Employer brand

Localized employer branding: Your key to engaging with regional talent

In today’s highly competitive job market, your employer brand is vital. It’s the key to attracting top talent, retaining your existing employees, and distinguishing yourself against a backdrop of ever-increasing competition.

And, while a compelling Employee Value Proposition (EVP) and an authentic, attractive culture are both important parts of a world-class employer brand – for global companies, few things are more crucial to connect with candidates than personalized, localized messaging. 

This means more than just writing job descriptions in relevant languages or using local imagery in your onboarding materials. For the best localized employer brand messaging, it’s important to tailor your marketing assets to the cultural sensitivities of local markets.

Imagine you were recruiting candidates in Japan. Because Japanese work culture tends to value collectivism, where a company is often viewed like a family, you would want to create content that centers around your team members and company culture. 

However, this ‘team-focused’ recruitment strategy likely wouldn’t spark the same interest with American job seekers. In this instance, you might speak to this region’s individualism by highlighting employee perks, learning and development opportunities, or flexible working options on your adverts.

Respecting a culture’s unique nuances is essential for attracting and retaining top talent. It shows them that your company values their specific requirements, rather than pushing ahead with a generic, one-size-fits-all message for your global workforce.

But what more does localized employer branding do for your company? And how do you actually implement this in your marketing? In this article, we’ll dive deeper into the topic of employer brand localization and show you how to get started. 

Why is region-specific employer branding so important?

According to recent figures, as many as 75% of global firms have found it hard to get the right talent through the door. If you’re one of the thousands of employers in this difficult position, you’ll know that long-term vacancies can cost your business dearly in time, money and productivity.

To give yourself an edge in local talent attraction, regional employer branding allows your roles to better resonate with job seekers right out the gate. By wrapping your collateral in imagery or elements that speak to their culture or surroundings, you already demonstrate that your brand aligns with them directly.

This can help you fill your positions up to 50% faster, and boost your chances of securing a quality hire by as much as three times

Plus, by engaging your existing employees with job materials that reflect their culture and location, you can improve retention internally by as much as 28%. Aside from easing the pressure on your recruitment and hiring processes, engaged workplaces can be 17% more productive and 21% more profitable. 

On top of this, localized employer brand content lays the foundation for a more positive global reputation. Even if your internal employees and job seekers aren’t the target audience for your corporate branding, giving these groups a positive experience sends a strong signal to customers, stakeholders and other audiences in these territories. 

How do you translate a global employer brand to local markets?

A localized employer brand strategy is a proven way of improving the speed and quality of your talent acquisition efforts. It can also empower your existing staff, enhance productivity and contribute to a trusted reputation.

But how do you unlock the full potential of this strategy? Like any employer branding initiative, the right approach is essential.

Understand your ideal candidates and existing staff

Before committing any time or resources to localized content creation, it’s important to understand exactly who your regional audiences are and what they stand for. 

Do you want to appeal to candidates in a brand-new market? Are you trying to counteract high churn in a particular regional office? 

Your objectives will dictate the look, feel and direction of your employer brand campaigns, so it’s important you have a clear picture of the employee personas you’re targeting from the very beginning. Without this, it can be impossible to know how to tailor job postings and employee engagement strategies to best resonate with the right people.

Plus, when you consider that every country has their own idea of work, culture, benefits and more, ensuring your adverts, onboarding materials and internal branding pieces are as impactful as possible relies on the insight you gain through these personas.

So, how do you create these crucial documents? At their core, your employee personas should ask:

  • What region is my audience located in? 
  • What goals and motivations do they have?
  • What are their key demographics?
  • What personality traits do they demonstrate?
  • What challenges do they face?
  • What do they want/expect from a workplace? 

Stay organized with robust Digital Asset Management software

Once you have a solid idea of exactly who you need to target, the next step involved in translating your employer brand worldwide is to prioritize organization.

The last thing you want is for an off-brand job advert to find its way into the hands of a potential candidate, or a new recruit to receive an outdated version of your onboarding package. Why? Because inconsistencies like this can shatter people’s trust, set false expectations, and undermine the good will your employer brand has worked so hard to build.

But, with potentially thousands of assets to organize across dozens of countries, keeping on top of everything can quickly become a full-time responsibility.

Here, a dedicated Digital Asset Management (DAM) system can be really helpful. Acting as a central, digital repository where every asset can be tagged, organized and easily accessed, getting the right materials in front of the right candidates becomes a simple, straightforward task.

Coupled with regional brand portals that house your local style guidelines, EVPs and exemplary assets, your provincial teams can get immediate access to the content relevant to their audience. This makes it faster and easier for your global departments to run effective recruitment campaigns, all while streamlining internal communications.

Invest in on-brand content creation tools

While giving your teams access to the right assets is an important part of delivering a locally-tuned employer brand, if you operate in multiple territories, chances are you’ll have a long list of different audiences to create collateral for – and the time, resources or capabilities to deliver only a fraction of it.

Coupled with the inconsistency that can arise when your decentralized teams begin adapting your core assets (or create their own materials altogether), it’s clear to see how content production is one of the greatest challenges for delivering a locally-relevant, globally spanning employer brand.

And with signs suggesting that the demand for collateral is only going up, how do you and your teams deliver employer branding at scale in the long term?

In our view, the right on-brand content creation tools are invaluable. By giving your central and frontline personnel the ability to swap out things like imagery, copy, colors and more in a matter of clicks, as the core facets of your brand guidelines remain fixed, smart templating technology can streamline production in a big way.

In practice, this means your central marketing departments can prepare core materials on budget for every region, all while your locally-based teams have the tools to create or tailor assets to their target markets without undermining the consistency of your brand.

Plus, with ease of use central to most content creation tools, anyone across your business can produce the materials they need, freeing up your marketers and creatives to focus on fleshing out your employer brand strategy.

Put simply, the right solution can revolutionize the way you deliver collateral to candidates and colleagues around the world.

Inspire your existing employees to become advocates

Another great way to translate your global employer brand to local communities is to use employee ambassadors.

It doesn’t matter if you’re conducting localized hiring drives or spreading awareness of your presence in a new market. The bottom line is, people trust employees significantly more than companies themselves. 

So, who better to offer first-hand insight into your workplace than your regional team members? Their unique access and authenticity can demonstrate specifically how your workplace reflects the cultural nuances of the area.

This can give talent a clear picture of life at your organization, form genuine connections with people in the area, and ultimately attract candidates to your career site.

Furthermore, by getting your staff to play a more active role in your employer brand and rewarding their efforts, you can encourage your teams to stick with you for the long term. 

Ready to realize the full potential of your employer brand?

As the competition for talent intensifies – and job seekers become increasingly discerning – successfully recruiting and retaining talent demands a local approach to employer branding. 

However, with each country having their own cultural traditions and expectations to honor, crafting and coordinating content that resonates with each of these audiences is no easy feat.

By putting the insights we’ve covered in this article into practice, we hope you’ll have everything you need to reshape your employer brand into one that connects with candidates and colleagues from one region to the next.

Employer brand

7 elements every world-class employer brand should have

Employer branding is crucial for any organisation. Executed well, it can position your company as a compelling place to work, help attract and retain top talent, and enable you to stand out in an ever-expanding sea of competition.

In fact, in a recent survey, 1 in 6 UK workers said they would accept a new role without a rise in pay, if it led to better job security and development opportunities.

However, get it wrong, and you could risk falling short of candidates’ and employees’ expectations – a poorly maintained employer brand that can lead to greater employee churn, sluggish hiring processes, lower morale and engagement, and potentially hurt your brand’s reputation beyond the talent pool.

So, how do you build a great employer brand? It all starts by understanding exactly what makes some of the world’s greatest so successful. Organisations such as Google, Salesforce, HubSpot and Bain & Company are consistently ranked as tremendous places to work, and a large part of that is their commitment to strengthening their distinct employer brands.

With all this in mind, in this article, we’ll be diving into research and drawing from our decades of experience to bring you the standout characteristics of effective, well-rounded employer branding.

7 hallmarks of world-class employer brands

1. A clearly defined employer brand strategy

Like most successful elements in marketing, a world-class employer brand starts with a well-conceived strategy.

Without an overarching idea of how your employer brand is perceived, who your ideal candidates are, where prospective recruits spend their time, and the messages you must share both internally and externally – your efforts can quickly become inconsistent, unstructured and unsuccessful. 

You don’t have to look far to see the correlations between solid strategizing and employer branding success. Take energy drink giant Red Bull, for example. They wanted to seek out the most promising candidates from their expansive talent pool – all while providing a memorable recruitment journey.

To do this, the company devised a strategy that centred around the creation of a new tool, Wingfinder. This started by working together to identify the core traits, skills and experience of their ideal hires, which were then programmed into Wingfinder. This made it faster to find prospects that fit Red Bull’s hiring criteria, while providing unsuccessful applicants with helpful career development advice.

This has allowed Red Bull to improve the quality of its hires and the public standing of its overall business. And while Wingfinder is the tool at the heart of this, it would not be nearly as effective without the well-considered strategy behind it.

With all this in mind, how can you formulate a successful strategy for your employer brand? Here are some top-line tips for you to mull over:

For more insight on composing a top-tier plan, check out our in-depth article: How to develop and deliver an effective employer brand strategy.

2. A receptive attitude to listening

An employer brand, while a formidable recruitment tool, really centres around delivering an experience that resonates with your existing talent. 

Placing your full focus on attracting new job seekers, and consequently leaving your teams on the ground feeling undervalued or ignored, only hurts your ability to recruit, retain and engage staff in the long-term.

This is all to say that it’s important to listen to your staff. The insights they provide can pave the way toward a future where your brand and your people are closely aligned, empowered and engaged. 

And this is exactly what L’Oreal – world leader in beauty products and globally regarded place to work – did when it came time to craft a new Employer Value Proposition (EVP). By soliciting input from its staff, the organisation established a compelling EVP that authentically represented the company.

So, how do you gain the information you need to make changes for the better? One way is to simply ask, sending out an internal survey with questions like:

  • How would you describe the company culture to a friend?
  • What made you decide to join our organisation?
  • What aspects of our workplace do you find most and least motivating?
  • If you could change one thing, what would it be and why?

3. An authentic company culture

Another core tenet of any successful employer brand is authenticity; your ability to ‘make good’ on your promises and incorporate them into your everyday company culture.

Is your business rooted in tradition, or are you laser-focused on the future and globalisation? Is your corporate structure formal and hierarchical, or do you take a more free-flowing approach to employee participation?

There’s no right or wrong answer here. The important thing is that you genuinely reflect these values in the day-to-day environment at work. If you don’t, you could risk alienating your new and existing talent.

For example, imagine you’re a candidate who joins an organisation because it’s positioned as a forward-thinking company and a global leader in its field. But, when you get there, you’re greeted by dated equipment, a stringent dress code, and a restrictive management structure. You’d probably feel misled and disconnected from the get-go.

What can you do to ensure your company culture more closely aligns with your employer brand and values? Consider the following:

4. A localised approach to communication

The world’s best employer brands are great communicators. It doesn’t matter if they’re speaking to employees in Europe or appealing to candidates in Asia, global leaders in this sphere all nail one thing – localisation.

Whether you’re a national corporation or an international conglomerate, the last thing you want to do is take a ‘one-size-fits-all’ approach to messaging. Doing so could exclude individuals who ‘fall outside your central narrative’ and damage your reputation within certain groups and cultures. 

You only have to look at when the Jolly Green Giant became the ‘Intimidating Green Ogre’ in Arabic, to see what can happen when localisation goes wrong.

With that in mind, what does success look like here? For multinational software company SAP, adapting content to local audiences meant they could present an entirely consistent brand – one capable of empowering employees, supporting talent acquisition, and maintaining a vast talent pool of over 150 nationalities.

