Aurelia Butler

A strong employer brand is a clear edge in attracting and retaining top talent. Job candidates today expect more from employers from first-time job seekers (GenZ) to people switching jobs or returning to the workforce. They want better pay, different and personalized benefits, and a great work experience. LinkedIn reports that 75% of job seekers consider a brand’s reputation even before applying for an open position. Meanwhile, what current and past employees say about their employer matters more than ever. 
Perception is key, and perception is forged throughout an employee’s entire lifecycle with a company. That means employers need to map out an employee experience vision that focuses on key defining moments from job candidate to employee to former employee. 
Employers spend a lot of energy attracting new talent through marketing and advertising, writing creative and fun job postings, and putting on a great show during an interview process. But none of that matters if your onboarding process falls flat or, 90 days in, the employee’s expectations of the job haven’t been met. Similarly, employees who don’t see a clear growth path within their company are also more likely to be dissatisfied and leave sooner. Poor offboarding also has negative consequences for a company’s brand. In fact, a company that does a poor job of offboarding employees after a downsizing or merger will find that only 54% of its job candidates trust the organization later, according to a Gartner study. 
The answer is creating a holistic talent strategy that delivers a great employee experience rather than just advertising one. If you want future employees to buy into the selling points of your employer brand, it has to be a true and authentic experience for current and former employees. Considering about 65% of job candidates focus on current and former employees directly and through social media in their research of a brand, companies must realize the importance of shaping perceptions of their brand and its impact on candidate expectations. You need to ensure that current and former employees are sharing a positive public message about your company. 
So, what can companies do to build a strong employer brand that will be echoed in company reviews and testimonials (both formal and informal)? 
Start by intentionally designing touchpoints around company culture, employee support and development, and work experience, and provide the resources that employees expect to get from their employer. Periodically measure perceptions around those areas to know if your organization is falling short in any of those areas and commit to improving so current and former employees carry the message you hope job candidates will hear. 
The simple answer to building a strong employer brand that will stand out amid all the noise is simply to create a workplace that people enjoy. If you’re doing that, or at least are on a journey toward accomplishing that, you’ll need to do the right things to get the message out. Here are some things to focus on: 

Optimizing company-managed digital touchpoints. A company website should be user-friendly, visually appealing, and regularly updated with relevant content such as company news, employee stories, and career opportunities. Also, create a dedicated career section on the website that highlights the benefits of working at the company, includes employee testimonials, and provides clear instructions on how to apply. Social media should maintain active and engaging content that reflects the company’s values, culture, and achievements. Highlight individual accomplishments and growth. Respond to comments and messages promptly to show responsiveness and the company’s tendency to communicate well. 
Enhancing external reviews. Ask satisfied employees and alumni to leave positive reviews on platforms like Glassdoor, Indeed, and LinkedIn. Identify internal champions and thought leaders and engage them on LinkedIn, especially by giving them public praise for accomplishments or contributions to the company culture. Highlight positive reviews and testimonials on your website and social media channels to build trust with potential job seekers, making it about what people have to say about you rather than your company singing its own praises. 
Managing online reviews. Regularly monitor reviews on job and company review sites. Use tools like Google Alerts or dedicated review management software. Address negative reviews professionally and constructively. Acknowledge the issue, thank the reviewer for their feedback, and outline steps the company is taking to address the concerns. Develop a crisis management plan that includes a process and ownership for responding to negative reviews or comments. Use feedback from reviews to make tangible improvements in company policies, culture, and practices. When addressing negative reviews or public comments,  communicate changes with employees to ensure they know that it is a company priority to create a positive work experience.
Unlocking the power of brand enthusiasts. Identify employees who are passionate about your company and are willing to share their positive experiences. Encourage these brand enthusiasts to share their stories on social media, participate in company events, and contribute to the company blog. Use employee referral programs to tap into the networks of your brand enthusiasts. Referred candidates often have a higher success rate in the hiring process.
Continuously improve the work environment. If you want to create a place where brand enthusiasts thrive, you must be committed to listening and responding to employee concerns and communicating the steps leadership takes to build that environment. Create a supportive and inclusive work environment where employees feel valued and engaged. Know the diversity of your workforce and the talent pool you will tap into during the hiring process, and invest in rewards and recognition programs or DEIB initiatives. Ensure your training, mentorship, and career development programs are available to all at defining moments. Encourage open communication and collaboration.

