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    How to Let Employees Generate Your Employer Brand Content

    Employee-generated content may not be as strategically crafted as something straight from your marketing department. Its messaging may be more candid than what your company usually posts to LinkedIn.
    But these markers of authenticity are exactly what make employee-generated content (EGC) such an effective advertising tool, and they’re also what makes it so impactful for your employer branding.
    This couldn’t be more true at PetSmart, a pet supply company that offers candidates an employee experience unlike many others—how many places let you cuddle with kittens on-the-job? By showcasing the uniqueness of a career at PetSmart through employee-generated content, the company has attracted better candidates, along with a host of other benefits.
    Here’s what other brands (even those of the puppy-less variety) stand to gain with EGC.
    1. Employee-Generated Content Builds Unity
    Employer brand leaders might assume that the DIY nature of employee-generated content leads to a less unified social feed or inconsistent brand voice. However, PetSmart’s Manager of Employer Brand and Recruitment Marketing, Dani Kaufman, sees a different story.
    2. EGC Attracts the Best Fits
    Kaufman’s team tracks common metrics like application conversions, hires, and retention to gauge the health of its employer brand. Higher applicant volume, however, isn’t a high-priority figure.
    Employee-generated content has been instrumental in attracting those best-fit candidates. After infusing PetSmart’s social timelines with more employee stories, Kaufman says, “People are able to see themselves in the role and make a more personal connection.” The employer brand team’s next project is a Careers website update, due to launch at the end of 2020, that foregrounds even more of those personal testimonies.
    3. Employee Stories Make Your Brand Unique
    Kaufman has observed that the things that make a career at PetSmart unlike a role anywhere else are the very things that attract their best hires. Walking dogs, caring for young animals, and assisting first-time pet parents are part of the job, but the employer brand team knows to frame these as strengths: “You can work at a place that you love. You can love the job, and you can also love the environment,” Kaufman says.
    4. EGC Keeps You Curious
    Kaufman strives to answer “Why here?” through PetSmart’s employer branding, and nowhere are the answers to that “why” on clearer display than in employee storytelling. Staying attuned to the culture in this way keeps Kaufman curious, an attitude she says is essential to successful employer brand leadership.
    Embracing EGC has helped PetSmart fine-tune its employer brand and attract candidates that share the company’s passion for animals, and the ripple effects have been obvious to Kaufman: “It brings our culture to life!”

    To follow Dani Kaufman’s work in employer brand, connect with her on LinkedIn. For more strategies and data-driven insights that you can act on to improve your company, get in touch.

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    How to Grow Awareness of Your Employer Brand

    Ashley Cheretes faces a challenge familiar to many employer brand leaders: Her company isn’t top-of-mind for many candidates, despite touching millions of lives. “Cigna is the most well-known unknown company,” jokes Cheretes, Cigna’s Head of Marketing, Talent Acquisition. “When you throw in the fact that we are technically an insurance company, we are often not…
    How to Grow Awareness of Your Employer Brand Undercover Recruiter – More

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    An Employer Brand Expert’s Post-Pandemic Forecast

    Regardless of the extent to which your business has been disrupted by COVID-19, we’ll all re-emerge from varying degrees of lockdown into a changing world. What does this mean for employer brand and its leaders?
    Simon Barrow, creator of employer brand, explores employer brand’s relevancy to a world in the midst of a crisis and massive change, including what employer brand managers must prioritize now in order to thrive.

    Listen on Apple Podcasts, Spotify, Stitcher, or Soundcloud.
    Barrow was a brand manager and advertising CEO before he got the idea to adapt brand management to the more people-centered work of HR. Today, his work in employer brand has had a profound effect on business around the globe. Here’s what lies ahead, in his view, for employer brand managers.
    Your Company Will Be Judged for Its Crisis Response: When asked about the employer brand’s importance right now, Barrow’s answer is blunt: “It’s in times of trouble that it matters most.”
    Transparency Remains Key: Are members of senior management still earning what they were pre-COVID? Are employees being let go at all levels of an organization, or just those lower on the ladder?
    How and Where We Work Will Change: Post-Pandemic: The forced transition to working from home awakened many businesses to the feasibility (and, in some cases, benefits) of a remote workforce, as well as its limits.
    Purpose Will Become All-Important to Employer Brand: Company purpose, Barrow reminds us, is impossible to “spin” when it comes to the employer brand.
    For more from Simon Barrow, listen to his previous appearance on the Employer Branding Podcast and follow his work on LinkedIn. For more help identifying the values and culture you want to create in your company and refining your employer value proposition, reach out to us.

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    How COVID-19 Has Influenced Employer Brand Sentiment

    New data reveals just how much the COVID-19 pandemic has already impacted employer brand. Learn the key themes emerging in feedback from talent around the world. During this pandemic, we decided to do research using the Employer Brand Index methodology and understanding what really matters to talent during this time. Following the commentary, we could […] More

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    Why Purpose-Driven Employers Succeed

    Serving society and turning a profit aren’t mutually exclusive. As this professor of finance uncovered, focusing on purpose helps companies succeed. Alex Edmans is Professor of Finance at London Business School and the author of Grow the Pie: How Great Companies Deliver Both Purpose and Profit. Have a listen to the episode below, keep reading […] More

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    How Employer Brand Teams Can Respond to a Crisis

    What happens to employer branding in a time of crisis? In this special episode responding to the global crisis surrounding COVID-19, Jörgen Sundberg and Andy Partridge connect on how employer brand teams can respond and what Link Humans is doing to help clients. Have a listen to the episode below, keep reading for a summary […] More

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    Strategies for Attracting Top Talent in a Competitive Industry

    To catch the eyes of top talent, this telecommunications company revisited and revamped its EVP, generating innovative strategies for reaching prospective candidates. Sarah Dovlo is VP Global Employer Branding & HR Marketing at Deutsche Telekom. Have a listen to the episode below, keep reading for a summary and be sure to subscribe to the Employer Branding […] More

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    How to Be a Better Employer Brand Leader

    Where do you start when leveling up your employer branding? An experienced employer brand leader shares the strategies, tools, and skills that can make a difference. Sara Balaban is Employer Brand & Talent Operations Lead at Geller & Company. Have a listen to the episode below, keep reading for a summary and be sure to […] More