Where to Communicate Your Employer Brand

Once you've established the values and messages of your employer brand, it's time to determine how to communicate those values and messages with your target audience. According to Employer Brand International's Global Research Study, the most common venues for communicating a company's employer brand are through the company's career website, social media sites and the induction process for new employees. But these aren't the only places to communicate your brand. To truly build a cohesive employment brand that will develop the desired reputation for your workplace, you must communicate branding messages in multiple places. Here are several to start with:

• Your career website. Of course, your careers site should ooze your employer brand. When potential candidates visit, they should quickly be able to figure out what it's like to work at your company through blog posts, videos, photos, and website copy. This is also a great place to add a link directly to your Glassdoor profile.

• Social media sites. Social media has become one of the most popular places for candidates to look for jobs and learn more about companies. So a social media campaign is an important part of employer branding strategy. This may include Glassdoor, Twitter, Facebook, LinkedIn, Google+ and Instagram. To keep the content fresh and engaging, consider empowering some current employees to post about their own workplace experiences.

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• Induction process. Once you've hired a new candidate, he or she should become an expert in your employer brand and what it means to work at your company. A good place to communicate this is during the new employee induction process. Include information about company culture, company promises to employees, and company values. Make sure that the promises of your brand reflect the true culture of your organization; if not, new recruits will quickly discover that they're not getting the workplace they were promised and may become discouraged and disengaged.

• Training and development programs. Keep in mind that the audience for your employer brand isn't just job candidates; it's also your current employees. Use training and development sessions as an opportunity to reinforce your employment values and culture. These programs can also be a good time to ask current employees for their input about whether the company is delivering on its promises and what changes they would like to see.

• Internal newsletters. Regular written communications with employees offer another good opportunity for reinforcing your employer brand. Highlight employee accomplishments and rewards, and profile workers who represent your employer brand.

• Career fairs. When recruiting in person, your company representatives should communicate the messages of your employer brand with those they meet. That might include simply sharing information about the snacks available in the break room, the options for telecommuting, or the after-hours social gatherings employees share. Communicating your employer brand can be as simple as just making an effort to communicate the atmosphere of your workplace.

• JobAds. When you advertise for new positions, your job ad should convey the workplace culture and the promises of your employer brand. If your employer branding strategy is your new way of recruiting, it should be reflected in your ads. In addition to describing the position, include information about what it's like to work at your company and why employees stay.

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