EAT. employer brand. Real recruiting effectiveness – in 3 words. That’s how we blogged about it just before it won the Best Employer Brand at the CIPD RMAs last summer. What we didn’t talk about much then was how effective social media can be in bringing (and evolving) Employer Brands to life.
Gone are the days where the good old EVP can be researched and printed in stone. These days, brands must live in the real world, in real time. And definitely not in excel-sheet-driven-land, where content is planned ad infinitum while the rest of the world passes it by.
That is the strength of EAT. The message content upholds the employer brand ethos – why say it in 30 words when three will do. It’s put out when it needs to be. Not because it has to be. There’s a vacancy. There’s an update. There’s a different target audience to reach. There’s a short-term #hashtag campaign. There’s a real life event – like sunshine or a Royal Jubilee. There’s a branded update. There’s a recruitment drive. There’s a Pop-Up Recruitment event in days. There’s a promotion. There’s a three word sign photo. You get the picture. That’s what makes it engaging. Because it’s not in your face. Just like the brand. You see, employer branding can also be how you behave as much as what you say, tweet, update and share.
It can (and should) engage your own people too. In EAT. the shop people use the EAT. Careers Community Facebook page to get internal news more than their internal newsletter. Showing the training, assessment tasks and promotions ‘live’ on social media – means it’s a living Employer Brand – happening as, when and as transparently as possible. Social Employer Branding, we call it.
EAT. are shortlisted in Best use of Social Media, Best use of Mobile and Best Employer Brand at the RADs 2013 tomorrow night. 3 categories. Is it meant to be? We hope so. (In three words, naturally).