In reality, employer branding is not a magical hoax, it’s hard and continuous work. Because almost every quality candidate now has a job or multiple competitive offers. Recruiting has turned into selling, drifting away from the buying concept — and companies, that don’t adapt, aren’t able to attract and hire the best talent.
In reality, there are many people working on it daily as a full-time job.
We reached out to the HR, branding, and recruitment teams in some cool companies – Bolt, Veriff, Scoro, Supermetrics, and TransferWise– to hear how they do employer branding.
A big THANK YOU to the employer branding and talent sourcing experts who took the time to help us out! 🙌
Anna Golubchenko, Lead Tech Recruiter in Meta pointed out that people often value having a team of highly skilled people around them: “In Bolt, whether it’s engineering or marketing, you will meet colleagues from Google, Amazon, Facebook, Booking.com, TransferWise, Bloomberg and much more.”
Elisabeth Seepa, Recruitment Specialist at Inbank brought out that their company’s outlook to become one of the next tech unicorns is highly attractive for many job-seekers.
Marika Salkola, Senior People Operations Manager in Supermetrics added that having a good product plays an important role: people want to work on something meaningful and see thousands of others benefitting from their work.
Jihan Ahmed, previously Employer Brand Global Lead in TransferWise and now Employer Branding consultant, added that ownership and trust are among the things people value the most.
What are the main employer branding activities?
If there’s one sure thing we learned about employer branding channels, it’s that there is no one go-to channel or activity.
Employer Branding expert Jihan emphasised that their company prefers a very targeted approach with their employer brand and picks an individual mix of channels for each specific target audience.
On the bright side, there’s a wide selection of potential channels to use. 💁
Here’s a list of channels that the people we talked to mentioned:
Social media ads
Let’s take a closer look at each.
How to use your website as an employer branding channel
Most people applying to a job in your company also check out your website.
So having a high-quality home page is already an indicator of your company and its product.
On top of this, all the companies mentioned in this article have a dedicated Careers landing page with information about the company and available job offers.
TransferWise Careers page
The Careers page is the best place for listing all the employer awards, reasons to work in your company, and for sharing positive reviews from your current and past team members.
Elisabeth from Inbank added: “The importance of a website for employer branding is very significant, which means that one key consideration should be how to optimize your career page. Often, the career page is a candidate’s first step to familiarizing themselves with an organization and its values. If a company brand is not portrayed correctly through its career site, it could lose potential top talent and not attract the right candidates.”
How to use social media for employer branding
You can use all the main social media channels – Facebook, Instagram, LinkedIn – for employer branding purposes.
If you have time to create beautiful images of cool company events and office life moments, you can set up a special Instagram account. Here are links to the team Instagram accounts of Scoro, Veriff and Transferwise.
Scoro team’s Instagram account
LinkedIn is a channel that most companies are already using for finding and recruiting top talent. You can also boost your brand awareness by sharing positive news about your company.
For example, Bolt recently shared a LinkedIn post about being the 3rd fastest-growing company in Europe. Pretty impressive, huh?
Bolt LinkedIn post
Want a less traditional approach? Here’s Jihan ex-Transferwiser:
“Rather than TransferWise saying it’s great to work here, we wanted to create authentic content that our candidates can relate to. That’s why we’re really proud of our employee vlogs.”
PS. And remember to live up the promise. Difference between promoted messages and the reality will quickly spread with Word-of-Mouth.
Does your company need a Glassdoor account?
If you plan to grow your company across multiple markets and have a team of 1,000+ people one day, you should create a Glassdoor account sooner rather than later.
According to Elisabeth (ex-Veriff), 50% of the current employees checked Veriff’s Glassdoor before they made their decision to start to work at the company.
Veriff’s Glassdoor page
Tip: If you’re just getting started on Glassdoor, ask your existing team members to write reviews, so that your account has a strong kick-off.
What to do with negative reviews? – Embrace them, learn from them, and make sure to keep them away in the future by hiring the right people and taking good care of them.
Should you organise employer branding events?
Employer branding events can be highly efficient if you know whom exactly you want to attract.
