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Mark

Mark has over 20 years’ experience working with clients on how their brand, technology and the web can help them attract, engage and retain the best talent. And he is still going strong. He's worked with some high-profile brands, delivered some award-winning projects, met some great people and had a lot of fun along the way. Oh, and he has a dog. Ted. He’s always on LinkedIn. He’s probably more recognisable than Mark is.

Apr 17
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That Little Agency - Emploter Branding Agency - Careers Websites - Content Marketing - Glassdoor Icon

How to encourage your people to leave a good Glassdoor review

By Content marketing

In today’s competitive job market, businesses are always looking for ways to attract top talent without breaking the bank. So, ensuring your business has a good online reputation should be high on your list of priorities. When we buy products online, who doesn’t check the reviews first? It’s a simple way to ensure we’re getting the value we expect, and the same goes for job hunters. Before jumping into a new role, candidates want to be sure it’s as great as advertised. After all, switching jobs due to unmet expectations doesn’t look great on anyone’s CV.

That’s where sites like Glassdoor come in. As more candidates turn to workplace review sites to make informed decisions, employers have a huge opportunity to showcase what makes their business great – without needing to spend a fortune.

But how to encourage your people to leave reviews without feeling like you’re begging for approval, or that you’re applying pressure on them to say positive things about your business and your culture when they might feel differently? Here are 10 steps you can take to get your employees on board with sharing their experiences, without it feeling like an extra chore or an uncomfortable ask they’ll try to avoid.

1. Ensure yours is a positive working environment

You can’t expect glowing reviews if your workplace isn’t glowing. A supportive, engaging environment is the foundation for authentic, positive feedback. Happy employees are naturally more inclined to share their great experiences. To foster this, make it a habit to regularly check in with your team, seek their feedback, and, most importantly, act on it. Then they’ll be much more likely to share their positive experiences with the world.

2. Introduce Glassdoor and its value

If you want employees to leave reviews, help them understand why it matters. Take time to explain how Glassdoor impacts your company’s reputation and attracts top talent. When employees realise their feedback contributes to the bigger picture, they’ll be more invested in sharing their honest experiences. Make them feel like their voice truly counts.

3. Get your company’s Glassdoor profile ‘unlocked’

Unlocking your company’s Glassdoor profile is a small investment with big returns. It allows you to showcase richer content like photos, job postings, and videos, giving potential employees a real taste of your company culture. Plus, your current team will appreciate seeing a Glassdoor page that reflects the company they know and love. It builds pride and connection.

4. Make reviews part of the employee experience

Integrate review opportunities into key moments of the employee journey:

Onboarding: New hires are full of excitement, so ask them about their first impressions.
Work anniversaries: Reflecting on growth and milestones is the perfect time to gather feedback.
Promotions and milestones: Celebrate career progress while gathering insights into their journey so far.
Exit interviews: Even departing employees can share balanced, thoughtful feedback.

This approach keeps your Glassdoor page fresh and active.

5. Simplify the process – offer a clear “How to” guide

Make leaving a review a breeze by providing clear, step-by-step instructions. Not everyone’s familiar with how Glassdoor works, so guide them through the process. Offer simple, easy-to-follow steps to ensure they feel comfortable sharing their feedback without stress or confusion. The simpler you make it, the more likely they’ll take the time to write a review.

6. Encourage open and honest feedback

Let your team know that honest feedback is not only encouraged, but it’s genuinely valued. Make it clear there’s no pressure to leave only positive comments – authenticity is key. Whether they’re sharing praise or constructive criticism, giving employees the freedom to be open creates a culture of trust. Plus, potential candidates can spot fake reviews a mile off, so be upfront about the good and the bad.

7. Make it more fun – gamify the process

Glassdoor doesn’t allow incentivised reviews (and rightfully so!), but you can still make the review process fun and engaging with a bit of healthy competition. Create a friendly leaderboard, showing which departments have the most Glassdoor engagement. Give shout-outs to employees and teams who actively participate. This approach will help encourage everyone to join in without feeling forced. Who doesn’t love a bit of friendly competition?