Companies focusing on these tactics will demonstrate investment and care for the employee experience across the entire employee lifecycle. Do that, and positive reviews and testimonials will flow from this righteous approach to the workplace. If you want an employer brand that cuts through the noise, create defining moments with a more holistic approach to the employee experience — from hiring to development to offboarding. 
By Shawna Simcik, Senior Vice President of Leadership Development at Keystone Partners.
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China’s a goldmine of young talent, but competition for the best is fierce. How do you stand out as an employer in the face of a crowded market? Link Humans analyst Sveta Karniyenka has broken down the key drivers for entry-level talent, giving you the edge you need.
Forget just offering a good salary. Today’s grads crave more. They want to develop, climb the career ladder, and feel valued. Here’s your 4-pronged attack plan, based on Link Humans’ research:
1. Learning & Development: Sharpen Their Skills, Sharpen Your Edge

Mentorship Matters: Fresh grads are eager to learn from the best. Implement a formal mentorship program pairing them with seasoned pros. Watch their confidence and expertise soar.
Training that Sticks: Don’t waste their time on generic programs. Invest in targeted training relevant to their roles and career aspirations. This shows you’re committed to their long-term growth, not just filling a seat.
Embrace On-the-Job Learning: Tasks aren’t just tasks; they’re learning opportunities. Provide opportunities for them to shadow senior colleagues, participate in cross-functional projects, and tackle challenging assignments.

2. Career Progression: Show Them the Path, Not Just the Door

Clear Career Paths: Don’t leave them guessing. Outline clear career progression paths within your company. This transparency demonstrates your commitment to their long-term future.
Internal Mobility: Don’t stifle ambition. Encourage movement within departments so they can explore different areas and discover their true passions.
Succession Planning: Integrate entry-level talent into your succession plan. Knowing they have the potential to climb the ladder is a huge motivator. Link Humans highlights this as a key factor for attracting top talent.

3. Management & Organization: Culture Counts

Empowerment, Not Micromanagement: Give them ownership of their work. Trust them to make decisions, and provide the support they need to succeed.
Flat Hierarchies: Break down silos and encourage open communication. Young talent thrives in environments where they can easily access senior leadership and have their voices heard.
Work-Life Balance is Non-Negotiable: China’s hustle culture is real, but burnout is a recipe for disaster. Promote a healthy work-life balance with flexible work arrangements and clear boundaries.

4. Benefits & Perks: Sweeten the Deal, But Don’t Forget the Basics

Competitive Salaries & Benefits: It’s all about the package. Offer competitive salaries and a comprehensive benefits package that includes health insurance, paid leave, and retirement plans.
More Than Just a Paycheck: Think beyond the traditional. Offer perks like gym memberships, free lunches, or even onsite childcare. These demonstrate you value their well-being and go the extra mile for employee satisfaction.
Social & Teambuilding Activities: Foster camaraderie and a sense of belonging. Organize team outings, social events, and volunteer opportunities. These create lasting memories and build strong professional relationships.