For example, Anna from Meta shared a hiring event they did in Moscow to attract software engineers (way back for Bolt). It was a coding contest and Bolt received 2000+ first challenge submissions – a huge number! To reach so many people, they used Facebook ads, articles and interviews with Bolt’s Engineering team members, Telegram channels and direct email marketing, and collaborated with Work in Estonia.
Bolt hiring event even had a custom website
TransferWise also organises regular hackathons to attract IT talent. See the Facebook event here.
It’s an event where students, hackathon enthusiasts, and TransferWise employees come together for two intense days of collaboration to turn big ideas into a working product. TransferWise mentors and talented participants will share their ideas and knowledge with one another to build something groundbreaking in FinTech.
TransferWise organises hackathons
In addition to helping the Estonian tech ecosystem grow, TransferWise will also attract early attention from talented young people.
Should you start organising hiring events?
It depends. If you’re looking to hire a large number of talented people working in highly competitive fields, having an in-person meeting ground might be a good idea.
However, if your company’s only looking to hire 10-20 people this year, organising a huge hiring event might be too big of an effort.
What are Stack Overflow and GitHub?
Stack Overflow is the largest online community for developers to learn, share their programming knowledge, and build their careers.
It is also a great channel for attracting top technical talent.
By having your team members actively contributing to the forums or by advertising your job offers through these platforms, you can build brand awareness inside the developer community.
We took a sneak peek to job offers in Stack Overflow and guess whose job openings first popped up? – TransferWise and Bolt!
Stack Overflow job offers are a good way to attract developers
Should you set up a referral bonus?
There’s also one critical channel that can only be built up over time and with considerable effort: word of mouth.
As Marika from SuperMetrics put it:
“For us, the power of word of mouth has increased a lot over time. This means that marketing is no longer the guardian of the brand. Rather, the employer brand is in the hands of your employees and candidates. Research shows that 92% of candidates trust the recommendations from people they know.“
Having a job referred by a friend you trust is a strong seal of approval.
And referral bonus is a great way to boost the word of mouth among your employees. Both Bolt, Veriff and SuperMetrics have a referral bonus system.
Usually, the referred candidates have to work for the company for more than a couple of months before referrers receive their fee. According to a survey, 71% of companies paid their employee referral bonus in full after an employment period between 45 days and six months.
So once again, what are the best employer branding channels?
There are no universal employer branding channels, each type of role needs its own approach. We recommend that you start by defining your employer branding strategy and goals, and only then select the best channels.
❗Also, here’s a very important note from Anna from Meta:
“None of the channels above will work unless you take care of your candidate experience during the interviews, thus make sure that even if you are not proceeding with an offer they will still be recommending your company to their friends.”
Make sure your employer branding is in the DNA of your company, not just a facade you show to the outside world.
How to get started with employer branding in your company?
Ok, this thing called “employer branding” sounds pretty amazing: people considering your company a cool place to work at, more talented job applicants coming in…
So how to get started?
Here’s the advice from our favorite employer branding experts! 👇
Start by taking a laser-focused look at a specific target audience you want to attract.
List all the possible reasons they aren’t applying to your jobs and why you’re struggling to hire the right people e.g. they just don’t know about your brand, they don’t want to relocate, people are applying, but they don’t have the skill set you need.
Then think about how you can change perceptions through your employer brand.
If someone hasn’t heard of your brand, you need to be out there, telling people what you do. If people don’t want to relocate, your messaging needs to talk about the positive impact of relocating. If you’re attracting the wrong skill set, be explicit in your messaging about what you’re looking for.
Start with the strategy. Who is the target audience that you want to reach?
Who are the potential candidates you want to hire, what’s their skill set, where are they located? Which channels can be used to reach them? What kind of content are they interested in?
What is your brand’s unique story that makes you stand out? Interview your employees about why they love working at your company and what made them in the first place. Always be authentic in your employer branding!
First, define the message: It is important to first define your employer branding messages and goals.
Create an authentic message and tone of voice for your brand, so the employees and also candidates know exactly what to expect from working in the company. Make a plan and define the channels to promote your employer brand.
