The messages your brand sends out are not just important for your customers – prospective employees are also using this information to decide if they see your company as part of their career plan.
But what are they looking for? And what can employers do to attract and retain top talent? Here, Petra Lilius, Marketing and Communication Manager at KliKKi, explains why employers need to brush up on their employer branding if they want to attract, and retain, top prospects.
Part of the Nordic Morning Group, digital marketing agency KliKKi actively uses employer branding to explain to potential recruits what the business is all about, as well as the company’s values and culture.
“One of the most important things these days, especially for young people, is to know what kind of an organization they are coming to,” says Lilius, who uses several methods to get KliKKi’s message across to prospective employees.
One such initiative is the Staff Pick section on the KliKKi website, where an employee and their work for the company are highlighted each month.
“We want to highlight the people who work for us because prospective employees want to see who they are going to work with,” Lilius says.
“We ask them five questions: where they are from and how they ended up at KliKKi; what they do at KliKKi; what they love most; their best experience; and to describe working for KliKKi in three words,” she says.
KliKKi also ensures that employees are visible both internally and externally, believing there is value in showing appreciation for them and their work, especially when it comes to retaining staff.
“It could be something as simple as publishing a photo from a meeting or a project they took part in, or showing the diversity of our workforce on our website,” Lilius explains.
KliKKi also highlights achievements, such as when employees complete a great project or a certification program. Lilius says they do so because KliKKi wants to show current and prospective employees that they are valued and can develop and grow at the company.
Another important aspect of the company’s employer branding is its charity work. Lilius says many employees want to make a difference in the wider world.
“We started the KliKKi Charity in 2011, and since then we have helped refugees, children with cancer, and other worthy causes,” Lilius says. “Instead of money, we donate our time and effort, and we find that employees get a lot out of giving something back to their communities.”
Lihem Zeru, a Project Manager, for KliKKi in Stockholm, says: “One of KliKKi’s greatest strengths that truly makes me love coming to work is the KliKKi culture: the ‘family feeling.’ We have an open and honest attitude, and enjoy working with each other, which makes all the difference. Great people and great clients make this a happy place to work.”
For Lilius, KliKKi’s employer branding goals are clear.
“I want to have job applications coming into the mailbox every day,” she says.“In the long run, I want us to be better at showing how working in this company can help you develop – not just professionally, but personally too.”
Marketing and Communication Manager