8. Respond to reviews

Actively monitoring and responding to reviews on Glassdoor is essential for creating a transparent, open dialogue with your employees. Whether the feedback is positive or negative, showing you’ve engaged with it lets your team know you genuinely care about their opinions. By acknowledging reviews in a meaningful way, you’re reinforcing the idea that employee feedback drives progress and contributes to a better workplace for everyone.

9. Feature reviews in your internal communications

If you want your team to leave reviews, show them what happens when they do. Feature positive reviews in your internal communications; think company newsletters, all-hands meetings, or even on your social media pages. You could also use employee testimonials as part of your recruitment strategy. Why? Because doing so creates a culture of recognition. When employees see their peers being celebrated for sharing their experiences, it encourages them to do the same.

10. Make reviews a catalyst for change

Glassdoor reviews aren’t just for external branding – they should drive real change. When employees see that their feedback leads to improvements, they’re more likely to leave reviews in the future. Hold regular town halls to discuss common themes in reviews and outline steps you’re taking to make change. When feedback translates into action, employees will be even more motivated to share their thoughts.

In short, keep it real!

The key to encouraging positive Glassdoor reviews is to create an environment where your people genuinely want to share their experiences. By making reviews a regular part of your company culture, recognising employee contributions, and ensuring that feedback leads to meaningful change, you’ll be building a stronger employer brand – one authentic review at a time.

Need a little help?

We hope you’ve found this content helpful. If you want help, support or even just a chat about this or any aspect of your employer brand or talent strategy, drop us a line. After all, much of our best work has started with a cup of tea or a Zoom call.

Apr 10
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The real cost of a poor employer brand. And how to fix it.

By Employer branding

If you’re in talent acquisition right now, you may well be juggling a long list of open roles, increasing candidate drop-off rates, more turnover, and rising recruitment costs. It may well be that your employer brand isn’t doing what it should. The good news? It’s totally fixable. The sooner you address it, the better – it’s cheaper to tackle the problem before it snowballs into something bigger. Think of us as your employer brand doctor – here to help prevent problems before they start!

Stick with us, and we’ll show you exactly how a weak employer brand can be bad for business, plus some simple, cost-effective ways to turn things around.

So, what exactly is your employer brand?

In a nutshell: it’s everything. It’s how potential candidates view you, not how you see yourself. In today’s job market, your brand needs to stay fresh and appealing to attract top talent and keep them around. Crucially, your brand impacts more than just hiring. It influences your reputation with customers, investors, and even stakeholders too.

The stats are clear: 88% of job seekers take your employer brand into account before applying, and companies with a strong brand are three times more likely to hire quality candidates. On the flip side, 69% of candidates say they’d turn down a job offer from a company with a poor reputation – even if they’re unemployed. If you want to get ahead and keep top talent coming in, making sure your employer brand is solid is more important than ever.

(Source: MRINetwork)

The cost implications of a poor employer brand

A weak employer brand isn’t just an image problem – it hits you where it hurts: your wallet. It’s often hard to see at first, but over time, a weak employer brand can cost you big in ways you might not even realise. From recruitment expenses to lost productivity, here’s a rundown of where your brand is draining your resources:

The cost of candidate fallout

If your brand is a turn-off, candidates will be dropping off too.  A 2024 Cronofy report found that 43% of candidates bail on interviews because of scheduling delays. And it doesn’t stop there – drop-off rates are high at every stage: 22% during application, 24% at screening, and 25% at interviews.

The cost of increased turnover and poor candidate quality

With a poor employer brand, you’re going to attract lower-quality candidates, which means higher recruitment costs and more turnover. Companies with weak brands may need to bump up salaries by 10% to attract talent (source: Harvard Business Review), and you’ll probably spend more time filling roles, which can hurt your operations. On the flip side, companies with strong brands experience 28% less turnover. That’s huge, considering replacing an employee can cost up to 200% of their salary!

The cost of increased reliance on agencies

When your employer brand is weak, you might lean more heavily on recruitment agencies. And guess what? Those fees can run anywhere from 15% to 30% of a candidate’s first-year salary – sometimes even higher for hard-to-fill roles. 

The cost of low engagement and productivity

Engaged employees are happy employees. Companies with engaged employees see 23% higher profitability and 17% more productivity. In contrast, disengaged workers are contributing to a global loss of $8.8 trillion in productivity each year. So, poor engagement can definitely hurt your bottom line.

