Employer Branding: 5 Stand-Out Strategies to Reach Top Talent

Want to reach top talent? There’s the traditional route with job ads, networking, and referrals. But it’s not the only way. If you dial in your employer branding strategy, you’ll reach even more well-qualified candidates.

What’s an employer branding strategy?

Think about it like this...It’s how your company SHOWS UP online, in the office, in conversations.

Spend some time developing your employer branding strategy, and BEFORE you even post a job to fill a position, potential candidates already have some positive vibes about your organization.

Sound good? Here are 5 stand-out ways to reach top talent with employer branding.

1. Leverage online reviews

The minute you post a new job for a position you need to fill, many interested and qualified candidates check reviews before applying.

You already know consumers rely on reviews to make buying decisions. You’ve probably checked reviews yourself before making a purchase. 

When someone is thinking about applying for a job or working for your organization, reviews are frequently the first place candidates will go.

Are you leveraging this online employer branding strategy? 

Reviews about what it’s like to work at your company can help you reach more candidates. Popular sites where job seekers go for this info include:

• Glassdoor
• Indeed
• LinkedIn
• Yelp

2. Showcase your mission and values

When a job seeker ends up with multiple offers for similar positions at different companies, salary and benefits aren’t always the deciding factor.

So what else do candidates think about to apply for a job or accept a position?

It’s this. The more your mission and values align with theirs, the more likely they’re going to apply or accept your offer.

Make this part of your employer branding strategy. Your website and social media channels should make it clear what you stand for.

• Besides running a profitable business and providing a valuable product or service, what’s the bigger goal or purpose?
• Does your organization support any charities or causes?
• How are your employees and organization involved in your community?

3. Create shareable opportunities

If you’re not used to leveraging this employer branding strategy, it can feel like bragging. 

But it’s not. It’s smart marketing that helps build your brand and reputation that will attract potential candidates and build relationships with your current employees.

How does it work? You can use this employer branding strategy when you…

• Host an event
• Present an award
• Launch a new product/service
• Donate to a cause
• Volunteer to support a charity or non-profit
• Hire a new member of your leadership team, or 
• Participate in a conference or event

These are all shareable opportunities on social media, your blog, or your website. Talk about these things at staff meetings, on a podcast, or in your emails.

You’ll reach more potential candidates. You’ll build relationships with employees. And they’ll be more likely to send referrals your way to fill open positions.

4. Point out the perks that make you different

What’s it like to work there? It’s one of the top questions candidates have when they’re thinking about applying for a job, meeting for an interview, or accepting your offer.

There are some obvious questions you should answer about this like: salary, hours, benefits, and job duties and responsibilities.

But sometimes the tipping point can be your perks and unique benefits. Highlighting these things can support your employer branding efforts to attract top talent.

• Does your organization offer paid paternity leave?
• Is there a wellness program with rewards and incentives?
• Do you have an onsite gym, cafeteria, fitness classes, or health clinic?
• Can employees access products and services through an employee assistance program?
• What opportunities are available for paid training and continuing education?
• Are bonuses part of your compensation plan, and how are they structured?
• Are flex-time and work-from-home options available?
• Besides vacation days, is there paid time off for other things like volunteering or sabbatical?

Pointing out the perks that make your organization different is a great employer branding strategy to stand out and reach more potential candidates.

5. Be visible in your community

You can start leveraging this employer branding strategy by connecting with other businesses in your community.

It’s as easy as attending a Chamber of Commerce meeting or local networking group and meeting other people. That’s a good place to start.

When opportunities arise to participate in an event or support a local cause, invite your employees to be part of it. Visibility and giving back is a great way to build your employer brand, network, and attract well-qualified job seekers.

You can also leverage this employer branding strategy by being visible in your industry, trade associations, conferences, and special events.

Use employer branding to attract top talent.

Want to reach more job seekers and potential candidates? Developing your employer branding strategy will help you show up more often. This can include paid-advertising, sponsored ads, and marketing campaigns. But you can develop the know-like-and-trust factor candidates need to make decisions about applying for a job or accepting an offer with these strategies, too.