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EVG_HR_Corporate-Influencer-2
17. February 2022

Crucial for the “war for talent”: How corporate influencers bring companies new employees

17. February 2022
EVG_HR_Corporate-Influencer-2
evernine editorial team

Companies are finding it difficult to fill vacancies these days. New and creative approaches are needed to convince applicants, such as using your own employees as corporate influencers.

Today, companies are in the position of having to search more actively for new employees. The classic, passive job advertisement no longer serves its purpose. This is because the “war for talent” is in full swing. And so it is now the employers who have to advertise themselves and their company, not the other way around. The younger generations entering the job market attach importance to completely different aspects than their predecessors. After all, many offer benefits such as a high salary, new work approaches and the like. New strategies and creative solutions are needed, such as the use of corporate influencers to convince talented people to join the company.

 Soft factors before hard facts

So it is often not the hard facts that are decisive, but the soft factors, the values of a company, are more important. It is therefore crucial for them to be clear about these values. Stand for something, not for everything! They should involve their own employees in developing and defining them. After all, they are the ones who live the values internally and represent them externally. As authentic representatives of their company, as so-called corporate influencers, they can then use their time and reach in social media profitably for their company. Nowadays, messages sent directly by companies hardly convince anyone, whereas people and their content are perceived as authentic.

 Convinced employees for authentic communication

EVG_Mitarbeitende-als-Influencer
Your own employees are a valuable secret weapon when it comes to recruiting and can give applicants exclusive insights into the company (Image source: AdobeStock / FelizDiseno)

In order to benefit from their own corporate influencers, it is crucial that companies find suitable employees and train them for their work. The best candidates are those who already fully identify with their company, its values and culture and are satisfied with their work. They act as authentic representatives to the outside world and can therefore also convince others of their company. This is precisely where the added value lies for companies through the use of corporate influencers: they allow others an undisguised, direct and personal insight that cannot be achieved through traditional HR marketing measures. They appeal to potential applicants on an emotional level and have a trusting and approachable effect on them. 

In conjunction with the hard factors and benefits that a company offers, this is ultimately decisive in order to be able to assert oneself in the “war for talent”.

 Requirements for the greatest possible success

LinkedIn and Xing are the most suitable communication channels, and Instagram can also be useful here. It is a great advantage if employees already have a network. Companies can then approach suitable employees in a targeted manner, depending on the position for which they are looking for new talent. A member of management could have a suitable person in his or her network for a management position, for example, and young graduates could approach someone for a trainee position. If managers then place the necessary trust in their corporate influencers and define measurable goals and company-wide guidelines for the use of social media in advance, nothing stands in the way of a successful recruiting campaign with the help of corporate influencers.

 Conclusion

The “war for talent” is in full swing. Companies should therefore focus on their values in order to win over applicants. Using their own employees as corporate influencers who authentically represent their company is a promising approach. But not everyone is a born influencer. With targeted training, such as that offered by Evernine in the form of Digital Me workshops, companies can enable their employees to successfully communicate with potential candidates on an emotional level via the appropriate channels.

 

Find out everything you need to know about Evernine's HR marketing services on our website.

 
Source cover picture: Adobe Stock/Mirko Vitali

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