Employer branding is high on the agenda for many organizations. But while employers often think in terms of messaging and positioning, in practice it is increasingly about experience.
Our research shows that job seekers orient themselves through a wide range of sources, such as job boards, social media, open applications, CV databases, and networks. Notably, personal stories and videos are becoming increasingly important in this process. Candidates want to see and feel what it is like to work somewhere, not just read what is written in a text.
In addition, it appears that latent job seekers are sensitive to subtle triggers. An inspiring video on TikTok, an authentic story on Instagram, or a podcast in which employees share their experiences can be just the trigger that makes them consider a career move.
The shift from corporate storytelling to employee-generated content is well underway. Where companies previously communicated mainly from the brand perspective, we now see that the personal pride of employees has much more impact. This requires new skills: coaching employees, guiding them in front of the camera, and supporting them in personal branding.
Media and marketing agencies play a key role here. They can help organizations choose the right channels based on target audience data. They can also develop content formats that appeal to both latent and active job seekers.
1. choosing the right channels based on target audience data,
2. developing content formats that fit both latent and active job seekers,
3. and translating internal pride into external attractiveness.
Curious to experience what Giant can do in this? Try Giant for yourself.
