Believe it or not, 94 per cent of candidates are more likely to apply for a job if that company actively manages its employer branding. In fact, we recently conducted a research study into candidate experience and the power of effective employer branding. Get this: over one in four candidates would immediately switch to another brand if they had a poor candidate experience with that company. This means your employer branding is directly influencing customer decision-making, not just career choice. There’s good news! For brands with simple, powerful and clearly articulated employer branding, you can not only attract and retain the best talent – you can even win new customers and radically improve brand image. Let’s put these ideas into context. Below, I’ve personally selected five real-world examples of billion-dollar companies with effective employer branding. These case studies feature some of the most cutting-edge thinking in the industry. In fact, each of these leaders just spoke at LinkedIn’sTalentConnect conference in Las Vegas held on 5-6 October. Read on to see first-hand how powerful employer branding can help you attract top talent, win new customers and improve brand image across all digital and physical touchpoints.
(1) Cisco – Change your tone! Why communication is crucial
Macy Andrews (director of culture & global employer branding at Cisco) and Carmen Collins (social media lead, talent brand at Cisco) had a powerful story to tell about Cisco’s employer brand. Cisco was looking outward-in, using PR and marketing to try to work its way to effective employer branding. To arrive at the truth, the company embarked on a mission to give employees a “bigger and better voice.” This enabled Cisco to build employer branding built on trust and authenticity. Then everything suddenly clicked. Social channels were given a human voice. Cisco began to adopt a “co-worker” tone that highlighted its people and their passions. Cisco even rebranded social channels – from @CiscoCareers to @WeAreCisco. The “We” helps instil a collective sense of belonging, for both current employees and future candidates. Using the power of storytelling, Cisco let its employees shine and do all the “selling”. These stories helped humanise the company. Cisco now showcases exciting work, projects and blogs through a lively content hub on its site. Continue on the next page for a firm that harnessed employer branding and highlighted how to do so without jeopardising the existing culture.
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