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How do you create a consistent and creative employer brand content strategy?

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Employer brand content is the way you communicate your company's values, culture, and mission to potential and current employees. It can help you attract, engage, and retain talent, as well as separate yourself from competitors. But how do you create employer brand content that is both consistent and creative? Here are some tips to help you craft a compelling and coherent employer brand content strategy.

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1 Define your employer value proposition

Your employer value proposition (EVP) is the core message that summarizes why people should work for you. Ideally, it reflects your company's vision, purpose, and culture, along with the benefits and opportunities you offer. EVPs should be clear, authentic, and relevant to your target audience. They also need to be aligned with your overall business strategy and brand identity. Your EVP is the foundation of your employer brand content, so make sure to define it well and communicate it consistently across all channels and platforms.

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Dan Schawbel

LinkedIn Top Voice, New York Times Bestselling Author, Managing Partner of Workplace Intelligence, Led 80+ Workplace Research Studies
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To define your EVP when creating a consistent and creative employer brand content strategy, start by identifying what sets your organization apart from others and what makes it an attractive place to work. Use this information to craft a compelling and authentic employer value proposition that resonates with your target audience. Then, create content that showcases your EVP in a visually engaging and impactful way across various channels, including social media, your company website, and job postings.

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2 Know your audience and their needs

Your employer brand content should speak to the specific needs, interests, and aspirations of your ideal candidates. Understand who they are, what they value, and what they are looking for in an employer. To do this, use research and feedback to create candidate personas and tailor your content accordingly. You can also segment your audience by role, location, or stage of the hiring process, and create personalized content for each segment. By knowing your audience and their needs, you can create employer brand content that resonates and engages them.

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Dan Schawbel

LinkedIn Top Voice, New York Times Bestselling Author, Managing Partner of Workplace Intelligence, Led 80+ Workplace Research Studies
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To create a successful and effective employer brand content strategy, it's crucial to know your audience and their needs. This means understanding what kind of information and messaging will resonate with them and inspire them to engage with your brand. Conducting audience research and utilizing data analytics can provide valuable insights into what your target audience wants and expects from your organization, allowing you to create content that speaks directly to them and highlights your EVP in a compelling way.

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3 Showcase your culture and stories

Your employer brand content should not only tell, but also show, what it's like to work for your company. Use different formats and mediums, like videos, blogs, social media, or newsletters, to showcase your culture and stories. Feature the experiences and insights of current employees, customers, or leaders. Also, highlight company values, initiatives, or impact, and show how your company is living up to your predefined EVP. By showcasing your culture and stories, you can create more authentic employer brand content.

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Mert Karatas

Marketing | Engineering | HR Projects | AIESEC Alumnus
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Culture and stories are still super important especially in office jobs. I still like daily office contents; but honestly sometimes it feels fake as well. I'd more prefer to go behind-the-scene contents. Storytelling is always important but actual scene gives the audience to decide what it's like; instead of telling them what it's like.

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4 Experiment and innovate

No one likes static or boring employer brand content. Always look for ways to experiment and innovate, keeping your content fresh and relevant. Use data, analytics, or feedback to measure the performance of your content, and identify what works and what doesn't. You can also test different formats, channels, or messages, and see what generates more engagement and conversions. Additionally, seek inspiration from other companies or industries, adapting them to your own context. This experimentation can lead to employer brand content that is creative and effective.

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5 Collaborate and involve

Employer brand content should not be created in isolation or by a single team. Collaborate with different stakeholders, such as other employees, partners, or leaders, leveraging their insights, perspectives, or networks. Invite them to contribute or share your content, and amplify your reach and credibility. Also, encourage them to provide feedback and suggestions, using those ideas to improve your content quality. By collaborating and involving, your employer brand content will be more diverse and inclusive.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you create a consistent and creative employer brand content strategy?

1

2

3

4

5

6

1 Define your employer value proposition

2 Know your audience and their needs

3 Showcase your culture and stories

4 Experiment and innovate

5 Collaborate and involve

6 Here’s what else to consider

Recruiting

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How do you create a consistent and creative employer brand content strategy?

1

2

3

4

5

6

1 Define your employer value proposition

2 Know your audience and their needs

3 Showcase your culture and stories

4 Experiment and innovate

5 Collaborate and involve

6 Here’s what else to consider

Recruiting

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