Don’t forget to nurture your culture: Employer brand is a reflection of your culture, and so building a positive culture is the root of a strong employer brand.
Don’t copy other brands, but still look around and check what other companies are doing.
Start with the basics: Glassdoor, LinkedIn and Wikipedia (sounds weird I know).
There is no need in buying a special offer from LinkedIn for a company page from the very beginning, just keep it simple with basic information and posting updates, articles or photos of your achievements, good news or daily life.
Do not forget to invite your employees to join the company on LinkedIn and let them share and like the content from the company page.
The same with Glassdoor: fill the initial information, connect to your ATS for automated job posts, and invite your team to leave reviews, feedback about interviews and compensation. There will be not only positive reviews, listen to those carefully, take into consideration common points and remember that all companies on different stages of growth have received bad staff. It’s inevitable, and a good way to improve interviews and internal processes.
If your applicants and future candidates start to research your company, what is the first thing that comes up in Google search? – Think about thefirst potential touchpoints.
The job offers published via MeetFrank have high-quality images, lots of context and all social media profiles included. This makes them just perfect for sharing on your company’s social media accounts and for asking your team members to share with their friends.
If you published your job offer via MeetFrank, you’ll have quite an advantage as we are going to automatically share your opening with hundreds of high-match job-seekers from among our 300,000+ app users.
2. Publish your job opening on LinkedIn
Depending on whether you published your job offer on your Careers page or at MeetFrank, copy the job offer’s URL and share it on your company’s LinkedIn account.
Make sure to mention some of the key information about the role already in the post’s text.
If your company already has a strong employer brand, you will likely have a healthy number of LinkedIn followers that will see your post.
For example, Bolt has more than 40,000 followers on LinkedIn.
What to do if you don’t have a huge followership on LinkedIn?
As a marketer, I wouldn’t recommend you to set up LinkedIn ads to promote your post with the job offer on this platform. LinkedIn ad costs are crazy high compared to Facebook and other channels. 💰🙅
Use the methods described in point 4 of this article to get free LinkedIn reach for your job offer.
3. Post your job offer to other social media channels
Social media channels – Facebook, Twitter, Instagram – are a treasure trove for hiring, meaning that they help you reach an extended audience for free.
Head to your company’s Facebook page and make a post about your job offer. Here’s an example of a Facebook post that we published when we were looking to fill a new role in our marketing team.
You can also share the job opening in all of your other social media channels. When sharing it on Twitter, make sure to include relevant hashtags like #hiring and #joboffer.
Go the extra mile:
Find some relevant Facebook groups where industry people share advice and news. E.g. there are Facebook groups for marketers, data scientists, software engineers… You name it!
Ask to become a member in some of them (local ones with smaller audiences work usually better than big international groups) and post your job offer.
4. Ask your team and friends to share the job offer…
… and share the job offer on your own!
In addition to posting the job opening to your company accounts, share it with your personal LinkedIn network, and ask your colleagues to do the same.
For example, my LinkedIn post about a growth marketing role in MeetFrank got 3,800 views. That’s more than three thousand people who saw the job offer at no extra cost.
If your own social media network doesn’t include people from the industries that you ended to hire from, ask your team for help.
If you have already published the social media posts on your company accounts, you can share the post’s links with your team and ask them to share those posts.
5. Use Facebook ads to promote your job offers
If you only publish your job offers to your Careers page and job portals, you will reach people actively looking for a job.
The problem with many of the best people in the market is that they never look – the jobs will come to them, be it as a direct outreach by a recruiter or via their personal network.
If you want to reach top talent not actively looking for a job, you will need to reach them through non-traditional channels such as Facebook ads.
For example, here’s a Facebook ad by Scoro.
The easiest way to set up an advertisement on Facebook is to publish a post on your Facebook page and then use the “Promote” button to set up a timeline, audience, and budget.
However, we can’t help but mention that if you’re hiring with MeetFrank, we design, write, and set up Facebook ads promoting your job offers on our own. And we even pay for the ads.
Sounds too good to be true?
