Employment3 Jul 2023Simon Druery

Crafting compelling Employer Branding content ideas

Uncertain times and economic upheavals can create a considerable demand on the job market. Today’s job seekers are looking for companies that care about their employees’ experiences and the employee benefits they can provide.

And they are more vocal about their employment experience than ever before. Just in Australia, Glassdoor has close to 50,000 reviews. Social commentary and reviews can both enhance and tarnish an Employer Brand identity, portraying either a positive, neutral or negative image in the eyes of prospective employees. The question is, as an employer, are you influencing it?

One of the most powerful ways to influence your Employer Brand reputation, is by crafting and deploying suitable branded content about your authentic employee experience. 

“Employer brand content should be human, real, aligned to your value proposition and ideally where possible story-based.” Simon Druery - Employer Brand Strategist

Belong Creative has helped many companies successfully articulate their Employer Brand messages and portray an exciting, yet authentic picture of the work culture and employee benefits.

An excellent example of Employer Brand content creation is the 89 pieces that were created for Roche Pharmaceuticals. Based on their EVP, collateral included employee quote cards, long-form stories, video stories, workplace photography, iconography and website banners. Check out our case study here: https://belongcreative.com.au/projects/employment/roche 

Employer branding content techniques and strategy

Employer Brand content helps organisations paint an authentic picture of the work experience in the eyes of prospective employees. 

To ensure your communications are more effective, it’s ideal to have a strategy for your Employer Brand content, rather than just creating and deploying ad hoc. A content strategy should include;

1. A balanced split of key messages that reflect your EVP pillars

2. A balance of leader and team member content

3. Be reflective of your diverse people, roles and environments =

4. A content calendar for next 6-12 months based on your overall Employer Brand strategy (e.g. increase awareness, launch EVP, support brand advocates etc).

5. Work one month in advance to create content ready for following month

6. Review and measure 1 week before end of month to optimise deployment of following month

There are quite a few techniques companies can utilise to bring their Employer Brand content to life. Some of these techniques include:

1. Give employees permission and tools (like video creation or storytelling templates) so that they can become active participants in creating engaging content

2. Create shareable Employer Brand content (e.g. digital post images that reflect your EVP) for social media and empower employees to post regularly at key milestones

3. Make your career website more engaging with engaging Employer Brand content such as employee stories, photos, written and video testimonials, or even virtual tours

4. Use storytelling techniques to take your audience on an engaging or even emotional journey; leverage a great career progression example, or a work/life balance story that might pull at the heart strings  

5. Use more authentic pictures and videos of employees as this will further engage your audience making your Employer Brand more relatable

How to craft and execute an Employer Brand content strategy

Employer Brand content comes to life best in the context of an employee story. As humans we love to tell, share and recall stories. It’s part of our DNA as mammals. But how do you know which employee story will create the engagement and what channels to use to engage the target audience?

To properly craft and execute an Employer Brand content strategy, there are various stages to go through:

Frequently asked questions

What are the three critical components of Employer Branding?

The three critical components of Employer Branding are employee brand advocates, social presence and careers page.

What should be included in Employer Branding?

To craft a strategic Employer Brand, first develop an Employee Value Proposition (EVP) built around authenticity, relatability and differentiation. Your EVP should include proof points, (uncovered through research), themes (or pillars) that inspire your messaging and help set you apart, as well as a narrative and talent tagline.

Next, make your employee brand advocates are empowered to use social media, so they can share employee stories and thus enhance the reach of your employer brand.

How can an organisation build a compelling Employer Brand?

To build a compelling Employer Brand, you need to follow the following steps:

1. Conduct an Employer Brand audit

2. Understand what your business goals are for your Employer Brand

3. Develop an effective, research-led EVP, as foundation for your Employer Brand

4. Empower your employees to become brand advocates and share employee stories

5. Measure the effectiveness of your content and optimise 

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.