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      How to Let Employees Generate Your Employer Brand Content

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      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

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      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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      A Guide to Remote Employer Branding

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      For years, we’ve framed the virtual workplace as “the future of work”—a distant vision, and one many employer brand managers overlooked, despite the fact that more than half of workers worldwide were spending at least half their workweek telecommuting. However, as HubSpot’s Senior Manager of Employer Brand Hannah Fleishman reminds us, “The future is here.”
      COVID-19 has forced companies with little experience supporting a remote workforce to embrace working from home. Some were better equipped to make this transition in stride. Before COVID-19 closed offices around the world, HubSpot was already positioning itself as a leader in remote employee experience. Of its 3,500 employees around the world, 400 were full-time remote, making HubSpot’s remote workforce its third-largest “office.” That success wasn’t an accident—a major component of its success was its commitment to remote employer brand.

      Listen on Apple Podcasts, Spotify, Stitcher, or Soundcloud.
      If employer brand describes how your values and culture differentiate you competitively, then remote employer brand describes your remote workforce’s place in that culture, as well as the competitive advantage you offer to remote candidates. As Fleishman puts it, “How you market and position your company, not only as a great place to work but a great place to work remotely, is really important as that becomes more competitive.”
      Before 2020, the remote employee experience was an afterthought at many companies. For years, HubSpot was no exception. Framing remote work as “the future of work” allowed companies to deprioritize it in favor of more immediate goals and concerns.
      However, supporting remote employees is becoming increasingly urgent as more and more job seekers opt to work from home for health and safety reasons. “Because of this pandemic, we can expect that candidates are going to expect more remote work opportunities.”
      Employers shouldn’t expect the importance of remote employer brand to subside as the pandemic subsides, either. According to Fleishman, an internal survey revealed that 61% of HubSpot employees are planning to work remotely more even after in-person office life resumes.
      To follow Hannah Fleishman’s work on remote employer brand, follow her on LinkedIn. You may also want to check out her previous interview Inbound Recruiting: HubSpot’s Approach to Employer Branding. For help creating data-driven, actionable strategies you can use to make real change in your company, talk to us.

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      How Experian Boosts Its Employer Brand

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      Like most of us in 2020, this credit rating company has experienced its share of challenges; subpar Glassdoor reviews, a pandemic, confronting workplace bias, and more. The strength of its employer brand helped weather them.
      Lena Lotsey’s role was born out of need. Social media management was becoming too much of a full-time job for Experian’s employee acquisition team, and they needed someone to focus solely on employer brand.

      Over the next two years, Lotsey grew employer branding’s ranks to include 30 brand managers in each of Experian’s regions around the globe, expanded Experian’s social reach, transformed its onboarding process, and much more. Along the way, she encountered many of the most common challenges employer brand leaders face: engaging stakeholders, scoring those first quick wins, proving growth, and attracting niche talent. Here’s how her employer brand team tackled them.
      Identifying Employer Brand Stakeholders
      When Lotsey stepped into her role as Global Employer Brand Director, she knew a key to kickstarting Experian’s employer brand strategy was identifying internal stakeholders. Knowing where to turn for advocacy and resources was essential if her small team was going to be successful.
      Scoring Your First Wins
      Lotsey knew that early wins would be key to building momentum and proving the importance of employer brand to Experian’s executive leadership. She also knew going too big too fast could lead to disappointment. “You can get lost in the details in employer branding,” she says. “You can spend all day working on a social post.” Instead, Lotsey started with small goals—ones that were simple to execute but would yield the most visible, significant results.
      Demonstrating Growth
      An internal survey told Lotsey that 96% of her fellow employees were happy at Experian. That satisfaction, however, wasn’t reflected accurately in Experian’s Glassdoor rating, which sat at 3.4 out of 5 stars in January 2019. Lotsey knew this was one metric her employer brand team needed to prioritize.
      Attracting Specific Talent
      When competing for the attention of tech talent, Experian (like many companies) faces an uphill battle. “It’s hard to reach tech talent. They’re not responding to LinkedIn—they’re hardly even on LinkedIn anymore,” Lotsey observes. To attract these highly sought-after candidates, Lotsey turns to storytelling.
      To follow Lena Lotsey’s work in employer brand, connect with her on LinkedIn. For help measuring your employer brand, reach out to us about the Employer Brand Index. Our EBI uses 16 key attributes that measure how you compare with others in your industry.

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      How to Create an Employee Advocacy Program

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      For employer brand teams wanting to centralize and activate those employee voices, a brand advocacy program may be your answer. “Brand advocacy, at its very foundation, is about how people are talking about the company,” Briana Daugherty reminds us. Daugherty is the Employment Brand Specialist at Cox Enterprises, where she’s built a brand advocacy program…
      How to Create an Employee Advocacy Program Undercover Recruiter – More

    • 88 Shares129 Views

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      How COVID-19 Has Influenced Employer Brand Sentiment

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      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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      Leading a Company Through an Employer Brand Refresh

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      Allianz is a European multinational financial services company headquartered in Munich, Germany. Its core businesses are insurance and asset management. The organization is undergoing major transformations, including a global refresh of its employer brand. Here’s how Kara McLeod, the company’s employer brand head in Asia-Pacific is leading the way. Have a listen to the episode […] More

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      Your Employer Value Proposition and COVID-19

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      A pandemic, or any crisis, will be an acid test for your corporate furniture such as purpose, values, principles, behaviors, etc. In the employer brand world, we have to ensure our EVP is robust and is delivering what it promises, in good times and bad. An EVP positioning will typically consist of three to five […] More