In short, a poor employer brand might seem like a minor issue now, but it adds up fast – and it’s costing you more than you think. Fixing it is a smart way to save money in the long run and stay competitive.

Time to fix your employer brand?

Your employer brand doesn’t stay fixed – it’s always evolving. With the way things are changing in the job market (think shifting employee expectations, more hybrid work, and a bigger focus on purpose-driven workplaces) your brand could probably use a refresh to stay competitive. Brands need regular attention, so let’s make sure yours stays attractive to the best talent out there.

Review your employer value proposition (EVP)

Today’s employees expect more than just a salary. They want things like flexible working, mental health support, and psychological safety. DEI is no longer just about policies. It’s about action and creating an inclusive culture. Plus, your EVP needs to adapt to the changing landscape of job roles, especially with AI and automation on the rise, and increased demands for pay transparency and career progression.

If your EVP isn’t aligned with these evolving needs, it’s time to rethink it. A little investment now could make a huge difference in how your brand is perceived and how you attract and keep top talent. For more guidance, check out How to Make Your EVP Work Harder by our friends at BrandPointZero.

Adapt your EVP for different audiences

Just as consumer brands tweak their messages for different customer groups, your employer brand should speak to the unique needs of each team within your company. Salesforce are nailing this by using LinkedIn to showcase diverse content for different roles within their organisation. Similarly, Marriott does a great job with Instagram reels, highlighting everything from hospitality to corporate roles.

These brands understand that one-size-fits-all doesn’t work. Platforms like LinkedIn, TikTok, and Instagram Reels are really popular with brand right now who are using them to show behind-the-scenes peeks at their workplace cultures. This authentic, real-life content helps you connect with the right people.

If you need inspiration, check out our case study with NFU Mutual, where we helped them create a super-targeted EVP for their pricing team.

Don’t stop at the candidate experience

The candidate experience is a big deal, and rightly so. If candidates drop out of your hiring process, you lose time and money, plus you might end up paying agency fees to fill the role. A bad candidate experience can even hurt your reputation and make it harder to hire top talent in the future.

AI is changing the game. Companies like Chipotle have slashed hiring times from 12 days to just 4 using AI-powered assistants. Also, fairness and ethical practices in hiring is a must have. By creating clear, unbiased hiring criteria and offering equal opportunities to all applicants, you’ll boost your employer brand and attract a more diverse pool of candidates. And with remote work now a staple, it’s crucial that your hiring and onboarding processes are seamless, even virtually. Clear communication is key, and making remote hires feel valued from the start will help ensure a smooth transition.

Check out our article ‘Candidate experience: How to meet and exceed their expectations’ but don’t forget to carry those good experiences through into equally good on-boarding as that’s the time new hires will be evaluating promises against reality.

Re-engage candidates with your employer brand

Once you’ve nailed your employer brand story, it’s time to get it out there. Encourage your employees to share their real experiences on LinkedIn, TikTok, and Instagram. Trust us – real stories from real employees resonate way more than polished corporate ads. Companies that embrace employee-generated content see up to twice as much engagement. If you want to dive deeper into this, check out ‘Content marketing for recruiters. Engaging candidates with your employer brand’.

In conclusion

A weak employer brand is probably costing you more than you think. It’s not just about recruitment fees – it impacts your reputation and even customer loyalty. If you let things slide, it’ll only get harder to fix. So, take a moment to ask yourself: Is your EVP still delivering what your employees want? A little tweak could make a huge difference. And let’s face it – a strong employer brand isn’t just a feel-good thing – it pays off hugely in the long run. If you need help, we’re here to chat!

Want some help?

If you feel you’d like some help, support or even a little chat around your careers website or aspects of your employer brand and talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a Zoom call.

Mar 05
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That Little Agency - Employer Branding - Careers Website - Content Marketing - Effective KPIs

The importance of effective KPIs for your employer brand

By Measuring effectiveness

In today’s competitive job market, your employer brand plays a crucial role in attracting and retaining top talent. It’s not just about looking good on paper – it’s about creating a company culture people genuinely want to be a part of. And in a world where resources are often stretched thin, it’s more important than ever to make sure you’re doing more with less. That’s where employer branding Key Performance Indicators (KPIs) come in.

