What marketing and communication actions can you take to promote your employer brand?

1-Create educational content for candidates

As you've probably noticed, publishing a post to inform your community that you're recruiting or sending a personalized message is no longer enough to attract qualified candidates. Today, as part of your marketing actions, it's essential to provide them with added value. Educational content is an excellent way of differentiating yourself from your competitors and creating a bond with candidates.

For example:

• Guides or ebooks to help talented people prepare their application and interview;
• A newsletter with exclusive content and expert advice related to the sector of activity/job held by the target candidates;
• Webinars on the latest news and developments in the industry (e.g. head talk "interview with our edtech expert on the future of dynamic genomics").

For your actions to be effective, remember to define your target candidate personas . Take the time to conduct interviews with current employees, and conduct surveys to gather more information about what talent is looking for in a position. Then set up yourinbound recruiting strategy to identify the types of content to produce and the messages to convey.

2-Organize ambassador/candidate meetings

The word of employees carries more weight than that of managers. In fact, 47% of applicants prefer a recruitment process that includes employee testimonials with examples demonstrating the company's values and career prospects(Potentialpark 2024 ranking of the best digital employer brand strategies). So why not organize real ambassador/candidate meetings? These can be real and/or virtual. However, it's worth noting that with live videos, you'll reach more candidates.

These meetings are an opportunity to go behind the scenes of your company and present your day-to-day operations from the point of view of your employees. Candidates can learn more about your corporate culture, processes, values and HR benefits.

3-Provide an immersive tour of your company's premises

What are the premises like? How are teams organized? Open space or isolated office? Is there a catering area? Candidates ask a lot of questions about their future working environment, as it has an impact on their well-being and productivity. By offering an immersion course in your establishment, you can be sure that the initiative will be appreciated by candidates. Depending on your budget, there are several possibilities:

• Create video tours of your premises and share them on your social networks;
• Use a gamification solution. Like the Sims game, for example, candidates can create their own avatar and move around the facility (offices, workshops, catering area, etc.).

4-Promote your CSR commitments

Talent is increasingly aware of companies' Corporate Social Responsibility (CSR) initiatives. As proof of this, several surveys conducted by Vendredi, a start-up specializing in CSR, reveal that for the same salary and equivalent position, job applicants prefer to join a company with a mission that shares the same values as they do:

• 55% of candidates consider their company's CSR commitment to be a more important criterion than salary(Com Communication study, 2017). This rate can reach 96% for young people, and the discourse of AgroParisTech students is an eloquent example;
• 92% of 18-30 year-olds don't want to work for a company that disagrees with their values(Jam Trends).

Conclusion? It's in your interest to talk about your CSR actions and commitments. To do so, you can :

• Share on your social networks a challenge set up internally to mark a special event (e.g. Disability Week);
• Invite your candidates to take part in one of your CSR initiatives, such as Decathlon, which invites the public to join employees in collecting local garbage;
• Organize a talk on a cause you support, allowing candidates to sign up.

5-Discover the company's business lines

All candidates wonder about their future working day. By giving them the opportunity to discover your professions, you're giving them a reality check. It's also a good way to open them up to other professions they might not have considered. Here again, depending on your budget, there are several solutions:

• Share video interviews with your employees on your career page. An interesting solution for small budgets;
• Organize virtual " live my life " events. This was the choice made by the Saint Gobain group, which created the "Ma Vie Ma distri" project, a behind-the-scenes web-series featuring an employee elected by 1,000 of his or her colleagues to help people discover the trades and behind-the-scenes aspects of distribution. Episodes can be found on YouTube;
• Create specific recruitment events, such as participation in a career fair. 

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As you can see, there are many different marketing and communication actions you can deploy to develop and promote a positive employer brand, depending on your budget. The choice is yours!

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