It’s very much real: in September 2020, we ran Facebook hiring ads for more than 100 different companies, all of them MeetFrank customers. ❤️
Here’s an example of how the ads look like.
So, if you want to be sure that your job offers reach significantly more relevant people, hiring with MeetFrank seems like a pretty good option.
Founded in 2013, Helsinki-headquartered Supermetrics has 14,000+ customers in more than 120 countries.
What do they do? – They build marketing analytics tools, with 10% of global online ad spend reported through their products.
In September 2020, Supermetrics closed a €40M Series B round. 🚀 We’re always thrilled to see companies hiring with MeetFrank succeeding, and were excited to interview Viivi Marttinen, their People Operations Manager.
As the team is working remotely, we were not able to visit their charming Helsinki office with a sleek modern design and do the interview in person. Hope we’ll have a chance to visit Supermetrics in the future. 🌅
Without further ado, here’s our interview with Viivi.
Supermetrics just closed a €40 million funding round. Congratulations! How did you celebrate?
As we’re still mostly in remote mode, we celebrated in Slack as more and more news outlets published their stories on us. It felt like our efforts were recognized in such a concrete way and the world was celebrating with us.
Did the funding news affect your hiring plans? Are you accelerating the growth of your team?
Not in a significant way yet, as our hiring teams are still the same size and we don’t want to compromise our recruitment process.
That said, we’ve been doubling our team every year since our earlier days of 2016 and are continuing on the same track this year.
The world is still recovering from the 1st COVID-19 outbreak. And now there’s a possibility of the 2nd wave. How are you handling this at Supermetrics?
We’ve all been mostly remote since the start of the first wave in March and still continue to work from home in Helsinki and Atlanta. Our team in Vilnius has a safer overall situation and so they use their office more now.
Everyone is allowed to work fully from home, and we follow the safety measures recommended by our respective governments and health authorities to make sure we do our own part in keeping ourselves and our fellow people safe.
How has COVID-19 changed your team members’ working habits, work environment, and productivity?
People are different and so moving to a fully remote working environment has served some better than others.
Many discovered that having fewer distractions increased their productivity. However, we’re a very community-focused team and love to harness the collective intelligence we have here through brainstorming and rely on the overall support of our colleagues. So we’ve had to come up with new ways of connecting even when remote.
Coming back to recruitment at Supermetrics, how is your recruitment and HR team set up?
We have recruitment and HR functions within our People Operations team. There’s 3 of us at the moment. We’re a very flat team and have an organic divide of responsibilities based on our own strengths and aspirations.
Marika [Marika Salkola, Senior People Operations] is reporting directly to our CEO Mikael and she’s amazing in recruiting, but also shines brightly in HR and has brought a lot of needed developments since joining us a year ago.
Henrika Ekholm, our Talent Acquisition Specialist, joined this summer, and has already brought multiple people into our team! I couldn’t be happier to have her in our team and see her continuing to elevate us further in other areas as well.
How do you usually find the candidates to hire? Do you publish a job offer and just wait? What % of hired candidates has been sourced and headhunted?
For inbound applications, we mostly use LinkedIn and MeetFrank. We do active sourcing as well, especially for the roles where our need is very specific. We have reinforced our efforts with recruitment partners in Vilnius and Atlanta.
Out of the 10 most recent hires, 50% were headhunted by our team.
Do you use any other channels for finding different talent? Do you have a different approach to hiring for specific roles?
I think LinkedIn prevails as the biggest platform for all professionals and we use it actively.
For internship roles, we use a Finnish site Aarresaari to get our job ads in front of students from specific university faculties. Our approach is very unified and simple so that we can make sure we don’t spread ourselves too thin.
How would you describe the tech sector and job market in Finland? Is there a lot of good talent to hire?
I think Finland is a rather small, yet very competitive market when it comes to tech roles.
We’re often looking for senior talent in PHP, which isn’t winning any popularity contests in Finland, but if we also look into other countries in the EU and Russia, we have a much better chance in finding the people we need.
While Supermetrics is one of the leading marketing data providers in the world, not everyone has heard of it. How do you usually pitch your company to the job applicants?
It depends on the audience, but at our core, we’re empowering digital marketing reporting and analysis by automating data transfers.
