‘Sharing employees’ stories is key to recruitment now’

Encouraging your people to talk about your organisation’s culture online will boost your employer brand and build trust, said speakers at the first HR Connective event hosted by CIPHR

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Encouraging your people to talk about your organisation’s culture online will boost your employer brand and build trust, said speakers at the first HR Connective event hosted by CIPHR

“We’re now living in an era of unprecedented transparency. Fake news is impacting the level of trust and people are looking for good organisations out there that they can believe in and follow, and which are forces for good. By using your own people to spread their stories, you could not be more authentic.”

Telling employees stories was at the heart of experts’ advice on how to strengthen your employer brand at the first-ever HR Connective event hosted by CIPHR in London on 28 January.

Sharing video stories online help prospective candidates to see the heart of a business, said Nadine Furlong and Liz Phelan, co-founders of storytelling consultancy Ugly Features. “Using your own people is undoubtedly a powerful tool – you don’t need to spend a lot on your marketing and advertising to have a powerful impact,” said Phelan.

“By putting people who are good communicators and who know the business and industry inside and out, as the face of your business, you will only serve to build trust,” added Furlong.

She also urged employers to embrace their flaws on social media. “We all make mistakes but showing your mistakes as part of an organisation makes you relatable. If you show the public your mistakes but show them that you are working towards a resolution or fixing it, that builds trust.”

Fellow presenter Josh Willows, Broadbean’s head of corporate sales, agreed: “Showing the real side of working in the company can make a difference. People think they know more about you and your brand through what you post on social media.”

Willows urged attendees to “show off” their employees, share their stories and create social advocacy strategies so this authentic content is shared widely. In today’s digital age, where peer-to-peer recommendations are the most powerful tools of advertising, effective social advocacy strategies can attract more people to the company, he said.

“What people think of your brand really dictates how much it is worth. And there’s so much opportunity in getting people to talk about your brand. Content shared by employees gets eight times more engagement than content shared by brand channels so creating brand ambassadors can be really good for the company.”

Willows added: “Whether you like it or not, employees have the platforms to say what they want. The question is more around, are you going to control that conversation and is that something you can directly impact as a company?”

Furlong and Phelan said that forging closer links between HR and marketing teams is vital to succeeding on social media. “HR needs help “showcasing the workplace culture, to help with recruitment and to show the best side of the company.”

Take a look below to see Josh Willows, Nadine Furlong and Liz Phelan addressing the audience and to see attendees networking (click on the image to expand).