深度-Universum-打造社会雇主品牌（英文）-2021.6-16页_2mb

Summary of "Building a Social Employer Brand" (2021 Edition)

Core Content

This document outlines six key insights and best practices for building an effective Social Employer Brand in 2021, emphasizing the importance of digital presence in talent attraction. It is based on data from Universum, a leading employer branding consultancy, and includes practical examples from well-known companies like KPMG, Coca-Cola, and Northwestern Mutual.

Main Insights

1. Identifying the Right Audience Segments

• Effective employer branding requires accurate audience segmentation based on business needs and target groups.
• Examples of segments include: women in STEM, minority engineers, and undergraduates in the tech industry.
• Employers should define a communication focus to create messages that resonate with each group.
• Use talent data to understand preferences, expectations, and needs.
• Emphasize openness, authenticity, and closeness in communication.
• Employers should identify their core strengths and align them with recruitment goals.

2. Using Employer Branding for Virtual Events

• The shift to virtual recruitment is critical in 2021, with 84% of young talent participating in virtual career events.
• 75% of talent is open to being employed through virtual recruitment alone.
• Social media platforms are now the main channel for sharing company culture and promoting recruitment.
• Employers should invest in user experience systems to ensure a seamless candidate journey.
• Advancement opportunities are a top topic for talent.
• Interactive content like polls and open questions can boost engagement.
• Engage students and interns in virtual events to build trust and confidence.

3. Translating Your EVP into a Social Employer Brand

• The Employer Value Proposition (EVP) must be adapted to social media channels.
• Tailor language, tone, visuals, and channels to match the expectations of each target group.
• Internal pulse surveys are recommended to understand employee perspectives.
• Show vulnerability and empathy during times of crisis to connect with talent.
• Diversity & Inclusion (D&I) has become more important and should be highlighted in employer branding.

4. Tweaking Content for Each Platform

• Platform selection is crucial for effective employer branding.
• Use demographic data to determine which platforms are most relevant for each talent group.
• Facebook is dominated by males aged 25-34, while LinkedIn attracts older professionals (46-55).
• For early talent, consider TikTok, Snapchat, and YouTube, which cater to 15-35-year-olds.
• Customized content for each platform increases engagement and ROI.
• Integrated social media strategy is essential to maintain brand consistency across channels.

5. Creating Content for a Remote World

• Video content has become the primary media format for employer branding.
• Platforms like TikTok and Snapchat are vital for attracting early talent.
• The pandemic accelerated the use of video-based communication for recruitment and onboarding.
• Short videos are particularly effective for conveying employer brand messages.
• Develop an internal guide for employees to create home-recorded videos that align with the brand.
• Employee video stories are among the best-performing formats on social media.

6. Developing a Global Strategy with Local Content

• Global companies must localize their EVP to different markets.
• Use quantitative and qualitative research to maintain brand consistency while adapting to local nuances.
• A hybrid approach (global strategy + local content) maximizes talent engagement, attraction, and retention.
• Tailor messages to reflect local expectations, preferences, and platforms.
• Leverage Universum's database of over 1 million graduates and young professionals to create specific seed groups and target talent more effectively.

Key Information

• Total social media users globally: Over 3.6 billion in 2021.
• Virtual recruitment growth: 54% of early talent finds it easier to research employers online post-pandemic.
• Video content importance: Increased by 61% among Gen Z and Millennials due to the pandemic.
• EVP localization: Essential for global companies to ensure relevance and engagement across different markets.
• Employee-driven content: Encourages authenticity and personal connection with candidates.

Best Practices Highlighted

• Conduct audience segmentation and talent research.
• Use virtual events to engage early talent and promote recruitment.
• Translate EVP into platform-specific messages.
• Customize content for each social media platform.
• Develop a strong video strategy to reflect company culture and values.
• Implement a global-local hybrid strategy to maintain brand consistency while adapting to cultural and regional differences.

Conclusion

Building a Social Employer Brand in 2021 requires a data-driven, audience-focused, and platform-specific approach. Employers must adapt to the digital transformation by leveraging virtual events, video content, and localized messaging to attract and retain top talent. The document emphasizes the importance of authenticity, employee engagement, and strategic alignment to create a compelling and effective employer brand.