Discover 6 strategies for building an attractive employer brand that will attract candidates to your company

Are you a conscientious business owner or manager who knows that attracting the best talent starts with a captivating online presence? Perhaps you're wondering if your brand's online presence is attractive enough to prospective candidates. Well, the strategic team at Beet has gathered the best tips for transforming your company's employer brand into a powerful talent magnet 🚀

Imagine this: you spend hours browsing talent profiles in search of new challenges, but somehow, they don't seem naturally drawn to your company. It's as if you see other companies shining brightly while you feel compelled to linger in the shadows... the frustration you're feeling is palpable, it's time to rise above it!

At Beet, we've developed solutions and mastered the art of turning digital spaces into talent attraction hubs. We've witnessed the effects of a strong online employer brand, and we're here to share our secrets with you.

In this article, we'll unveil six proven strategies for building an enviable employer brand that will draw job seekers to your website. We're not talking about ordinary web development services; we're talking about cutting-edge techniques that will make your employer brand shine like a lighthouse in the digital fog.

So, if you're ready to take the plunge, settle comfortably into your office chair and get ready to embrace the 6 ways to build an enviable employer brand that will have candidates lining up at your door! It's time to refresh your online presence and make your company's employer brand the envy of your competitors.

1. Create an authentic and captivating employer brand story

In the saturated digital landscape, job seekers crave authenticity. They want to connect with companies that share their values, vision, and culture. Showcasing your employer brand's authentic and captivating story is your gateway to grabbing their attention and inspiring them to join your team.

Think of your employer brand as a gripping novel that hooks readers from the very first page. Start by defining your company's unique narrative. What sets you apart from the competition? What values guide your organization? Create a story that highlights your company's journey, achievements, and the passionate individuals contributing to your success.

For example, let's say you lead a sustainability-focused tech startup. Your employer brand narrative could revolve around your mission to revolutionize the industry through innovative eco-friendly solutions. Focus on the challenges you've overcome, the impact you've made, and the enthusiastic employees who share your passion for a greener future.

Remember, a captivating story not only captures the attention of job seekers but also motivates them to be part of your story. By sharing your narrative authentically and passionately, you'll attract candidates who resonate with your purpose and vision.

2. Harness employee-generated content

What better way to showcase your employer brand than through the voices of your own employees? Employee-generated content is a powerful way to turn your team members into brand ambassadors and share their authentic experiences.

Encourage your employees to share their stories on social media platforms, blogs, or even on your employer brand page. Testimonials, personal anecdotes, photos, and videos – user-generated content provides an authentic glimpse into what it's like to work for your company. The spontaneity of these actions has a more beneficial impact for companies, which often tend to control information, at the expense of the authenticity of the message conveyed.

For example, the employer brand page of the Quebec-based construction materials company Demix features high-quality user-generated content in the form of video capsules and testimonials.

By encouraging the creation of employee-generated content, you offer job seekers an insider's perspective, piquing their curiosity and creating a sense of community.

Remember, candidates trust the opinions of their peers more than traditional marketing messages. By amplifying the voices of your employees, you enable them to become your best ambassadors.

3. Create interactive and engaging content

In the digital age, passive browsing is a thing of the past. Job seekers want to be involved, entertained, and engaged. This is where interactive and engaging content comes into play.

Think creatively and develop interactive elements that capture job seekers' attention and immerse them in the employer brand experience. Consider creating quizzes or assessments related to company culture, values, or work styles. These interactive tools not only provide job seekers with valuable insights about themselves but also give you the opportunity to showcase your employer brand in a playful and interactive way.

Imagine you run a software development company. You could create a quiz that determines whether job seekers are better suited for Front-End or Back-End development based on their preferences and skills. This not only engages job seekers but also gives them a glimpse of what it's like to work with your team.

Additionally, use various media such as videos, podcasts, and virtual tours to offer immersive experiences. These dynamic forms of content allow job seekers to visualize themselves as part of your organization, fostering a stronger connection and increasing their desire to join your team.

4. Personalize the employer brand experience

There's no one-size-fits-all solution when it comes to employer branding. Candidates come from diverse backgrounds, possess unique skills, and have varied motivations. To grab their attention, it's essential to personalize the employer brand experience.

Tailor your content and messages based on the profiles of different job seekers. Consider their interests, values, and aspirations. By understanding your target audience, you can create relevant and meaningful connections.

For example, if you're a restaurant company recruiting culinary enthusiasts, create a landing page that highlights the challenges they'll face and the professional growth opportunities. At Beet, we regularly work with Groupe Maestro, a company that owns multiple restaurants in Quebec City. We've created an employer brand landing page for this client, bringing together all testimonials and job opportunities across their restaurants.

By personalizing the employer brand experience, you demonstrate that you understand and value each job seeker as an individual. This level of personalization resonates deeply and helps establish an emotional connection, increasing the chances of attracting exceptional talent.

5. Foster a positive candidate experience

Job seekers remember not only the outcome of the recruitment process but also the journey itself. Creating a positive candidate experience is essential for building an enviable employer brand.

Think about every point of contact a candidate might have with your company, from the initial application (spontaneous or not) to the final interview. Strive to make each interaction smooth, respectful, and informative. Respond promptly to inquiries, provide clear instructions, and keep candidates informed about their progress.

Consider implementing technological solutions that simplify the application and interview process. Streamline communication through applicant tracking systems or use chatbots to provide instant support and answer common questions. These small gestures improve the candidate experience and demonstrate your commitment to professionalism and efficiency.

Remember, even if a candidate doesn't ultimately join your team, a positive experience for them can leave a lasting impression. Word of mouth spreads quickly, and an excellent reputation as an employer will attract outstanding talent in the long run.

6. Build a strong online presence

In the digital age, your online presence is crucial for attracting exceptional talent. Building a robust online employer brand presence is a crucial step to be known and recognized by job seekers.

Create an appealing and user-friendly employer brand microsite that showcases your story, values, benefits, and career opportunities. Optimize your website for search engines (SEO) to ensure it's easily discoverable by job seekers when they're searching for opportunities in your industry.

Invest in social media to amplify your message and engage with potential job seekers.

Identify the most relevant platforms for your target audience and regularly share engaging, informative content.

Get involved in conversations, respond to comments, and build an online community around your employer brand.