For today’s job seekers, company reputation is a major factor driving their decision where to apply for their next role. This probably doesn’t come as a surprise, but it does reinforce the impact employer branding has on your workforce and ultimately, the success of your business.
Candidates do their homework as they select potential employers. For instance, 86 percent of job seekers look to company ratings and reviews as part of this intel. Here’s where employee testimonials come into play. Not only do they show candidates what you have to offer, but they’re also a great way to build trust: people tend to place more credibility in the voice of your rank-and-file workforce versus glossy marketing materials or CEO messages.
Here are three ways to be sure your employee testimonials effectively reach top talent.
Feature testimonials on your career site.
Your career website is a great place to start as you deliver testimonials to your desired audience. Don’t place them only on your testimonials page, but rather sprinkle them throughout your site, including on your home page, about and contact pages. This way, no matter where a job seeker lands, they will see your positive reviews.
- If testimonials run long, break them into smaller quotes and design more than one graphic. This gives you additional opportunities to post and ensure that your visuals have an impact.
Spread testimonials throughout your social platforms.
With inspiring testimonials – including compelling videos and images – you can create highly shareable content and leverage all your social media platforms to spread your message. Here are just a few examples:
- Videos work especially well on YouTube. You can even create a testimonial playlist, similar to an Instagram highlight reel.
- Even though they last only 24 hours, Instagram Stories are another option. You can create a testimonials highlights folder, then add story images and videos to it so they sit permanently at the top of your profile.
- Last but not least, LinkedIn remains the central hub for business and networking. Add both video and written testimonials to your profile. You can add graphics and links in the media section.
Repurpose testimonials across various media platforms/outlets.
Once you have a great employee testimonial, make the most of it by repurposing it for maximum reach and exposure. Include it in your podcast, social media pages, as well as text and email messaging. And don’t forget traditional as well as social media. You can print testimonials on brochures, flyers, banners, and even business cards. Pick your best testimonials, think out of the box, and get creative!
Employer branding and other aspects of successful recruitment marketing are our strong suits at Haley Marketing. Our mission is to make great marketing more effective and affordable for our clients, who include more than 1,400 staffing and recruiting firms ranging from solo recruiters to large organizations with regional, national, and international reach. Contact us today to learn more.