Employer branding for the Glassdoor generation
“The secret of my success is that we have gone to exceptional lengths to hire the best people in the world.”
Attracting the best talent is often cited as a critical driver of performance. It's probably never been more true than today. The World Economic Forum's 2017 Human Capital report found that skills are becoming the most important source of competitive advantage, due to the rise of artificial intelligence (AI) and automation. Economies also see a convergence in the type of skills they need to create growth, meaning that companies increasingly compete for the same talent.
Not only has this increased the importance of attracting the right talent, it’s also become more difficult. With only 52% of the general public having trust in business (1), and only one in five employees finding a strong match between the way their company promotes careers and their actual experience (2), there is clearly a gap in authenticity that needs to be filled.
And who is better placed to fill this gap than employees themselves?
Many companies are adopting an approach where they let employees 'do the talking' in talent communications. The advantage is twofold. First, it brings credibility and authenticity in the message. Second, it forces companies to create the alignment between internal experience and external communications.
On the 20th of March, at our event 'Employer Branding for the Glassdoor generation', we looked at the role of user-generated content unlock trust in talent communications, with our three speakers:
- Joe Wiggins, Head of Communications, Europe at Glassdoor, told us how companies can make the most of Glassdoor to communicate their employer brand.
- Harpreet Nandha, Employer Brand specialist at Sky, then shared how Sky is working to turn its own employees into advocates on social media.
- Richard Dixon, Chief Digital Officer at Black Sun, shared some of the tools and trends that companies can use to generate authentic content targeted at prospective employees.
The presentations were followed by a lively table discussion and a Q&A with the speakers. Read the summary of the event here.
If you or your colleagues are experiencing a challenge in any of the following areas:
- Communicating culture change
- Embedding values
- Enabling collaboration through digital communications
- Communicating your employer brand
Then it’s time to challenge us!
We’ll set up a short call to discuss it with you, and promise to come back with a set of tailored, concrete and actionable recommendations to address your particular challenge.
(1) - Source: Edelman Trust barometer, 2018
(2) - Source: Weber Shandwick, 2018