In the fierce battle to recruit and retain the best talent available, a company’s reputation means more than ever. With the latest generations of candidates becoming increasingly selective about the employers they work for, it’s imperative that today’s organisations pay close attention to the strength of their employer brand.

Without positive employer branding, hiring and retaining talent becomes a real challenge – and very costly. To put yourself at the front of the queue for top prospects and establish yourself as a great place to work, a solid employer brand is no longer an option – it’s a necessity.

With decades of experience helping global organisations maximise the potential of their employer brand, we know its value and the huge benefits it can unlock. After reading this complete guide, you will as well.

• Learn what employer branding is and what it includes
• Discover the advantages of a strong employer brand
• Explore the steps to building better employer branding
• See what the top employer brands are doing to attract recruits

Want to identify, engage and secure the right talent for your organisation? Then let’s get started…

What is employer branding?

Employer branding is how you shape and promote your company’s reputation as an employer. It’s the assets, processes and values designed to attract top potential candidates, retain high-performing employees, and create an inclusive, productive work environment.

Fundamentally, a strong employer brand encourages job seekers to explore your openings and makes your existing employees feel like part of a united entity. Conversely, a weak employer brand damages your ability to attract top talent and keep employees around long-term.

What does employer branding include?

Employer branding is more than your career site or your Glassdoor profile. It’s a multi-layered approach across numerous channels:

Essentially, your employer branding covers anywhere a potential candidate or current employee would engage with your organisation. So this must all be carefully considered and interconnected under one strategy to reap the best possible results (more on this later).

What is your Employer Value Proposition (EVP)?

One of the most important aspects of any employer brand is the Employer Value Proposition (EVP). Your EVP is the core document outlining the benefits, values and reasons why a prospective recruit should join your company. It’s the shining beacon of your talent acquisition efforts.

While the contents of your EVP will be unique to your organisation, these often contain:

• Company mission, vision and core values
• Compensation, benefits and perks
• Work-life balance initiatives and details
• Flexible or remote work opportunities
• Training and career development prospects
• Social responsibility and charity initiatives
• Company social events and activities
• Employer recognition efforts

Simply put, anything you believe would entice candidates and encourage your team members to stick around should be featured in your EVP. If it doesn’t include these key elements or is failing to connect with recruits, then maybe it’s time to consider an EVP refresh?

What is company culture?

Your company culture is the “personality” and identity of your organisation. It encapsulates the various values, activities, communications and more that shape how your employees engage with their work and each other – ranging from internal newsletters, training and career development, to company outings and social events.

Typically, a good, diverse and inclusive company culture improves productivity, wellbeing and talent retention. On the other hand, a poor company culture can negatively impact your team’s performance and encourage high turnover.

What are employee ambassadors?

Employee ambassadors are employees who actively promote the advantages of working for your organisation, whether that’s on social media, review websites or simply word of mouth. They are your biggest advocates in appealing to the competitive talent pool.

Ideally, you want every member of your team to be an employee ambassador, but this is often unrealistic, especially in large, global organisations. So, it’s a good strategy to introduce perks and benefits for employees to actively showcase your company’s brand in a positive light, giving them an incentive to organically share their experience with others.

How does employer branding differ from consumer branding?

Your employer brand focuses on attracting and retaining talent in the same way your consumer brand is designed to connect with your customers and generate sales.

However, while they appeal to distinct audiences, they can often influence each other. For instance, a brand that presents a welcoming and inclusive company culture will often reflect well on today’s more socially aware consumers, who want to feel good about the brands they buy from.

Why is employer branding important?

As noted earlier, your employer brand is essentially your employer reputation. A great reputation puts you in an advantageous position to attract and retain top talent. A poor reputation means you face an uphill battle in the intensifying battle for the best candidates. 

With 9 out of 10 employers struggling to fill jobs in the current landscape, the importance of a fleshed-out, compelling employer brand is greater than ever. But its benefits extend beyond your recruitment strategy.

