LinkedIn is the go-to platform when it comes to job seeking and career building. This tool is essential for both job seekers looking to make impactful impressions, and employers striving to create a compelling and attractive presence.
That’s why it doesn’t only act as a virtual resume for individuals but also as a dynamic showcase for companies aiming to establish a robust employer brand.
For employers, creating a solid employer brand on LinkedIn should go beyond old-school recruitment efforts. After all, today’s job seekers are more interested in organizations that actively shape their narratives.
Let’s dive into some actionable practices on how to create an employer brand on LinkedIn. That way, you can gain credibility as an employer and attract more top talent.
What Is Employer Branding?
Employer branding is how you promote your organization and showcase why it is the best place to work. The goal is to manage and influence your reputation as an employer among job seekers, employees, and key stakeholders.
Over 75% of candidates research a company’s reputation before applying. They want to make sure that they apply to a reputable company.
When you have solid employer branding, you can attract top talent more effectively, improve employee satisfaction, and eventually strengthen the company’s competitive advantage in the market.
Why LinkedIn for Employer Branding?
Employer branding can be done on different platforms— whether it’s online or offline. However, LinkedIn stands out for its unmatched capacity to connect professionals, highlight company culture, and engage a specific audience of potential hires. Its extensive network, specialized job search tools, and content-sharing options make LinkedIn an influential space for businesses.
5 Ways to Use LinkedIn for Employer Branding
The key to strong employer branding on LinkedIn lies in how you represent your organization. By capitalizing on LinkedIn features, you can maximize the platform’s potential. Here are some guidelines for optimizing your employer branding efforts on LinkedIn.
1. Show the Company’s Culture
The first question that candidates often ask themselves while applying for a job is, “Would I like it here?.” Then, they check if the company’s culture aligns with their values, work style, and career aspirations.
Providing a glimpse into the day-to-day operations, team dynamics, and employee experiences helps answer this question and allows candidates to assess if they can thrive within the company’s unique work environment.
Take an example from Chewy. The company showcases its company’s culture through volunteering and donating to pets in need but also demonstrates its commitment to community. This social media post highlights that they truly walk the talk when it comes to their values.
So, show company traditions, employee development programs, and internal communication practices. This way, you create a more comprehensive picture that helps candidates make informed decisions about whether they can truly see themselves as part of your organization.
2. Define Your Employer Value Proposition
Employer Value Proposition, or EVP, is the unique set of benefits and offerings that an employer promises to provide to its employees in exchange for their skills, talents, and commitment. It communicates what makes the workplace unique and why prospective employees should choose to work for that particular company.
Articulating a strong EVP contributes to building a positive employer brand as it shapes how your organization is perceived by both current and potential employees.
Employers create their EVP by carefully examining what sets their organization apart and what appeals to their target talent pool. Here’s a step-by-step process:
- Research and Analysis: Conduct internal and external research to identify your company’s strengths, values, culture, and employee preferences. You can also analyze competitors’ EVPs and industry benchmarks to understand market trends.
- Identify Unique Selling Points: Based on your research findings, you can pinpoint what makes your workplace unique and attractive to employees. These points could include benefits, career development opportunities, company culture, work-life balance initiatives, or specific programs.
- Crafting the Message: Articulate your EVP in a compelling and authentic manner that resonates with your target audience.
- Communication Strategy: Then, develop a communication strategy to promote their EVP internally and externally effectively. Use go-to channels such as company websites, social media, recruitment materials, and employee referral programs.
Gymshark shows how it’s done in the example below. As a fitness apparel and accessories manufacturer, the company highlights the importance of mental health. This post below also exemplifies their holistic approach to well-being by acknowledging that mental health is just as crucial as physical fitness in achieving overall wellness.
3. Introduce the Team
Of course, every potential candidate is often curious about the individuals they’ll be working alongside. After all, if you can work with a team that you can get along with, collaborate effectively, and share common goals, it fosters a positive and productive work environment where everyone can thrive.
In this case, you can introduce all team members in your organization. Offer a glimpse into the mix of skills and personalities that contribute to your collaborative and dynamic workplace culture. Remember, the key here is to give a sneak peek at all the aspects that a candidate wants to be a part of.
4. Highlight Job Opportunities
If there are some positions in the organization that need to be filled, don’t miss the chance to promote them. Leverage LinkedIn’s ‘Jobs’ feature to create compelling job postings that not only outline the required qualifications and responsibilities but also showcase the unique aspects of your company culture.
Craft engaging and informative job descriptions that go beyond the basic requirements to give potential candidates insight into the values and atmosphere of your workplace. Include your company email address for email outreach and direct inquiries to demonstrate accessibility and transparency.
H&R Block highlights the perks of remote working, where you can enjoy flexibility and work-life balance while still making a meaningful impact from the comfort of your own home.
Use the language that reflects your company’s personality and mission. This tactic gives the candidate a glimpse into the exciting challenges and growth opportunities that await them. Also, visual content like images and videos can boost the visual appeal of your job postings.
5. Share Employee Engagement Activities
Employer branding is not just about projecting a formal and organized image. It’s equally crucial to showcase the human side of your organization. Engaging your employees in various activities not only fosters a positive work environment but also contributes significantly to how your company is perceived.
It’s always better to share glimpses of your team’s camaraderie through posts featuring team-building activities, casual get-togethers, or even behind-the-scenes moments.
Below is an example from Google that shows photos and anecdotes from team-building Halloween events–featuring all their furry friends that brought different departments together.
Highlight the achievements and milestones of your employees. Or, regularly feature employees in spotlight posts, sharing their stories, accomplishments, and unique contributions to the organization. All of these come in handy for attracting potential candidates who are not just seeking a job but a fulfilling and enriching work experience.
Build Your Employer Brand on LinkedIn
Employer branding is about sharing your organization’s identity, values, and culture to attract the best talents and retain current employees. It’s an ongoing process that requires constant evaluation and refinement. So, gathering feedback, measuring the effectiveness of branding initiatives, and adapting to changing market trends are essential for staying ahead of the competition.
About the Author
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). Find him on Twitter @breadnbeyond and LinkedIn.