Yesterday, I had the opportunity to deliver another guest lecture on employer branding and social media at the Advertising Academy. It was an exciting and inspiring discussion with the students. One thing is clear: a lot has happened in the last 12 months.
💡 Employer branding is about putting your corporate philosophy into practice and taking targeted action – nothing new there.
⚖️ Internal and external activities are equally important; positive effects can only radiate outwards when thins are right internally – this is often overlooked.
🌈 Diversity has become an integral part of employer branding – because only those who appreciate diversity can achieve exceptional success.
🧩 Employer branding is and remains a generational issue. It is important to consider which platforms to use for which generation in order to appeal to active and potential employees. Messages and channels vary greatly in this regard.
💪 The courage to try new things is certainly a result of the pandemic. 🎨 The use of creativity to reach one’s target audiences is becoming increasingly prevalent. Social media is no longer only used by large companies to attract attention. This is a great development!
✅ Instagram and TikTok are particular popular. An increasing number of companies are using these platforms to present themselves as „employers of choice“ or to showcase various job roles.
📱 No matter which medium you choose, it should suit both your target audience and your corporate culture. Here, „less is more“ applies, but with a focus.
My conclusion
Regardless of the chosen medium, it should be appropriate for the target audience and the company’s culture. In this case, „less is more“ applies, but with a clear focus. The following points should be considered:
- Profiles thrive on topicality, focus and active use
- Communicate your corporate culture authentically
- Know your target audience and remember that you don’t have to be everywhere to be successful
- It takes a lot of effort to develop a sustainable employer branding strategy and communicate it effectively
🦸🏻 For me, it’s about being brave and trying things out (within reason, of course) and learning from experiences. Then you’re sure to be in good hands in this area. As Publius Syrus said:
