Employer branding has never been so important, as the search for quality talent is more competitive than ever, and companies need to attract and retain top employees for organisational success. This is where your communication strategy needs to step in and leverage its power for employer branding, transforming how your company is perceived by potential employees, investors, and the public at large, as well as differentiating itself as an employer of choice.
Create authentic and engaging content
We all know the impact of content. It’s essential not to underestimate the power of storytelling. When it comes to employer branding, while employers may not always be the best storytellers, employees certainly are. They can provide the most compelling testimonials to showcase a company’s culture by sharing their own experiences. Therefore, it’s crucial to create engaging content by encouraging employees to share their real-life stories, which helps build connections with a company’s audience.
For example, McDonald’s Hong Kong invited its frontline Senior Management Team to share their journeys within the company during the launch of their training programme, Professional Diploma in Management Development (QF Level 5), which is accredited by the Hong Kong Qualifications Framework and is equivalent to a bachelor’s degree. Their stories demonstrated the exciting career development opportunities within the company to the public and potential employees, while also resonating with current employees to boost motivation.
When sharing real-life experiences, the key to success is to keep your content simple, direct, and authentic. Always avoid jargon and context that only insiders would understand. This approach allows your audience to easily relate to the content and fosters a positive perception of the company or brand.
Build trust and credibility
Endorsing industry leaders and influencers to share your company or brand story is another way to build trust among your audience, by leveraging their reputation in the industry. Employers can engage with people who have shared values with the company, or similar background and experiences with employees, to make an employer’s messages more powerful and credible.
Employer branding extends beyond merely communicating with external audiences; it also encompasses how employers present themselves to their own employees. According to Gallup’s 2023 Employee Engagement research, over 60% of employees in East Asia are disengaged at work, indicating a significant lack of emotional connection to their companies. To address this issue, it is crucial to foster a trustworthy relationship between employers and employees through transparent communication. Keeping employees informed and engaged is essential for cultivating a positive workplace culture and enhancing overall engagement.
Bring company culture to life
Company culture is a key factor for employees when deciding whether to work for a company. It’s important, therefore, to help potential candidates visualise what it’s like to work there. To bring a company culture to life, employers should focus on showcasing their core values through various methods, such as employee testimonials, behind-the-scenes glimpses, and interactive social media campaigns. By using transparent communication and authentic storytelling, they can highlight their work environment, commitment to employee development, and the vibrant community they foster.
For example, FWD Hong Kong demonstrates its commitment to mental health in the community, reflecting its core value of caring for people’s well-being. The company encourages employees to participate in initiatives that support this value and promote community health.
A strategic communications approach can significantly enhance employer branding. By building trust and increasing visibility with the right content, while showcasing company culture, can set a company apart as an employer of choice in a competitive market.
Does your brand need to attract and retain top talent? Let’s talk.
