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Jun 2024

Discovering your Employer Brand USP

Author: Joe Di-gesse

In the competitive world of talent attraction, standing out from the crowd isn't easy. Every company wants the best talent but attracting them requires showcasing what makes your business the right fit for candidates. This is where your Unique Selling Proposition for Talent Attraction (USP) comes into play.

We think of a USP as a sales term but it isn't just a fancy slogan slapped on a LinkedIn banner. It's the essence of what sets you apart, the golden thread woven through your culture, benefits, and opportunities that whispers "Yes, this is where I want to be!" to your ideal candidates.

So, how do you uncover this magical Employer Brand nugget? Well, it's time to dig deep and ask yourself some key questions:

• What makes your company culture truly unique? Is it your "bring your dog to work" policy, your emphasis on work-life balance, or your collaborative, "all-hands-on-deck" spirit?

• What does your benefits package offer beyond the standard suspects? Do you have top-notch parental leave policies, generous wellness programmes, or innovative educational opportunities?

• What are the growth and development pathways within your company? Do you offer mentorship programmes, internal training initiatives, or exciting opportunities for career advancement?

Once you've identified your strengths, it's time to tailor your social media recruitment communications to sing their praises! Here's how to turn your USP into a social media magnet:

• Visual Storytelling: Show, don't tell! Share authentic photos and videos that capture the essence of your company culture. Think team outings, employees celebrating milestones, or simply a glimpse into your vibrant office space.

• Employee Testimonials: Let your team be your champions! Encourage employees to share their experiences on social media, highlighting what they love about working at your company. Genuine enthusiasm from real people is invaluable.

• Interactive Contests & Polls: Get those thumbs tapping! Engage your audience with fun quizzes about your company culture or benefits offering. Offer rewards for participation and generate excitement around your brand.

• Spotlight the Unexpected: Show off your unique perks and initiatives! That on-site gym, the Friday afternoon board game sessions, or the employee book club – these quirky details can be real differentiators.

Remember, consistency is key. Weave your USP into every social media post, every career page update, and every interaction with potential candidates. 

Be proud of what makes you special and let your social media channels shine with the infectious excitement of working at your company.

By discovering and amplifying your talent attraction USP, you'll attract the right kind of candidates – those who resonate with your unique values and vision and build on the foundations of your Employer Brand to further amplify your company culture.

Of course, if you need some direction on how to maximise your Employer Brand impact on social media, get in touch with our Social Media Strategy Manager, Joe, who can help you build a winning content strategy for 2024! 

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