What are the benefits of a strong employer brand?

Improves your attractiveness to potential recruits

First and foremost, a solid employer brand helps you stand out to job hunters. The more you can say, share and promote the benefits of working for your organisation, the more likely you will appeal to the job market ahead of your competitors. When nearly 85% of candidates consider a company’s reputation before applying, this is an area you cannot afford to ignore.

It’s not only active job seekers that check out your employer brand. Approximately 82% of employees say they would switch jobs for a company with an excellent reputation. So, it not only raises your attractiveness to available talent, but also catches the eye of high performers already working in your industry.

Reduces your recruitment costs

You likely know how costly the recruitment process can be. Research by CIPD has found that the average cost of filling a vacancy is around €7,000 (£6,100). For managerial roles, this grows closer to €22,000 (£19,000).

Good employer branding can trim these costs in a big way, as you may be able to avoid employing hefty advertising campaigns or hiring recruitment agencies. Candidates who consider your brand attractive are more likely to apply of their own accord when opportunities become available.

Furthermore, if they have a better understanding of your brand’s culture, perks and values, those who don’t align with these will deselect themselves faster. This means you don’t waste time pursuing ill-fitting recruits, further benefiting your bottom line.

Increases your employee retention rates

Of course, the best way to minimise your recruitment costs is to keep your top-performing employees on board. Strong employer branding supports this by fostering a sense of belonging among your workforce, aligning people around shared values and business goals.

Research shows that better employer branding can reduce staff turnover by as much as 28% – resulting in a more experienced, stable work environment and less stress on recruiting and training new arrivals. So, by building an employer brand that addresses the reasons why people leave jobs, you can set your company up for a solid future.

Want to know more? Find out how you can build an employer brand that maximises employee retention.

Enhances employee engagement and productivity

Fostering a sense of belonging and pride naturally inspires employees to work harder because they believe in the values their company stands for. In fact, it’s estimated that employees connected to their organisation’s mission and values are 67% more engaged.

This greater engagement inspires greater productivity. If your employees feel part of a rewarding, comfortable and inclusive culture, they will likely feel motivated to do their best day in and day out.

Creates a more positive company culture

Have you heard of quiet quitting? It’s a growing trend in companies worldwide where employees focus on doing the bare minimum at work, with no ambition to evolve or pursue further opportunities. This often develops from a negative company culture, something a good employer brand helps address.

Better employer brand management can help reinforce the benefits and opportunities for progression within your organisation. This in turn can inspire reductions in stress and burnout, and positively impact employee health and wellbeing.

Encourages better company reviews on third-party sites

Did you know that 86% of job seekers look at company reviews and ratings to decide where to apply? Sites like Glassdoor, The Job Crowd and Work Advisor hold a lot of sway over your company’s appeal to recruits – too many negative reviews can cause real damage.

A strong employer brand can help counteract this threat by encouraging employees to become advocates and ambassadors. With clearly defined values and a more appealing culture, your team will be more likely to leave positive reviews, which then grows your reputation among candidates.

How can you measure the strength of your employer brand?

So now you understand the value of a strong employer brand, it might be time to assess how yours is performing. 

While there is no all-encompassing “employer branding” metric you can track, in our experience there are several areas you can use to judge how your brand is performing, including:

• Job application rate
• Job acceptance rate
• Time to hire
• Cost-per-hire
• Employee retention rate
• Source of hires
• Third-party reviews

8 steps to building your employer brand strategy

Your employer brand strategy is the foundation for how you will set your company apart in the battle to attract, recruit and retain talent. 

Establishing and documenting a set strategy is vital to ensure your employer branding efforts are aligned, consistent and effective at every touchpoint. Based on our close relationships with employer brand teams worldwide, here are our 8 key steps to a successful strategy.

