DRAB TO FAB: How To Create A

Smokin’ Hot Employment Brand Checklist For Success

Using LinkedInFollow this guide to create a great employment branding campaign

and hire top quality talent while minimizing recruitment costs

CHECKLIST FOR SUCCESS

EMPLOYMENT BRANDING 1.0 VS. 2.0

EMPLOYMENT BRANDING 1.0 VS. 2.0

The 1.0 strategy is like playing checkers. The 2.0 technique is like playing Monopoly. Which one involves business?

2.0● Treat applicants like

potential customers.

● Use social media (like LinkedIn) to find candidates.

1.0● Post openings on

many job boards.

● Post the same jobs on your company website.

COMPANY PAGE

Include a header image that catches the visitors’ eye.

● Bright colors draw attention; use different colors to evoke different moods.

● Action forces people to carefully examine what is happening in an image.

● People automatically make photos more interesting to us. We’re social creatures after all!

Have a description of the company that shows how it makes a difference in the business world.

● Don’t use industry terms, because even when used correctly, they can sound stuffy.

● The best employees want their work to have a purpose. Show them yours.

● Use simple, clear language, and make it brief.

Post status updates that teach visitors about the company, its news and the values it holds.

● Each update is a chance to show the world what your company is like.

● If you provide value in an update, you’ll earn the trust of your readers.

● Post regularly to stay on your followers’ minds & reach a larger portion of your audience.

CAREERS PAGE

Add an intriguing image to engage job seekers.

● Most people are visual learners, so give them something stimulating to look at.

● Tell a story with your pictures.

● Sneak your logo into the image if you’d like.

Include a title that shows how visitors would fit in well.

● Talk about the importance of great employees.

● Share the impact they can have on your company.

● Boil your company’s goals down to just a few words.

Write a description that shows what the company does without using corporate jargon.

● Don’t give every detail you have.

● Share the details most important to your current employees.

● Chances are, they’re what’s important to potential employees.

Use Strong visual elements (a video, slide deck or infographic).

● You can say much more with photos than text (and even more with videos than photos).

● Viewers are 144% more likely to buy from you after seeing a video.

● Why wouldn’t employees be the same way?

JOB POSTINGS

Craft clear job postings, not fancy titles or descriptions. (No ninjas!)

● For LinkedIn to show your openings to the right people, you need to label things clearly.

● Play Family Feud with your descriptions.

● Make it easy to search, so great applicants can find you, and LinkedIn can find more great passive candidates!

Make status updates that teach visitors about the company, its news and its values.

● We’re repeating this for a reason.

● Status updates are the building blocks of great branding.

● Don’t take 45 days to write ONE, but still take them seriously.

Choose a title that is concise.

● If there is a commonly-used title for the job, use it!

● There’s nothing wrong with an, “Account Executive” opening.

● It’s much better than, “Sales Guru.”

Produce a job description that is easy to read.

● Bullets and numbered sections are good.

● White space makes it even better.

● Easy to read = easy to consider applying!

Craft an about this company section that explains the company’s strengths, purpose and goals.

● Mention how important employees are to your company’s success.

● Include some visual content (a photo, video, infographic or slide deck).

● As usual, telling a story is better than listing facts.

Regular status updates are baaaaack…

● Pepper the jobs you have open in with your other updates.

● Be cognizant of when & how often you promote open jobs to get a good mix.

● Even if they like your company, followers won’t join your team if you don’t ask them to!

SHOWCASE PAGES

Pick a catchy header image.

● There are fewer words allowed in a Showcase Page description.

● The image needs to be powerful.

● Like the other photos you have, use bright colors, action, and people.

Show a description of the product/service you’re promoting.

● Use a brief description of the product/service that shows how it makes a difference in the business world. (You only have 200 characters or less. This bullet is 177 characters.)

● State the purpose of the showcase page as quickly as possible.

Status updates are even more important for Showcase Pages!

● You thought that wasn’t possible, didn’t you?

● Treat your Showcase Page (and its updates) as a chapter in the “book” of your company’s LinkedIn pages.

● Make sure the updates shared here add up to a consistent story.

CONTENT

Select the content format carefully.

● Each content format has its own strengths and weaknesses.

● Videos are great for introductory info if they’re short.

● Whitepapers can provide lots of details in an organized manner.

● Quotes and photos are especially shareable.

Make it easy to navigate from one piece of content to another.

● Connect every piece back to other content.

● If someone is reading introductory content, link to more of that, or link to what the next step might be.

● Don’t introduce yourself to someone then immediately ask them to apply.

Talk about your employees and what they’re able to achieve with their teammates.

● Google chooses rock stars and makes them rock legends.

● Show how you treat your employees.

● The more genuine (or funnier), the better.

Give evidence that your company is a thought-leader/value provider.

● If you create it, it may sound arrogant.

● If we create it, it is more credible by default.

● A major publication attracts major attention.

● We average more than 1 Million pageviews/month.

Call for applications & referrals for your open jobs.

● Include your employees in the search to amplify your reach.

● LinkedIn’s forte is the strength of networks.

● Each person that encounters your brand has a network you may not have tapped yet!

Employment Branding can reduce your hiring costs (especially if you’re currently using a recruiter),

AND it doubles as great PR!

Are you ready to get people like Mary and Paul interested in working for your company?

CLICK NOW for a free Employment Branding consultation with us today by using the code “eebee101” at the link above. It’s normally $500!

In the 30-minute consultation, we’ll discuss your current branding situation

and suggest a course of action.

We look forward to speaking with you!

Thanks for attending today’s webinar!

Got questions? Enter them in the chat box below or email us at employmentbranding@careerealism.com.

Happy Branding!