Employer branding: Stand out from the crowd

How can you make the most competent employees pick your company? What does it take to stand out in the sea of competing businesses? The answer is a strategy that has been widely discussed in recent years – namely "employer branding".

What is employer branding really?

Employer branding is a collective term for the activities a company uses to convey that it is an attractive place to work. Some examples of employer branding are to make oneself visible where potential employees are found, show what makes your company unique, and ensure that your existing employees are proud to work in your company.

Employer branding is not a new phenomenon, but in recent years, it has become increasingly important in HR departments and recruitment processes. It is a strategy that strengthens a company's reputation and image, and communicates that the company is the best employer in every way – not only for existing employees but also for new talent.

A video says more than a thousand words

Employer branding is not a new phenomenon, but in recent years, it has become increasingly important in HR departments and recruitment processes. It is a strategy that strengthens a company's reputation and image, and communicates that the company is the best employer in every way – not only for existing employees but also for new talent.

In this video we made for Computas, the goal was to become more attractive to system developers, designers, and other professionals with IT expertise. We produced a video series with portraits that featured three employees and their ambitions in the company. The videos were a means of showcasing their daily work life, as well as creating understanding around their careers.

How to attract, engage and motivate with video marketing

It is said that a picture is worth a thousand words, so imagine how much a video can convey! People remember video content better than text content, and the brain can process visual content faster than text. Video also possesses a quality we don't find in text or images – the ability to perceive body language. We can see things like facial expressions and gestures, which play a quiet but important role in any interaction. By emphasising the personal aspect, you will build trust with new and existing employees, which is an important tool in employer branding.

In the vast sea of videos on Facebook and LinkedIn, it's necessary to find a way to stand out from the countless traditional interviews and office tours. People click away from content that's boring and repetitive. Dare to be creative and varied, and make the most of what makes the company unique. Start with the company's core values and vision, and showcase how they play out in reality.

A good tip is to use video to showcase those who are already employed in your company. Publish content that shows what a typical workday looks like in your company. Existing employees are by far the most credible ambassadors you can have for your company. Job seekers would much rather hear about what it's like to work in the company from a regular employee than someone in leadership or HR. That's why it's crucial to ensure that existing employees feel loyalty and pride in their workplace. Let your employees talk about their daily life in the company and the internal culture – for example about opportunities, challenges and the relationship between employees. What do they like about their job?

Video marketing is a highly effective way to promote your business, but it relies on people actually watching the videos. One thing to remember is that people don't just use social media when they're relaxing on the couch. They also often watch videos on their phone while doing other things, like standing in line at the store or riding the bus. Therefore, it can be wise for the videos posted on your company's social media not to be too long. If you feel like 90 seconds isn't long enough to convey your message, then consider breaking it up and publishing multiple 90-second videos instead of one three-minute video. This increases the likelihood of holding the audience's attention.

Workplace diversity

As many as 76% of highly educated employees classify diversity as an important factor when considering an employer. Failing to include diversity in your employer branding can give the impression that diversity is not a priority in your company and leadership. This could lead potential job seekers to opt out of your company, especially those from minority groups. Use social media to give individuals of all genders, orientations, cultures, and ethnicities the opportunity to convey that they feel equal in your company. However, remember that it must be authentic. It's crucial that the commitment to equality is not just empty words but backed by genuine actions.

Utilize social media to reach a broader audience

To create a strong employer brand, the company must actively engage in showcasing itself to desired candidates. This can be done, for example, by visiting graduating students at universities/colleges or attending job fairs and forums. However, COVID-19 made it difficult to utilize these traditional methods of meeting potential workforce. Therefore, it became more important than ever to focus on presence on digital platforms - especially social media.

In today's technology-driven world, social media has become one of the most effective platforms for marketing your business. There is no doubt that having a presence on social media is highly beneficial for building a strong employer brand. Another advantage of using social media as a platform is that it makes it easy for people to share the content further.

According to a survey conducted by LinkedIn, 75% of job seekers take into account a company's employer marketing before submitting an application, and 52% visit the company's website and social media to learn more about it. Social media is also a good way to reach those who may not necessarily use traditional job search sites such as Finn.no or Indeed.

Tips for creating strong employer branding

  • It's a good starting point if your brand has a good reputation. A brand is a set of associations that arise when a customer is exposed to a name, logo, or product. Through branding, one can influence these associations in the best possible way.
  • Clearly highlight the opportunities for advancement. The opportunity for internal growth within the company ranks high on the list of what motivates job seekers the most. It communicates that this is a company where one can work for an extended period, gaining recognition and advancement.
  • Build your employer branding on attributes and values that are durable over time. A strong employer branding is not built overnight and must therefore be composed of building blocks that withstand the test of time.
  • Don't be afraid to highlight all the fantastic aspects your company has to offer, but be cautious that it reflects reality. Don't promise anything you can't deliver. Be open and honest from the start, and your employer branding will already be well on its way.

Do you need an employer branding video for your company?