1. Conduct an audit on your existing employer brand

First, determine where you are right now:

• How is your brand perceived by candidates?
• What do your employees think about your company?
• Do you communicate your values and objectives well?

These and further reflective questions will help you understand where your existing employer brand succeeds and where it struggles. It will also help you settle on the main identity, values and USPs you want to communicate to your teams and potential recruits.

2. Establish your preferred candidate persona

Who is your ideal candidate? What traits, skills and characteristics do they possess?

Much like you build your marketing around your target customer, you must mould your employer branding around the talent you seek, ranging from experienced industry specialists to graduates and Gen Z candidates.

This helps you tailor your messages to your prospects, focusing on the benefits, values and goals that speak to them.

3. Define your unique EVP

As the centrepiece of your employer brand, your employer value proposition should be drafted with careful consideration. Earlier we noted what your EVP might include, from pay, perks and benefits, to describing your company culture and mission statements.

On top of this, it can be beneficial to enlist the support of your marketing, communications and HR teams to help you draft this. Modern-day recruitment is closer to marketing than ever before, so their expertise can help you strike the right tone and translate your EVP across every channel it appears on.

4. Select your employer brand communication channels

Speaking of channels, next it’s important to decide where you will communicate your employer brand. It can take up to 18 interactions between a candidate and a company before an application is sent. So your employer brand strategy should cover all potential touchpoints, including:

• Career site or page
• Social media channels
• Job and review sites
• Current employee profiles
• Networking events and career fairs
• Email marketing
• Job adverts
• Interview processes
• Internal newsletters

By outlining all channels and how you intend to communicate on each, you put yourself in a strong position to achieve greater employer brand governance.

5. Develop your employer brand assets

It takes more than a career page and job descriptions to activate your employer brand. There’s a myriad of ways you can showcase your unique corporate culture:

• Video interviews with employees about their experiences
• Company newsletters sharing your team’s achievements and milestones
• A dedicated career portal promoting your values and brand identity
• Day-in-the-life videos or blog posts presenting your culture
• Slideshows expressing the advantages of joining your team

This is only scratching the surface. The possibilities to promote your employer brand are practically endless, but it’s critical you stay brand-consistent across every channel. Inconsistent presentation is a quick way to lose the buy-in of a top prospect.

Don’t have the time or resources to give your employer brand the attention it needs? Find out how you can create infinite on-brand assets faster with our Produce product.

Social media and employer branding

Social media is an especially valuable tool in your employer branding arsenal. With a majority of candidates using these channels to research potential employers, you should harness social media to highlight your employee stories, company events, charity initiatives and more to resonate with your ideal recruits.

And don’t restrict this to your company’s LinkedIn page. If your team members are active on social media, provide them with marketing materials to share on their own channels. After all, modern candidates trust a company’s employees three times more than the company itself to understand what it’s like to work there.

6. Cultivate your onboarding process

You only have one chance to make a good first impression; this is just as true for an employer as it is for a candidate. A structured, well-organised onboarding process can make a meaningful difference to a recruit’s initial experience in your company, and lay the groundwork for a long-term career.

Remember, 77% of new hires satisfied with their onboarding process say they could envision a long career at their organisation, compared to just 29% who didn’t enjoy this process. So from how you handle interviews to developing introductory guides, training packages and other resources, mapping out your full employee experience can be a huge advantage. 

7. Create an employee advocacy program

Your employees are among your best assets to promote and reinforce the benefits of your organisation. Setting up an employee advocacy program helps you formalise the ways you encourage your team to share materials in their social circles, with incentives including:

• Unique training and career progression opportunities
• Public recognition
• Tangible gifts and rewards
• Exclusive content and information

8. Be authentic

Finally, for your employer brand to achieve lasting success, you must practise what you preach. It’s no good making promises on your EVP that you cannot deliver on, or presenting a rose-tinted vision of your company culture. In a landscape where employees feel more empowered to share their thoughts than ever, this is a recipe for disaster.

