How can you use your company's brand reputation to attract global talent?

Here's a blueprint to help you define your employer brand: Define Your Employee Value Proposition (EVP): Your EVP is the unique set of benefits and values that employees gain from being part of your organization. It encompasses not only compensation and benefits but also intangible aspects like professional growth, workplace culture, and work-life balance. To define your EVP, ask yourself what makes your company a great place to work.

Defining an employer brand also includes defining what kind of experience I want my employees to have during their journey through my company. This goes beyond understanding the target audience, writing an employee value proposition, and deciding on a brand personality. It requires taking the employees' perspective (human-centered approach) and then intentionally shaping what makes me unique and attractive as an employer to cater to my target audience's desires and needs - while always aligning this with what my business needs first. This way, I will "automatically" attract and retain my "ideal" employees along their journey and with every touchpoint.

Showcasing Success Stories: One can utilize your online presence to highlight success stories of employees, especially those who've joined your organization from different corners of the globe. These stories offer tangible proof of your company's commitment to diversity and global talent. Your online presence is more than just a digital footprint; it's your global recruitment and branding hub. By proactively managing your online image, optimizing for search engines, and engaging with your audience, you can build a strong and attractive employer brand that resonates with talent from every corner of the world.

One very crucial way to showcase an employer brand online is to interact with reviews in such a way that the brand personality shines through always. It creates a consistent and credible brand. A 'serious' commercial brand cannot be super funny with online reviews like on Glassdoor or comments on a social media presence. They need to keep 'one voice' and create one consistent brand perception across all channels and all geographies/countries.

A super valuable point to highlight employer brand stories because by sharing such stories, the employer brand becomes more 'human'. And I like to say that one fancy recruiting video is not enough. Ideally, such stories are current and include many different POV to create and sustain a 360° brand perception.

Leverage your company's brand reputation to attract global talent by clearly defining and communicating your core values, creating an appealing employer brand, and encouraging employee advocacy. Establish your company as a thought leader, showcase success stories, and offer competitive compensation and benefits. Emphasize diversity, invest in professional development, and streamline the application process. Seek external recognition, engage with global talent communities, and continuously gather feedback for ongoing improvement. This multifaceted approach ensures your brand reputation becomes a magnet for top global talent.

Engaging with brand advocate communities is gold. It's like a self-sustaining talent pool plus a recruitment propeller because they will pull in talent for you without you doing anything extra (while you can add incentives of course). One way for tech is to do coding competitions, or hack days, or similar skill-related challenges: people eager to help your brand showcase their skills at the same time. Win-win.

Without such alignment throughout the employee lifecycle, an employer brand is doomed to fail. Once they're hired and the world they now live in is different from what the employer brand had promised, the facade will crumble like a cookie in a child's hands. And they will be gone faster than one can say "employer-branding-needs-to-go-all-the-way-to-not-be-fake".