Employee marketing is an effective tool to increase engagement and communicate your employer brand. Here are three successful examples and suggestions for developing employee marketing.
1. sender：
sender is Europe's top freight forwarding company and is an example of effective, direct and successful employee marketing strategies. On their recruitment page, they publish a series of "life at sender" posts, informational videos related to the road freight industry, and the latest news about new employees.
Why does it work?
sender’s employee marketing strategy is to publicly recognize and showcase employees’ valuable contributions through posts and videos.
management skills
When using social media to communicate, show examples of current employee work, such as webinars, brainstorming sessions, or related events within the organization.
2. Plan：
Planon is the global leader in smart sustainable building management software that effectively implements employee marketing. Their recruiting website has a variety of posts, including "30 Seconds with a Co-worker," a video of employees interviewing each other, a "Planon Smart Sunday" knowledge-sharing post about facilities management, and articles written by Planon employees on industry-related topics. .
Why does it work?
Planon's approach shows that they are committed to being at the forefront of industry development, valuing their employees, and demonstrating employer care.
management skills
Use an engaging format, like Planon’s video interviews, to foster camaraderie among current employees and give job seekers a sense of the company’s culture.
3.John Lewis：
John Lewis Partnership, the UK's largest employee-owned business, provides a good example of employee marketing. Each employee is a part owner of the company, receives a share of annual profits, and has a say in the company's operations.
Why does it work?
John Lewis's employee-ownership structure not only benefits employees financially, but also gives them a voice in the company. This will promote your employer brand well and increase your appeal to potential candidates.
management skills
While full employee ownership may not be feasible, it is possible to explore ways to involve employees more in the decision-making process and create a sense of ownership within the organization.
5 Tips for Developing Employee Marketing
To develop a successful employee marketing strategy, consider these five factors:
1. Build a strong team:
Seek experts from different departments, including marketing and communications, to ensure success. Don’t forget to involve your employees as they have valuable knowledge and perspectives.
2. Evaluation data:
Assess what your organization already does well, such as employer branding, and use this as a model for your overall employee marketing strategy.
3. Align with the corporate brand team:
Assemble a multi-disciplinary team to ensure consistency and cohesion in internal and external marketing communications.
4. Know your (internal) customers:
In the context of employee marketing, your employees are your customers. Understand their needs, which may vary depending on their role, such as office worker, contractor, blue-collar worker, or remote worker. Involving employee councils can provide valuable insights.
5. Start small and keep optimizing:
Determine which part of the employee life cycle aligns with your business goals and focus on that. Set goals, implement your employee marketing strategy, and measure the results to adjust and improve based on the results.
Summarize
Leverage employee marketing to increase engagement and promote your brand. However, employers must deliver on the promises they make to their employees in their employee value proposition.