By tracking the right KPIs, you can ensure your employer branding efforts are aligned with your business goals and generating real, tangible results. Think of it as finding the most efficient route to success – getting the most bang for your buck while improving your bottom line.

What are employer branding KPIs?

KPIs are measurable values that help companies track the success of their efforts. In the context of employer branding, KPIs are metrics that show how well your brand is doing in attracting, engaging, and retaining top talent. They help you understand what’s working and what’s not, and they guide your decision-making.

Tracking the right KPIs is vital as it allows you to allocate resources wisely, prioritise the areas that need attention, and focus on the strategies that are delivering the best results. A little investment in measuring the right KPIs can pay huge dividends in the long run – helping you attract quality candidates, improve retention, and create a brand that stands out in a crowded market.

Employer branding KPIs you can’t afford to skip

Here’s a breakdown of the most important KPIs to track in your employer branding efforts:

Talent attraction and recruitment metrics

  • Application conversion rate: This is the percentage of job seekers who apply after viewing a job post. A higher conversion rate suggests that your employer brand is enticing potential candidates to take the next step. 88% of job seekers consider an employer’s brand before applying for a job, so getting yours right is critical to scoring well here. Tracking your conversion rate can help you optimise your job listings to attract the right talent. (Source: Vouchfor.com, 2025)
  • Time-to-Fill: This metric measures the time it takes from posting a job to hiring a candidate. A long time-to-fill can indicate inefficiencies in your hiring process, while a shorter one suggests your recruitment efforts are on point.
  • Quality of hire: This KPI evaluates the performance and retention of new hires. It’s essential because hiring the right candidates isn’t just about filling positions quickly – it’s about finding people who will thrive in your company culture and stay for the long-term.
  • Candidate experience score: How do potential hires feel about your recruitment process? Tracking this score allows you to gauge candidate satisfaction and identify areas for improvement, which can significantly impact your employer brand’s reputation.

Employer brand awareness metrics

  • Career site traffic: Tracking the number of visitors to your career site helps you understand the reach of your employer brand. More traffic often means greater awareness and interest in your company, which is a great sign of your brand’s appeal.
  • Social media engagement: Likes, shares, comments, and interactions on your employer branding posts indicate how well your brand resonates with potential candidates. It’s important to monitor how your brand is being received on platforms like LinkedIn, Instagram and TikTok, as these can be powerful tools for recruitment.
  • Employee reviews and ratings: Reviews on platforms like Glassdoor and Indeed offer valuable insights into your employer brand from the people who matter most – your employees. These reviews can show where you’re excelling and where there’s room for improvement.
  • Employer Net Promoter Score (eNPS): This measures how likely employees are to recommend your company as a place to work. A high eNPS means your employees are happy and willing to advocate for your brand, which is a powerful tool for recruitment.

Employee Retention and Engagement Metrics

  • Employee retention rate:This metric tracks how well your company is keeping talent. A strong employer brand that supports employee growth and satisfaction can help reduce employee turnover by as much as 28%. (Source: dsmn8.com, 2024)
  • Internal mobility rate:This KPI reflects the opportunities for growth within your company. High internal mobility is a sign of a healthy work culture where employees feel they have room to grow.
  • Employee engagement scores:Regular surveys can give you a snapshot of how engaged your employees are with your company’s culture and mission. Higher engagement (which will come naturally with a stronger brand – sometimes by up to 20%) means your brand is likely creating a workplace people want to be a part of. (Source: Vouchfor.com, 2024)

Why these KPIs matter

So why track all these KPIs? The answer is simple: it lets you make decisions driven by real data. 72% of recruiting leaders around the world agree that employer branding has a significant impact on hiring. By understanding where you stand on key metrics, you can allocate your resources more effectively, targeting high-impact areas which need attention. (Source: Vouchfor.com, 2024)

  • Prioritisation of high-impact areas: Not every part of your employer branding strategy will deliver the same results. Tracking KPIs helps you identify what’s working and where to focus your efforts – ensuring you’re not wasting time or money on initiatives that aren’t bringing value.
  • Cost savings & ROI: A little investment in tracking and optimising your KPIs can result in huge savings in the long run. For example, a strong employer brand can reduce recruitment costs by up to 50%, while also speeding up the hiring process. That’s money back in your pocket and less stress on your HR team. (Source: Vouchfor.com, 2024)
  • Competitive advantage: Employer branding is a powerful tool in attracting top talent. By tracking KPIs, you can continually refine and improve your strategies, building a stronger brand that stands out in the job market.

