In today’s competitive job market, attracting top talent isn’t just about offering competitive salaries and benefits. It’s about showcasing what makes your company unique and why it’s the ideal place to work. This is where employer brand marketing plays a crucial role, especially in tech companies like Semrush.
At Semrush, a leading provider of online visibility and marketing analytics software, employer brand marketing is not just a strategy—it’s a mindset. Recently, I had the privilege of speaking with Yana Romanova, the Head of HR Branding at Semrush, to delve into their approach to employer brand marketing and uncover some fascinating insights. The podcast is live on YouTube and you can tune in by clicking the link below.
Crafting an Aspirational Employer Brand
Semrush approaches employer brand marketing with a clear focus: to stand out in a crowded market and attract top talent.
Defining a Clear Employer Value Proposition (EVP):
Semrush has meticulously identified its key differentiators, including a dynamic work environment, global presence, and a relentless focus on innovation. These factors form the cornerstone of their EVP, attracting individuals who resonate with their ethos. Their EVP – “New Stars are Born Here” reflects this ethos of innovation and success, underpinned by their values of Sense of ownership, Constant Changes and Trust, which forms the part of their DNA.
If you would like to dive deeper into how to craft a compelling EVP, please read this blog from the Semrush team.
Creating a Candidate Journey Map
By mapping out the candidate journey, Semrush gains valuable insights into touchpoints and preferences. This strategic approach has led to a remarkable 15% increase in applications, demonstrating the power of personalized messaging and tailored content.
If you would like to create a candidate journey map the Semrush way, please read the blog here.
Leveraging Diverse Content Distribution Channels
Semrush embraces an array of content distribution channels, from traditional platforms like social media and blogs to emerging channels such as TikTok. This diverse approach allows them to showcase their vibrant work culture and effectively engage with potential candidates across different demographics.
Rallying employees to promote their employer brand
One of the standout success stories at Semrush is their emphasis on engaging employees in their employer brand initiatives. Yana emphasized the importance of collaboration with employees, leveraging their input for content creation and testing new ideas before public release. This approach not only fosters a sense of ownership among employees but also ensures that the employer brand remains authentic and resonates with potential candidates.
Every employer brand manager must answer the top 3 questions as detailed in this blog for attracting top talent,
Building a Global Brand with Local Appeal
Semrush has people spread across 15+ countries, hence their employer brand strategy needs to have both a global appeal and local resonance. This means weaving in cultural sensitivity, language, events and tone that can transcend these barriers.
Semrush adopts a nuanced approach to employer branding, tailoring its messaging and imagery to specific regions. By incorporating relatable elements, language and cultural nuance, they ensure that their employer brand resonates with local candidates, fostering a sense of connection and belonging.
Data-Driven Decisions and Continuous Improvement
Innovative Campaigns and Experiments
Semrush doesn’t shy away from experimentation when it comes to employer brand marketing. Yana shared insights into a recent experiment where they tested different approaches to job postings on social media. The results were clear: concise and clear messaging resonated the most with their audience, reaffirming the importance of precision in communication and timing in engaging potential candidates.
Utilizing Data and Analytics:
Semrush employs a range of tools and platforms to support their employer brand marketing efforts. From Looker for building brand dashboards to Google Analytics for tracking performance, they leverage data-driven insights to refine their strategies at every step of the candidate journey. Additionally, they recognize the importance of AI tools like ChatGPT for content creation, staying ahead of the curve in reaching and engaging with diverse audiences.
Here is a detailed article about metrics you can use to measure the ROI of your employer brand marketing.
Committing to Continuous Improvement:
As Semrush continues to evolve, their commitment to employer brand marketing remains unwavering. Yana’s vision for the future includes breaking down language barriers through AI-driven solutions, enabling seamless communication and localization across diverse regions. With a focus on innovation and collaboration, Semrush is poised to remain a leader in employer brand marketing for years to come.
Key Takeaways and Actionable Tips
- Define your EVP and tailor it to your target audience to effectively communicate your unique value proposition.
- Map out the candidate journey to understand touchpoints and preferences, enabling personalized communication and engagement.
- Embrace diverse content formats and platforms to reach candidates across different demographics and channels.
- Localize your employer branding efforts to resonate with target audiences in diverse regions, fostering a sense of connection and cultural relevance.
- Leverage data and analytics to measure success, identify areas for improvement, and inform future strategies and optimizations.
Conclusion
Semrush’s success in employer branding underscores the importance of a well-defined strategy, data-driven decision-making, and cultural sensitivity. By following their lead and implementing actionable tips, organizations can attract top talent and build a compelling employer brand that resonates with candidates worldwide.