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At its heart, employer branding is about storytelling. A strong employer brand is built on stories that will define how your organization is perceived, and the messages that you use when sharing information about your company will help attract talent.
Simple enough, right? But in practice employer branding is challenging and complex. Different firms have different stories and take different approaches to making their employer brand more attractive to job seekers.
Manuel Diaz, Employer Brand Strategist at Intel, has nearly 15 years of experience in the field. In a recent conversation, we spoke about the latest challenges and opportunities, and how to build a compelling—and authentic—employer brand.
Staying relevant in a changing world
Today every company must adapt to changing conditions as new technologies disrupt old ways of doing things. Old stalwarts of business fall, and new challengers are waiting in the wings. Technology companies face especially tough competition to stay relevant, but this challenge is hardly limited only to them: every firm needs to make its case to candidates that it is a place where talent belongs.
Intel, of course, is a famous brand with extensive reach: over 95% of the world’s servers run on the firm’s technology. “Intel is truly unique—from the technologies we invent to the amazing experiences we deliver. We’re literally running the world when it comes to connectivity,” says Diaz.
So far so good, but the firm is also a powerful player in the Internet of Things and heavily involved in emerging tech such as autonomous vehicles. Yet Intel’s reach into these transformative technologies, more often associated with unicorns in Silicon Valley, is less well known.
The challenge, says Diaz, is telling stories that make candidates aware of what you are doing now. So how to do it?
The power of employee storytelling
Connecting in an authentic way with job seekers isn’t easy: the cliche of employer branding—taco Tuesdays and pictures of ping-pong tables on a career page—can feel gimmicky and only go skin deep.
Effective employer branding has to go further to communicate company culture to candidates. For Diaz, “What really matters … [is] the employees.”
Authentic employee experiences should be at the core of company storytelling and front and center of their employer brand, says Diaz. At Intel, this means a shift away from promoting products to capturing how and why people like coming to work. A key aspect, says Diaz, is channeling positive feelings—“being able to express the enthusiasm you feel for a company like Intel, and being able to share that same excitement through the stories of many of our own employees as they design and create the most amazing experiences for the future.”
So how can a company can go about this? One way is by creating content that directly features employees. Intel uses people who work at the company, not models, in all of its employer brand pages. They feature employee testimonials in blogs and on social media. Gathering content and feedback from employees themselves and…