AS 5 LARGEST COMPANIES BUILD YOUR HR-BRAND
Creating an employer brand is a strategic task. Having successfully solved it, you will receive interested candidates and loyal employees.
They translated an article from the French blog ParlonsRH about the bold and non-standard attempts of companies to create an attractive HR brand.
#1. Mazars: modern technology
Mazars, an international specialist in tax and business consulting, receives more than 15,000 resumes per year. This is three times more than ten years ago. How did the company achieve such success? Why is her brand so attractive?
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The company actively involved all social networks: from Twitter and LinkedIn to Facebook and YouTube.
1. In 2014, he launched the animated web series on YouTube “Mazarians: not like everyone else.” Purpose: to show the exceptional qualities of employees, a creative approach to work, the desire to do the maximum for customers.
2. In 2015, the company invited candidates to apply through the interactive Dynamic CV. It converts standard information (education, work experience, etc.) into an animated form.
The candidate chooses in what form he wants to submit a resume in order to make it more attractive to the employer.
3. In 2018, Mazars launched the series “Nobody is perfect” on Instagram. Its heroes were real employees of the company. Short funny videos show the daily life of the company and the office as places where it is interesting and pleasant to spend time.
4. The company did not stop there: using augmented reality tools, Mazars created 4 mini-games. Passing their candidates will learn about the core values of the company and find out if they have a Mazars Touch. More than 16,000 players have already tested themselves.
# 2 Virgin Atlantic Airways: in superhero mode
This video was shot by an airline company in 2013, and they still talk about it.
The video is mounted as a blockbuster trailer. The airline promotes the brand of the employer, focusing on the exclusivity and strength of its employees. Here they are presented as real superheroes who decided to use their potential to work on Virgin Atlantic Airways and its customers.
What is the success of this video in terms of the brand of the employer?
The video is original: it shows that the atmosphere in the company itself is cheerful, bold and creative.
The company says that it needs much more than just competent personnel. She is looking for talented and unusual employees.
Employees of all departments (technical department, marketing, PR) primarily think about customers and are ready to provide them any help.
# 3 Spotify: “Join the group?”
Spotify, a platform for listening to music, launched the “Join the band?” Promotion in October 2018. Her goal is to attract talent through a playlist.
The reception is extremely original: the names of songs collected in one playlist add up to an explicit message:
“Hi, my name is Andre (the name of the recruiter). I am a ninja hunter. Believe it or not, I’m looking for candidates […] ”
Successful HR branding cases. 5
There is no information on how such a campaign affected the number of applications from candidates. However, the fact that they started talking about the Swedish platform around the world is a fact.
This is an example of how a company forms the image of a creative organization with young employees and an innovative approach to everything.
#4. Saint-Gobain: online exhibition about the company
In 2017, Saint-Gobain, a major French manufacturer of building materials, decided to renew its employer brand. They began to position themselves as a company that not only produces high-quality materials, but shares the values of employees.
And she did it. In 2016, in the New Saint-Gobain Employees study, 68% of new professionals said their relationships with colleagues were as good or even better than they hoped.
The company launched a website that told the story of Saint-Gobain from 1665 to the present. Visitors (whether candidates, employees or partners) find themselves at an online exhibition of the industrial giant, which talks about the company’s values, its place in the world, corporate culture and employees.
Successful HR branding cases. 6
One of the main goals of Saint-Gobain is to attract young professionals and make the company’s image more modern and innovative. So, in 2017, they launched Live Journey. Within five days, the company conducted up to 19 live broadcasts on Facebook and Weibo, to which visitors from 107 countries connected.
The company held an “open day” with potential candidates in digital format. Future employees could chat with current ones, see the production and office life of Saint Gobain live
Live Journey received the HR Creativity Grand Prix in the Communication and Events category.