Boosting Your Employer Brand without a Dedicated Team: 8 Actionable Tips for Stakeholders
Early-stage startups often struggle to afford employer branding teams. This is due to both the cost of its hiring and training, as well as the time and resources required to develop and implement an effective employer branding strategy. Strategies like “hire a large number of people quickly” are not effective.
Hey, I’m Anton Anokhin, an employer branding manager with almost 12 years of experience. I’ve spent most of that time at Wrike, juggling various events, content, and community initiatives. Today, I’m here to discuss what we did, what worked well, and where we could have improved. I hope this helps you with your projects.
However, if you, as a stakeholder such as a CEO or HR Director, do not have the resources allocated to a dedicated team or specialist in this area. In that case, there are still actions you can take.
Good news: your company already has an employer brand, your company's public image. Bad news: it’s not managed.
Your first employee is your first brand ambassador. Everything they say and do about your company shapes your employer brand, whether you like it or not.
It’s also important to note that the product you work on is also a fundamental element in your market image — people tend to associate the product image with the company’s image.
As a company leader, what can you do without incurring significant expenses?
1. Nurture a Thriving Culture and Uphold Your Commitments
A team and a culture are the pillars of each organization. It is your employees who create value and translate your company’s values. In today’s job market, transparency and honesty are critical as candidates seek employers who are open about their culture, values, and challenges. Avoid sugarcoating or hiding the truth. Instead, be upfront about the realities of working at your company, highlighting both the positives and the challenges. This approach will attract candidates who align with your company’s values and are more likely to thrive in your environment.
When leaders genuinely care about their team and consistently deliver on their promises, employees develop trust in the company and become advocates for its positive image. The company’s Culture is the foundation of your employer brand. Even if you cannot invest in employer marketing, maintaining a reputation as a fair player is an important step.
2. Refine and Enhance Your Recruitment Processes and Communications
Every official channel through which you interact with candidates plays a critical role in shaping their perception of your organization. Recruitment serves as the front line of your employer brand and should operate efficiently, demonstrating accuracy and precision, while maintaining a human touch through a consistent and engaging tone of voice.
Review your recruiting processes thoroughly, including Glassdoor reviews (set the rule to respond to the reviews regularly), and evaluate email templates used at each stage of the hiring process. Establish clear SLAs together with your recruiters to set expectations for response time, feedback formats, and post-interview follow-ups.
Collect regular candidate feedback through surveys to identify areas for improvement and ensure a positive candidate experience, regardless of the outcome of the interview. Making candidates engaged and satisfied will keep them interested in your company and strengthen your employer brand.
Remember, your recruiting team plays a key role in creating and maintaining your employer brand. Involve them in these efforts to ensure a consistent and positive candidate experience.
3. Empower and Recognize Your Company’s Ambassadors
Even if you cannot invest heavily in strategic employer branding initiatives, you may have passionate individuals on your team who are eager to promote your company through social media posts, professional articles, or even speaking at industry events. It’s important to be aware of these initiatives and actively recognize and appreciate these efforts. Consider providing special swag, gifts of bonuses, and public recognition to highlight their contributions. Organically cultivating company ambassadors is a significant achievement that can strengthen your employer brand.
At Wrike, we have been using a rewards system for brand ambassadors — such as writers, speakers, and open-source contributors — for the past 5–6 years. Ambassadors can earn points for various activities, which they can accumulate and redeem for Amazon gift cards twice a year. The number of points varies based on the type of activity, event level, content difficulty, popularity, and other factors. The leaderboard is open to the entire company, encouraging employees to participate as brand ambassadors. Such a form of gamification.
Learn more about how Wrike works on the employer brand for current employees in this article.
4. Leverage the Power of Professional Social Media (e.g.LinkedIn)
LinkedIn has become a vast professional community and a powerful platform for showcasing your company’s achievements, promotions, and new hires to your network and potential candidates. Actively engage on LinkedIn by participating in professional discussions, joining relevant communities and groups, and personally supporting and promoting employee-generated content. Regular and consistent engagement is key to maximizing the impact of your LinkedIn presence.
Here are some specific tips for using LinkedIn effectively:
- Create a compelling company page: Ensure that your company page is up-to-date, visually appealing, and accurately reflects your company’s culture and values.
- Encourage employee participation: Encourage your employees to be active on LinkedIn, share their experiences and expertise, and promote your company’s brand.
- Join Relevant Groups: Participate in relevant industry groups and discussions to connect with potential candidates and establish your company as a thought leader.
5. Invest in Open-sourcing to reinforce the tech brand
Investing in open-source solutions (OSS) can greatly enhance an organization’s employer branding efforts. By embracing open-source technologies, leaders are demonstrating a commitment to innovation, collaboration, and transparency qualities that are highly attractive to prospective employees, especially in Engineering organizations.
Open-source contributions demonstrate an organization’s expertise and willingness to share knowledge, fostering a reputation as a thought leader and valuable contributor to the broader technology community. In addition, open-source projects provide opportunities for current employees to engage in meaningful work, contribute to projects beyond their current roles, and expand their skills and networks.
6. Actively Participate in Local Community Events
Even if your company’s budget doesn’t allow for partnerships at relevant conferences or hosting your own meetups, you and your employees can still benefit from attending relevant industry events and actively engaging with the community.
Attending these events provides networking opportunities to connect with potential candidates, showcase your company’s expertise, and stay on top of industry trends. By demonstrating your commitment to the community, you will strengthen your employer brand and attract top talent looking for a company that values engagement and professional development.
7. Design catchy and useful swag
Well-designed swag can serve as a physical reminder of your company’s brand and culture. When creating these items, focus on practicality and attractive design, and be creative in incorporating your company logo or branding.
A thoughtful welcome box for newcomers is an excellent way to extend your employer branding efforts and make a positive first impression. Curated with care, these boxes can include a variety of items that reflect your company’s culture, values, and commitment to employee well-being.
Choose items that reflect your company’s values and appeal to your target audience. For example, if your company promotes sustainability, consider eco-friendly items such as reusable water bottles or tote bags.
Remember, the goal is to create swag that people will actually use and appreciate, which will help keep your company top of mind and create a positive association with your brand.
8. Get Expert Guidance through Employer Branding Audit and Consulting
If your company’s budget does not allow for a dedicated employer branding team or specialists, consider engaging external consultants to conduct an employer branding audit and provide strategic guidance.
An employer branding audit assesses your current brand positioning, identifying strengths, weaknesses, and opportunities for improvement. Based on this assessment, consultants can develop a tailored strategy and recommend initiatives that align with your company’s capabilities and resources.
By leveraging external expertise, you can gain valuable insights and recommendations to effectively enhance your employer brand, even with limited internal resources.