Despite the immense benefits of localisation, adapting your employer branding to different markets is hard work, especially if you operate in multiple territories. That’s why some of the largest enterprises, like SAP, rely on dedicated content creation solutions to expedite this long and involved task.

While different content production tools will vary in their capabilities, giving anyone on your team the power to quickly change elements like colours, imagery and messaging – instead of having to build each new version from scratch – unlocks the speed and flexibility essential to achieve effective localisation.

In addition, harnessing a capable Digital Asset Management (DAM) tool alongside this can allow your teams to categorise social media graphics, recruitment ads and more based on location and audience segments. This greatly reduces the risk of inappropriate or ill-fitting content reaching the wrong market, cutting down inconsistencies that threaten your communications.

5. A forward-thinking commitment to DEIB

DEIB stands for Diversity, Equity, Inclusion and Belonging – four concepts at the heart of any leading employer brand.

Without them, you run the risk of excluding talent. Not just by limiting who you directly consider for your roles, but also by alienating anyone who places real value in working at a company that honours diversity and inclusivity. 

So, how do you embrace and establish a more equitable culture in your organisation? For global payment service Mastercard, they made a commitment to equal pay, and invested in establishing Business Resource Groups (BRGs) to represent communities across 47 countries. These are impressive milestones that feature prominently on their career pages.

That doesn’t mean you need to champion these exact initiatives or invest in developing your own career page to succeed. As we’ve mentioned above, taking your employer brand to the next level is all about listening to your people and what matters most to them. So for you, that could mean:

  • Establishing diversity & inclusivity champions internally
  • Fostering a culture of greater transparency
  • Setting up inclusive recruitment processes
  • Using AI to sense-check recruitment materials for inclusive language

For more industry-leading insight into crafting an equitable employer brand, don’t miss our in-depth guide: DEIB in the workplace: Top trends to activate an inclusive employer brand.

6. A consistent employer brand

Maintaining a consistent brand is important – not just for your paying customers, but also for your prospective and high-performing talent.

Why? Because all of the hard work that goes into creating your employer brand strategy, refining your EVP and building a culture of authenticity can all be undone when you deviate from your playbook and defy brand consistency. 

It doesn’t matter if it’s slightly off-brand colours in a social graphic, a mismatched tone of voice in an employee handbook, or an outdated logo on an offer letter. Inconsistency breeds distrust, confusion and disengagement, sinking your reputation as an employer.

That’s why leading employer brands like Rolls Royce and Google place immense value in consistency, never deviating from their brand guidelines regardless of the channel they’re using or the region they’re in.

But how do these pioneering brands achieve unbreakable unity? While approaches will undoubtedly vary, in our experience it’s essential to:

  • Create a robust set of employer brand guidelines your teams can follow
  • Set up a digital brand hub to centralise every aspect of your brand identity
  • Use content creation tools like design templates to minimise human error
  • Recycle assets to remain on brand economically

7. A proactive drive for employee advocacy 

Now more than ever, trust and transparency are at the forefront of many professionals’ minds. 

To tap into this emerging trend and craft an identity that meets this criteria, many of the globe’s leading brands leverage their employees as ambassadors, showing others what life is really like at a company from the perspective of a team member.

It’s why Adobe’s channels regularly feature employee stories, and the thinking behind Nokia’s investment into employee generated content (EGC).

The way this strategy works is simple. By nominating people who personally embody your employer brand’s values and genuinely love working for you, you can inspire these frontline employees to create a positive, honest window into your working environment – insight that helps top talent picture themselves in your organisation.

For these programmes to work best, the right approach is key:

Discover how to encourage employees to advocate for your employer brand. Read our insightful article: 6 steps to turn your employees into true brand ambassadors.

Ready to take your employer brand to new heights?

In such a highly competitive landscape, properly managing your employer brand has never been more important. To ensure you’re getting it right, you don’t just need to implement the right strategies; you need to understand what separates good employer brands from the greatest – and these seven elements are the starting point.

By analysing some of the best identities out there, and employing our years of unique experience in this area, we hope the information we’ve compiled in this article acts as a helpful benchmark to guide your identity to greater success. 

Coupled with a powerful end-to-end branding solution, you can revolutionise your ability to attract and retain top-quality talent, stand out in an increasingly crowded market, and drive your company to further success with the right people behind it.

Employer brand

Employer branding for employee retention: Your complete guide to keeping top talent

Replacing any employee is a long process. One that can cost your company thousands, undermine your teams’ productivity and impact your business’s bottom line in a big way.

However, when you consider that the average worker changes roles 12 times throughout their career, losing good employees seems like an expensive inevitability. But not all companies are built equal. 

Organisations that work hard to build a strong employer brand have seen their staff turnover rate drop by as much as 28%, allowing them to hold onto their highest performers for longer and reduce the strain on their hiring process. They achieve greater stability within their workforce, and reap the rewards through more sustainable performance.

But how do you build an employer brand that can support your ambitious talent retention efforts? In this guide, we’ll explore the greatest challenges your company faces in the fight to retain talent, the steps you can take to reduce employee turnover, and the wider benefits of investing in your employer brand.

Why do employees leave their jobs?

No company can realistically achieve a ‘clean sheet’ when it comes to retention. Many employees naturally progress from their roles, even if they’re completely engaged and satisfied at work. People move, life evolves, and preferences change.

However, these external factors aren’t the only reason why employees seek greener pastures. Whether a company cannot provide flexible work arrangements or their budget doesn’t stretch to meet salary expectations, there are many answers to why staff leave that can be addressed.

Poor onboarding experiences

One of the biggest hurdles to long-term retention is bad onboarding experiences. The process of securing talent starts from day one, so without a strong, well-established process for welcoming your newest joiners, as many as 80% of your recruits could be eyeing the exit door before they’ve even gotten settled.

Lack of recognition

If top performers’ efforts are rarely ever recognised, they may start to feel disheartened at work. Even simple initiatives like personalised thank you cards and internal shoutouts can be an excellent way of encouraging your employees to reconsider their next move.

Minimal opportunities for growth and development

Most employees don’t aspire to be in the same role for their entire career, especially the latest generations of candidates. If your staff feel that they aren’t being afforded the opportunity to develop, evolve and unlock their true potential in your company, then this can inspire them to look elsewhere.

Subpar company culture

Whether it’s down to a lack of flexibility or due to a feeling of overwhelming negativity, 73% of professionals say they have quit their jobs due to clashes with company culture. To encourage your top talent to stay with you for longer, it should be one of your top priorities to foster a strong sense of belonging at work.

Opposition to company values

When your teams can’t buy into your company’s overarching missions or values, they’re unlikely to connect with your organisation on a deeper level. If you want to give your staff a strong incentive to remain, you need to build an employer brand that aligns with their expectations and outlook.

High turnover

As well as causing employees to question their own position, high rates of turnover can create a feeling of uncertainty and disposition internally. Retaining employees for prolonged periods relies on the creation of a strong, stable organisational culture that rewards long service.

7 proven strategies to build a retention-focused employer brand

Holding on to your hardest workers takes more than great work and good pay. While these factors certainly matter to many, in a world where the competition for talent is reaching new heights, your employees need genuine reasons to stay.

That’s why employer branding is so important. Acting as a rallying point that your employees can get behind, strong employer branding is all about making your existing workers feel part of a united entity, aligning your people around shared values and goals.

It’s what separates good employers from the great, and how companies like Cisco and Deloitte have retained such a high percentage of their top talent for years.

So, how do you build a winning employer brand strategy to retain your existing employees? Like any brand management exercise, unlocking the true potential of your strategy demands a thoughtful, well-considered approach.

1. Improve internal communications

Arguably, one of the most important aspects of any employee retention effort is internal communication. Put simply, when your employees feel heard, understood and in the loop, they’re more likely to be actively engaged and committed to your company and their responsibilities.

While all companies are unique, initiatives like monthly newsletters, company-wide emails, ‘ask me anything’ sessions and internal surveys are all simple and effective methods you can try to help bridge the divide between individual departments, regional offices and leadership teams.

Just remember, effective internal communication isn’t just accessible – it’s regular, structured and works best when it begins from the top down. Establish these measures to give your teams a voice and network across your organisation.

2. Host team building and company culture-focused events

Another powerful way to bolster your employee retention programme is to host regular team building and company culture events, like wellness workshops, cultural celebrations and department days out. 

Providing opportunities for your teams to build stronger relationships is a great way to foster a tangible sense of community at work. Encouraging communication and collaboration company-wide can also be a great way to get your workers to feel like they fit in.

Why is this important? When employees feel as though they ‘belong’ at work, they’re 54% more likely to stay in their current role.

It can be easy to take a laissez-faire approach to initiatives like this, incorporating events and activities you think would resonate, as and when work schedules allow. But to get the most out of team building, consider taking a regimented approach by:

  • Sending out an employee engagement survey to gauge how people feel about your organisation
  • Using what you learn to set a handful of specific objectives you’d like to achieve
  • Planning out regular activities to help you resolve the biggest reservations about your culture
  • Polling your workers about their sentiment toward your company after the 6-month mark

3. Invest in career development and training opportunities

By committing to training and development throughout your company, you do more than just enhance the capabilities of your workforce. You also send a clear message to new and existing employees that you care about their long-term growth.

This is especially important to younger talent, as a recent study revealed that 74% of Millennials and Gen Z have considered quitting their jobs due to a lack of skill-building opportunities.

Whether this involves getting teams to attend industry conferences and events, or providing them with digital classes and webinars in the office, the best internal training and development programmes:

  • Are tailored to meet the specific skills gaps of your teams
  • Utilise technology for the best learning experience
  • Foster a culture of continued education
  • Remain adaptable and flexible to employee feedback 

4. Recognise and reward employee performance

When you consider that 79% of employees cite ‘underappreciation’ as a key driver for quitting their job, it’s clear to see the value that an employee recognition programme can have in your talent retention strategy. 

Not only do the uplifting effects of positive reinforcement strengthen your workers’ connection to your organisation. A rewarding work environment can also elevate overall job satisfaction, improve your workplace culture, and position your business as an employer of choice in the competitive global talent market.

For these programmes to work well, it’s important you give them the time and attention they need. That means ironing out specific details early on, like rewards and success criteria. You should also look to establish a process for monitoring other colleagues’ performance on a regular basis, and creating resources you can use to educate people about your scheme all across your enterprise.

With this in place, you can reward staff for:

  • Surpassing performance goals, like sales or reach
  • Spearheading helpful, innovative solutions at work
  • Displaying exceptional collaboration and leadership
  • Providing excellent customer service

5. Embrace DEIB initiatives at work

No member of staff wants to work somewhere they’re treated unfairly. To help nurture a culture of acceptance and understanding throughout your company, DEIB is the beating heart of any fair and equitable organisation.

Standing for Diversity, Equity, Inclusion & Belonging, initiatives like this help instil a sense of identity in every worker, enabling individual employees to feel heard and respected at work, regardless of their background, preferences or beliefs.

As you can imagine, creating a culture where everyone feels included is one of the best ways to hold on to your top talent. In fact, in a recent poll, 92% of employees agreed that an inclusive culture had a big influence on whether or not they wanted to remain with their employer.

In other words, by aligning your company’s values with your employees, and creating a work environment where everyone feels seen and respected, you give your enterprise a solid foundation from which to retain talent.

6. Incentivise brand ambassadors

Brand ambassadors are another tried-and-tested strategy for improving long-term talent retention. The way it works is two-fold.

Firstly, by instilling your most engaged supporters with a sense of pride and ownership, you recognise their value and make them feel more connected to your employer brand. Naturally, these added responsibilities can form the basis for a strong and productive long-term partnership with your top talent.