Optimising employer branding efforts with limited resources

You don’t need a massive budget to make a big impact with your employer brand. Here are a few ways to optimise your efforts and get the most out of your limited resources:

  • Employee advocacy: Encouraging employees to share content on LinkedIn, Instagram, and other social media platforms is one of the most cost-effective ways to promote your employer brand. Employees’ authentic stories carry more weight than corporate messaging and can help you reach a wider audience.
  • Automate and streamline processes: Use tools to help you track and analyse your recruitment, social media, and employee engagement metrics. Automation saves time and ensures you’re always on top of your KPIs.
  • Focus on organic growth: Enhance your career site’s SEO, showcase your company’s culture through storytelling, and be transparent about your values. These efforts can create traffic and help attract the right candidates without spending a fortune on paid ads.
  • Repurpose & reuse content: If you’ve already created content for your recruitment efforts, repurpose it! Use the same blog posts, videos, and testimonials in different formats and across different channels to maximise their reach.

In conclusion

Tracking KPIs is crucial to the success of your employer branding efforts. By measuring the right metrics, you can ensure your recruitment, retention, and brand awareness strategies are aligned with your business goals. And you’ll be able to do all of this with minimal investment.

A little time and effort spent tracking your KPIs can lead to huge benefits in terms of cost savings, improved efficiency, and a more attractive employer brand. In the end, it’s all about doing more for less. And with the right approach, you’ll be on your way to building a brand that not only attracts top talent but keeps them around for the long haul.

Want some help?

If you feel you’d like some help, support or even a little chat around your employer brand KPIs or other aspects of your employer brand and talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a Zoom call.

Jan 18
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Our little story, part nine. What on earth is the PointZeroGroup anyway?

By Our little story

That Little Agency - Employer Branding - Point Zero Group Hero ImageBack in February 2024, we made a little announcement. That Little Agency was to merge with Brand Point Zero. The coming together of two employer branding agencies, the re-establishment of old friendships, the building of new working relationships, and a strengthening of both agencies with news skills, personalities and services. We lightly referred to the resulting arrangement as the PointZeroGroup. Everything was working perfectly. Both agencies performed well individually, and there was some tremendous joint work. Nothing needed to change, surely?

An unexpected opportunity

And then we heard about something that excited us. The owners of Home, a highly respected employer engagement and internal communications agency in Bristol, were looking for buyers. While we may not have been actively seeking additional companies to join the Point Zero Group, this looked like a fantastic opportunity at first glance. And the more we thought about it, the more excited we got. Rather, typically, the decision to make an offer was made in a pub. We were even more excited when the offer was accepted.

A missing piece to a puzzle?

Brand Point Zero and That Little Agency have delivered some fantastic work supporting employer experience and internal communications. But the people of Home are the employee experts. For over 45 years, they’ve been helping organisations shape experiences and cultures that people want to be a part of. They’re very bright. They’re hugely talented. Their work is not only creative but demonstrably effective. And every member of the Home team is very impressive. By bringing Home into the PointZeroGroup, I believe we now offer our sector’s most comprehensive and holistic approach to employer communications.

BrandPointZero: Employer branding and communications
That Little Agency: Digital strategy, careers websites and content marketing
Home: Culture transformation and employee experience
RewardPointZero: Reward and benefit communications

Mi casa es su casa.

In November 2023, the brands that would eventually form the group were dotted around Bristol, in Clifton, Bedminster and Brislington. All lovely offices, but to make the collective work, we knew we’d have to unite everyone in a single place. Fortunately for us, Home already had that workspace. The office in Brislington is the most impressive office I have ever worked in. In fact, I would describe it more as a community space than a workspace. A space that you want to be in. A perfect place for collaborative or focused work. Designed with both remote or in-person work in mind. Complete with spaces for just one, two or even 50 people to work comfortably. It even has its own event space. So it was no surprise when all four brands moved into – what I like to call TLA Towers – in November 2024.

