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The Next Wave in Employer Branding: Using Technology Tools to Enhance Your Employer Brand

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Johnny Torrance-Nesbitt, MBA, EB Leader & Team Lead of Talent Attraction, SEC AND Award-winning Nominee for 2019 and 2018 –Global Employer Brand Leader of the Year

Enhancing your Employer Brand should always be the goal (for many reasons). We submit that the next wave is using technology tools in your Employer Branding work to develop your pool of “fanatics” who get the message and power of your brand.

Think of it this way. Your Employer Branding platform is your “Factory Floor”; the “Assembly line”, as it were, is your: EVP coupled with your people strategy internal programs, candidate experience model and (relentless) external attraction efforts, etc; and your “Ceiling” is the technology tools you need to employ to advance your overall Employer Brand—to the next level and next wave!

These technologies tools can be organized as follows (a partial listing)

Video Tools

On-site Video Services

Review sites

Employee Advocacy Tools

Social Management

Job Descriptions

Candidate Experience Tools

Other

And here are a few more tools you can acquire and use to also aid your Employer Brand: Dynamic Signal, PathMotion and the Employer Brand Index. For example, Dynamic Signal can drive business growth by developing a workforce that is connected, engaged, and activated. PathMotion (is an artificially intelligent candidate experience platform) that enable your employees to share stories and engage directly with prospective candidates via online. And, on the measurement side, there is the Employer Brand Index which is a measurement tool which measures everything candidates, employees, and alumni are saying about your company online and analyzes everything to give you an objective understanding of your external reputation as an employer. Furthermore, assign an employee survey “opinion” project to the Learning & Development or Communications Department—allowing adequate time for all participants to respond and avoiding conducting the survey during peak business periods. Then match up and compare those results with your EVP/Employer Brand focus group results. There a tons of employee opinion surveys tools to purchase on the open market or just simply leave it to your inside professionals.

Finally, don’t forget that Job Boards can also provide a platform for Branding and “Employer Branding” your company. On Monster (the Company Profile Page) and Indeed (the Why Join Us Page), you can explicitly talk about and list your EVP and Employer Brand Program in the Company Profile Section; perhaps, develop and publish a Video explaining your Employer Brand and EVP. In fact, why not do the same thing on your Glassdoor Overview Page.

Technology is evolving rapidly and is now poised to lead in Employer Branding much the way Marketing currently does. In sum, then, today’s Employer Branding practitioners and devotees should take advantage of new technologies to improve and monitor their Company’s Employer Brand. These tools can help expand and authenticate your Employer Brand.