Secondly, the genuine endorsements your ambassadors share can promote trust, credibility and positivity among your other colleagues, crafting an attractive image of your workplace that can entice people to stay far longer than industry averages.

To learn more about brand ambassador programmes and how to set yours up for success, check out our in-depth guide: 6 techniques to turn your employees into true brand ambassadors.

7. Integrate the right technology

Finally, to shape a bright future for your organisation and help your teams actually implement some of the winning talent strategies we’ve discussed, you need the right technology by your side.

In practice, finding the best platforms for your needs can be its own challenge. Countless tools exist that can streamline everything from remote working and employee advocacy to internal feedback and communication.

To help you narrow down your list, we’ve rounded up some of our favourite talent acquisition and retention tools that can transform your approach.

Our first pick is PostBeyond, a clever solution that allows you to harness the power of your employees on social media with greater ease, so you can empower your talent to get talking about your employer brand.

Another great solution is Small Improvements. From enabling managers to praise coworkers for a job well done, to allowing individuals to request feedback any time – this software can pave the way for strong internal communication and collaboration.

Finally, two more key tools for today’s employer brand experts are Digital Asset Management (DAM) systems and content creation software:

  • DAM systems directly engage people with the essential components of your employer brand, and enable you to oversee and share this content across the entirety of your teams and locations
  • Content creation software enables you to scale up the development of your employer brand assets, using templates to speed up production, simplify the process and lock-down consistency

These tools can be contained within a broader, end-to-end brand management suite, giving you a firm foundation from which to control and elevate your employer brand materials.

The value of a retention-focused employer brand

With the right steps, you can create an environment and culture that resonates with your teams, opening the path to stronger connections and longer tenures.

This does more than simply save precious resources. Uniting your departments behind your brand values can be an effective way of motivating your employees to work harder, boosting your business’s overall productivity by as much as 12%.

Pair that with the morale-lifting effects of a well-considered employer brand, and it’s easy to see how investing in a happier, longer-tenured workforce can minimise friction, conflict and absenteeism. This also enables your company to stand out when it comes time to hire someone new.

Transform your employer brand into a retention powerhouse

Few things benefit your long-term talent retention than a winning employer brand. But taking the steps to build one is often easier said than done.

With the right expertise and investment, however, the benefits can be astounding. Beyond creating a culture that entices your existing employees to stay for longer, you can drive productivity, improve job satisfaction, and cement your organisation as an employer of choice in an increasingly busy talent market.

Combined with the right employer branding software, your long-term employees can become a springboard for your company’s ongoing success.

Employer brand

6 steps to turn your employees into true brand ambassadors

Attracting top talent takes more than strong compensation packages. Today’s more discerning job seekers are looking for employers that reflect their values and create work cultures that suit them.

With trust, transparency and authenticity at the forefront of candidates’ minds when searching for a new role, how can you make your employer brand stand out in an ever-competitive talent market? 

The solution lies in leveraging the power of your workforce, empowering them to become true ambassadors for your employer brand.

In this helpful guide, we’ll explore what brand ambassadors are, how to encourage your colleagues to embrace this responsibility, and why an approach like this is so valuable for your recruitment efforts.

What are employee brand ambassadors?

An employee brand ambassador champions the organisation they work for through their personal profiles and in their day-to-day lives.

While you can nominate anyone from any department to become an employee ambassador (the more the merrier!), the best advocates are typically individuals who personally embody your employer brand values and genuinely love working for you. Authenticity is key – shrewd job candidates can see through any half-hearted or “forced” employee advocacy.

Promoting the company in everything from social media posts to testimonial videos, blog posts and news stories, employee ambassadors add an extra layer of trust to your employer branding and give potential applicants a glimpse into what it’s really like to work for your organisation.

6 steps to transform your employees into brand ambassadors

Capturing the attention of modern candidates and gaining a competitive edge in the crowded talent market requires more than simply stating what your company stands for. You must demonstrate how your Employer Value Proposition (EVP) and employer brand values translate to your working environment.

That’s why employee brand ambassadors are so valuable. They live and breathe your business every day, and can give potential candidates an unfiltered look at your company culture. They make it easy for top talent to understand your organisation and picture themselves within your team.

However, as amazing as it is for eager employees to post about your business of their own accord, this can become haphazard and irregular over time. Like any successful marketing strategy, unlocking the true potential of your employee ambassadors demands a thoughtful, structured approach.

Step 1 – Understand the conversation around your employer brand

Before turning your employees into brand ambassadors, first focus on conducting a thorough brand audit of your existing touchpoints.

While your company’s employer brand ecosystem and the attitudes of your employees will be unique, here are a few ideas to recognise the vibe surrounding your workforce:

  • Explore where employees new and old are leaving reviews about your organisation
  • Ask your team to learn if they already advocating for your brand online or in person
  • Assess if potential candidates are talking about your business, and find where those conversations are happening

With this foundational understanding of people’s feelings towards your employer brand and their willingness to shout about your culture, you can better determine how your employee ambassador program must work in practice.

The last thing you want is to enter this process blindly, encouraging employees who are unenthused by your branding to speak up, or proceed without acknowledging peoples’ existing advocacy efforts. Doing the initial research will guide you on how to get the most out of your ambassadors – and outline if any initial rehab of your employer brand strategy is needed before you reach the next step.

Step 2 – Seek out the right ambassadors

Every employee is a potential spokesperson. To identify the right people to put in the spotlight, it’s first imperative that you actively “audition” your options.

This might involve referring to your initial audit and shortlisting individuals already batting for your brand online. After all, who better to tell the world about working in your enterprise than those who show their support for you unprompted?

You could also use data inside your company to find people actively engaged with your business. In practice, this could mean talking to people who frequently spearhead internal initiatives, are more productive, or who have been with you for a long time.

Other factors that help determine the best advocates for your employer brand include:

  • Employees with substantial social media followings, especially on LinkedIn
  • People who represent different departments or types of employees on your team
  • Employees already highly regarded or well-known in your industry
  • People who advocate for or have a keen interest in DEIB trends

Whoever you choose to represent your organisation, confirm they share a genuine enthusiasm for their work and your organisation. As we’ve said above, authenticity is integral to a strong employer brand – and it all starts with the people you choose.

Step 3 – Establish a tone that’s natural for your advocates

When ambassador-shared social content can generate 24 times more engagement than traditional branded materials and build significant trust among future recruits, you start to understand the power your people can add to your brand materials.

However, with such impressive figures, you might be tempted to apply the same rigid, consistency-focused tone that defines your enterprise’s offline and online presence. Restrictions like these can strip away the very thing that makes this strategy so effective – authenticity.

So, when it comes time to establish your employee ambassador guidelines, leave room for what comes naturally to your employees. Don’t dictate the language they must use but be specific about the topics to avoid – it can help make ambassadorship duties less daunting.

Step 4 – Invest in educating your teams

As employees come and go, how do you bring new hires up to speed on what your brand stands for and maintain a globally consistent employer brand?

It all starts with a dedicated brand hub. Housing ambassador guidelines, exemplary employee advocacy assets, EVP documents and more, this technology can store everything your ambassadors need in a single, accessible portal to preach your brand to the masses.

Alongside these powerful employer brand solutions, it pays to invest in employee training for your representatives, particularly on social media usage. This is important for two reasons:

  • Firstly, access to learning and development opportunities is one of the biggest incentives for Gen Z job seekers, and can inspire new and existing employees to speak highly of your brand
  • Secondly, the skills your ambassadors gain will give them the confidence to post and grow their following, avoiding common pitfalls or mistakes that risk tarnishing your image

Step 5 – Reward your most active ambassadors

Some employees will immediately fly the flag for your company on every channel. Others may not be as outspoken and need a little more coaxing. 

While you can’t force anyone to be an ambassador, you can reward those who take this leap. Employee recognition is a powerful motivator. Whether this takes the form of tangible gifts like branded merchandise and extra annual leave, or shout-outs in the company newsletter or on your main company social feeds – there are numerous ways you can inspire advocacy within your company.

Alternatively, encourage employees to contribute to the formation and evolution of your employer brand and company culture. When your people feel personally invested in your organisation’s progress and that their voice matters, they are more likely to use it in your company’s best interests.

Step 6 – Empower your strongest advocates to share

With your touchpoints accounted for, guidelines established and ambassadors shortlisted and educated, you almost have everything in place to inspire employees to become brand ambassadors. There’s just one barrier left to overcome – on-brand asset creation

Traditionally, this is one of the biggest barriers to any strong, consistent employee ambassador programme. Unless you are a design-focused organisation, your ambassadors may lack the skills or knowledge to craft quality collateral for their channels. And even if your team contains expert designers, that can still be a massive drain on time and resources.

The solution to this is smart design template software. With this providing a base for your employer branding and an easy-to-use interface for users of any design expertise, your ambassadors can feel empowered to create powerful content without:

  • Compromising brand consistency
  • Wasting precious time and resources
  • Hurting their own personal brands

You could assign this duty to your in-house designers, but ad hoc requests from representatives eat up resources and can be difficult to execute, requiring time-consuming back-and-forth exchanges to realise their original vision.

With a more universal, accessible brand management platform at your employees’ fingertips, you can unlock your people’s potential and make sure you never need to micromanage their advocacy posts.

Papirfly employer branding tools success story - Building a better employer brand and how IBM achieves brand consistency across global recruitment campaigns

Elevate your employer brand with a robust employee ambassador programme

Although the content you publish on your corporate channels plays an essential role in attracting top talent, your employee brand ambassadors can be the biggest difference-makers when harnessed effectively.

By showcasing your company’s culture and daily work life, advocacy materials give potential applicants a clear picture of what to expect. This transparency and personal interaction helps them determine if your organisation is the right fit for them, and makes them enter the job application stage with real enthusiasm.

The result? Brand reputation and brand awareness improve. Recruitment efforts become more impactful and more successful. And the time and money required to attract top talent is minimised long term.

Engaging employees within your organisation through initiatives like ambassador programmes can also have a meaningful, positive impact on your company at large:

Combined with the right talent acquisition software, your global employees individually and collectively can be the deciding factor for your company’s next top hire.

Employer brand

Transforming recruitment with custom templates: A guide to scalable employer branding

In today’s highly competitive landscape, the best talent doesn’t just arrive at your website ready to apply. To truly succeed, you need to tell candidates why they should consider you for their next career move.

In the same way a customer must be nurtured along their journey to buy, modern candidates must be guided along the path to apply, led by content that places your employer brand at the centre of every conversation.

From social media posts that highlight your core values to prospects, or onboarding documents that emphasise your company’s values to your latest recruits, a constant flow of compelling content keeps applicants on the hook. 

But how do you maintain the quality and brand consistency today’s job seekers expect across every touchpoint, within increasingly tighter schedules and budgets? How can you efficiently and practically scale your employer brand content with your changing talent acquisition requirements?

The answer: investing in custom design templates. Below, we explain what they are, how they can revolutionise your recruitment strategy, and the key signs of great template creation software.

What are custom design templates?

Think of custom design templates as a constant head start for any kind of on-brand asset creation. A framework based on your brand guidelines, enabling your designers, recruiters and wider employer brand team to produce high-quality content with speed, precision and assurance.

To achieve this, effective design templates include locked-down elements, such as asset dimensions, logo positions and design layouts. These cannot be moved or changed, so users stick within the fixed parameters of your guidelines.

From here, they can then switch out customisable elements, such as calls-to-action (CTAs), colour schemes, imagery, copy and more with creative freedom, knowing that they cannot steer far from your brand identity.

As you can imagine, having access to these branded templates can massively ramp up the production of recruitment ads, job listings, corporate communications and much, much more. The right templating tool is a real game-changer – giving your hiring teams the confidence and skills they need to break away from costly third-party agencies, time-consuming approval processes and design limitations.