Take a look at it all coming together.

What’s in a name?

Even before the Home acquisition, the PointZeroGroup name was used to describe the collective of BrandPointZero, RewardPointZero and That Little Agency. Since bringing Home into the group, the name has taken on a more significant meaning. A little legal shuffling (and many signatures) later, the PointZeroGroup now acts as the parent company of the four highly regarded employer communications brands. While each brand continues to operate as a stand-alone company, they do so knowing that the group’s collective power is there to support them. So, while you may never see us pitch as PointZeroGroup, we’ll always remind you that each brand benefits from the knowledge, skills and support of the others.

But Mark, you’re not answering the question.

So, what on earth is the PointZeroGroup? It’s a house of brands*. An unstoppable collective with an alternative viewpoint. Strategists and creatives who are big on culture, change, communications, and amazing client experiences. Whether an organisation is looking for an employer brand that attracts top talent, a culture change that transforms their business, or a little help with all things digital, it’s all here. And all under one roof.

So, what next?

World domination. Obviously. But before that, we’re working hard to nail down the key propositions of the brands and better articulate how they can help organisations attract, engage, develop and retain the talent they need to succeed. We’ll share much more about this soon.

Need a little help?

Drop us a line if you’d like help, support, or even a little chat about what the brands (or the group) can do for you. After all, most of our best work has started with a chat over a cup of tea and a milk chocolate Hobnob.

* Thanks goes to JLR for this phrase.

Oct 01
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Careers websites vs. LinkedIn company pages

By Careers websites, Content marketing

So which is best? Well, there is only one way to find out…

Or we can just discuss the pros and cons.

In today’s competitive job market, businesses need to leverage every tool available to attract top talent. Two of the most popular platforms for this purpose are company careers websites and LinkedIn company pages. Both serve as powerful recruitment channels, but they offer distinct advantages. Understanding the differences between the two can help you create a better talent acquisition strategy. So let’s compare the benefits of having a dedicated careers website versus using a LinkedIn company page for recruitment.

Customisation and branding

Careers website

A careers website gives you complete control over how you present your company. You can fully customise the design, layout, and content to reflect your company’s culture, mission, and values. A well-designed careers page is more than just a place to list job openings – it can be an extension of your brand that showcases your workplace culture through employee testimonials, videos, and other engaging content.

LinkedIn company page

LinkedIn offers some customisation, but it’s limited by the platform’s uniform template. While you can add a company description, logo, and banner image, it doesn’t allow the same level of creativity in layout or interactive features. However, since LinkedIn is a professional network, job seekers already associate it with job opportunities and professional development, giving your LinkedIn page a strong, built-in credibility.

Winner: Careers website

When it comes to branding, a careers website offers much more flexibility to craft a unique and memorable candidate experience.

Reach and visibility

Careers website

Your careers website’s visibility is largely dependent on your SEO efforts and how well it’s integrated into your overall digital presence. For example, optimising job descriptions for search engines and promoting them through social media can help increase traffic. However, your careers website primarily reaches people who are already aware of your brand or are specifically searching for job opportunities.

LinkedIn company page

LinkedIn has over 900 million users globally, giving your job postings access to an enormous pool of potential candidates. With LinkedIn, you benefit from the platform’s sophisticated algorithms that recommend your job postings to the right people based on their skills, experiences, and location. In addition, LinkedIn allows you to build a community of followers who will automatically be notified when new roles are posted.

Winner: LinkedIn company page

For sheer reach and targeted visibility, LinkedIn’s vast network and algorithm-driven recommendations give it a significant advantage over a standalone careers website.

Candidate experience

Careers website

A careers website allows you to create a streamlined, user-friendly experience specifically tailored to job seekers. You can offer an intuitive application process, provide additional resources (such as FAQs or company benefits), and integrate with applicant tracking systems (ATS) for a smooth, end-to-end process.

LinkedIn company page

LinkedIn provides a familiar platform for candidates, and many job seekers appreciate the convenience of applying directly through their LinkedIn profiles. However, the experience is more standardised. While this can be efficient, it doesn’t offer as much room for personalisation or branding. Additionally, some candidates may prefer to apply via a company’s dedicated portal, which may feel more formal and professional.

