Employer Branding Strategy in 2021: 7 Best Practices - Glassdoor for Employers

Employer Branding Strategy in 2021: 7 Best Practices

It's more important than ever to rethink the best practices for employer branding strategy. It's not a secret that 2021 will be different despite the hopes for subduing the pandemic.

A large part of the workforce is getting comfortable working from home, companies need to become more tech-savvy to match the workforce's demands, and workplace equality is an ever-surging topic.

And that's not all. Job seekers are paying more attention to the employers' image and the culture within those companies. Research shows that over 50% of employees value the company's culture more than the salary. Furthermore, another study shows that 60% go beyond the job description when looking at potential companies.

So, let's look at seven employer branding strategy tips for the upcoming year.

1. Use data-driven decision-making.

Research shows that data-driven decision-making is three times more likely to lead to significant improvements compared to not relying on data at all. However, you can use data for driving your employer branding efforts as well.

To begin with, you first need data to work with and draw conclusions. Glassdoor can help your organization by giving you access to metrics and ratings, such as profile traffic, the impact of your social posts, ranks and ratings of your competitors, and much more. Furthermore, with Glassdoor Reviews, your employees can build a modern image of your company's culture by giving honest and personal feedback of what it's like to work there.

You can use the combination of this data and Glassdoor Review Intelligence to make informed decisions about improving your hiring policy's weaknesses and double down on strengths.

2. Activate your company's blog and social media.

Social media gives employers a great sounding board to reach potential candidates and paint a picture of the culture and values, which future employees resonate with. However, on top of promoting job vacancies and sharing industry-related news, you could take it a step further by speaking up on important social issues using Company Updates within your Glassdoor Employer Center and sharing those out on social media or your company's blog.

Even a high-level look at engagement around social media posts featuring everything from Covid-19 to diversity & inclusion sends a powerful message that people are more willing to connect with companies that care and act on the current issues.

Use relevant and vital issues to activate your company's social media channels and show your company's empathy towards social problems. Furthermore, you can also take direct action and show how your company approaches solving the essential issues, such as the gender pay gap, workplace diversity, and employee wellbeing during stressful times.

[Related: Employer Branding: How Some Employers Do It Right & Others Do It Wrong]

3. Add individual traits to workforce segmentation.

The generation gap theory has been around for a long time. However, recent studies have shown that the influence of a generation based segmentation is becoming more and more insignificant in the light of individual behaviors, values and attitudes.

Of course, differences among generations aren't fading away, but these aren't dominant anymore either. Focusing on individual aspects when addressing hiring takes more work but also creates more value in the workforce at the end and leads to higher employee satisfaction.

To attract more employees to your company in the coming year, create your job descriptions and employment marketing around individual traits alongside the generational ones.

4. Share your employees' stories.

A 2019 survey conducted on behalf of Glassdoor by Harris Poll shows that the best candidates want more than a job description: 52% of employees/job seekers say company ratings and reviews from employees is among the most helpful information when deciding if a job opportunity or company is a good fit for them. Furthermore, candidates trust current employees of an organization three times more when it comes to sharing information.

It's not enough to describe the company's culture and the work environment in a job post or webpage. People need relevant and trustworthy information from other actual employees in a visual format. Sure, some companies out there produce movie-like showcases of their work environment, but a spontaneous or interview-style format is more genuine.

So, if you want your potential recruits to get a sense about what it's like working in your company, ask your current employees to share their original honest stories. You can then include them in the job description, social media channels, and your company's website.

5. Offer and communicate remote work possibilities.

Considering that the pandemic-related health threat isn't over, and there are no guarantees, it's essential to shift as many positions to remote work as possible. A recent survey also shows that 74% of CFOs intend to move some employees to remote work permanently.

Allowing your employees to work remotely mitigates their risk of getting sick and reinforces service continuity. Since there's a higher chance of your workers getting sick, your company's productivity relies on removing this risk where possible.

If your offered position allows working from home, make sure to specify this with your job advertisement. Most job posting websites allow you to indicate a remote location for your job offer. For example, Glassdoor allows you to add multiple locations and indicate a remote location when you post your offer. Take advantage of this opportunity to promote your remote work policy.

[Related: How to Manage Teams When Working Remotely]

6. Promote pay equality.

Employees expect their companies to approach hiring in a non-prejudicial manner, just as customers expect accessibility and inclusivity in advertising. Promoting equal pay opportunities is a direct sign of a modern employer brand that cares about their workforce.

According to UN Women, "Women workers' average pay is generally lower than men's in all countries and for all levels of education, and age groups." Further research shows that 18% of women believe that gender matters in the workplace. Furthermore, 20% of women feel that they've lost a promotion to the opposite sex.

Therefore, adding non-discriminatory clauses, speaking up on the issue, and showcasing an excellent approach to provide equal pay goes a long way in solidifying an excellent employer brand.

[Related: Take the Glassdoor Equal Pay Pledge]

7. HR and marketing cooperation.

These changing times call for more cooperation within the company to create a respected employer brand. The HR department pulling the weight alone isn't enough, and since the hiring process is becoming more and more digital, cooperation with the marketing department is inevitable.

Since both HR and marketing target specific people groups, the cooperation between HR and marketing can build strong brand awareness, deliver a quality user experience, and effectively communicate company values.

To prepare for the upcoming year, tie the marketing plans together with your hiring plans, and create a unified strategy for the product, service, and employer branding efforts.

2021 is undoubtedly going to be different, and we've all felt this way for months now. However, coming up with creative solutions, using technology, and tweaking the hiring processes ahead of time can further strengthen your employer branding position. While some of the tips require setting up different internal processes, others can easily be solved by Glassdoor's employer branding solutions.

Gert Svaiko is a professional copywriter and mainly works with digital marketing companies in the U.S. and EU.