What are custom templates for employer branding and recruitment - Infographic image

How can custom templates help with your recruitment efforts?

When you consider that 71% of recruitment-focused teams face challenges creating the content they need, custom templates can be a powerful tool to create the variety of collateral required to properly promote your employer brand. 

This is because design templates can:

Recruitment campaign content creation challenges and statistics for time taken, lack of skills and budget - Source: ContentStadium

Expedite the creation of personalised social content

In our increasingly digital world, it’s no surprise that 79% of applicants turn to social media platforms to conduct their job searches. But the breadth of these channels, with distinct optimal posting frequencies, can make it a challenge to generate the content required to stay top of candidates’ minds.

To tap into this marketplace of millions, customisable templates empower your teams to produce on-brand, studio-quality assets in minutes. 

With elements like CTAs, colour schemes and imagery able to be instantly swapped out to suit the nuances of a particular region, platform or branch of the business, intelligent templates make it possible to produce well-optimised social media posts in a truly scalable way, without sacrificing consistency or impact. 

Empower employees to become brand advocates

While a strong employer brand instils confidence in your potential candidates, it’s hard to ignore that 76% of individuals are more likely to trust content shared by a brand’s employees over assets from a brand itself.

To allow your most passionate employees to champion your culture, values and company mission through compelling, highly engaging material, custom templates give your strongest advocates an avenue to express their views and build trust, without compromising your brand’s identity.

By allowing employees to follow a helpful framework, even those with zero design skills can be empowered to develop exceptional assets for their personal profiles. This means your employer brand can reach a wider audience in a more targeted, organic way than simply through your company pages.

Recruitment and employee advocacy statistic - Socially engaged employees 58% more likely to attract top talent - Source: LinkedIn

Create a full suite of onboarding content

If you’re at the stage where your job openings are filled and your new hires are well on their way to becoming full-fledged team members, it can be easy to direct your employer branding technology toward the next campaign. 

But in recent years, so many organisations have lost potential hires at the final hurdle due to a negative or frustrating candidate experience. To ensure your employer brand is just as strong inside as out, customisable templates allow for the quick, easy and scalable creation of company manuals, brand guidelines and other essential internal communications.

With these templates, you can guarantee that your new hires have the information they need to start work swiftly and confidently. And, to give them a real sense of belonging from the outset, these can also allow you to easily personalise standard guidebooks and manuals for each recruit.

Streamline video production

Over 65% of businesses use video in their recruitment efforts. You can see why when 43% of candidates say they’re more likely to apply for a job promoted through video content.

Able to turn this traditionally long, costly and intensive process into something effortless, custom templates are a lifeline for any forward-thinking recruitment team eager to stake their claim in the video-centric future of search.

The right custom template software will include tools to make dynamic, on-brand edits in a standardised format, so you can produce this eye-grabbing content with greater ease.

Video and employer branding statistic - 42% of employees use video content to get a feel for company culture - Source: Seenit

5 benefits of using custom templates for recruitment

1. Speed up time-to-market

Filling an open position takes an average of 44 days. When you factor in the weeks, months or even years it can take for a new hire to settle in, skill up, and reach the desired level of competency, talent acquisition is a lengthy and disruptive process for any organisation.

Quicker and more scalable asset creation with design templates enables your team to produce videos, job adverts, office posters, employee testimonials and other collateral as quickly as possible – especially important if you’re running a high-volume recruitment campaign.

Time limits for marketers statistic - 26.5% of digital marketers struggle with time constraints - Source: LOCALiQ

2. Achieve complete consistency 

In a world with more opportunities for candidates than ever, first impressions matter. Inconsistent visuals, incoherent Employer Value Propositions (EVPs), fluctuating tones of voice – they simply don’t cut it with today’s savvy job seekers. 

Inspire the right kind of relationship with your ideal candidates from the very beginning. Intelligent templating allows you to align every piece of collateral with your unique brand guidelines. This helps you secure complete coherence in any design, across any platform, at any time.

More job opportunities recruitment statistic - Global remote job postings have risen by 10% since 2023 - Source: BloomBerry

But how do you ensure that the employee experience meets expectations? While there’s much to consider, custom templating tools are unquestionably important, unlocking the creation of studio-quality onboarding documents that prioritise what matters to your candidates – be it DEIB and employer branding, work-life balance or monetary perks.

Plus, with the effort behind the creation of employer brand collateral reduced and shared among your entire workforce, your employer brand specialists and senior leadership team can concentrate on establishing initiatives that propel your company culture forward.

SAP brand success story - How SAP united their employer brand to acquire top talent in multiple regions with Papirfly - Link to read story

What to look for in the right template creation software

Now you know what customisable templates are, how they can be applied to your talent acquisition efforts, and the plethora of advantages they offer, there’s just one final topic we want to discuss – the key signs to look out for in template creation software.

Although any templating tool can improve the quality, consistency, cost and time of your asset creation, not all software is created equal. If you’re keen to truly revolutionise your recruitment efforts, here are our 7 must-have features to prioritise in your search:

1. Limitless on-brand asset creation

The last thing your team members need is software that stifles your output and limits creativity. When looking for templating tools that can help you find, engage and attract the best talent, it’s essential you find a solution that allows you to create on-brand assets without restriction. No limits, no monthly credits – just the means to produce any volume of assets whenever required.

2. Multichannel compatibility

To reach your target audience wherever they are, it’s also important to have template creation software that can accommodate asset creation for any medium. Be it graphics for LinkedIn, videos for career pages, banners for job fairs, or posters for internal communication – ensure the solution you invest in enables you to create templates for any purpose.

3. Straightforward functionality

Creating and executing professional, persuasive recruitment campaigns demands an intuitive templating system. One your recruiters and advocates can easily pick up and use whenever they need to produce effective, on-brand content at pace.

Accessibility and functionality should therefore be top priorities in your template search, so anyone in your team can be elevated to create without a steep learning curve.

4. Approval measures

For complete confidence that everything your recruitment teams or employee advocates produce is in service of your long-term business goals, acquiring a platform with approval measures can be incredibly advantageous.

With these extra security measures in place informing users of what’s off limits, and a seamless way to send assets through for final sign-off, your recruitment campaigns reach audiences far sooner.

5. Streamlined localisation

Responding to recruitment needs in any region is a must for any global brand – and something only possible when you opt for a platform with dedicated, time-saving localisation tools. Look for a platform that instantly enables you to switch up languages and cultural imagery, so you can meet the demands and sensibilities of your local markets.

6. Cloud-based accessibility

Whether you’re a local business of dozens, or a conglomerate of thousands, manually installing software to employee machines one by one is a long and tedious task. Avoid this logistical headache by choosing a recruitment template creation tool backed by cloud software, meaning your worldwide teams can access it with minimal fuss.

7. Wider brand management features

Finally, while consistent, high-quality content is an important pillar of your recruitment campaigns, it’s far from the only part you have to consider when it comes to building, administering and evolving your employer brand. 

By broadening your search to an all-in-one brand management platform featuring customisable design templates, you can also effectively educate your users on the foundations of your employer brand, store all collateral in a dedicated DAM system, and gain a bird’s-eye view over the execution and performance of your campaigns.

7 must-have features in a brand template creation tool - Papirfly infographic image

Launch a new era of success and scalability for your recruitment campaigns

When it comes to recruitment, content is crucial. It’s how your employer branding stands out, captures the attention of top talent, and ultimately fills your open roles. But not any content will do. In today’s competitive landscape, potential employees have become increasingly selective about who they work for. 

Customisable templates give your recruitment teams and wider employees the keys to create captivating, consistent content on an otherwise unachievable scale. Look into the options available to understand how they can drastically reduce the costs, time and resources involved in building professional recruitment collateral, and make meeting your ever-growing recruitment demands a seamless formality.

Ready to improve the ROI of your next recruitment campaign? Empower your people with Papirfly - CTA link to Papirfly brand management software platform
Employer brand

DEIB in the workplace: Top trends to activate an inclusive employer brand

In the relentless pursuit of top talent, few things capture the imagination of modern candidates and employees more than a diverse, inclusive workplace.

Especially among the latest generation of recruits, a culture of belonging and tolerance plays a huge part in where they choose to work. According to research by Glassdoor, approximately two-thirds of job candidates seek out employers with distinctly diverse workforces.

This intent has given rise to an increasingly adopted term: Diversity, Equity, Inclusion and Belonging (DEIB). For today’s company executives and employer brand managers, this is an acronym you must become fully familiar with to maximise your recruitment and retention efforts.

In this helpful guide, we outline what DEIB means, highlight its importance to the attractiveness of your employer brand, and share our top DEIB trends for 2024 to make diversity and inclusion centrepieces of your talent attraction strategies.

Defining DEIB: What is Diversity, Equity, Inclusion and Belonging?

DEIB stands for Diversity, Equity, Inclusion and Belonging, four concepts at the heart of a fair, equitable and all-embracing organisation. To properly define DEIB, it’s best to examine each component separately:

Diversity

Diversity is all about ensuring everyone is represented in your workplace. Age, ethnicity, gender, sexual orientation, disability status, economic background – a truly diverse workforce contains a healthy mix of these and other factors.

Diversity is incredibly valuable to encourage different viewpoints and gain unique perspectives within a company. It’s also beneficial for expanding your talent pool, building team camaraderie and developing a better understanding across your diverse customer base.

Equity

Equity means affording the same opportunities for career progression to all employees, regardless of their backgrounds. If an employee has the requisite skills, works hard and develops over time, there should be no barrier to success.

Equity also means that each team member should have access to the right resources to do their jobs to the best of their ability. Fundamentally, a focus on equity ensures a fair, impartial work environment.

Inclusion

Inclusion ensures that every employee or candidate feels welcome, accepted and valued by the people around them and their company as a whole. Do co-workers uplift each other? Is feedback provided constructively? Do people feel involved in their work environment?

Examples of inclusivity in the workplace include gender-neutral restrooms, flexible and remote work inclusion, and celebrations for cultural holidays and traditions. These and further inclusivity-driven measures often inspire higher productivity, stronger performance and greater employee retention.

Belonging

Belonging centres around the individual employee experience. If a workplace is truly inclusive, fair and diverse, an employee should feel as though they belong. They should feel valued, that they contribute to the company, and are respected by their colleagues.

When your employees feel welcomed, they come to work excited, engaged and enthusiastic, with a better opinion of your company and a desire to reach their full potential.

DEI vs DEIB: What’s the difference?

DEI (Diversity, Equity and Inclusion) is a well-established term in the global employment landscape, and is the base that DEIB has evolved from. So are they essentially the same, or does the ‘B’ make a big difference?

It’s a little more than that. DEIB is the acknowledgement that belonging is the end goal of effective diversity, equity and inclusion initiatives. Belonging is the feeling an employee should have if a company is truly inclusive.

Extending conventional DEI practices into the modern DEIB framework places the individual employee experience firmly in focus. It ensures that every initiative is underscored to make the workplace safer, kinder and more comfortable for everyone, so that each employee feels at home in the organisation.

The importance of DEIB in attracting, recruiting and retaining today’s top candidates

We’ve touched on this already, but the importance of DEIB for today’s generation of employees cannot be overstated. 

Truly committing to DEIB strategies and dedicating the time to establishing an inclusive workplace culture has ripple effects that unlock numerous benefits for your organisation. Here are just some of the ways it makes a huge difference:

Engages Millennial and Gen Z candidates

As noted earlier, DEIB is a major incentive for the latest generations of job candidates. 73% of Gen Z employees and 68% of Millennial employees say they prioritise DEI programs when choosing a company to work for.

Communicating and demonstrating your dedication to this cause – be it through specific DEIB training programs or as part of your wider company culture – will put you in a stronger position to hire than your less progressive competitors.

