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To Create or Curate? Five Employer Branding Experts Reveal Their Content Best Practices

Employer branding is a relatively new discipline within talent attraction. The term was only coined in 1995, but since then the world has undergone a technological transformation. As a result, we are still discovering and exploring new ways to tell and share the stories that help us improve our chances of attracting talent.

Which channels to use? How to tap into employee content? How to measure ROI?  As Director of Employer Brand at Indeed I’m lucky enough that I get to think about these possibilities every day and call it work. But I’m also lucky enough to know some recruitment marketers and employer brand storytellers at other firms who are tackling the same questions.

When it comes to employer brand, we can all learn from one another in this relatively tiny ecosystem. So recently I decided to ask some of these practitioners some critical questions related to employer branding today. I spoke with leaders at Delta Air Lines, T-Mobile, HomeAway, Banfield Pet Hospital and the consulting firm Proactive Talent. You can probably pick out some themes that apply to retail, hospitality, telecom, tech and most likely every other industry

We’ll be sharing more juicy answers related to employer branding in future posts, but for the first of these virtual roundtables, I asked a simple question: What’s your approach to employee-generated content curation versus creation?

Identify key influencers to boost the audience

Noelle Holdsworth, Employer Brand Manager at T-Mobile

Our people are our brand, and who better to express who we are than the people who live and breathe the roles every day? We have employees across the nation, and so social media provides an organic place for our team members to foster relationships and even engage directly with our senior leadership team (most of whom are active on social media themselves).

We identify key influencers from our employee base to help boost the audience for some of our content and to give us a view into what are our audience’s interests. For example, we launched our largest employee-generated social campaign this year with the #LiveMagentaChallenge. Employees had already been using the hashtag amongst themselves to share how they were integrating work and home life, and we wanted to build on the momentum they had developed and bring it to an even larger audience by boosting the employees’ posts.

We saw terrific engagement with the posts we boosted, and even more people chose to participate in the challenge. We also leverage some of these influencers for other employer brand projects, such as video testimonials, where our approach is to put the employee out in front as a representative of the brand — all we ask is that they bring their passion and insight to what they record, and then it’s our job to set up their content for success.

Employee advocacy tools can boost social sharing of relatable content

Allison Dunsmore, Senior Specialist Employer Branding at Banfield Pet Hospital

Employee-generated content has been somewhat of a challenge for us to capture. Due to the nature of our industry, we have…

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