Читать книгу Employer Branding For Dummies - Richard Mosley - Страница 9

With a compelling EVP, distinctive brand framework, and engaging content in hand, you’re ready to start promoting your brand and reaching out to key target prospects. Where you choose to share your content depends on where you’re likely to reach the talent you’re looking for, but you have numerous options, including the following:

❯❯ Company career website/page: At the very minimum, you should have a company career page with job postings and a way for interested prospects to submit applications online. A step up is to have a separate company career website or a section of your company website devoted to career information and jobs at your company. (See Chapter 9 for additional guidance on building a company career website.)

❯❯ Company career blog: A company career blog is a great venue for sharing career information and insights, stimulating relevant conversations, and engaging with prospects. When you assign different levels of access to different users, you can set up the blog in a way that anyone and everyone in the organization can contribute content and engage with prospects. Perhaps best of all, blogs often draw the attention of search engines and earn higher-than-average search rankings.

❯❯ Social channels: You have plenty of options to engage with prospects on popular personal and professional social channels, including LinkedIn, Glassdoor, Facebook, Twitter, YouTube, Snapchat, and Pinterest. You can create your own company career account or page on most of these sites to establish a presence there and join various relevant groups where the targets you want to attract are active. (See Chapter 11 for more about engaging talent via social channels.)

❯❯ Job boards: Certain job boards automatically scrape company career websites and web pages to gather job postings. Others allow you to post jobs for free or for a fee. You have numerous job boards from which to choose, including the biggies – Monster (www.monster.com), CareerBuilder (www.careerbuilder.com), and Indeed (www.indeed.com). You can also find plenty of specialty job boards for a variety of talent, including sales, technology, and marketing.

❯❯ Search engines: You can leverage the power of search engine optimization (SEO) to improve your search engine rank and drive more traffic to your company career website or blog. You can also use search engine marketing (SEM) to pay for sponsored ads that appear in search results. Using the two together often creates a synergy with paid advertising improving your organic search engine rank.

❯❯ Programmatic: A relatively new option, programmatic automates the process of advertising placement through analytics. Primarily used for placing online advertising, programmatic is expanding into traditional media, including TV, radio, newspapers, and magazines.

❯❯ Traditional channels: Traditional channels, including newspapers, magazines, TV, radio, and even billboards, can still be effective tools in recruitment advertising and building a strong, positive employer brand, as long as they further the objectives of your employer brand strategy.

❯❯ College campuses and internships: Establishing a positive physical or virtual presence on college campuses is a great way to recruit college students, graduates, and graduate student. It’s so effective, in fact, that we devote an entire chapter to the topic (see Chapter 13).

Companies with the strongest employer brands increasingly hire through referrals from current and former employees. As you reach out through social channels, don’t lose sight of the fact that the employees you already have can be your most valuable source of high-quality applicants and new hires.