Increases brand reputation

Your brand’s reputation says a lot to prospective candidates. When polled, approximately 70% of recruits said they would reject job offers from companies with negative reputations, even if they were unemployed. To ensure your company’s reputation is on the trajectory for success, it’s important that DEIB plays a big role in your day-to-day operations.

If reviews on your Glassdoor profiles are littered with accusations of biases, favouritism, unfair pay or discrimination, the best candidates will look elsewhere.

Raises employee retention

According to Equalture, workplace and recruitment diversity can significantly reduce employee turnover and improve retention by over 68%.

When your staff feel included, accepted and comfortable in their environment, they’re far less likely to seek other opportunities. Focusing on diversity, equity, inclusion and belonging cultivates these feelings, so you can hold onto your top-performing talent for longer.

Boosts productivity and employee engagement

Creating an environment that naturally fosters a sense of belonging helps people work their best. When people feel happy, motivated and welcomed in their jobs, productivity rises and performance improves, leading to better business outcomes.

For instance, inclusive teams are estimated to be 35% more productive than those lacking this essential element. Furthermore, Millennials are 83% more likely to be engaged at work at inclusive companies.

Inspires creativity and innovation

With a diverse, multifaceted workforce, you have a melting pot of ideas and experiences that you can harness to drive your brand forward. 

Without this variety of perspectives, you get homogenous ideas and a stale work environment. Company growth stagnates and your staff feel stuck in place. With this in mind, it’s not surprising to learn that inclusive companies are nearly twice as likely to be innovators in their space.

Enhances decision-making

Greater communication and sharing of unique ideas leads to better decision-making. By exploring a problem from multiple angles with different viewpoints, you can reach a more considered, strategic solution.

As they say, two heads are better than one. And the stats back this up – diverse teams are 87% better at making decisions than non-diverse teams.

Improves financial performance

What about the bottom line? Focusing on DEIB has unlocked significant financial benefits for organisations across the globe. Inclusive companies generate over twice the cash flow per employee, while diverse, inclusive leadership generates 19% higher revenue.

Beyond this, three distinct McKinsey studies determined that ethnically diverse companies deliver up to 36% more profitability, while greater gender diversity led to a 25% increase in financial performance.

As DEIB becomes increasingly important to the career ambitions of modern employees, it is also a pivotal element in a robust, high-performing employer brand strategy.

Based on the latest trends and techniques we hear from employer brand and HR professionals worldwide, here are 6 ways to make DEIB a core focus in your organisation and talent attraction methods.

1. Adopt AI to sense-check your DEIB communications

Today’s candidates are hyper-vigilant when it comes to the language you employ in your various employer brand communications, from job descriptions to recruitment adverts. With the evolution of AI algorithms, you can use these to review the copy of any content, to ensure nothing you publish unintentionally discriminates against potential candidates.

AI can also enable your hiring managers to review resumes impartially, analysing the relevant details without any consideration of gender, ethnic origin or similar factors. You may also use it to assess any salary discrepancies, so your company can make progress toward a more equitable work environment.

2. Establish diversity & inclusivity champions and ERGs

While the right policies are important, a diverse, inclusive environment must be nurtured over time. Hiring DEIB specialists, or promoting people from within your teams to act as diversity champions, helps ensure these issues are addressed from the ground-up.

Your representatives must have passion for the causes they represent, and be equipped with the relevant training materials, resources and freedom to fulfil their role. Setting up Employee Resource Groups (ERGs) can further support these individuals by creating voluntary, employee-led groups based on shared characteristics and experiences.

This organisational structure can help ensure your workforce’s unique wants and concerns are addressed directly, by people who understand them on a deeper level. It helps confirm DEIB policies are upheld and all employees are educated about these fundamental issues.

Plus, giving these groups the power to create content supporting your diversity and inclusivity initiatives can enhance your DEIB efforts internally and externally, especially through your staff’s social media profiles. Always keep in mind that candidates are more prone to trust a company’s employees over the company itself.

3. Integrate intersectionality into your DEIB strategies

A term coined by legal scholar Kimberlé Crenshaw in 1989, intersectionality is a growing concept that notes how differences in people’s backgrounds, whether it’s their age, gender, race or abilities, shape their experiences in the world.

Creating policies and programs around intersectionality will help your various employees better understand the challenges and discrimination their co-workers face, leading to a more empathetic work environment. This could take the form of monthly meetings or presentations from team members expressing their experiences.

Steps like this reinforce that your DEIB efforts are more than a token gesture. It shows you care about your people’s backgrounds, want to open dialogues and break down systemic barriers to create fair opportunities for everyone.

4. Create a culture of greater transparency

Transparency has become increasingly vital in building trust between employers and employees, particularly in the issues of diversity, equity and inclusivity:

Building a culture of transparency over pay, hiring practices, career development and more can help your staff feel significantly more acknowledged and respected. It demonstrates that you value a fair, equitable environment and have no hidden barriers hindering their progress.

To foster a more transparent work environment, you should aim to:

  • Introduce pay transparency commitment guidelines
  • Disclose your diversity metrics publicly
  • Illustrate clear pathways for promotions and career advancement
  • Publish details about the diversity of your suppliers and contractors
  • Share your company’s DEIB goals and targets across your organisation

5. Set up inclusive recruitment processes

Are your hiring practices aligned with your DEIB commitments? Every layer of a candidate’s recruitment journey should be structured around this if you want to meet your diversity and inclusivity targets, ensure that no candidate feels alienated, and further boost the likelihood of long-term retention.

To evolve your recruitment strategies with DEIB at their core, consider the following:

  • Implement a “blind” resume review to eliminate any biases over a candidate’s name
  • Audit your job benefits to check they align with your preferred candidates’ wants
  • Offer dedicated DEIB training to your hiring managers and recruiters
  • Use inclusive language in your job adverts, correspondence and onboarding materials
  • Post on niche job boards that focus on promoting diverse candidates

6. Upscale your DEIB communications with brand management technology

As today’s recruitment teams are expected to deliver more with less, engaging and attracting diverse talent becomes that much harder. 57% of talent leaders say hiring a more diverse workforce is a top priority, but 43% feel sourcing candidates is a serious challenge.

You want to advertise everywhere, with tailored content that reflects the diversity and inclusivity of your organisation, so you can truly connect with a wider talent pool, but time and design expertise are finite.

High-quality employer branding tools can unlock the full potential of your DEIB recruitment, enabling you to create, structure and unleash your brand like never before. By investing in the right software, you can:

  • Establish a digital brand hub for your employer brand guidelines, DEIB framework and more, so that your entire team is educated on your values and mission
  • Scale your content production with smart design templates, enabling anyone in your organisation to create high-quality content consistent with your brand identity
  • Rapidly tailor assets with the right language, imagery and styling to attract a diverse pool of candidates
  • Store any DEIB-focused images, assets, videos and more in a dedicated Digital Asset Management system, making it easy for your recruitment teams to locate and share these in your campaigns

With a strong, reliable brand management platform in your corner, you gain the power to present a consistent, far-reaching employer brand, one that illustrates your commitment to diversity, equity, inclusivity and belonging to the fullest.

Building your up-to-date employer brand around DEIB

DEIB is here to stay. With the latest generations placing a premium on an employer’s diversity, inclusivity and fairness, you must put these four letters at the heart of your employer brand to keep your recruitment efforts on the right trajectory.

We hope that these recommendations and top trends enable you to activate DEIB in your branding and build a truly inclusive work environment. 

But remember – authenticity is everything. This can’t just be a token gesture during Pride Month – prioritise DEIB within your existing workforce and ask your current employees how you can improve. 

Once you have these matters settled at home, you can make real strides to engage perceptive, progressive talent across the globe.

Brand consistency, Employer brand

Refreshing employer branding: webinar insights from PepsiCo and Papirfly

In today’s competitive job market, with global companies trying to maintain a consistent reputation across all markets, a strong employer brand is more crucial than ever. Using brand and content management solutions have become essential when scaling and streamlining branding efforts.

Recently, Papirfly collaborated with PepsiCo to deliver an insightful webinar on the evolution of PepsiCo’s employer brand. Featuring Sally Elbassir from PepsiCo and Espen Getz Harstad, Chief Branding Officer at Papirfly, the session highlighted strategic innovations and practical approaches to maintaining brand consistency and empowering employees – anywhere in the world.

Strategic collaboration and innovative employer branding

The discussion underscored the strategic innovations PepsiCo implemented to transform its employer brand. By establishing clear visual identity guidelines, PepsiCo ensured brand consistency and empowered its teams to create customised, cohesive brand assets.

Having worked historically with each market or region working with their own agencies and partners, creating assets with consistency was difficult. “Maintaining brand consistency was just so challenging,” noted Sally Elbassir from PepsiCo. “All it takes is a little tweak here and a little tweak there, and then suddenly your brand doesn’t look like a brand anymore.”

PepsiCo’s challenges and solutions

One of the key challenges PepsiCo faced was balancing budget constraints while maintaining a cohesive global brand identity. Sally Elbassir explained, “Every market has a different marketing budget that they can allocate. So with Papirfly, we ensured that folks could create assets that are a bit customised but maintain that global brand.”

Empowering employees was another crucial aspect of PepsiCo’s strategy. “With Papirfly, one of the cool things is that it’s a tool everyone feels empowered to use. We made sure that we set it up so folks could take the templates and then create and use them to build assets that are still a bit customised but maintain that global brand,” said Elbassir.

Enhanced asset creation, workflow efficiency and agency collaboration

Papirfly significantly improved on-brand asset creation, transforming how PepsiCo worked with external agencies. Day-to-day assets can now be created in-house without the external back and forth of review and sign-off, releasing agency budget to be used on more specialised creative work. The platform optimised campaign execution and workflow management, ensuring timely and effective communication. 

“Papirfly has transformed the way we work with agencies. We can use budgets to focus on the more complex creatives, and with both parties using Papirfly’s DAM, agencies can understand our brand and access and upload preapproved photography and other assets with ease. It’s been a game-changer,” shared Elbassir.

During the Q&A, Espen highlighted the evolving relationship with agencies. “Instead of eliminating agencies, we are focusing on improving collaboration. Papirfly enables us to work better together, with agencies gaining a deeper understanding of our brand and seamlessly contributing to our campaigns.” Sally confirmed, “This collaborative approach has led to more efficient use of our resources and higher quality outputs.”

Enhancing employer brand engagement and activation

Empowering employees to activate the hard-fought results of the employer brand development process has led to a stronger sense of belonging and loyalty, making them feel valued and more connected to PepsiCo’s global brand. Making every employee excited to be a brand ambassador in this way has been pivotal in maintaining brand consistency and reconfirming the positive values and visual identity in PepsiCo’s employer brand.

PepsiCo’s journey to enhance its employer brand showcases a commitment to maintaining a cohesive brand image while allowing for regional customisation. Creating a centralised brand asset management system has significantly streamlined PepsiCo’s employer branding efforts, ensuring consistent and compelling messaging across all markets.

Revolutionising talent attraction and retention strategies 

By centralising brand assets and empowering local teams to create on-brand materials, PepsiCo has revolutionised its talent attraction and retention strategies. This strategic move has enhanced the global brand presence.

As well as improved brand visibility, using the Papirfly Platform for employer branding efforts has ensured potential candidates receive a coherent and engaging narrative about what it means to work at PepsiCo – more effectively attracting top talent and providing a consistent experience for those employees after they are hired.

Strategic insights for employer branding professionals

Employer branding professionals can draw valuable lessons from PepsiCo’s experience:

  • Clear visual identity: Establish tight guidelines to maintain brand consistency across all regions.
  • Empowered scalability: Equip global and local teams to create on-brand assets instantly, creating agility and saving time.
  • Cost efficiency: Balance regional budget constraints while maintaining a global brand identity.

