The Role of Employer Brand Evangelists in Your Organization

When customers are so excited about a product that they tell everyone they know, it’s a sign of strong brand advocacy. This same principle applies to workplaces, where employees who are thrilled with their jobs naturally become employer brand evangelists. They share their positive experiences and encourage others to join the company. In this article, we’ll explore what it means to be an employer brand evangelist. We will also provide tips on how to identify these enthusiastic advocates within your own organisation.

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Who is an employer brand Evangelist?

An employer brand evangelist is a key advocate who passionately promotes their company’s brand both internally and externally. Inside the organisation, they strengthen the company’s culture and values by fostering a positive work environment. They lead initiatives such as events and recognition programs to support this effort.

Outside the company, they actively represent the brand at recruiting events, career fairs, and on social media. They share their positive experiences to attract top talent. Their dedication not only enhances the company’s reputation. It also plays a crucial role in drawing in and retaining the best candidates.

Also Read: Benefits of Diversity in the Workplace

What are the responsibilities of an employer brand evangelist?

Now that you know who an employer brand evangelist is, let us look at the key responsibilities of this role.

Spot New Opportunities

An employer brand evangelist is always on the lookout for ways to enhance the company’s brand. For instance, they might update the career website to make it more user-friendly. They may also streamline the application process to ensure a smoother experience for candidates. Additionally, they could introduce new engagement initiatives, such as virtual job previews or interactive Q&A sessions. These initiatives help keep the brand appealing to both current employees and potential hires.

Check Out the Competition

To stay competitive, the evangelist monitors what other companies are doing with their employer branding. For example, if a competitor is hosting popular recruitment events or using creative social media campaigns, the evangelist will analyse these strategies to identify what works and what could be improved upon. This analysis helps in refining your company’s approach and finding unique ways to differentiate the brand.

Keep Branding in Focus

In a busy work environment, branding efforts can sometimes be overshadowed by other priorities. The evangelist ensures that every new HR initiative is aligned with the employer brand. For instance, if the company is considering a new benefits program, the evangelist will evaluate how it reflects the company’s values and its impact on the overall brand image, asking questions like, “Does this enhance our reputation as a great place to work?”

Promote Company-Wide Engagement

Encouraging all employees to support the company’s brand is crucial. The evangelist helps facilitate this by organising events such as team-building activities or community service projects that align with the company’s values. For example, if the company values sustainability, they might organise a company-wide recycling challenge or community clean-up day, engaging employees in activities that reflect the brand’s commitment to environmental responsibility.

Gather and Share Employee Stories

Employees’ personal experiences can be powerful tools for promoting the brand. The evangelist collects these stories and turns them into engaging content, such as blog posts or videos. For instance, they might create a video series featuring employees discussing what they love about working at the company or write blog posts highlighting unique career paths within the organisation. The company shares this content on its career site and social media to attract potential candidates and showcase the positive work environment.

Ensure Consistent Messaging

Consistency in brand messaging is key to building trust and credibility. The evangelist makes sure that the company’s messaging is uniform across all channels. For example, if the company’s career site promotes a culture of innovation, the evangelist ensures employees reflect this message when talking about the company at job fairs and on social media. They address any inconsistencies, such as a disconnect between the brand’s advertised values and the actual employee experience, to maintain a strong, coherent brand image.

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How to identify an employer brand evangelist?

Here is how you can identify the right person to take on the role of an employer brand evangelist within your company.

Look at the Recruiter

Recruiters are in an ideal position to take on the brand evangelist role because they directly interact with job candidates. They see what works and what doesn’t in terms of employer branding. Since they’re already promoting the company to potential hires, they have a clear understanding of how your brand compares to competitors and what aspects resonate with candidates.

Consider the HR Manager

HR managers engage employees and organize events that align with the company’s values. They have the internal connections and experience needed to promote the employer brand effectively within the company. Their role in managing employee programs and fostering a positive work environment makes them a good fit for driving your brand’s internal initiatives.

Think About the Marketer

Marketers have skills that are crucial for enhancing employer branding. They monitor brand messaging, evaluate the competition, and create engaging content. With their expertise, they can help ensure that your employer brand message is clear and compelling, both inside the company and in external communications.

Also Read: 8 Recruitment Strategies to Reduce Time to Hire

Conclusion 

In conclusion, identifying the right person to act as your employer brand evangelist is crucial for strengthening your company’s reputation and attracting top talent. Whether it’s a recruiter, HR manager, or marketer, the key is to find someone who is passionate about your company and has the skills to promote your brand effectively. By leveraging their unique strengths and insights, you can enhance your employer branding efforts, create a more engaging work environment, and ultimately build a stronger, more attractive company.