Understanding Employer Branding
Employer branding is the process of promoting your organization’s culture, values, and job opportunities in order to attract and retain top talent. It’s about shaping the perception of potential candidates and establishing your company as an employer of choice.
A strong employer brand helps you recruit passive and active job seekers, as well as source referrals from your existing employees. It shows candidates why they should want to work for your company specifically over others.
LinkedIn is one of the most important platforms for employer branding. With over 660 million users globally, it allows you to connect directly with professionals in your industry and promote your open roles.
Crafting Your Employer Value Proposition
Before getting started on LinkedIn, take time to define your employer value proposition (EVP). This is the unique set of benefits, perks, and opportunities that make your company a great place to work. Some elements to consider highlighting include:
- Mission and values – What is your company’s purpose and core beliefs? How do you make a positive impact?
- Culture and environment – What is the work culture like at your organization? Is it flexible, collaborative, innovative, etc.
- Career growth opportunities – What paths are available for employees to advance their careers? Do you offer training and mentorship?
- Compensation and benefits – Beyond salary, what kind of health insurance, retirement plans, and time-off policies do you provide?
- Leadership and management style – How do managers support and empower their teams? Is it a flat structure or more hierarchical?
Having a clear EVP makes it easier to showcase the right employer branding messages on LinkedIn and other channels. Be authentic – only promote benefits that your company can truly deliver on.
Optimizing Your Company Page
Once you’ve defined your EVP, the next step is optimizing your LinkedIn Company Page. This acts as your virtual headquarters on the platform.
Profile Picture and Cover Photo
- Use high-quality, professional images that represent your brand well
- Cover photo should highlight your products, services or culture
- Profile photo should clearly show your company logo
About Section
- Summarize your company history, mission/vision, and product/service offerings
- Highlight elements of your EVP like culture, values and growth opportunities
- Keep it concise at 2-3 paragraphs with intriguing wording
Careers Page
- Prominently feature your open roles and application process
- Link to a dedicated careers site for more detailed postings
- Encourage followers to check for new openings regularly
Posts
- Share updates on projects, milestones, culture events and industry news
- Promote new roles, thought leadership content and company accomplishments
- Engage followers by asking questions and recognizing contributions
Followers and Following
- Follow relevant companies, schools, hashtags and influencers in your field
- Encourage employees to like/comment on your posts for better reach
- Thank new followers personally to build stronger connections
By optimizing key elements like this, you can establish your company as a top employer and engage with the right talent on LinkedIn. Consistency is key – keep sharing valuable updates regularly.
Additional Employer Branding Tactics
Beyond optimizing your LinkedIn presence, consider other tactics to strengthen your employer brand:
- Recruiting Ads – Target candidates matching your ideal profile and EVP
- Employee Advocacy – Encourage staff to share why they love working for you
- InMail Outreach – Directly message qualified professionals in your industry
- On-Campus Recruiting – Attend career fairs and information sessions
- Company Culture Content – Give insights into perks, events and core values
- Glassdoor Company Profile – Promptly respond to reviews with transparency
- Employer Brand Hashtags – Develop a unique hashtag community on LinkedIn
The goal is presenting a consistent, authentic narrative across all channels. An optimized LinkedIn strategy paired with additional branding efforts can truly set your company apart.
Measuring Success and Continuous Improvement
To ensure your employer branding initiatives are effective, track some key metrics over time:
- Application and hire rates from LinkedIn
- Number of profile views and connections on your Company Page
- Engagement levels for different types of posts
- Employee referral and retention rates
- Sentiment of employer ratings and reviews
Analyze performance periodically and adjust your approach based on learnings. Also solicit feedback from candidates and employees. Continuous testing and refinement will keep strengthening your bran
