The Brand Within

The Talent Crisis: Why Employer Branding Matters Now

With a global shortage of skilled workers, the urgency of strong employer branding has never been more apparent. The inability to attract top talent is no longer just an HR headache; it’s becoming a strategic bottleneck that can stifle growth and innovation. With fewer skilled workers to go around, it’s your brand that will set you apart. With an array of opportunities at their fingertips, job seekers are looking for more than just a paycheck; they are looking for a brand that resonates with them.

One Size Doesn’t Fit All: Small vs. Big Companies

Whether you’re a small start-up or a global corporation, employer branding is essential. Small companies often have the agility to build a strong employer brand quickly and can attract talent looking for a close-knit culture. Large companies, on the other hand, can leverage their brand reputation to attract top talent on a scale that smaller organizations can’t match. The point is, employer branding isn’t a one-size-fits-all affair — it needs to be tailored to your company’s unique needs and strengths.

“Your employer brand is the sum total of how your employees, customers, and community perceive you.”

Matthew Jeffrey, Global Head of Talent Strategy, SAP

Activating Your Employer Brand

Embarking on the journey to activate your employer brand requires a multifaceted approach that includes both internal and external communications. Internally, the goal is to rally your team around a cohesive and compelling brand identity. Externally, the goal is to showcase that identity to attract prospective talent that aligns with your company’s values and culture. In the following sections, we will explore specific actions you can take to successfully activate your employer brand across these two critical dimensions.

Internal Actions

  • Develop an employee advocacy program:
    Empower your team members to become brand ambassadors. An effective employee advocacy program can turn your employees into powerful allies in attracting top talent. By giving them the tools and incentives to share company updates, job opportunities, and their own work experiences, you extend the reach of your employer brand through the most credible spokespeople: your employees.
  • Employee stories:
    Leverage testimonials and video interviews from happy employees who share what they love about working at your company. Collecting and sharing these authentic stories can add a layer of trustworthiness to your brand. When potential candidates see real people talking about real experiences, it gives them a more vivid and believable understanding of what it’s like to be a part of your team.
  • Culture code:
    Codify and share your company culture through a dedicated internal platform. Clearly articulating what your company stands for, its values, and its culture can serve as a guide for both current employees and potential hires. This shared sense of identity can improve job satisfaction, aid in conflict resolution, and also act as a magnet for individuals whose values align with yours.
  • In-house workshops:
    Regular workshops or webinars can be useful for educating employees about the brand and reinforcing its values. These training sessions are not only instructional, but also interactive opportunities for employees to engage with the brand on a deeper level. They serve as forums for open dialogue where employees can ask questions, share ideas, and contribute to the ongoing evolution of the brand.

External Measures

  • Social media campaigns:
    Use platforms like LinkedIn or Meta to promote your employer brand. These platforms are not only great for sharing job opportunities, but also for showcasing your company’s culture, values, and success stories.By consistently engaging with your audience through insightful articles, employee testimonials, and behind-the-scenes looks at your operations, you can turn your social media channels into a dynamic extension of your employer brand.
  • Paid advertising:
    Google Ads and programmatic advertising can give you the extra boost you need to get your brand in front of your target audience. Using data-driven targeting capabilities, you can target job seekers who match your ideal candidate profile.Through customized ad copy and eye-catching visuals, you can create compelling narratives that make potential candidates want to learn more.This targeted approach ensures that your investment yields the highest quality leads, making it a powerful tool in your employer branding arsenal.

Organic vs Paid: Finding the Balance

A successful employer branding strategy typically includes a mix of organic and paid initiatives, each with its own set of benefits and goals.

Organic strategies establish the foundational elements of your brand. By using authentic stories, employee testimonials, and valuable content, you build a credible and trustworthy brand image over time.
This fosters long-term relationships and creates a community around your brand, giving you a reservoir of goodwill and trust.

Paid strategies, on the other hand, offer quick and effective ways to increase your brand’s presence.These can range from targeted social media campaigns to programmatic advertising, all designed to reach specific audiences with speed and precision.Paid tactics are especially beneficial for short-term gains, providing immediate visibility and a quick return on your investment.

Overall, a well-rounded employer branding strategy will strike a balance between organic and paid initiatives.While organic efforts provide depth and sustainability, paid strategies give you the breadth and immediate impact needed in a competitive job market. Together, they create a multifaceted approach that allows your brand to not only attract, but also retain top talent.

Spotlight: Schellenberg Wittmer Employer Branding Campaign

We recently partnered with law firm Schellenberg Wittmer for their employer branding campaign targeting law students. They chose our Catch & Win promo game as the centerpiece of their campaign, which we customized to reflect their brand’s look and feel. By using elements relevant to the legal field, such as gavels and paragraph signs as game icons, we created an environment that was not only fun, but also resonated with the intended law student audience. This highly customizable tool serves as an engaging way to interact with potential candidates.

We built a targeted social and programmatic campaign around the game to connect with future legal talent. Not only did this campaign resonate with the target audience, but it also yielded remarkable lead generation results and provided valuable first-party data. By encouraging direct engagement with users, we were able to collect GDPR-compliant data to further inform future marketing strategies. It’s proof that with the right strategy, your brand can not only get noticed, but also gain actionable insights.

The Talent Equation: Your Brand as the X-Factor

The reality of the talent shortage is becoming increasingly apparent, affecting industries and companies of all sizes. It’s a challenging environment, but it’s also an opportunity for organizations to differentiate themselves through effective employer branding. At DRASTIK, our goal is to work with you to enhance the appeal of your brand so that it becomes not just another company, but a desirable place to work. So as we face this ongoing challenge, it’s not just about survival, it’s about how to meaningfully engage with potential employees. Are you ready to embark on this journey to take your employer brand to new heights? We’re here to show you the way. ■

Want to make your employer brand your strongest asset?

See how we successfully met this challenge in our employer branding campaign for Schellenberg Wittmer.

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