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Employer Brand for Small Business
Rating: 4.4 out of 5(10 ratings)
27 students

Employer Brand for Small Business

Every company can use their employer brand to hire better, and you can make that happen.
Created byJames Ellis
Last updated 1/2024
English
English [Auto],

What you'll learn

  • What is an employer brand
  • What is the fastest way for my smaller business to take advantage of my employer brand?
  • The basics of building a talent strategy
  • The eight key ways to activate my employer brand

Course content

1 section • 16 lectures • 3h 21m total length

  • Introduction5:41

    Learn to leverage your employer brand for small business with a 12-week sprint. Rewrite job postings, strengthen your career site, and use social channels to attract the right candidates.

  • Definitions13:25
  • Made for small and medium-sized businesses7:23

    Small and medium businesses can leverage employer branding as a force multiplier, delivering agility and speed to improve recruiting without the scale of large firms.

  • Prep work14:16

    Prepare thoroughly by mapping all employer brand touchpoints and channels, align with brand standards, collaborate with marketing, and develop reusable templates and visuals to craft a cohesive strategy.

  • Strategy11:31

    Develop a laser-focused employer brand strategy by articulating a single core message that differentiates you from competitors, then tailor and amplify it across channels for specific audiences.

  • Job Postings15:27

    Job postings are marketing tools that frame your employer brand and attract talent with a compelling, candidate-focused headline and story, not mere descriptions.

  • Career Site12:19

    Apply minor, focused changes to your career site by placing the brand tagline on the hero image, aligning HR and legal approvals, and tailoring testimonials to reinforce employer brand.

  • Social Media20:33

    Build a strategy-driven social media plan across LinkedIn and YouTube, ensuring every post reinforces the employer brand and guides the candidate journey with specific, attractive, different, real content.

  • Recruitment Marketing6:34

    Explore how recruitment marketing and employer branding shift from generic 'we're hiring' messages to why your brand matters, engaging active and passive candidates across channels for higher conversion.

  • Recruiter Outreach13:58

    Align employer brand messaging with recruiter outreach to attract and engage candidates, ensuring consistency across touchpoints and building a reusable library of tailored outreach messages.

  • Glassdoor Responses10:12

    Learn to use Glassdoor responses to reinforce your employer brand by turning negative reviews into credible signals through judo-style replies.

  • Making the Offer12:15

    Link the offer letter to subjective value—autonomy, mission, and values—and align the entire hiring journey from outreach to interview experience to boost offer acceptance.

  • Advocacy10:12

    Learn to use review responses as brand advocacy by flipping negative feedback into credibility and reinforcing your company values, rather than chasing perfect positivity.

  • The Sprint28:11

    Master a 12-week sprint to build an employer brand for small business, from defining core concepts to applying them in job postings, career site, social, and recruiter workflows.

  • Beyond the Sprint14:11

    After the 12 weeks, continue by refining job postings and visuals, and maintaining a steady social cadence. Use recruiter and hiring manager feedback to boost offer acceptance and candidate quality.

  • Wrap Up5:22

    Celebrate finishing the class and discover that employer branding for small business is fun, impactful, and useful, using creative, strategic work that builds flywheels and grows engagement.

Requirements

  • The only requirement is that you're excited to bring employer branding to your company
  • This class is designed for recruiters, HRBPs and marketers, but anyone who cares about hiring can do this

Description

There's an assumption that a company needs  1,000+ employees before it can even begin to think about justifying the cost of such a role.

And that's not true. Which is why I built this class..

As you’ll soon see, I know that employer branding, when done well, is an absolute game-changer. In ways big and small, your employer brand determines who you can hire, how quickly and how dearly, and encourages people to stick around longer. It even gives your marketing team a whole new set of colors with which to promote their products and services.

And that goes double for smaller companies. When you don’t have an army of recruiters, millions to spend on a cool tech stack, when your marketing team seems like it’s sprinting 24/7 just to keep from drowning, employer branding (and employer brand thinking) means every new hire can be a little better, a little faster, changing how your whole company looks at its own talent and what it can expect from itself as it grows.

For me, employer branding is democratic. It is useful for everyone. But the economics of employer branding means only big (and/or rich) companies can afford and leverage it.

Think of this as the instruction manual for getting your employer brand up and running.

This course is designed to help every single company who wants to hire take advantage of their employer brand. To allow any company to compete for talent in any weight class. To allow you to get more hiring done with less.

Who this course is for:

  • Recruiters, HRBP, and marketers

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