Hiring the ‘right people’ and empowering them to do their thing is the simplest and most effective way of scaling your business. Period. But it’s not easy – not at all.
Are you struggling to attract and retain top talent? Want to build an effective and structured talent pipeline?
You can do all that and much more by leveraging LinkedIn to enhance your company's employer brand. However, how exactly can your company take advantage of the world's largest professional network  with more than 830 million people in over 200 countries to attract the right employees?
The solution lies in employer branding,  or "talent branding," as LinkedIn prefers to call it. Let’s take a closer look at what employer branding is all about and why it’s all the rage right now.
Employer Branding: What Is It?
In its simplest form, an employer brand is your company’s reputation among employees and their opinion of you as an employer. To put it another way, employer branding is how you market your company to potential and current employees.
It emphasizes your company's fundamentals, including what makes it special and what it stands for. It then crafts and aligns those ambitions with the individuals you want to attract.
Employer branding is not just about advertising or marketing campaigns. It is a holistic process that involves communicating the organization’s vision, mission, culture, values, benefits and opportunities to both internal and external audiences. It is about creating a positive and distinctive image of the organization as an employer of choice. Employer branding is also closely linked to the employee value proposition (EVP), which is the unique set of rewards and benefits that employees receive in return for their performance, skills and commitment.
The stronger your employer branding is, the more skilled and culturally fit workforce you'll be able to attract and retain.
Still not convinced? Let us explain the significance of employer branding in today's world.
Employer Branding on LinkedIn: Why Does It Matter?
Some businesses, especially new ones, are often mistaken that heavily developing its products or services is the ultimate key to success. What if we tell you that it’s not entirely true?
Instead, you should focus on building a strong employer bran at the beginning. It’s important for several reasons. First, employer brand can help attract and retain talent in a competitive and dynamic labor market. It can also reduce hiring costs and time by attracting more qualified and engaged applicants. In fact, according to LinkedIn, 75%  of active job seekers are more likely to apply for a company that actively controls its employer brand.
Second, a strong employer brand can enhance employee engagement and loyalty by fostering a sense of pride and belonging among employees. And third, it can improve business performance and reputation by creating a consistent and coherent image of the organization across all stakeholders.
So, you need to develop a strong branding strategy to communicate your company's leadership, beliefs, and culture. After all, when a potential employee asks, "What's it like to work here?" no sane employee would respond, "We've produced some amazing products." Instead, he'll focus on the company’s values and workplace culture.
Consequently, you must ensure a positive employer brand for your company. However, this doesn’t mean that it’ll be enough to just “tell” your employees and the broader public that your company is a wonderful place to work—you need to work on it actively.
4 Proven Ways to Elevate Your Employer Branding on LinkedIn
Now that we have (hopefully) convinced you to work on employer branding, let's explore how exactly you can do that.
Here are 4 tried and tested ways of elevating your employer's brand on LinkedIn:
1. Boost Your Employer Branding on LinkedIn by Keeping Your Page Up to Date – Always!
When was the last time you updated your company's LinkedIn page? Trust us when we say this: no job seeker would be satisfied while applying to a company that hasn’t posted in 3 months.
But even if you make frequent posts, that may not be enough. The first step in leveraging LinkedIn for your employer brand is to ensure that the content on your page is valuable.
Is it in line with your company's values? Are you proactively advertising the right material? What’s your stance on recent events around the globe?
Up-to-date company pages can attract up to twice as many visitors as those with little to no activity. This implies that something as basic as checking and updating your profile can offer a rapid, much-needed boost to your employer's brand.
2. Elevate Your Employer Branding on LinkedIn by Sharing Your Company’s Beliefs
LinkedIn users are interested in learning more about your company. It's the ideal platform for highlighting your company's mission, staff, and culture.
Instead of relying solely on advertisements to promote your brand, you can generate content that gives users a look at what goes on "behind the scenes." Adopting such a strategy can lead to higher organic engagement on your feed.
Ideally, you should try to strike a balance between business posts and posts that showcase your company’s culture.
Here are a few helpful tips:
- Tell the world about recent milestones and successes of your company
- Share pictures and videos from events, meetings, and even office outing parties
- Make use of branded hashtags to group posts and make them easier to find on the website
- Share candid photos and videos from your workplace
- Add employee testimonials on your LinkedIn Page
3. Harness the Power of Employee Branding Through LinkedIn
While it's great to post information and updates through your official LinkedIn and social media, it's even better if you encourage your employees to do it through their personal LinkedIn accounts.
In fact, when employees share brand messages, they can reach around 571% more people. If their posts are insightful, it’s only a matter of time before they go viral.
A good place to start is to provide social media training to your employees, emphasizing the essentials of your employer branding efforts.
Make sure you outline the benefits for them. After that’s done, focus on posting information worth sharing regularly. This will make customers and potential top talent feel more comfortable with your organization and its culture.
4. Bump Up Employer Branding on LinkedIn by Making the Most of Its Groups
LinkedIn Groups are useful for more than just connecting with fellow college graduates and networking within your field.
So, what makes them so special? Well, they let you interact with your target audience on a single platform, which makes them ideal for growing brand awareness and engagement.
As an employer, you can join various groups that consist of people that are precisely what you want to see in your organization.
Furthermore, you can form a group of professionals you want to target and post meaningful, relevant content every day to keep the audience engaged. It can be quite valuable in identifying exceptional applicants who might be a good choice for your company.
You can leverage LinkedIn to boost your employer's brand in various ways, be it through employee promotion, sponsored content, or simply keeping your page updated with relevant, high-quality content.
The main thing to remember is that LinkedIn allows you to articulate what makes your company stand out.
You can use it to create a completely unique experience for users who want to learn more about your company, whether they are potential candidates or regular customers.
Start your 14-day Free Trial now and discover Manatal’s innovative features that allow you to reinforce your brand on many channels, including LinkedIn.