Employer branding employer image is increasingly in demand as seo marketing
Today, more and more often, companies are faced with a serious problem – finding suitable personnel and retaining qualified employees. The reasons for this are diverse, but mostly related to the trends we observe in the labor market.
They are expressed in a lack of trained personnel, accompanied by a record low level of unemployment in India, Serbia, Lithuania, HongKong and Now in America, which leads to fierce competition for attracting talent.
At the same time, job seekers are increasingly demanding when it comes to choosing an employer, and pay is no longer the only motivating factor.
In this situation, companies have no choice but to adapt and find a way to become an attractive employer. This is where employer branding
comes to the rescue , or in other words, building an employer image.
It reflects the reputation the company has built as an employer. Therefore, it is important that companies focus their efforts on building a positive employer brand that allows them to attract talent to their teams.
While in Bulgaria this trend is just gaining popularity, on a global scale, large corporations have long developed successful employer branding strategies , which they are constantly improving.
Undoubtedly, a key role for their success is played by new digital technologies, which offer wide opportunities for building an employer image. In the following lines, we will pay particular attention to digital solutions to help companies in this process.
Social networks are the most widely used channel for employer branding.
A large number of job seekers would research the company before deciding whether to apply for a job opening.
Of course, one of the first places they will look is company profiles on social networks such as Facebook, LinkedIn, Instagram, etc. Statistics show that 9 out of 10 people would apply to a company that has active and well-maintained social profiles.
In them, companies must present themselves as an attractive employer, sharing not only information about vacancies, but also showing the working atmosphere, company culture and values, their team, career development opportunities. In other words, they need to demonstrate their employer value proposition that differentiates them from the rest of their competitors.
Also, social networks allow the creation of advertising campaigns aimed at specific audiences in order to attract talent and strengthen the employer brand. In order to take maximum advantage of the opportunities that social networks offer, it is necessary for companies to build effective strategies for online marketing and improving the image of their brand.
The other option is to trust the experienced specialists from SEO Solutions to take care of it for them. The company’s corporate website is the next important unit for building the employer brand.
Prospective candidates would likely take the time to look at it as well. The first and most important condition is the presence of a modern, up-to-date and well-maintained company website.
Design trends change frequently, so it’s good to have a complete redesign every 2-3 years.
However, it is the face of the company that presents it to both customers and potential employees. For this reason, businesses need to make sure that the corporate website will leave a good impression. However, its functions do not end there. In order for candidates to easily find the necessary information about vacancies, it is important to have a separate careers page on the website.
A presentation career page is a suitable option for employers who want to briefly tell about their activity, achievements and the needs of the company.
It can be enriched with various photos, video content and graphics, which again work to establish a positive image of the brand. Employers who want to tell more about their activities can also create a separate career website. It should include internship opportunities for candidates with little experience, as well as job offers for already established specialists.
Of course, candidates will seek information about the company from external sources as well. A career website and social media profiles carry weight, but so does what search engine results will show for the company.
Therefore, establishing a positive image on the Internet and popular search engines such as Google is another essential aspect of digital employer branding. This is possible through the use of Search Engine Reputation Management (SERM) and Search Engine Results Pages (SERP).
These include working to build positive news to appear on the first pages of search results, which goes hand in hand with improving the employer’s online reputation.
At the same time, online reputation management (ORM) is a method that allows to determine which elements negatively affect the company and to find ways to reduce them. In the future, more and more companies will continue to work on the positive reputation of their brand on the Internet. Building a positive employer image is a strategic process that requires persistence and effort.
The right way to achieve the results desired by the company is by using the opportunities that digital employer branding offers.
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