This creates an especially compelling case for companies to broaden their reach across multiple touchpoints.To make your employer brand more attractive, employers should leverage technology and digital channels to share powerful employee stories, create an impactful brand experience and connect with their target audiences more effectively. An organisation’s brand also tends to have a halo effect on its overall business reputation.

On the other hand, a weak employer brand coupled with a haphazard recruitment process is a recipe for disaster. Poor hiring decisions cost companies a lot of time and money - up to 10 times the salary of the outgoing employee - which is bad news for the bottom line.

Maintaining your employer employer brand isn’t easy as technology continues to evolve at breakneck speed. While some employer brand-building activities require subject matter expertise and project management skills, there are many tasks that can be automated or facilitated by technology - and knowing which tools to use can be intensely confusing.

From understanding which technologies to use to familiarising yourself with candidate push and pull factors, there are myriad factors to consider when creating your employer branding strategy. Here are the top 5 digital platforms to build and monitor your employer brand.

1. recruitment marketing platforms

Today, data is our best friend - which is why a good recruitment marketing platform is one of the most impactful technologies for any employer. Typically, recruitment marketing data comes from many different sources including job ads and social media, which makes it difficult to collect, organise and analyse it all.

Having a recruitment marketing platform can simplify that process. Besides data collection and analysis, these digital tools and platforms usually come with an impressive range of features that can help manage your entire online recruitment process. These include maintaining your employer brand, building talent communities, fostering stronger candidate relationships, as well as enhancing messaging and communication efforts.

advantages of having a digital recruitment platform:

Automatically scans for candidates
Personalises your career site and landing pages
Tracks where candidates are in the interview process
Helps drive greater teamwork and collaboration through trackable communication and calendar integration
Gives you dashboard access to useful analytics including data points across earned, paid and owned media
Provides you with AI-powered recommendation engines that allow employers to prioritise candidates according to their skills and competencies
Helps optimise campaigns and job descriptions through suggesting keywords or bids based on channel, location and occupation

Platforms such as Zoho Recruit, Workable and Jobvite help recruiters source and hire best-fit candidates with ease. Though subscribing to such platforms can be costly, the payoff is often worth it. Not only do these platforms optimise candidate search and data collection for you, job applicants will also have a much easier time connecting with the company through a seamless recruitment process - helping create a positive impression of your brand.

2. social media monitoring tools

A social media monitoring tool isn’t simply a tool that’s nice to have - it’s a necessity for your brand. Whether it’s your corporate brand on Facebook, LinkedIn or Instagram, what you share and what’s being shared by others about your brand online should be carefully monitored.

In most cases, the first contact job seekers have with your business is through social media. Our Randstad Employer Brand Research found that 29% of job seekers are already using LinkedIn as a reliable job search channel. 15% of respondents use social media to look for jobs, and within that group, platforms like Facebook (61%) and Instagram (46%) are the most popular platforms to connect recruiters with candidates.

Most importantly, you can fine-tune your employer branding strategy by using these platforms to interact with your target audience. By maintaining a high level of engagement and interactivity with your followers, you can create a unique reputation that differentiates you from your competitors.

Fortunately, many social media listening tools have minimal or no costs to implement. The key lies in investing time and resources to train employees to effectively use these tools to gather and disseminate data and recommendations. Hubspot, an inbound marketing and sales platform, allows you to build campaigns from scratch and track their success, conduct social listening, as well as keep an eye on the latest social conversations, trends, and brand mentions.

When it comes to measuring and tracking the employer brands of companies competing for the same talent you need, consider a platform such as HowSociable, which provides analytical data on any brand you want to track - yours, competitors, industry leaders or others. Sites such as BuzzSumo can track content relating to your organisation’s brand while Sprout Social offers a platform for leveraging employee advocacy to amplify your employer brand.

benefits of using a social media monitoring tool:

Gives you access to a central library of multimedia assets to create eye-catching content
Delivers social content and campaigns with cross-network scheduling
Gets customised social insights with automated, presentation-ready reports
Tracks campaign performance and respond quickly with personalised messages

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