In the wake of the pandemic and amid a period of broader change, LinkedIn says that almost half of all employees are considering changing roles in 2022. When you also factor in the work from home shift, along with evolving expectations from younger employees, it becomes clear that people are looking for more in their day-to-day roles, with flexibility and purpose now being key considerations when retaining top talent.
Dear Employers
With the above in mind, LinkedIn recently published a new employer branding guide, which includes several notes on how you can maximize your employer appeal online. The full 8-page guide also includes notes on what type of content helps boost appeal to potential candidates during different stages of their journey.
At the beginning of the visual is a simple diagram that covers prospects and candidates alike. It breaks down into Awareness and Consideration, all the way down to conversion. There’s also an example roadmap of a prospect’s interest pathway which further underlines the need for different types of content and contributors in the process. The roadmap is easy to understand and follows a simple legend, showing the various stakeholder touchpoints to viewers.
The last section of the short guide looks at how brands are seeing success with employer branding on LinkedIn, providing more tangible guidance based on these notes. LinkedIn even uses Canva as a prime example, stating how it uses multiple formats to facilitate the customer journey.
“Canva uses short videos, centered on its core theme of diversity, to build awareness & consideration of the brand. Videos are followed up with employee stories in single image ads, highlighting employee perspectives to drive action. Leads are driven by Pipeline Builder pages, giving Canva an on-platform experience that drives awareness, consideration, & action.”
It’s a handy, quick overview, which could help to get you thinking about not only being more proactive with your employer branding efforts but also how you can implement such within a broader outreach strategy. The real key, of course, is transparency and highlighting the benefits of being part of your brand journey. For this, you need to have a healthy internal brand culture as well, so that your current employees are happy to advocate on your behalf – if you have that, then it’s definitely worth promoting and showcasing via social media, attracting better, more suited candidates.
The Wrap
LinkedIn’s guide could help provide some pointers on this. It’s short and free, which, for a lot, are reasons enough to grab themselves a copy. Besides, it’s from LinkedIn, so the guide is certainly worth checking out for some inspiration. At the very least, the aid provided by the guide should be immense in the long run, so long as you’re consistent with your efforts.
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