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Increased sales and excellent annual results are the crowning glory of any company. However, they are not only based on good planning, hard work and profitable strategies, but also on a foundation that underpins every successful company and forms its centrepiece: its values and culture. In order to remain resilient and competitive in the market, companies must take their culture beyond the paper, to the facts.
In recent years, many companies have focussed on their image and identity in order to improve their position on the market through employer branding. Attracting talent, generating engagement and creating a positive and shared culture inside and outside the organisation are highly dependent on these aspects to help the company succeed.
Employer branding is a strategy which deals with creating and managing a company’s reputation among employees, job seekers or the general public.
The data speaks for itself: 86% of people would not apply or continue working for a company with a bad reputation (HubSpot). Therefore, controlling the conversation about the company is essential to attract and retain talent. Now, this process goes through several levels:
Knowing what employees think about working for the company.
Understanding what is the reputation as well as the corporate image perceived by the public.
Developing campaigns or events that connect the company with the values they stand for.
When it comes to managing the company’s image, the media are a truthful reflection of the public opinion and a great ally developing a company’s strategies.
Being able to observe what is being said about a company publicly, by whom and how is an advantage to improve employer branding. Media monitoring allows you to do exactly that: download reports on media mentions of the company, analyze the sentiment of the mentions, find out in which media or countries they are disseminated, etc.
Observing media content about a company makes it possible to develop and evaluate smart strategies in order to improve a company’s reputation and image.
Launching specific campaigns in the media is essential to improve corporate image and attract talent. Sharing employee stories can be an effective strategy because it fosters the link with the company through a human component which also generates trust within the audience.
Campaigns in which the company not only communicates its own culture and values, but also puts them into practice, are just as effective. Many people still remember the TV campaign launched by the company General Electric during a commercial break of the Oscars Academy Awards in 2017: it is focussed on the company supporting women in technical positions and announcing the employment of 20,000 women for STEM roles, thus, leading the change.
It is precisely such campaigns that leave a lasting positive impression and can lead to an upward curve in terms of applications and positive perception. However, employer branding is not a one-hit-wonder on whose laurels you can rest in the long term. It is important to always keep an eye on public perception and develop long-term strategies.
Fortunately, through media monitoring, campaigns can be tracked and analysed in various channels, which leads to an understanding of how the measures have spread, if they sparked any conversations and what the tone of them was.
This knowledge in turn helps with the further development of past or existing campaigns and is therefore a valuable asset for setting yourself apart from the competition.
Curious how you can improve your employer branding strategies with media monitoring? To learn more about the eMM solutions or get a free demo, click here:
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