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What are the best channels to reach out to international candidates for employer branding?

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Employer branding is the process of creating and communicating a positive and distinctive image of your organization as an employer of choice. It can help you attract, engage, and retain top talent, especially in a competitive and globalized market. But how do you reach out to international candidates who may not be familiar with your company, culture, and values? In this article, we will explore some of the best channels to use for global employer branding and how to optimize them for different audiences and regions.

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Bader Alsulmi, Assoc CIPD, C-OKR

Talent Acquisition Manager | Driving Organizational Growth through Strategic Hiring

1 Social media

Social media platforms are one of the most effective and versatile channels for global employer branding. You can use them to showcase your work environment, culture, values, projects, achievements, and employee stories. You can also interact with potential candidates, answer their questions, and invite them to join your talent community. However, not all social media platforms are equally popular or relevant in different countries. For example, Facebook and LinkedIn are widely used in North America and Europe, but WeChat and Weibo are more dominant in China. Therefore, you need to research and understand the preferences and behaviors of your target markets and tailor your content and strategy accordingly.

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Bader Alsulmi, Assoc CIPD, C-OKR

Talent Acquisition Manager | Driving Organizational Growth through Strategic Hiring
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Social media is a great way to engage with your audience, share your content, and showcase your employer brand. You can use platforms like LinkedIn, Facebook, Twitter, Instagram, YouTube, and TikTok to reach different segments of candidates. You should also encourage your employees to share their experiences and stories on social media, as they are your best brand ambassadors

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2 Career site

Your career site is your main online hub for employer branding. It is where you can provide more detailed and comprehensive information about your organization, such as your mission, vision, values, goals, benefits, and opportunities. It is also where you can showcase your employer value proposition (EVP), which is the unique set of attributes and benefits that you offer to your employees in exchange for their skills and contributions. Your career site should be optimized for mobile devices, user-friendly, and easy to navigate. It should also be localized for different languages and regions, taking into account cultural nuances, legal requirements, and local expectations.

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Bader Alsulmi, Assoc CIPD, C-OKR

Talent Acquisition Manager | Driving Organizational Growth through Strategic Hiring
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The company website is the first place where potential candidates will look for information about your company, culture, values, mission, vision, and benefits. You should make sure your website is user-friendly, mobile-responsive, and multilingual. You should also showcase your success stories, testimonials, awards, and social impact initiatives

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3 Job boards

Job boards are another important channel for global employer branding. They are where you can post your vacancies and attract active job seekers who are looking for new opportunities. However, not all job boards are equally effective or relevant in different countries. For example, Indeed and Monster are popular in the US and Canada, but JobStreet and Naukri are more widely used in Southeast Asia and India. Therefore, you need to research and understand the best job boards for your target markets and optimize your job postings for them. You should also use keywords, phrases, and formats that match the local search habits and preferences of your ideal candidates.

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Bader Alsulmi, Assoc CIPD, C-OKR

Talent Acquisition Manager | Driving Organizational Growth through Strategic Hiring
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Job boards is a traditional but still effective way to advertise your vacancies and attract candidates. You should use a variety of platforms, like your company’s careers page, social media channels, career sites like LinkedIn, and so forth. You should also look into international job boards like: Indeed, Monster, Jooble, CareerBuilder, Glassdoor, and others

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4 Employee referrals

Employee referrals are one of the most powerful and cost-effective channels for global employer branding. They are when your current employees recommend your organization to their personal and professional networks as a great place to work. They can help you reach out to passive candidates who may not be actively looking for a job, but who may be interested in your company if they hear positive feedback from someone they trust. They can also help you increase the diversity and quality of your talent pool, as your employees are likely to refer candidates who share similar values, skills, and fit with your culture. To encourage and reward employee referrals, you should have a clear and consistent referral program that offers incentives, recognition, and feedback to your employees.

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5 Online events

Online events are another effective and innovative channel for global employer branding. They are when you host or participate in virtual events, such as webinars, podcasts, workshops, or career fairs, that showcase your expertise, insights, and opportunities to potential candidates. They can help you build your reputation and credibility as a thought leader and an employer of choice in your industry and region. They can also help you engage and educate your audience, answer their questions, and invite them to apply for your roles or join your talent pipeline. To make your online events successful, you should have a clear and relevant topic, a well-prepared and engaging speaker, and a strong promotion and follow-up strategy.

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Bader Alsulmi, Assoc CIPD, C-OKR

Talent Acquisition Manager | Driving Organizational Growth through Strategic Hiring
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Events is a great opportunity to promote your employer brand and network with potential candidates. You can participate in or host events like career fairs, webinars, workshops, hackathons, meetups, and so on. You can also leverage virtual events to reach a wider and more diverse audience

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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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Bader Alsulmi, Assoc CIPD, C-OKR

Talent Acquisition Manager | Driving Organizational Growth through Strategic Hiring
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Email campaigns is a powerful way to nurture your talent pipeline and keep your candidates engaged and informed. You can use email campaigns to send personalized messages, newsletters, invitations, updates, and so on. You should also segment your email list based on the candidates’ location, interests, skills, and preferences

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What are the best channels to reach out to international candidates for employer branding?

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2

3

4

5

6

1 Social media

2 Career site

3 Job boards

4 Employee referrals

5 Online events

6 Here’s what else to consider

Global Talent Acquisition

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What are the best channels to reach out to international candidates for employer branding?

1

2

3

4

5

6

1 Social media

2 Career site

3 Job boards

4 Employee referrals

5 Online events

6 Here’s what else to consider

Global Talent Acquisition

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