One of the most important drivers of your employer brand is the employee experience. A company with a strong employer brand is typically one in which employees feel a strong affinity for the organization and its products and services. It has a workforce that is proud to be affiliated with their employer.
The sentiments that drive strong employer branding spread through word of mouth and the company’s recruitment marketing. The interactions that you have with candidates are the first concrete experiences that most job seekers will have with your employment brand. So, every interaction must reflect that fact, including how recruiters approach text messaging.
“According to LinkedIn, 75% of candidates consider an employer’s brand before they apply for a job there, so staying consistent clearly has the potential to impact your success.”
Texting has many unique qualities that can be leveraged to advance your employment branding goals. For starters, there’s a good chance that recruiters competing for the same talent aren’t using it, despite the fact that texting is the preferred method of communication for many job seekers. So, you’ll get faster responses and you’ll also stand out from the competition when you use texting to recruit. Technology is such a big part of modern life that embracing it makes your organization look forward thinking and employee friendly, strong qualities from an employment branding perspective.
Texting candidates also makes it easy to share photos, videos and links to employment branding content. Company culture can be hard to communicate in words, but a well-produced video can provide a real sense of what it’s like to work somewhere in just 30 seconds. Many large employers have already created great employment branding content… the challenge is deploying it at the right time. Texting creates lots of good opportunities for that. Sharing good employment branding content that’s easy to consume invigorates your pitch and drives the process forward in an engaging way.
Candidates want to connect with a person, not a process. And, the personal nature of texts lends itself to relationship building. But, you can reinforce that element of your text communications by integrating branding themes into the communication guidelines for your team. For example, encourage them to use terms like “you” and “your” (as in your career and your development) in their messages rather than “our” (our business or our approach). It’s subtle, but it advances the idea that employee development is central to your company culture.
As with every other element of your texting strategy, adapting it to your employment branding goals is a mix of coopting successful strategies that others are using and working in new ideas that tie back to the specific goals of your organization.