Winner: Careers website

A well-designed careers website offers a more tailored and comprehensive experience for candidates, from learning about your culture to submitting applications in an intuitive way.

Employer branding

Careers website

A careers website gives you a dedicated space to highlight your company culture in a meaningful way. You can share detailed stories about your employees, showcase team events, or dive into the values that make your workplace unique. This gives candidates a deeper sense of your company beyond the job description, which can be a deciding factor for many job seekers.

LinkedIn company page

LinkedIn allows you to share posts, company updates, and employee stories, but the presentation is more limited. It’s ideal for quick updates and posts but lacks the depth and personalisation a careers website can offer. That said, LinkedIn’s professional environment makes it easy for potential candidates to view mutual connections, get recommendations, and engage with employees.

Winner: Careers website

For companies serious about showcasing their employer brand and work culture, a careers website offers the depth and flexibility needed to leave a lasting impression.

Cost and resources

Careers website

Building and maintaining a careers website requires time, effort, and budget. You’ll need to invest in web development, content creation, and potentially ongoing SEO efforts. If integrated with an ATS, there may also be associated costs. However, these upfront expenses often pay off in the long run, especially for larger companies with frequent hiring needs.

LinkedIn company page

A LinkedIn company page is relatively low-cost to maintain. While posting jobs on LinkedIn may come with fees, especially for premium listings, creating and updating the company page itself is free. It’s also less resource-intensive since LinkedIn handles the technical infrastructure. Additionally, you benefit from LinkedIn’s built-in network and professional focus, which can save costs on advertising and SEO efforts.

Winner: LinkedIn company page

If cost and resource efficiency are priorities, a LinkedIn company page requires less investment and ongoing maintenance than a fully customised careers website.

Data and analytics

Careers website

When candidates apply through your careers website, you can gain deeper insights into their journey. You can track how visitors navigate the site, which pages they visit, and where drop-offs occur during the application process. These metrics are invaluable for optimising the candidate experience. You can also leverage this data to fine-tune your recruitment marketing strategy, from SEO to engagement with different types of content.

LinkedIn company page

LinkedIn provides valuable analytics about your audience and job applicants. You can see the demographics of people viewing your page, the number of followers, and engagement metrics. Additionally, LinkedIn Talent Insights offers more granular data on the job market, skills in demand, and competitor hiring trends. However, the data is limited to what LinkedIn provides, and you have less control over customising your insights.

Winner: Careers website

For companies looking to build detailed, proprietary insights into their recruitment funnel, a careers website offers more control over data and analytics.

In short

Both a careers website and a LinkedIn company page play vital roles in modern recruitment strategies.

  • A careers website offers more control over branding, candidate experience, and detailed data, making it ideal for companies that want a comprehensive and tailored recruitment platform.
  • A LinkedIn company page provides broad reach, lower costs, and a ready-made audience of professionals, making it a great tool for quickly connecting with potential candidates.

Ultimately, the best solution may involve using both. A careers website can serve as a deep branding hub, while LinkedIn can amplify your reach and connect you with passive job seekers. Combining the strengths of both platforms can create a holistic and effective hiring strategy that drives results.

Need a little help?

If you’d like some help, support, or even a little chat about LinkedIn and your careers site or any aspect of your employer brand and talent attraction strategy, just get in touch. After all, much of our best work has started with a cup of tea and a Zoom call.

Sep 11
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Employee advocacy

Employee advocacy – the secret sauce to attracting talent to your LinkedIn page

By Content marketing

Here’s something every recruiter should know… While LinkedIn is about personal profiles and connections, 40% of users also engage with LinkedIn company pages each week. And active pages receive up to 5 times more engagement. (Source: Hubspot).

This should make your LinkedIn company page a vibrant hub to promote your culture and all that’s great about working for you. But the secret is to get your people engaged with your content. With their help it can have huge reach – and that’s what employee advocacy is all about.

Last year we wrote what has turned into one of our most read articles, ‘Promoting your employer brand on LinkedIn.’ This is a kind of ‘part 2’ to that earlier article. In this one we are going to cover why your people should get involved (employee advocacy) and share some tips to maximise your company page.

And, while there are LinkedIn careers features that come at an additional cost, all of this relates to the free company page that all organisations can and should own and develop.