Papirfly’s role in PepsiCo’s success

All of this was possible with Papirfly. By providing tools for centralised brand management, template customisation, and employee empowerment, Papirfly enabled PepsiCo to maintain brand consistency and streamline asset creation processes. This partnership helped them to set a new standard for employer branding excellence.

  • Improved brand consistency: Centralised brand guidelines ensured a cohesive brand image.
  • Enhanced employee empowerment: Teams felt empowered to create customised, on-brand assets.
  • Optimised budget management: Efficient use of regional marketing budgets while maintaining global brand standards.
  • Increased talent attraction: A compelling employer brand attracts top talent more effectively.
  • Greater employee retention: Empowering employees to share their experiences fostered a more profound sense of belonging and loyalty.

A blueprint for future success

The collaboration between PepsiCo and Papirfly demonstrates the transformative power of strategic employer branding supported by advanced SaaS technology. For companies looking to attract and retain the best talent, the insights shared in this webinar serve as a blueprint for leveraging employee voices to create a compelling and authentic employer brand.

Watch the webinar in full to discover more about how PepsiCo utilised Papirfly’s brand management platform.

Employer brand

Graduate recruitment: 4 major employer branding mistakes to avoid

Mistakes are important. They help us learn, grow and improve over time. Unfortunately, many brands fall into the same bad habits in their attempts to attract, recruit and retain an evermore sophisticated wave of graduate recruits. 

At the same time, today’s graduates can access and assess potential employers more closely than ever before – researching company culture, values, career development opportunities and more in a matter of clicks.

Repeating the same mistakes with your graduate brand prevents you from engaging this fresh, hungry generation and losing top talent to your competitors. To help you better tap into the graduate talent pipeline in an increasingly fierce job market, this guide will help you steer clear of common blunders. 

As a company with years of experience empowering organisations worldwide to unleash their employer brand, below we outline 4 major graduate recruitment mistakes and our top solutions to avoid them.

Graduate recruitment statistics infographic about increased graduate applications - Source: Institute of Student Employers

Graduate recruitment mistake #1: Not understanding your audience

The core of a strong employer brand is knowing your audience. What are potential new hires looking for from an employer? What do they know of workplace culture? How do they like to be communicated with?

These questions will encourage very different answers, depending on the age, experience and background of whom you ask. A graduate fresh out of university or college will have different wants, ambitions and tendencies than someone who has worked for 2 or 3 decades.

So, to ensure you connect with the next generation of candidates, you must tailor your employer brand strategy to meet their expectations. And for that to succeed, you must understand what Generation Z wants from employers.

What do today’s graduates look for in an employer brand before applying?

Today’s graduates are firmly Gen Z, a generation that is estimated to make up 27% of the global workforce by 2025. They’re as digitally-driven as it gets – the first generation that doesn’t recall a time before the Internet was widely available.

As such, how Gen Z consumes content and judges an employer’s reputation is far removed from those who came before them. They are hypervisual, resilient and less entitled – and have preferences that modern organisations must prioritise in their graduate recruitment campaigns:

Gen Z recruitment and workplace stats around identity, work-life balance, remote working, diversity, values and environmental impact - Employer brand infographic

Gen Z candidates want transparency over salary

While Gen Z is less single-minded on salary than past generations, they still want to be paid fairly and well. 65% of Gen Z candidates say that pay transparency is one of their biggest motivators for applying for a job, so you should make this prominent in any job descriptions and adverts you share.

Gen Z candidates care about workplace diversity and inclusion

Today’s graduates prioritise a diverse, inclusive work environment more than generations before. According to research by Monster, 83% of Gen Z candidates say a company’s commitment to diversity, equity, and inclusion influences who they apply to, and 69% are more likely to apply to jobs where the employer branding reflects an “ethnically and racially diverse” workforce.

Beyond this, graduates also have strong feelings toward sustainability efforts, environmental practices and social responsibility initiatives, and want to work for companies whose values align with their own.

Gen Z candidates are tech-savvy

Gen Z has been brought up on smartphones and social media, so employers must focus on these devices and channels to reach graduates on their level. But beyond this, Gen Z also cares about the quality of technology they’ll use in their job – 70% of these employees would leave a current role for one offering better technology.

Gen Z employees statistic stating that 70% would leave their current role for one offering better technology compared to Gen X and Baby Boomers - Source: Adobe

Gen Z candidates want flexibility

Work-life balance is one of the major concerns of graduate recruits. Gen Z candidates are 77% more likely to check a vacancy that mentions “flexibility” than one that doesn’t, while 72% of Gen Z employees have either left or considered leaving a job because their employer didn’t offer a flexible work policy.

Gen Z candidates want to learn and grow in a role

Finally, Gen Z is conscious about upskilling and evolution. 67% of younger recruits want to work for companies that actively teach skills to advance their careers, so promoting learning and development programs in your employer branding is a powerful incentive for today’s graduates.

Graduate recruitment statistic - 76% of Gen Z employees believe upskilling is key to career advancement - source: LinkedIn

The solution? Tailor your graduate recruitment strategy

Taking what we know about graduates, Gen Z and their employer preferences, you should use this to craft a distinct employer branding separate from your other campaigns.

For example, graduate recruits typically want to see diversity and inclusivity, so ensure the imagery of your campaigns makes this immediately apparent. They want career development opportunities? Dedicate a whole section to this on your recruitment website or brochures.

By tailoring your graduate brand around this audience’s priorities – adjusted according to your specific industry and company values – you are far more likely to leave a positive impression on top candidates.

Graduate recruitment mistake #2: Failing to use the right marketing channels

As mentioned earlier, Gen Z is the most tech-savvy generation to date (until Generation Alpha enters the workforce in a few years). Old-school approaches to promoting roles and your overall employer brand are becoming less and less effective – advertising in newspapers is hardly effective when 46% of graduates apply for jobs on their mobile phones.

Where you promote your employer brand is just as crucial as how you promote it, so you must consider the right channels to get your message across.

Social media is a standout example. 95% of the UK’s leading recruiters in The Times’ Top 100 Graduate Employers utilise social media in their talent attraction efforts, while over 50% of college grads use LinkedIn to research graduate job opportunities.

73% of job seekers aged 18 to 34 found their last job through social media - Employer branding and recruitment statistic - Source: Aberdeen Group

Videos are another powerful tool to connect with graduates. With Gen Z having grown up on platforms like YouTube and TikTok, video content stands out as a powerful way to communicate your messages in a way they actively enjoy.

But these aren’t the only ways to successfully reach modern graduates – also consider:

  • Creating a dedicated portal or page on your website dedicated to graduates, highlighting the perks and information that resonates with them
  • Attending university career fairs and campus engagement events, where your representatives can speak to interested candidates one-on-one
  • Developing graduate internship programs that allow them to understand your company culture and help you assess their potential
  • Using online job platforms such as Glassdoor, Indeed, Monster and more that graduates readily turn to when seeking out opportunities
  • Distributing brochures and leaflets at local universities and colleges to offer something different and more personal to today’s digitally-centred recruits

Furthermore, make use of your existing employees where possible. Younger candidates are far more likely to believe the experiences of a current employee when researching an employer than the employer themself.

 Employee advocacy - 66% of job candidates want to hear more from a company’s employees - Source: Workleap

Clever usage of employee testimonials, interviews and videos on your recruitment feeds can help graduates truly understand your work environment, and inspire graduates to examine your opportunities more closely.

But this poses a problem – with so many social networks, forums and channels you can use to reach graduates, how do you maintain an active presence on these while staying within time and budget limitations?

Investing in a powerful employer brand platform can empower your teams to produce high-quality assets for all potential digital and physical channels remarkably quickly. With smart, predefined branded templates, your teams can produce content faster for every touchpoint, giving you greater coverage for your graduate recruitment for much less effort.

 Papirfly success story - How IBM achieves brand consistency across their global recruitment campaigns with the Papirfly employer branding platform

Graduate recruitment mistake #3: Inconsistent branding

Today’s job-seeking graduates know the importance of protecting their own online presence. 70% of employers use social media to screen potential hires, so top recruits understand they must keep a clean, unproblematic image on their profiles.

Similarly, modern companies must take the same sensible approach to communicate a clear, unified and consistent image across every recruitment channel they use.

Think of your employer brand as your promise to potential recruits and existing employees. Any inconsistency or deviation in this image can quickly erode the confidence and trust of your audience. This costs you applications and sends top candidates to your competitors.

 Consistently presented brands are 3-4 times more likely to have excellent brand visibility - Source: Marq

What causes breaks in brand consistency? There are multiple reasons, but some of the most common include:

  • Departments and locations working in silos, resulting in individuals misusing your graduate brand or making errors, which over time will cloud your brand’s identity
  • An overreliance on external agencies, who are not as closely tied to your employer brand, causing misinterpretations
  • An abundance of recruitment channels can cause inconsistencies to creep in – having one look on your website and another at a campus presentation can create a disconnect

You never want potential candidates to get the wrong impression of your mission, values and company culture, or perceive your employer brand as chaotic or disorganised. Brand consistency is key to building trust, so how do you maintain this?

A central home for your employer brand guidelines

Establishing a distinct online destination for everything that dictates your employer branding – brand guidelines, colour palettes, your Employer Value Proposition (EVP) – means everyone responsible for producing your campaigns can refer to this whenever necessary.

Developing a true brand hub keeps your content consistent and aligned according to your core identity.

A single source of truth for your digital assets

Next, investing in Digital Asset Management (DAM) can give your teams worldwide access to a dedicated library of approved, on-brand assets, imagery, videos and beyond.

Again, this provides a single source of truth for your graduate recruitment collateral, so your campaigns never deviate from your brand message.

A collection of locked-down design templates

Using templates does more than accelerate asset creation; it also ensures certain elements such as your logo, design elements and imagery are formatted correctly on every new asset produced.

This provides a robust framework for your teams to work within, and means they can adapt content inside these bounds to translate your employer brand to local markets.

Having these as part of one comprehensive brand management solution boosts your efforts to attract top talent across the globe.

 Discover how to translate your employer brand for local markets - Link to Papirfly guide

Graduate recruitment mistake #4: Having a poor onboarding process

Imagine this – you’ve successfully attracted a hungry, motivated graduate to your team, and they passed their interview with flying colours. The hard work ends there, right?

Wrong. The recruitment process may be over, but your graduate brand must still work hard to nurture a sense of belonging within your latest recruit.

Especially because Gen Z is a generation of job-hoppers. 83% of Gen Z employees describe themselves this way, while over 22% of workers aged 20 and older spent less than a year at their jobs in 2022.

Retaining top talent for the long term is a persistent challenge, and starts with your onboarding process. This sets the tone for new arrivals, and a negative experience can instantly have them eyeing the exit door.

79% of employees say onboarding programs help them integrate and understand company culture - Source: Talmundo

Poor onboarding experiences may also hinder your efforts to attract graduates in the future if someone shares their negative experience online. On the opposite end of the scale, a positive onboarding experience is estimated to improve retention rates by as much as 82%.

So, what steps can you take to enhance your hiring process with effective onboarding?

Establish company mentors and “work buddies”

Entering the workplace is a daunting prospect for many graduates. Providing a mentor or buddy can help them ease into this transition and allow them to settle in far sooner.

Plus, it helps build a community within your organisation, providing your graduate hires with reassurance and familiarity from the outset.

