Learn Employer Branding from General Electric, Airbnb & Salesforce

By Published July 4, 2017
Employer Branding

General Electric (GE), Airbnb and Salesforce have consistently topped the ‘Best Companies to work for’ list. From their very startup era, these brands have shared a common ingredient behind their success– great employer branding. As a startup, your pivotal need is to establish a foothold in the market that would help you scale up rapidly. This is where the efforts in building a strong employer brand will pay off. How to get started?

Read through the subsequent paragraphs how GE, Airbnb, and Salesforce focused on their employer brands and what you can adapt as a startup.

Employer Branding

1. Set your EVP (Employer Value Proposition)

Airbnb has overtaken Google as the top employer for 2016 in a Glassdoor survey list, states that a major part of this achievement goes to the company culture. An employee experience group was set up to infuse “fun” into the workplace through sorting out birthday celebrations, as well as, employee anniversaries. With this people-centric strategy towards recruitment along with retention, it is no surprise why the company leads the list of best companies to work for.

What must startups adapt?

An EVP or Employer Value Proposition clarifies what makes your startup attractive from the very first day and gives a significant competitive advantage. Align your resources with employee engagement strategies and discover what makes them like the company and how can they stay for a longer haul.

Whatever best EVP you are likely to offer, would give them a significant reason to work for you willingly. Realize that the EVP should inculcate offerings that are directly related to an employee’s career objectives. To achieve this, embrace a bottom-up strategy in creating your EVP.

2. Express the best

Salesforce has created a strong employee referral program as their employer branding strategy. The hashtag ‘#dreamjob’ indicates for employees why they are on the top of employers’ choice list. Employees also post testimonials, expressing why they love to work for Salesforce on the company’s Instagram page.

What must the startups adapt?

Realize that recruiters are likely to trust on personal recommendations of employees while making a hiring decision. The same fall for candidates. Applicants are most liable to view employee reviews of a company they are willing to work for. Glassdoor being one of the leading platforms to share reviews, the channels similar to that allows employers to create a strong employer brand.

3. Make the best use of Social Media

General Electric (GE) has precisely made the finest use of social media as an employer branding strategy. The approach engages stakeholders going from science enthusiasts to data scientists. Devising Kaggle, a crowdsourcing community for data scientists, GR welcomes visitors and members to share their creative answers towards challenges faced by the company.

What must the startups adapt?

As a startup, you might not have the funding to deliver a strategy like GE; it is never less to start with little. Your first step would be to build up followers and eventually, with a maintained nearness, you will be able to drive more engagement on the social media channels. Once, people know who you are and what you do, they will love to get associated and time will transform those followers into ambassadors. Make your brand widely accessible and social success will come to you in its own time, with constant efforts put behind. Presently, online communities are increasing, and there is a whopping 21% growth in the active social media users. Leveraging the power of social media can ultimately lead to potential hires.

Building your employer brand is a long-term journey, but if efforts are monitored mindfully, and strategies are revised as per the latest trends, becoming a known brand from an unrecognized startup will not take ages. Remember, it is significant to ensure that your startup demonstrates the right employer branding strategy required for attracting potential talent.

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