How to write a killer employer branding blog?

Image representing Blogger as depicted in Crun...Image via CrunchBase
With all said and done blogging is hands-down the most powerful employer branding tool. More less all other social media tools certain degree of limitations. Maybe you have to use a certain layout, or you can only use certain colors. On Twitter you can only write 140 characters, while YouTube only let’s you share videos.

These tools are all great at what they do, and are a valuable part of your integrated employer branding strategy. But a blog is really the central headquarters of you social media employer branding efforts. You can write as much or as little as you want. You have complete control over the colors, font and layout. You can integrate all types of multimedia.

Twitter, Facebook, YouTube… those tools help you find people who are interested in what you’re talking about and engage them in a conversation. Eventually, though, you want to start funneling people back to your central headquarters – your blog – to have a more robust conversation.

What’s a blog and how does it work?

Blogs are usually (but not always) written by one person and are updated pretty regularly. Blogs are often (but not always) written on a particular topic. Whole blog communities have sprung up around some of these topics putting people into contact with each other in relationships where they can learn, share ideas, make friends with and even do business with people with similar interests from around the world.
So what should you write about? Things people who would want to work there would be interested in!

Remember, people who only talk about themselves are boring conversationalists.

Here are some ideas to get you started:
  • Insights. What’s your employer branding strategy? Is your organization a training leader? Share insights into what great training looks like. Give people examples, and don’t be afraid to link to things other people are doing that think is great. Generosity is rewarded in the social media space.
  • How-To. Share how-to info that will help people be successful in your culture (and beyond). How-to train a remote team. How-to write a killer resume. How to nail an interview with [Your Org's Name Here].
  • Industry News. Anything going on in your industry? The people who you may want to work for you are interested in that sort of thing.
  • Community News. Don’t just focus on your industry. What’s going on where your business (and labor pool) is located?
  • A Day-in-the-Life. What’s it like to work at your organization? Break out a cheap digital camera (I currently use the Sony Cybershot, though I’ve heard great things about the Flip HD as well. – affiliate links) and interview some people at your organization. What’s your typical day like? What do you like best about working here? What do you like least? Do you have any advice for someone considering working here?
  • Company Events. What’s your culture like? Post some photos and video of your food drive, holiday party, or industry event.
  • Job Openings. Don’t forget that this is ultimately a recruiting tool. Have a job opening? Let people know about it. You may even want to try adding a video job posting.

If you’re going to have a big focus on an aspect of your culture – training and development, for example – you may want to work the word training into the title. You get the idea!
Getting Started

Here are some examples of great employer branding blogs that you may want to start reading:


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