 87% of organisations say a buddy system speeds up new hire proficiency
 - Source: Enboarder

Provide everything they need from day one

No new employee wants to arrive on their first day flustered about what they’re doing or where to go. Ensure new hires feel comfortable from the get-go by preparing everything they need to get started, including:

  • Setting up their workstation
  • Printing off all required paperwork
  • Organising all login details and entry cards they need
  • Presenting them with a schedule or calendar
  • Creating a dedicated employee handbook

Invest in introductory videos

As we highlighted earlier, Gen Z is much more accustomed to video as their preferred form of content. Creating accessible, repeatable videos that explain your company culture and your new hire’s responsibilities helps them understand your business sooner, while allowing your existing employees to focus on their tasks.

Introduce new hires to relevant training programs

Finally, demonstrate that you’re invested in their career development by setting them up with training programs and courses related to their work.

By giving new hires access to these learning courses, they will feel more empowered to deliver for your organisation. Your company benefits from a more motivated, skilled employee, while they form a more positive impression of your brand.

 Papirfly employer branding infographic - 4 ways to improve graduate onboarding

Support your company’s future with a great graduate brand

Your graduate brand is an integral part of your organisation’s long-term strategy. Ensuring you can consistently attract, engage and appeal to the next generation of candidates is key to a sustainable, lasting workforce – so it’s vital you get your campaign execution right.

By dodging the mistakes above, you go a long way to stealing a march on your competitors to seal the services of top, up-and-coming talent. Applying the techniques and strategies we’ve outlined, coupled with effective brand management software and a solid recruitment team, you can keep yourself firmly in the focus of young, aspirational job seekers.

If your talent acquisition challenges extend beyond your graduate recruits, find more excellent tips to attract and retain top professionals in our ultimate guide to employer branding.

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Employer brand

18 powerful employer branding tools to activate your campaigns in 2024

With job seekers increasingly selective about who they work for, it’s impossible to overstate the importance of a strong, consistent employer brand.

It’s your unique selling point against a wave of competition. Your window into your company culture. Your vehicle to excite and build trust with potential candidates. Simply put, it’s the heart of modern recruitment, and something that demands a great deal of attention.

Fortunately, today there is a plethora of software, tools and platforms designed to streamline your efforts, unite your global teams and maintain a consistent, regular flow of content to recruits and employees.

In this guide, we break down 18 standout tools you should be paying attention to in 2024, so you can activate your employer brand with complete confidence.

Employer branding statistics about candidate applications, reducing cost per hire, decrease in turnover - Papirfly infographic

18 employer branding tools to check out in 2024

  1. Papirfly
  2. Rally® Inside™
  3. Canva
  4. Seenit
  5. ChatGPT
  6. Recruitee
  7. Jobbio
  8. Cliquify
  9. Social Sender
  10. Sociabble
  11. Brandfolder
  12. Employer Brand Index
  13. Olivia by Paradox
  14. Pathmotion
  15. Greenhouse
  16. TalentLyft
  17. Monday.com
  18. Ongig

All-in-one employer branding software

1. Papirfly’s brand management platform

Papirfly’s brand management platform empowers you with the tools to create and communicate your employer brand in one comprehensive solution. 

This platform offers numerous features to unleash your employer branding on a global scale, including:

  • A dedicated online brand portal for your employer brand guidelines, Employer Value Proposition (EVP) and other key documents that define your brand’s identity
  • A comprehensive, industry-recognised Digital Asset Management (DAM) system, allowing you to store and share on-brand assets for your recruitment campaigns
  • Intuitive design templates that enable fast, cost-effective content creation without any risk of breaking your brand guidelines
  • The capacity to rapidly adapt assets for local markets with the right language, imagery and cultural nuances to connect with job seekers globally
  • Collaborative, easy-to-use campaign execution tools that keep your marketing activities aligned and well-coordinated
Papirfly platform statistics - 600+ brands using Papirfly worldwide with 212% average customer ROI, and $1.2 million 3-year savings on asset creation

2. Rally® Inside™

Rally® Inside™ is a similar employer branding platform that employs real-time data and best practices to develop campaigns that attract and retain top talent.

Allowing you to identify and engage with potential candidates wherever they are online, Rally® Inside™ also helps you understand the topics that resonate with your target audiences. This can play a role in focusing your employer brand strategy around your specific goals and ambitions.

Plus, it’s free for a single account user, making it a good entry-level option for smaller employer brand teams with limited budgets.

Employer branding content creation

3. Canva

One of the world’s most recognisable names in content creation, Canva’s wide range of templates and design tools empower your professionals to produce high-quality graphics to support your employer branding efforts.

From infographics and visual storytelling assets for your digital channels, to presentations and posters to inspire your existing employees, Canva can help you maintain brand consistency and generate engaging campaigns for your audiences.

4. Seenit

Did you know that job postings with video content receive 34% more applications than those without it? This makes tools like Seenit incredibly valuable, allowing you to collect, create and distribute user-generated video content from your employees, customers and beyond.

By encouraging your employees to submit video testimonials, behind-the-scenes footage and clips that showcase what it’s like to work at your company, you can develop a library of employer brand videos that capture the imagination of ideal candidates.

Job postings with video content receive 34% more applications - Video and employer brand statistic - Source: Career Builder

5. ChatGPT

As AI continues to evolve and expand our horizons, ChatGPT can greatly speed up the production of written content across your employer brand campaigns, from feeder text on your social posts to job descriptions and email marketing.

With effective prompt engineering, you can train ChatGPT to write in your precise tone of voice, allowing you to go from raw notes to brand-consistent first drafts in minutes. Especially for teams with no dedicated copywriter or content agency, this can feel like a new member of your team.

Employer brand career page development

6. Recruitee

Recruitee is a tool that promises to reduce hiring times and increase the reach of your recruitment campaigns. This includes the ability to create a dedicated careers page through their tried-and-tested templates, empowering you to present a strong employer brand to desired candidates with little effort or coding skills.

Furthermore, Recruitee allows you to automatically post job listings on the most active job boards, including Indeed, Monster and Glassdoor. This again eases the recruitment process, and ensures your ads are where they need to be to attract top talent.

Employer brand online search statistic about people researching a company’s background online - Source: StandOut CV

7. Jobbio

Rather than a careers page, Jobbio encourages its users to create a company channel. Similar to a social media channel, this approach lets you create a distinct profile, share employee-driven content, and gradually build an audience of relevant candidates.

From this channel, you can directly communicate with followers to maximise employee engagement, as well as create an unlimited number of job ads targeted around your ideal candidates’ skills, experience and preferences.

Employer brand social media management

8. Cliquify

Cliquify is an employer branding tool that enables companies to generate assets for their social recruitment campaigns. Primarily a content creation platform, Cliquify’s templates guide your teams to produce on-brand collateral for your various channels, highlighting your company culture, values and achievements.

This solution also allows you to measure and monitor the performance of your social media assets, helping you to refine your campaigns over time.

Around 57% of job seekers use social media to search for new positions - Employer brand social stat - Source: Zippia

Employee advocacy tools

9. Social Sender

It cannot be overstated how valuable your existing employees are to your long-term recruitment efforts – up to 86% of candidates will check employee reviews on Glassdoor before applying. An army of brand ambassadors can greatly elevate your hiring process, and a tool like Social Sender helps you build one.

A dedicated employee advocacy solution, Social Sender makes it simple to send targeted company news, events and posts to relevant employees based on their positions and interests. From here they can push this content on their social networks, sharing positive employee experiences with prospective candidates.

Employee advocacy - Employee opinions are 3 times more credible than a CEO - Source: Qualtrics

10. Sociabble

Another effective employee advocacy tool is Sociabble, a platform offering multichannel content distribution for your employees’ social media channels. Leveraging their networks, this tool extends the reach and awareness of your employer brand through fresh, compelling content delivered by your workforce.

Plus, to keep your team members active advocates, Sociabble adds gamification to this process, letting you track your most effective ambassadors and reward them appropriately.

Papirfly employer branding tools success story - Building a better employer brand and how IBM achieves brand consistency across global recruitment campaigns

11. Brandfolder

Maintaining a consistent employer brand across every channel and location requires a single source of truth for your assets. Brandfolder’s Digital Asset Management (DAM) solution gives you a central repository of on-brand, up-to-date collateral, so your teams worldwide can access the latest approved content for their recruitment campaigns.

With the ability to categorise assets according to type, location, language and much more, your marketing materials stay well-organised and your marketers can identify the assets they require instantaneously.

Employer brand reputation management

12. Employer Brand Index

Candidates want to work with a reputable employer; a perspective backed up by 84% of job seekers who consider reputation before applying for a job opening. The Employer Brand Index (EBI), developed by Link Humans, uses data from over 6,000 user-generated sources to measure what past, present and future employees are saying about your company.

This helps you gain an objective view of your employer brand reputation, benchmark this against your competitors and address any negative feedback directly. With this insight, you can adapt your communications strategy where required on your path to becoming an employer of choice in your industry.

75% of job seekers wouldn’t work for a company with a bad reputation - Employer brand reputation statistic - Source: LinkedIn

Candidate experience and onboarding tools

13. Olivia by Paradox

Another in the growing wave of employer branding AI tools, Olivia is an innovative assistant designed to optimise candidate capture, screening, scheduling, communication and engagement.

Guided by your brand’s tone of voice and communication strategy, Olivia automatically answers candidates’ questions and eliminates repetitive admin tasks. This streamlined approach frees up time to create a more bespoke, one-to-one recruitment and onboarding experience for each candidate, helping you nurture them into your team.

14. Pathmotion

Pathmotion enables better candidate experiences by letting your existing employees directly engage with your prospects, answer their questions and share content. This supports a more comfortable, seamless onboarding journey for new recruits, and helps candidates self-exclude themselves, saving you time and money on unsuitable applications.

Pathmotion can also host virtual events for candidates, automate nurture emails, send out onboarding materials, and integrate with your company and employee social media channels. This makes it a great tool to build a community between your current team and your future hires.

Employer branding tools - Candidate experience stats - Sources: Career Builder, LinkedIn and Recruiting Brief

Applicant Tracking Systems (ATS)

15. Greenhouse

Greenhouse is an excellent Applicant Tracking System (ATS) that helps you present candidates with a consistent, reassuring experience. To do this, the platform includes several features, including:

  • Talent sourcing that scales with your organisation
  • Customisable career sites and application processes
  • Tracking for candidate interactions and communications
  • Schedules for follow-up activities and onboarding activities
  • Smoother talent acquisition workflows
  • Candidate scoreboards for better hiring decisions

It also tracks and measures several key employer branding metrics, including time-to-fill positions, cost-per-hire and candidate conversion rates.

16. TalentLyft

Another effective ATS solution is TalentLyft. This system can reduce the time associated with posting job ads, screening applications and scheduling interviews through one all-inclusive platform. Handling this all through one portal helps you preserve consistency across both your employer branding and candidate experience.

TalentLyft also enables you to track applications to measure the performance of your job adverts, and create a branded career site illustrating your company’s values, culture and mission.

86% of recruiters say using Applicant Tracking Systems reduced time-to-hire - Source: GetApp

17. Monday.com

In our attempts to achieve more for less, Monday.com promises to significantly increase the efficiency and productivity of your employer brand workflows. Through this planning platform, your teams can gain a bird’s-eye view over all tasks, from individual job postings to large-scale recruitment campaigns.

For optimal productivity, Monday.com lets you hone in on each distinct task of your employer brand initiatives. This empowers you to manage your resources more effectively, and keeps everyone aware of what must be done and when.

Employer brand analytics and reporting

18. Ongig

Want to know if your employer branding efforts are reaping results? Ongig offers up this valuable insight by scoring your job descriptions and adverts in real-time, suggesting improvements to support your diversity, equity and inclusivity (DE&I) hiring.

In addition to analysing the performance of your content, it offers templates for future job postings, and handles the publishing of hundreds (or even thousands) of job adverts automatically.

Can you have too many employer brand tools?

These 18 employer branding tools merely scratch the surface of what’s available to help you attract, recruit and retain the best available talent. Hopefully, this has helped you consider where you can streamline your processes and unlock your brand’s potential.

