Blog #155: What you can learn from your competitors about employer branding? - 7 learnings

‘Employer branding? That is way too fluffy. What are our competitors doing?’ That is the reaction I got when I presented myself to the management team of one of my clients, a growing multinational.

‘Challenge accepted’, I thought. So, I started reviewing the websites of their competition. This is an exercise that I can recommend ??.

Your competitors:

?? Have a culture page that explains who they are and where they stand for. They do not forget to include their diversity & inclusion vision, strategy and practices. More and more job seekers scan your website, your social media and other sources to check if your words match your reality.

?? Show their job opportunities in a userfriendly overview so that the visitors can quickly scan the most relevant ones for them and can easily apply with one push of a button ánd they use inclusive language consciously.

?? Explain their company values and make them concrete with easy-to-understand examples of how they translate these values into day-to-day practices, using for example stories of an employee telling about their job, the work environment, their career,...

?? Mention the reasons why people work for them from the perspective of the candidates and the employees. Your most up-to-date competitor has ‘employee generated content' that makes these reasons tangible and appealing.

?? Know how Google Jobs works: they add a unique reference to each vacancy and mention clearly the job location and also if the job is full-time or part-time... in order to help Google Jobs algorithm to find job opportunities and present them to as much job applicants as possible.

?? Offer easy share buttons so that a visitor of the company website can easily share the vacancy with a friend via e-mail or publish it on their social media.

?? Use authentic pictures to show their true identity and the 'vibe' of the company.

So, all these learnings are not 'fluffy' at all and are part of your employer branding, even if you do not take care of it... As that will tell your prospected job applicants and employees also something about your company's brand.

This is my?155th blog?to inspire you, talent decision-maker, to attract and retain the talent you need to grow your business now and in the future. Taking care of your employer brand on your website is essential for your success.

Now it is your turn. Please answer the following questions:

What can you learn from your competitors? ?

Thank you for reading to the end and I look forward to reading your reactions ??.

Sharing is caring, so if you think this newsletter might be useful to others in your network, please feel free to share it with them or tag them below. I appreciate it??.

I look forward to hearing from you soon.

Katherina

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Katherina Swings

An inspiring connector, a multilingual contributor with international (work and life) experience, an inspirational speaker, a seasoned HR professional with two decades of corporate experience, an experienced change manager with business savvy, a creative writer, a certified professional learning facilitator, a certified inclusive leadership trainer, a certified employer brander, a multicultural networker, an active listener...

My vision is to create a positive world by connecting people who discover each other's strengths. The tagline of my company, Co-Wings, is 'Using everyone's wings to fly ??????'.

My mission is to support 100,000 leaders worldwide to become (more) inclusive.

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???????????????????? Check out my?154?previous blogs. Let me know what you think after you read them!