Our usual explanation goes like this: You know… the ads you see on different social media channels and other online platforms? A marketer somewhere put it there and targeted it to you and they want to measure the impact of their effort. There can be thousands or millions of “you”s however, which makes the data really hard to handle manually, so we automate it and make it fast to get the data they need wherever they need it.
What would you say are the main so-called selling points for attracting top talent to Supermetrics? How do you convince people to join?
For technical talent with an interest in data, we are a great place to build your skills while creating impactful solutions that are used daily by hundreds of thousands of people.
Sales talent really wants to help the customers by offering products and services that can make a difference in their performance. I believe we have just that.
For marketing talent, you get to do marketing – for marketers! And as our products are focused on transforming how digital marketing is measured, you get to be among the trailblazers of digital marketing.
For any talent regardless or their specialty, a great working culture and atmosphere is very important and we’re always eager to share our experience in working at Supermetrics. Work is such an important part of life and the importance of the people around you can’t be denied.
I happened to check your Careers page and saw that you have a beautiful HQ office in downtown Helsinki. Do you think that a high-quality work environment increases the team’s happiness and general output?
I’m so happy to hear you liked our office! It was completely rebuilt for us as an extension of our culture to be a cosy nest for the team and we love it so much.
Having different spaces for silent work, meetings, brainstorming, casual convos and fun aspects helps to shift your focus accordingly, but there’s also a lot of built-in versatility.
They say if you forgot what you were about to do, you should go back to the room you came from – I believe having a setting like ours is like having mental doors to different mindsets.
What advice would you give to people looking to get hired in a fast-growing tech company like Supermetrics?
We like confident people with a specific set of skills and experience. I encourage everyone to explore what it means as well as your own aspirations and drive – what is it that you want to do and achieve right now? – and to bring it to the table.
Be honest and be yourself! We want to hire people for roles where they can do what they love, have what it takes to succeed, and add something new with their own strengths.
Thanks for taking the time to chat with us! To end the interview, we’ve got 5 rapid-fire questions to you.
What’s your favourite question to ask at interviews?
Tell me about a project that you’re the most proud of and something that you learned from it.
What’s the biggest mistake that job-seekers make when applying to a new job?
Not reading the job description thoughtfully and not telling us why they think it would be a great fit for both.
What’s the biggest challenge when hiring people to Supermetrics?
We have a very high bar for candidates and tricky requirements at times, which lowers the number of talent we can consider. We’re also not very known outside the digital marketing world yet and so people don’t know to seek us out.
What are your favourite recruitment tools and channels?
LinkedIn, MeetFrank, and our own team’s networks.
If you weren’t a recruiter, what would you do?
The best part of recruitment for me is getting to contribute to a happy and high-functioning culture in such a concrete way, so I think I’d do employer branding or company culture full time.
We’ve heard some great feedback about the Insights! – Image source
While it’s a pretty simple tool, there are a few tips that you may want to know about Insights to get the most out of it. Take a look below! 👇
How to benefit from MeetFrank Insights as an employer?
If you’re a company or recruiter in need of extra talent, make sure to check out MeetFrank Insights every time you’re about to publish a job offer.
Because you’ll be able to create much more attractive job openings with a competitive salary offer.
💡 Switch to the “Companies” view to access data on how competitive it is to find good talent.
🍪 You can also zoom in to the most popular perks offered by other companies, so that you can also offer these in your own job openings.
🤩 And to make your job offers more attractive to top talent, make sure to address the most common motivations like a solid salary offer, interesting challenges, and the possibility of working remotely.
🔮 If you don’t have previous experience in hiring for a specific position, you can browse the top skills that other companies are looking for. This will give you a hint on what to search for in a job candidate.
🕵️ And if you really want to beat the other companies hiring for similar roles, check out their job offers! You can see who’s hiring, what they’re promising, and how they have phrased the job offer.
You can access MeetFrank Insights here. Good luck hiring top talent!
Hiring top talent is easy: write a job offer, share it, do a couple of interviews and sign the contract.