Remember: It’s a Two-Way Street
Don’t just talk the talk, walk the walk. Be transparent in your job descriptions about your company culture and career development opportunities. Highlight success stories of past entry-level hires who’ve thrived within your organization.
Leverage the Right Platforms:
China’s digital landscape is vast. Target your recruitment efforts on popular platforms like WeChat, Douyin (TikTok’s Chinese counterpart), and job boards like 51job and Liepin.
By implementing these strategies, you’ll transform yourself from just another job opening to a magnet for China’s brightest young minds. Remember, it’s an investment in your company’s future. A highly motivated, skilled, and loyal workforce is the backbone of any successful organization.
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The decision to bring together Hired and LHH’s offerings reflects the changes we’re seeing in the job market, and the opportunity to deliver a more comprehensive, integrated offering. This includes professional recruitment, career mobility, leadership development, outplacement, and executive career advisory solutions.LHH has a long-established Tech Practice, working with companies of all sizes, across tech areas including software development, IT infrastructure, business systems, data, and leadership.If you’re looking for your next opportunity, we encourage you to apply for an open role and submit a resume. You can also check out the Job Seeker Hub, a comprehensive resource tailored to support your career journey.If you’ve got a role to fill, contact us to learn how we can support you in your quest for top talent. More

Struggle to find that perfect, unicorn candidate? Booking.com feels your pain. Their global platform demands a unique talent pool – imagine needing a UK-based customer service rep fluent in Norwegian! But fear not, fellow recruiters, because Booking.com has cracked the code with their employer branding dream team.
Building the A-Team: Forget scrappy startups with a single intern handling recruitment. Booking.com boasts a 20-person powerhouse tackling employer branding, recruitment marketing, and early careers. This dedicated crew goes beyond posting generic job ads. They dive deep – think extensive employee interviews – to understand what truly makes Booking.com tick. What makes employees excited to wake up and conquer their workday? What unique benefits does Booking.com offer that other companies can’t touch?
The Secret Sauce: Through these employee conversations, Booking.com identified the four pillars of their powerful Employer Value Proposition (EVP):

Belonging: Fostering a welcoming and inclusive culture where everyone feels valued.
Development: Providing continuous learning opportunities to help employees grow their skills and careers.
Discovery: Encouraging a spirit of curiosity and exploration, both within the travel industry and beyond.
Impact: Empowering employees to make a real difference in the travel experience for millions.

It’s More Than a Job, It’s a Journey: Booking.com’s mission statement perfectly captures their essence. They’re not just selling jobs, they’re offering a chance to be part of something bigger, a journey of exploration and discovery. This resonates deeply with travel enthusiasts, the very talent pool they’re looking to attract.
Engaging the Wanderlust Within: But employer branding goes beyond crafting a catchy mission statement. Booking.com understands the importance of employee engagement. Here’s how they turn their workforce into a community of brand advocates:

Fueling the Travel Bug: A dedicated online community allows employees to share travel tips, photos, and stories, fostering a shared passion for exploration.
Employee Advocacy Program: Booking.com empowers employees to become brand ambassadors by providing them with easy-to-share content and encouraging them to spread the word on their social media channels.
Personal Branding Powerhouse: They don’t stop at company branding. Workshops help employees develop strong personal brands online, creating a win-win situation where employees benefit professionally while boosting Booking.com’s employer brand.
Going Global: Booking.com’s world tour interviewing employees around the globe isn’t just another PR stunt. It showcases the diversity and vibrancy of their workforce, further solidifying their employer brand as a global travel adventure.

Measuring Success: It’s Not Just About Vibes: Sure, a happy workforce is great, but Booking.com goes beyond feel-good stories. They track website performance, campaign engagement rates, and hires per event to measure the effectiveness of their employer branding efforts. Additionally, they leverage the Employer Brand Index (EBI) to gain valuable insights into employee sentiment and perception. This data allows them to demonstrate the tangible impact of employer branding to stakeholders across the organization.
The proof is in the pudding, as they say. Booking.com’s dedication to employer branding has earned them the prestigious Great Place to Work certification. They’ve attracted top talent, fostered a passionate workforce, and established themselves as a leader in the travel industry – all thanks to their innovative employer branding strategies.

Ready to Unleash the Wanderlust in Your Employer Branding? Follow Sandra Petschar’s work in employer brand, connect with her on LinkedIn, and learn how to build your own employer branding dream team to attract the best and brightest talent! To embark on your very own employer brand journey at your company, get in touch.
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