LinkedIn just published a new guide on effective employer branding, which could be even more important during the post COVID landscape as more employees return to standard work models. It’s expected that more people will seek more meaning and satisfaction in the jobs they choose.
As LinkedIn explains:
“The pandemic has muddled both economic and social norms and changed people’s expectations of the brands they work for and buy from. These blurring lines mean candidates, employees, and customers are evaluating companies more holistically than ever. To build trust and compete for the best candidates in this new organizational reality, brands must show up and communicate consistently across all audiences and stakeholders.”
Brand Your Boss
Again, as mentioned, LinkedIn themselves note the importance of effective employer branding, providing a range of tips in their 11-page pocket guide. LinkedIn is known to make long-winded concepts and topics into short, easy-to-understand guides that you can virtually bring anywhere as long as you have a mobile device.
The guide looks at what potential employees would want from employers, which LinkedIn says is quite similar to what potential customers seek from sellers. With that in mind, LinkedIn notes four major ‘wants’, roughly being:
Potential employees want to align with businesses that share their values.
Potential employees look for a connection during candidate journeys.
Potential employees need a sense of community.
Potential employees seek reassurance and support.
Each of these pretty much speaks for itself, while LinkedIn also provides an overview of the prospective employee journey, shining more light on the various points that people come across as they review and assess your brand and offer. The summary section that describes the average ‘Blended Candidate Journey’, is rather comprehensive, listing almost all possible consideration factors as well as resolution paths to either guide a personal job seeking journey or provide marketers with an idea of how to craft an effective customer journey roadmap.
The guide also looks at ‘Brand DNA’ and how it can contribute to your employer branding. There are also tips about integrating newer technologies to enhance your business presence, which is good since it might save you a little time and money when considering operational upgrades in the future.
The Wrap
Again, it’s a rather brief guide, but an interesting one to say the least. It may very much help you in constructing an effective approach to better attract potential employees, if not get you thinking about the status of your overall content and online presence.
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