Due to the digital transformation, it is increasingly important for companies to attract employees with a digital affinity. Above all, generations Y and Z are increasingly pouring into the labor market. In order for you as an employer to be in the pool position, strong employer branding is essential. Digital communication is very important here.

Employer Branding & Social Media

Gen Y and Z want to work independently and on a project basis, acting and communicating on an equal footing with team leaders as well as bosses. A life without social media, mobile devices and an “always on” mentality is hard to imagine for them. This presents companies with an all-important challenge: How do you best address potential employees with a digital affinity? Employer Branding is an important instrument for this, which must be combined with new approaches.

Employer branding & its areas of application

In employer branding , HR departments use well-known marketing and branding concepts to create an attractive employer brand . It is important that one-off events and events are not enough, but that a long-term strategy forms the basis of employer branding. The basis of the strategy to be developed is first of all an analysis.

At the beginning there is accordingly the consideration of the current state of the own company and its strengths. Find out the following:

• What makes your company unique?
• What does your company stand for?
• Why should become an applicant for you, instead
  decide for another employer?
• Why should qualify employees
  Long-term loyalty to you?
• What values ​​do you convey?

It works on the basis of this analysis and the resulting results The next step is to formulate the objectives for your employer branding measures. The focus here is primarily on the target groups and the question of how they should perceive the employer. The type of approach and the channels through which you want to reach the various target groups should also be defined here.

Finally, internal and external employer branding should be used to match. This means that what you communicate externally through your employer branding should also be lived internally. This is the only way your own employees can become brand ambassadors in a positive sense.

Transparent & credible communication

Transparent and credible communication is the linchpin when addressing new, digitally affine employees. Classic recruiting methods are no longer sufficient. A rethink is necessary to redefine the relationship between applicants and companies. In times of social media, an application has long since ceased to be a mere process in which the acceptance or rejection defines a clear end point.

The job advertisement creates a dialogue between the company and potential employees . This dialogue ideally leads to a long-lasting working relationship. Social and communicative skills and measures on the part of the employer are therefore required for an exchange on an equal footing. Image and video communication in particular is enjoying growing popularity. Employers should therefore use these to address new employees, report on their company and convince them of it.

Strengthen employer branding with videos

Videos offer potential applicants an insight into your company, your areas of responsibility and your current employees . With the help of videos, they can introduce the challenges your company is currently facing. In this way you can encourage potential new employees to contribute to their solution.

Transparency, openness and authenticity are decisive for whether a job seeker is interested in a company. It depends on, among other things. Whether he responds to an advertisement with a “Like” on social media, for example. Introduce your company to the applicants and operate “Active Sourcing”. So don’t wait for someone to apply for your position, speak directly to interested parties.

7 questions that will win over every applicant

But how exactly can video become the ideal tool in recruiting for you? Hand over the production of videos as a project to your employees, especially to the younger ones. Have these short videos made in which you introduce different areas of your company. So that the videos can be used for employer branding, they should have a uniform structure. For this it makes sense to give the project team a briefing . Ideally, the following 7 questions should be answered in the videos:

1. Why do you work here?
2. What excites you about your work?
3. What is special about the company?
4. What challenges do you see?
5. Which colleagues do you want?
6. What values ​​do you live here?
7. What should have happened in order for you to have resigned within the probationary period?

These questions are answered in a video by employees from various departments. Make sure that the departments selected are representative of your company. Let younger employees have their say.

Tip:

Establish videos for your employer branding with your own sprint -Teams. Sprints are a method of Scrum, an agile management method. Implement your video projects in short sprints. In this way you can achieve quick results and make adjustments, for example on a weekly basis.

Thanks to the responsibility and self-organization of the project team, you also do active employer building. This will also strengthen your internal employer branding directly. Ideally, continue to use the medium of video consistently and invite applicants to apply for vacant positions via video as well. Ask this, also via video 3 questions to answer. You can define the questions differently depending on the position to be filled.

The advantage: Communication remains on one level. This gives you a direct insight into the applicant’s personality . This means that only those candidates are invited to a personal interview who, due to their skills and personality, meet the best requirements for the position.

Employer branding & video as a “dream team”

In order to remain competitive in the long term, current and future employees are the most important success factor. It is becoming increasingly important to attract and retain employees who are digitally savvy. When used correctly, employer branding is a powerful tool here.

Define a long-term strategy for this, build your employer brand and convey it to the outside world as well as inside. Your employees should become brand ambassadors. In this way, they too can help ensure communication on an equal footing with the younger generations and digital natives. Video communication in particular is an ideal tool for this.

Let your employees answer the 7 questions presented by video in order to present your employer brand and to encourage future employees to become part of your company. But don’t let the video communication break off here, instead offer the applicants themselves the opportunity to introduce themselves via video. This keeps communication on one level and you strengthen your employer brand sustainably and efficiently.