Why employee advocacy works

  • Getting your employees engaged as advocates can make a big difference to your content reach. Click through can increase by 50% when employees share company content via their networks. Source: LinkedIn.
  • And perhaps this explains why… On average, an employees’ network is at least 10x larger than a company’s follower base. Source: LinkedIn.

A quick takeaway from all of this… company pages get a lot more visitors than perhaps you thought, and employees have the reach you need to share your content.

So, what is employee advocacy?

It’s when your people feel engaged and excited by working for you to the extent that they are happy to share company news, careers content, vacancies – in fact any positive aspect. Often this includes your culture, values and CSR activities. In a LinkedIn context they’ll be happy to share this via their personal profiles to their networks and their reach is often far greater than the organisation enjoys.

Some employers leave their people with a free reign to share what they want which can be perfectly fine. However, those that put a little strategy into employee advocacy may find that it pays off in terms of consistency and encourages more to get involved.

Our tips to make employee advocacy work

Engage and motivate your people

Often seeing the leadership team talking about what the business is doing on LinkedIn sends a message to others to get involved. But it’s not just high-profile LinkedIn users like Sir Richard Branson who can benefit. It’s worth explaining that everyone can win from employee advocacy. Employee advocacy helps them build their professional reputation and personal brand and networks in the process.

Show them how

While acknowledging those who already do it, show others how it can be done. Give them examples and ideas, run workshops and training sessions, but don’t make it a one off. It has to be something that’s ongoing, whether you do a big session, a monthly catch-up or it’s part of a team meeting.

Give them the tools

One of the great things about LinkedIn is that you don’t have to create new content to take part. Sharing what others have written is a very good way to participate – just as long as they know what’s there. So, don’t forget to let them know what’s been published on your company page – or indeed what career stories on your own carers page could make great LinkedIn posts. Why not recommend posts to your employees that they could be sharing? And, if they want to write their own, share what a well-structured post looks like.

Create LinkedIn ‘Champions’

This can be an effective way to bridge the gap from wanting to do it actually taking part. Encourage your champions to share content and talk about what they’ve done on LinkedIn and what reaction they got and the impact or a new opportunity that they found.

Optimise all personal profiles

It goes without saying but everyone who shares content needs to have a profile that is as well set up as possible. This includes being able to see what they do in your organisation. While not everyone wants to carry their employer’s branding, it does look consistent if you provide a branded banner. Candidates and customers will be looking at your people – make it a good first impression.

Enhancing your LinkedIn company page

Now that your people are up and running to share all that’s best about working for you, you’ll want your page to be as good as it can be.

Make it about your people first

The difference between a vibrant LinkedIn page and those covered in ‘digital tumbleweed’ is the people content. If you want potential employees to see themselves working for you, you need to show them people just like them. That means content about your people – like events, career profiles or appointments and promotions. Don’t fill it with sales and marketing info and expect your people to want to share that. The best LinkedIn company pages are about people and values and then shared by individual profiles.

Talk about your culture, commitments and CSR

77% of candidates are actively searching for examples of an organisation’s culture according to Glassdoor. This is a powerful stat and should influence your page content. Showing this through activities such as volunteering and community engagement brings it to life more convincingly than merely telling it.

Adding a paid careers page

All of the above are tips to help your people get engaged with your free company page. But should you, as a recruiter, invest in some of LinkedIn’s paid for careers features? There are certainly advantages – users can search for job opportunities, register their interest in working for you and, by adding a life tab, you can create a window into your culture and commitments. In fact, we think this is a topic all in itself – which is why we are going to cover the pros and cons of a LinkedIn careers page and compare it to having your own careers page in our next blog.

In conclusion

We believe that every employer should be able to benefit from the exposure a well-run LinkedIn company page offers their employer brand. But, while more LinkedIn users visit a company page than you might have been aware, the real magic happens when your people become advocates for working for you and sharing your content and stories. Getting them onboard with your page is the key to benefiting from the 10x reach they have compared to the organisation itself.

Need a little help?

If you feel that you’d like some help, support or even a little chat around your LinkedIn recruiting activity or any aspect of your employer brand and talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a Zoom call.

Thumbnail image by Brooke Cagle on Unsplash

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