Role
Employer branding
Where does the review a former employee left about you on a ratings site end up? If it is nowhere, candidates read it before the interview and you hear about it from them.
Intro call
Four questions we would start with
Where do opinions about you as an employer end up?
On ratings sites, on forums, in conversations at conferences. A candidate will read them before the interview - the question is whether you do too.
Which theme comes back in the reviews most often?
If you do not know, you are reacting to individual voices rather than to a pattern. And the pattern is what a candidate sees after reading ten reviews.
What do you do when the picture in your materials and the picture in the reviews say different things?
That is the central tension of this role. Material promising something employees do not confirm works against you, because the candidate compares the two.
How many times a year do you ask teams for material for content?
If you start each time with an email asking, then producing content depends on who has time to reply - not on what is worth showing.
We take over the production and the listening, you keep the truth about the company
Monitoring reviews, preparing content and running the recruitment channels can be taken off the desk. What we say about the company, and the answer to a difficult review, stay with a person.
- We do not produce a picture that does not exist. - Content is built from what actually happens in the company. Employer branding detached from reality costs more than it gives - the candidate will check.
- The answer to a review is written by a person. - Always, including the seemingly simple one. A templated reply under a critical review is worse than none.
- Listening shows a pattern, not single voices. - One review is an event, ten on the same theme is information about the company - and material for a conversation with the board, not for a campaign.
Scope
What can be taken off employer branding
Eighteen example tasks. Each one has a human approval point. Below is a selection, and the scope we fit to your process.
Material about the company
- Collecting material from teams in one form
- Reminders about planned material
- Versions of content for different recruitment channels (approved by: the specialist)
- Role descriptions in the candidate's language, not in internal language
- A set of photos and material to draw on
Content in the channels
- A publication calendar for the recruitment channels
- Fitting the form to the channel
- Preparing content for recurring job ads (edited by: the specialist)
- A summary of which content actually attracts applications
Reviews and how they are handled
- Monitoring reviews on ratings sites and social media
- Grouping reviews by theme (judgement on weight: the specialist)
- An alert when the number of reviews rises unusually
- Material for answering a review (the wording of the answer: a person)
- A summary of the themes that repeat - material for a conversation with the board
Collaboration and measurement
- Collecting stories and quotes from employees (consents: the specialist)
- A summary of the sources candidates come from
- A comparison of the picture in the materials with the picture in the reviews
- A report on employer branding activity (conclusions: the specialist)
A day's work
Today
- You learn about a new review by chance or from a recruiter
- You collect material from teams by email and reminders
- You rework the content for each channel separately
- You do not know which activity brings applications
- You put off the answer to a difficult review, because it needs sign-off
- You compare the picture in your materials and in the reviews by instinct
With AI assistance
- A new review reaches you on the day it is published
- Material from teams comes in one form, with reminders
- The channel versions are produced together, you edit them
- You can see which sources candidates come from
- For the answer to a review you have the context and the facts prepared
- The gap between the promise and the reviews is visible as a summary
- A consistent picture of the company
what you promise matches what employees say
the gap between the material and the reviews is visible
- Speed of response to a review
you answer while the review is fresh
the monitoring runs continuously, not in passing
- Reach among candidates
the content goes where the applications actually come from
the sources of candidates are measured
- A message people believe
less content nobody believes
the material is built from what happens in the company
We start with listening, not with a campaign.
- Step 1
We collect what is already being said about you
Reviews from the sites, comments, quotes. A summary by theme is usually uncomfortable and more valuable than any campaign.
- Step 2
Ongoing monitoring
New reviews reach you as they appear, with their weight marked. The answers are written by a person.
- Step 3
Producing content
Material from teams in one form, and channel versions. Only now, because earlier you would not know what to talk about.
- Step 4
Measuring the sources
Where candidates come from and what influenced it. It needs a few months of data.
Common questions
Questions that come up at the first meeting
Does less work mean a smaller team?
Employer branding in most companies is one person at half time alongside other duties. The problem is not a surplus of hands, it is that the communication happens unevenly and dies out between campaigns. Taking over the planning and the preparation of material allows continuity without adding people - and in this work continuity is everything.
Does this fall under the AI Act?
Brand activity is not a high-risk use. The point to watch is employees' contributions: their stories and photographs need consent, and consent has a scope and an end date - which has to be kept as a register, not as a verbal understanding.
Still have a question that is not here? Book a call
Next step
Which theme comes back most often in reviews about you?
We will show you what work on an employer brand looks like when you know what is being said about you before a candidate reads it.