If you tried to follow the above workflow, you’d soon bump onto the questions like “how to write a job offer?” or “how to get my job offer across to the right people?” or “how to decide between tens of applicants?”
Hiring isn’t that easy after all.
However, MeetFrank can make it times easier for you – no matter if you’re an experienced recruiter or the CEO of a small venture making your first hire.
We’re here to help. 🙌
If you’re not exactly sure how MeetFrank is different from all the other hiring platforms out there, take a look at the main benefits of adding your job offers to the app.
It might sound too good to be true, so try it for yourself!
MeetFrank’s mission is to transform the hiring process for both sides: employers and job-seekers.
For job-seekers, we have built a sleek app that sends them a notification every time a relevant job offer appears, and gives them information about job market trends (like salary levels in their industry).
You’ll get a job opening 2.0 with high-quality images, lots of context and all social media profiles included – perfect for sharing on your company’s social media accounts and for asking your team members to share with their networks.
The job offer page even features blog articles and media coverage about your company + your operating markets…
… and you can list all of your company’s social media accounts for easy access.
But hey, you don’t have to do all the heavy lifting on your on. We will also share your job offer with all relevant MeetFrank app users!
3. Automatically reach the talent pool of 300,000 people
More than 300,000+ job-seekers across Europe have downloaded the MeetFrank app.
Every time you publish a job opening, our algorithms make sure that it reaches all the relevant job-seekers.
We’d like to emphasise the word “relevant.” – Based on the details that you selected during the job offer’s setup process, we will find the best-matching candidates for the job.
This way, you will get only relevant applicants and save hours of time on reviewing all the applications.
You can review all the candidate profiles conveniently on your MeetFrank Employer account, see their LinkedIn profiles, and chat with them to agree on the best interview timing.
4. Reach both active AND passive job seekers
There is one HUGE difference between the talent that you reach through the MeetFrank app vs on job portals…
MeetFrank app also helps you to reach passive talent – that’s people not actively looking for a job.
You can also reach passive talent with MeetFrank – Image source
Because you know… Only people actively looking for a new gig are checking the job search sites. And your perfect applicant might actually be currently employed and not looking for a new job in particular.
How do we do it? – By having thousands of users that check the MeetFrank app not because they necessarily need a new job, but because they’re curious about the latest job market trends.
5. Build your employer brand together with MeetFrank
We are serious about adding value for both sides on the MeetFrank job market: employers and job-seekers.
And when it comes to attracting top talent, one of the most valuable assets is a strong employer brand.
Here’s one more BIG benefit of hiring with MeetFrank: We create cool marketing collaborations together with our clients to boost their visibility in the job market.
1. Special Facebook ads:
We regularly invest some 💵 in Facebook and Instagram advertising and promote the job openings of cool companies hiring with MeetFrank – to help you find more top talent and let people know that you’re hiring.
2. MeetFrank blog interviews
We regularly get in touch with the recruiters in some inspiring companies and interview them for a fascinating glimpse into their hiring processes and office life.
One such interview was with Nikolai Kabatsikov, Head of Talent at Bolt. Read it here!
Even better if the timing coincides with a positive announcement such as the next €100M fundraising round. 🎉
Want to be interviewed for the MeetFrank blog? Drop a hint to your sales representative and our marketing team will get in touch!
3. Seasonal marketing campaigns:
We love collaborating with the cool bunch of companies hiring with MeetFrank.
So we’re looking for creative ways to visit your office, talk to the people working there, and sharing our findings with the world.
In August 2020, we reached out to 50 companies across Europe and conducted a photoshoot in their offices. Not only did we share all the pictures with our clients, but we also created a Facebook ad campaign introducing all the companies and people working there.
All costs were covered by MeetFrank. 🤭
See an example of a Facebook ad that we created for Katana (among other 30 companies) below.
This campaign won’t certainly be the last one that we launch. There’s plenty more to come!
Building a better hiring experience ❤️
In MeetFrank, we believe that building long-term relationships with our customers and helping them find top talent is the key to success on all sides.
Let’s build your employer brand together!
If you don’t have a MeetFrank account yet, sign up here for a free trial.