However, a word of warning. While these tools can benefit your employer branding in numerous ways, introducing too many can become a detriment to your long-term recruitment efforts. That’s because an abundance of employer brand solutions can:

  • Increase the complexity of managing your brand and campaigns
  • Confuse your employees with too many logins
  • Eat away at your budget
  • Make maintenance and upgrades a hassle to complete
  • Require significant amounts of time to train your teams
  • Cause inconsistent messaging on your various channels

To strengthen your talent acquisition efforts, it’s important to thoroughly research the right technology for your needs, prioritising solutions that fulfil multiple requirements in one platform.

And consider, if you do choose to invest in your employer brand, be sure to think about integration. If you can seamlessly bring solutions together into one united platform, activating your employer brand becomes a lot less complicated.

Make your employer brand work for your business - Link to Papirfly guide

Take steps to activate your employer brand

Technology can play a valuable role in the reach, consistency and performance of your employer brand. But, this must be accompanied by a well-constructed employer brand strategy, high-quality assets and the support of your existing employees.

If you’d like to learn more about how to attract and retain top talent in this highly competitive landscape, read our ultimate employer branding guide.

Table of contents:

  1. 18 employer branding tools to check out in 2024
  2. Can you have too many employer brand tools?
  3. Take steps to activate your employer brand
Employer brand

Your essential guide to consistent social media branding for 2024

For better or worse, social media networks are an integral part of our lives – and channels that modern marketers must master.

Why? Because over 5 billion people worldwide use social media channels at least once per month – a figure that is expected to touch 6 billion by 2027. As a result, it’s one of the main avenues for brands to communicate directly with their consumers, tell stories and build trust with their audience.

That makes a strong, consistent social media brand incredibly valuable. Not only does it ensure your audiences can recognise your brand’s identity – they can also get to know your values. Any break in uniformity risks eroding these delicate relationships.

In this essential guide, we’ll outline how you can sustain a consistent brand voice across your social profiles, and share our top tips to enhance your long-term social media marketing strategy.

What is social media branding?

Social media branding is how you utilise your social networks to grow, promote and evolve your brand’s identity. Put simply, it’s how you choose to portray your brand on social media.

With how prevalent these platforms are in modern society, this is very likely where someone first encounters your brand. So, the content on your profiles must be crafted and curated to clearly share your values and personality, in the same way you would approach your website or general advertising.

Social media branding statistic - 85% of consumers use social media to research new brands - Source: Tintupt

What are the key elements of social media branding?

An effective social media brand must get several key aspects correct to successfully resonate with audiences.

Consistency: You must maintain a consistent tone, style, and visual identity across your social media posts to reinforce brand recognition and trust.

Content creation: You must develop and share relevant and compelling types of content, including imagery and video content, that connects with people and aligns with your branding.

Engagement: You must actively interact with followers, responding to comments, messages, and mentions to foster relationships and build long-term loyalty.

Brand voice: You must establish a distinct, authentic brand voice that reflects your organisation’s personality and values.

Community building: You must cultivate a community through user-generated content (UGC) and create opportunities for your followers to participate and support your brand.

5 key elements of social media branding - Brand consistency, content creation, engagement, brand voice and community building

While each element is important, brand consistency is the most essential piece of the puzzle – and often the most challenging to enforce.

The importance of social media brand consistency

Consistency is the base for any stable, trustworthy relationship. The relationship between you and your social media followers is no different. 

Today’s consumers want to trust the brands they buy from. They want to feel they share the same values, speak the same language, and have comparable priorities. Especially on social media, which has always been a more “personal” environment, many people use these platforms to understand brands rather than buy from them.

This is why brand consistency is so vital on these channels. If your followers get mixed messages from your content, or markedly different experiences when they communicate with your brand through social media, they start to question what your brand stands for.

Questioning breeds mistrust, and mistrust is a slippery slope to losing followers and brand recognition.

Brand consistency and social media statistics - Papirfly infographic

Beyond damaging the trust of your followers, an inconsistent social media presence can also make your organisation appear unprofessional. If your posts deviate from your primary brand colours, mix up typographies or constantly change formats, it reflects a lack of internal organisation. And nobody wants to buy from a brand that appears disjointed.

Further problems caused by inconsistency on your social media platforms include:

  • Followers failing to recall your brand when in the market for your products and services
  • Reduced engagement and interaction with your posts from your followers
  • Less effective paid social campaigns alongside your organic content
  • Weakening your overall brand equity
6 challenges to staying brand-consistent on social media

How often should I post on social media to maintain brand consistency?

Brand consistency doesn’t simply apply to the quality of your content or how you communicate with your audiences. You should also be consistent in how frequently you post on social media.

People are creatures of habit – if they enjoy your content, they will carve out the time to seek it out. But, if you take a scattergun approach to scheduling content, users won’t be able to track it accordingly. Think of it like your favourite TV show – if new episodes came out at a random date and time each week, would you be following it as closely?

With so many social media channels, each with different audiences and algorithms, how often you post must be adjusted accordingly. Here’s a quick guide based on best practices:

Social media branding advice - Optimal posting frequencies for major social networks

Of course, your understanding of your audience will dictate whether you post more or less frequently. Nevertheless, a set calendar for when and where your posts are published will help ensure a consistent experience for your followers.

8 tips for building a consistent social media branding strategy

1. Lock down your brand identity and goals

First, the key to consistency on social media is having your purpose, mission, values and identity nailed down before sharing your first post. Every relevant person on your team, from your dedicated social media brand manager, to marketers in your local outlets, should fully understand what your brand stands for.

Now, your social media brand may vary slightly from your other marketing channels depending on your goals for these platforms. Do you want to raise brand awareness? Do you intend to generate leads? Is it simply a means for your customers to message your brand?

Whatever your social media brand represents, centralise it in one all-encompassing brand hub. From here, your teams worldwide can access digital brand guidelines, style guides and more to ensure any marketing materials they produce align with your core branding and overarching goals.

2. Establish your target audience

Next, consider your target audience – who are your posts communicating with?

  • How old are they?
  • Where do they spend their time online and offline?
  • Which platforms are they likely to use?
  • What are their pain points?

This may not be straightforward to answer as different social channels attract different audiences. For instance, younger consumers lean towards platforms such as TikTok and Instagram, while Facebook has now cultivated an older user base.

Establishing personas for every social network you intend to use will help keep your messaging aligned with their specific wants and preferences, while remaining within your brand guidelines.

3. Define your social media channels

Based on what you know about your audiences, this should help you define what channels to devote your efforts to. It’s unlikely your ideal customers will be active on every social channel, so this will help you streamline your content and focus your attention on the areas where you stand to make the greatest gains.

For example, LinkedIn is a go-to platform for B2B businesses, but may hold less value for B2C organisations.

Being selective with your social media channels also empowers your teams to fully understand these platforms – their nuances, their best-performing types of content, their ideal posting times. This knowledge will allow you to optimise your content accordingly, so it reaches the right audiences at the right times, all while telling a compelling, consistent story.

The average person uses approximately 7 social media networks every month - Source: DataReportal

4. Create a social content calendar

As we noted earlier, consistency applies just as much to the frequency of your posts as it does to the quality of your visual content. With this in mind, creating a social calendar helps ensure that your channels maintain the regularity your audiences expect.

Here are a few best practices when setting up your schedule:

  • Develop a variety of content themes and pillars (educational, entertainment, promotional, etc.) and spread these out to keep your feeds engaging
  • Research each platform you use to determine their most optimal posting times
  • Follow the 80/20 rule when producing content, with 80% of your content providing value and 20% promoting your goods or services
  • Leave capacity for user-generated content, special announcements and more
  • Highlight noteworthy holidays, relevant events and awareness dates to tailor content for these occasions

5. Build social post templates

Creating consistent brand assets demands dependable templates. While easily accessible brand guidelines help keep everyone on the same page, intelligent templates make this second nature for your social media teams, ensuring they cannot deviate from your visual identity.

As well as locking down the position of your logo, brand colours, design elements and more, branded design templates enable you to create real-time marketing materials for your various channels and locations. Your templates can match the optimal size and layout of each platform, and enable users to switch up the language or imagery for different countries and cultures.

Fundamentally, templates empower your social media marketers to work faster, confidently and cost-effectively, all while preventing inconsistencies.

Papirfly’s brand management platform benefits for social media - 80% reduced effort in asset creation and $200 reduction in agency spend per asset

6. Produce communication guidelines

Consistency on social media goes beyond your day-to-day feeds – it’s how you communicate with followers one-to-one. Any difference in tone or experience when answering a user’s comment or replying to a private message can be just as damaging to their overall impression of your brand.

By developing communication guidelines for those responsible for engaging with your followers, you can keep these messages consistent with your values and tone of voice. This may include set responses for particular scenarios, such as how to respond to a complaint or negative comment, or what user posts it’s okay for your platform to share and comment on.

Responsive engagement is integral to the performance of your social media strategy – and an approach that will keep your tone aligned with your overarching goals and identity.

7. Set up a home for your digital assets

If your company has teams spread worldwide, consistency is a real challenge. It only takes one rogue post to disrupt your communications and damage your reputation with your followers. That’s why it’s useful to have everyone in your organisation working from the same bank of digital assets.

Intelligent templates and a central brand hub can help achieve this, but Digital Asset Management (DAM) provides an added layer of protection. These solutions provide a repository where users can store and access all approved social assets, and from here adapt them for local audiences.

With this “single source of truth” for your social media brand, you can publish on-brand collateral across any platform, and maintain a birds-eye view over the consistency of your assets. Plus, these digital libraries enable you to tag and categorise assets, so your teams can find what they need faster and easier:

8 ways to categorise social media assets on a DAM system - Infographic image

By managing your digital assets effectively, you can lock down consistency across every social media channel and campaign, without proofing-related bottlenecks.

8. Monitor your social media channels

Finally, you should monitor and track your social media channels multiple times a day. Whenever a post is scheduled for release, you should check that it’s been published correctly and give it one final sense-check for consistent tone and appearance.

If you’ve taken all the previous steps, this should be a mere formality. However, inconsistencies can still slip through the cracks, and frequent monitoring allows you to react to any problems swiftly before they cause any harm to your brand reputation.

Plus, if your posts receive any negative comments or feedback, regular monitoring enables you to respond quickly with a well-crafted reply. This engagement shows your audience that you listen to feedback and don’t attempt to sweep negative reviews under the rug.

 Learn how real-time marketing materials elevate your social media strategy - Link to Papirfly guide

The future of social media branding

Even as the world becomes more critical of the role social media plays in shaping our minds and behaviours, its evolution is one that marketers will be keen to keep up with. 

While there’s no way of knowing exactly where social media marketing will be in as little as 10 months – as the number of users continues to grow and these platforms mature, the power of social media is only going to become more prolific. 

Of course, the number of brands entering the social media landscape will rise too. To stand out amidst an expanding sea of content, it’s going to take a remarkable strategy and team – one where intelligent, on-brand templating is at the centre.

Maintain a consistent social media presence on all platforms with Papirfly

Brand consistency is a core mark of trust and quality for consumers across the globe. Maintaining a coordinated presence on your social platforms keeps your reputation with followers strong, and ensures your organisation’s values, personality and visual identity are delivered to your audiences exactly as intended.

The challenges of multichannel marketing and the content demands of social networks can make consistency an ongoing problem. The techniques outlined in this guide will help you stay on top of your day-to-day posts, so nothing on your feeds drifts away from your core brand identity – even campaigns focused on local markets.

When supported by a reliable brand management platform, you’ll never need to question the consistency of your social media channels again – and empower your teams to produce assets cost-efficiently to satisfy your content-hungry followers.