Building a positive company image as an employer is no longer a novelty in the Polish market, as evidenced by numerous employer branding and recruitment campaigns carried out in recent years.
Autumn is the peak season for employer branding. It is precisely now that employers enter the race for the best candidates, using a range of increasingly advanced and attractive solutions. What tools are currently an absolute must have in employer branding?Career pageEvery respectable company that cares about positioning itself as an attractive employer today has a page or a section dedicated to careers. What should a model career page look like? Beyond visual and technical aspects (a design complying with UX principles, attractive layout, intuitiveness, nice graphics, engaging content), it must above all be clear. A potential candidate should easily find information on such a page regarding career development opportunities, benefits of working at the company, or the organization’s distinguishing features as an employer. The career page should also contain current job listings with the option for efficient and fast application.
Who does it well? Future Processing, Agora, mBankSocial mediaA good employer is present and actively operates where potential candidates spend their time – that is, on social media. It is worth diversifying channels and communication depending on the target group. Companies today reach professionals through LinkedIn or Goldenline, and students and graduates via profiles on Facebook, Instagram, or Snapchat. It should be emphasized that the chosen communication channel requires the employer to have a suitable idea, communication concept, and openness to the audience. Social media shorten the distance between the company and its recipients, show the employer “behind the scenes,” and help establish relationships and dialogue. Therefore, managing an employer’s profile on social media is an art that, contrary to appearances, many companies still struggle with.
Who does it well? PZU Group, DeloitteRecruitment materialsThis refers to recruitment advertisements, leaflets, posters, billboards, or recruitment films. In fact, each of these tools today—due to their sophistication and widespread use—could be considered a separate category. In general, with the mentioned materials, the idea and attractive execution matter most, all to catch the audience’s attention, stand out from the competition, and create a WOW effect. Additionally, the consistency of all materials presented within the recruitment campaign is also important.
Who does it well? McDonald’s with the “Welcome to McDonald’s” campaign; Nationale-Nederlanden with the “We’re not looking for Employees” campaign; WyjÄ…tkowy Prezent with its latest EB campaign
Text author: Martyna
