Life" blog and Instagram account improved the company's employment branding approach. The site, which is mostly authored by workers and features anecdotes about the company's distinctive workplaces, even dives into "Cats at Microsoft," or Mcats, a company-wide networking organisation for cat lovers. With photos of projects, conferences, and even the microgreen plants in their cafés, the Microsoft Life Instagram, which has over 200,000 followers, provides an intimate peek at workers' day-to-day work.
Important takeaways: Microsoft is dealing with a challenge that many large, established organisations face: recruiting younger talent who wants to work for "cool" companies. Our campaign tackled this impression directly using employee-generated material and efficient social media utilisation.
Ohana, Salesforce Instagram Salesforce is all about Ohana, which is Hawaiian meaning "family."
Like any proud parent, Salesforce Ohana loves to post images of family members—in this case, happy employees—doing fascinating, fun, and intriguing things on Instagram.
The true story isn't about how and what Salesforce posts on Instagram, but rather about its demonstrable employee engagement. Salesforce workers have embraced the role of brand ambassadors, freely revealing why they enjoy working for the firm on their own social profiles, using the hashtag #SalesforceOhana across all platforms.
Salesforce allowed its workers to act as brand advocates.
That's a terrific lesson in developing an employer branding plan that emphasises the company's principles.
6. Parental Leave Video on Etsy
A company's principles are demonstrated in action via good recruitment material, which does more than simply tell. This involves demonstrating the effect of benefits on the lives of actual employees. After Etsy announced in 2016 that it will provide employees with six and a half months of paid parental leave, the company invited employees to share their experiences and explain how it made a difference in their personal life and at work.
Takeaways: This is an excellent illustration of the value of emphasising specific corporate perks.
7. Twitter: Career Site Professionals want to know how they will fit into your business so that they can better comprehend the influence they may have. Twitter's career webpage has been arranged properly.
Users will not see standard department headings like "marketing," "human resources," or "product development" when they navigate through Twitter's teams to identify available jobs that match their experience. Instead, they'll read each team's role and influence, such as "promote the business," "keep us going," and "create the product."
Takeaways: Twitter flips the outdated careers page concept on its head by providing clear material that anticipates job searchers' inquiries. This sort of employer branding approach displays the company's structure and gives clear, accessible information about the company's aims, vision, and values, which appeals to busy job searchers trying to swiftly assess culture and career prospects.
Employee Tales from Johnson & Johnson and General Motors
Both GE, Johnson & Johnson, and General Motors recognise that real-life employee tales may be some of the most compelling reasons to join a firm.
The careers website of Johnson & Johnson not only showcases workers' career options, but also does it in an aesthetically appealing and simply accessible manner. Similarly, General Motors humanises its image and connects with prospects with its "Our Workers" video series, in which employees share their daily chores, discuss their professional development, and describe their job to help candidates visualise themselves working there.
Key takeaways: Johnson & Johnson and General Motors, like Microsoft and GE, are established firms that have learnt to compete with the Snapchats of the world. These stories are an excellent method to showcase their individuals and their accomplishments. Furthermore, these stories provide prospective employees a taste of what they may do on the job. Is Your Employer Branding Strategy Efficacious?
Storytelling is an important aspect of developing your brand's market position, but what good is branding if you're not fully using its benefits? JobCurators can assist you in fine-tuning your branding to potential workers. With our successful expert branding methods, you can begin communicating your company's narrative right now.