Recruitment advertising professionals can help you articulate and promote your employer brand. But when it comes to speaking about the employment experience, no one does it better than your employees.
After all, they live the experience every day.
This is why employer brand experts often recommend that you turn your employees into spokespeople.
Telling Their Stories
All your employees have stories to tell about working for your organization, and these stories are as varied as the individuals themselves.
There are many questions you can ask that will prompt employees to talk about what it’s like to work at your company. These include:
- Why did you accept a position with our company?
- What do you like best about working for our company?
- What new skills have you acquired since you started working here?
- What have you learned about yourself as a result of working here?
- How does your current job further your career and personal goals?
- Have you explored career paths within our company?
- What new opportunities might be in your future?
- How can the company support your career growth?
Lights, Camera, Action …
Video is the best medium for sharing employee stories. There’s something very powerful about watching and listening to a person talk about his or her work experience.
It’s no surprise, then, that companies feature employee videos at their corporate careers sites and share them on social media.
Selecting Employees
Still, not all companies get it right when it comes to choosing employees for these videos. The selection process shouldn’t be a casting call.
In other words, while the ability to speak clearly matters and a certain amount of charisma doesn’t hurt, the people selected to represent the company should accurately reflect the employee population.
This means choosing employees with attention to showcasing a diverse workforce in terms of age, gender, and ethnicity.
You also want to include people from various departments, who are at different stages of their careers, to convey the message that your company has a wide range of jobs and numerous career paths.
Quotes and Comments
Video may be the preferred method of communication when it comes to employees as brand advocates, but it’s not the only one.
Employee quotes at your corporate careers site, in college recruitment brochures, and on social media can make an impact as well.
Likewise, employees’ responses to job seekers’ questions on social media provide an all-important insider perspective.
If you haven’t done so already, you’ll want to encourage employees to share their stories—because their collective stories are your company’s story.
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Paula Santonocito, Contributing Editor for Recruiting Daily Advisor, is a business journalist specializing in employment issues. She is the author of more than 1,000 articles on a wide range of human resource and career topics, with an emphasis on recruiting and hiring. Her articles have been featured in many global and domestic publications and information outlets, referenced in academic and legal publications as well as books, and translated into several languages. |