We had a chat with one of the founders of Local Glimpse, Benjamin, whose goal is to help companies tell a more authentic story through the entire employee lifecycle. They mainly produce videos to help companies attract, onboard and retain talent.
What does the term ”employer branding” mean?
– Employer branding is all the efforts that a company makes to promote itself as an employer. From the content you produce to the way you receive a candidate in the waiting room. If regular consumer branding focuses on building a reputation and trust with customers, employer branding focuses on building a reputation among employees and candidates.
Tell us about Local Glimpse, what is your core business and how do you help companies?
– We focus on our work on creating very authentic and consumable content. A lot of the work we do involves having a discussion with employees and making them comfortable to share truths in front of the camera.
How do companies create or build a strong employer brand?
– To build a strong employer brand, companies need to define precisely what makes them unique as an employer. This is what is called EVP (employee value proposition). Employer branding will amplify and put in the forefront every aspect of a company’s culture, process, onboarding etc. Once the EVP is clear, companies should then look at the entire employee lifecycle and explore what kind of content and messaging to put forward in order to differentiate them as a unique employer. The main mistake that small companies make is that they usually stop at the EVP. So the best way to build on your employer brand is to take action and implement your EVP as soon as possible.
How much does people get affected by companies’ presence on social media?
– Here is a telling statistic: ”68% of Millennials visit employer’s social media properties specifically to evaluate the employer’s brand”. The way for companies to be effective on social media is to adapt and create content to specifically for their audience and their platform. This means that when trying to reach out to a specific grop of employees. say junior B2C marketers, brands should focus on creating content for Instagram stories (1/3 of the most viewed IG stories are from businesses).
What should companies– startups as well as established ones– think about when they start building their employer brand?
– They should think about involving their employees in the process. This will lead to more authentic content, a more engages workforce and it will also help you transform employees into (employer) brand ambassadors.
What are your 3 best tips for companies who do not have the resources nor the budget to improve their employer brand?
– My number one piece of advice would be to pick up your phone’s camera and start recording! Almost everyone in your team possesses an HD camera in their pocket. Create a system that will allow as many people as possible on your team to create and share content. For example, you could open up the company Instagram account to all the employees and let everyone share freely. As a marketer or an HR, lead by example. Pick up your phone and start capturing your team’s day-to-day. Share authentic simple moments.
Local Glimpse is a creative employer branding agency helping companies to attract, onboard and retain employees with videos.
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