We see it in the form of increased brand awareness
We hear "I'd love to work for you" instead of just "Who are you guys?" at career fairs.
A 68% increase in apply clicks on our career site as a result of two, very targeted career-related LinkedIn posts over the course of two weeks.
44% increase in job applications.
66% increase in job applications.
Our employer brand content has resulted in earned media.
Our applications have grown 287% since Q4 in 2022.
Grew our careers-focused social followers by 2500% last year on LinkedIn.
Since implementing employer brand content on LinkedIn, our company Followers on LinkedIn have increased by 60%.
We’ve increased traffic to our careers site and applications by 50%.
Our culture-related content on social is the most popular and has the highest engagement of all content.
Leadership social focus – articles, blogs, etc, and leaders advocating about our learning or culture have made a huge difference in the audience reach.
Employer branding content increased IG following by 175%.
Career page visits as a percentage of overall company website visits have increased
I have measured that my key target groups are aware I am an active employer and hiring in their field.
Our brand new “people” site for 100,000 visits in the first year completely organically.
I saw our Poland following on LinkedIn more than double in six months after we had a series of recruiting/branding events, our recruiters/team in Poland started sharing more organic content on their LinkedIn and we had a few PR placements in prominent business/tech journals.
In the first year of our YouTube channel, we saw 10.7k views and 220+ hours of viewership, all for free.
In a way, this is the easiest value to measure. Did we get more people to see our message?
Without an employer brand, the only thing anyone learns about a company is that it is hiring. At best, this leads them to read poorly written (and often stolen) bullets about the demands the company has on the applicant. Surprisingly, this isn’t the kind of content that gets people excited or interested in sharing.
Employer brand strategy defines a company’s differentiated value to prospects and candidates and then tells compelling stories aligned with that differentiated value. The result is content worth reading, worth sharing, and worth being moved to action by.
We create more and better advocacy
Our employee referrals went up by over 400%.
Our advocacy program increased views of content (not 100% corporate content. anymore) by almost double QoQ once we dedicated time to adding non-corporate content and educating users.
Employees became more active and willing to share their experiences on social, use the life hashtag, and share company content in general.
When employees come to our employer brand team to proactively ask how they can share their stories to help with recruiting.
Once our onboarding process was set up around a framework and we made all the company's stakeholders accountable for that, we started seeing our numbers in net promotor score rise by 15% with higher levels of engagement on social media along with full house participation at team/company interactions.
We’ve increased our social advocates, giving employees quality content that has a real range – culture, leadership, tech trends, business-related, etc. This led to a 30% increase in employee sharing.
The number of employee referrals has increased.
The most valuable proponents for any company are the people with intimate knowledge of the company, the reality of working there, including what the culture feels like, how well its espoused values are adhered to, and if the mission is something real or just a line in the annual report.
Employee advocates do more than generate employee referrals (though, referrals are a company’s best source of quality hires and often at its lower cost). They are the human face of the company and the product or service, providing an emotional connection between a faceless consumer or B2B offering and the people who might buy it. Advocacy makes recruiting claims more credible and sticky.
Advocacy is the gold standard of messaging for one simple reason: it cannot be manufactured. No amount of rewards or toolsets will make an employee who hates working somewhere willing to say it is amazing. To consumers and candidates alike, it is the proof that makes your company attractive.
+++++
You get:
A complete employer brand deck with instructions
A demonstration of how to present the material in 30 and 5-minute pitches
A recording of the entire event with lots of explanation
If you attend the live webinar, you can even ask questions
This is worth way more than $25. But that’s what it costs.
The live webinar is tomorrow (!). If you register in advance, I’ll make sure you get the video and deck.
***This Newsletter Contains No ChatGPT***
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