Therefore, before you rubber stamp your employer brand strategy, reflect on everything you’ve highlighted and question whether it’s attainable. Authenticity is essential.

6 organisations nailing their employer branding

As we’ve outlined above, employer branding is more than a fancy career site. Here are 6 brands who follow this mindset and are masters at employer brand storytelling.

1. Hilton

Why not start with the brand ranked the best company to work for in 2024 by Fortune? In 2023 Hilton launched their first major employer branding campaign, “Every Job Makes the Stay”.

This innovative series of videos, ads and other materials promotes the various roles contributing to Hilton’s high-quality hospitality. This has worked to both inspire potential candidates of the opportunities available, and showcase the skills of their existing employees.

2. Starbucks

As the world’s most recognisable coffeehouse, Starbucks employs close to 400,000 people globally. With this scale of operations, they firmly focus on employer branding, largely by harnessing social media to showcase employee experiences and success stories.

From a jobs playlist on their YouTube channel, to its celebrated College Achievement Plan, Starbucks is very effective at attracting younger generations of job seekers.

3. L’Oreal

L’Oreal is consistently rated one of the best places to work worldwide, and a large part of that is their commitment to refining and evolving their employer branding over time.

In recent years, they have adapted their EVP to raise awareness of L’Oreal as a tech-driven company as much as a beauty company. This, combined with their promise of delivering a thrilling experience and culture of excellence, helps set them apart as the thought leaders in their industry, and an attractive place to work.

4. Netflix

Netflix’s employer brand is well-known for its emphasis on creative freedom, responsibility and innovation. It promotes a company culture centred on autonomy and creativity, where employees are empowered to pursue bold ideas.

This vision and identity are coupled with tangible compensation and benefits packages, and a strong focus on diversity and inclusion. That is highlighted in Netflix’s detailed and engaging career site, making it easy for potential candidates to understand their culture.

5. Zappos

Shoe and clothing retailer Zappos focuses on employee happiness and wellbeing in their employer branding, as they understand that a happy workforce inspires great customer service.

Plus, they employ an unconventional yet strategic onboarding process: every employee hired, no matter the role, undertakes 4 weeks of training followed by 2 weeks as a customer service rep. Then, they are offered full pay for this training and $2k to leave if they wish. This aims to weed out people who are only there for the money, to build a more committed team.

6. Unilever

From its impactful career site, to its aspirational business strategy with sustainability at its heart. Unilever has a well-established global employer brand that instantly expresses its diverse opportunities and culture, with many testimonials from its existing workforce.

Furthermore, by utilising Papirfly’s brand management platform, Unilever has become incredibly adept at communicating its employer brand to its many local audiences. With this platform in place, Unilever tailors its global identity to each location, resulting in more personalised messages for its employees and potential candidates.

Adapting your global employer brand for local recruits

Today’s global businesses face a significant challenge in conveying their brand across diverse cultures and languages, both for employees and potential hires. These nuances and preferences must be considered to avoid alienating individuals and resonating with local audiences.

While maintaining consistent core values across locations is crucial, adapting these messages to emphasise the values most relevant to specific audiences achieves much better feedback. So, it’s worthwhile to invest the time to research and tailor content for specific candidates.

How can you achieve this? 

• Create specific candidate personas for each location you’re based in
• Encourage your local teams to contribute to your employer branding and promote it on their profiles
• Harness employer branding software and solutions to speed up the production of assets and maintain global consistency
• Establish one place for all branded assets that your local teams can easily access, such as a Digital Asset Management system 

Want to know more? Check out our guide to translating your global employer brand to local markets.

AI: The future of employer branding?

As Artificial Intelligence (AI) evolves with each passing year, its influence on employer branding and recruitment strategies is also growing. Here are just some of the ways AI is already making a difference for employer brand specialists:

More personalised candidate experiences

Through intelligent chatbots and virtual assistants, modern candidates can now receive more immediate answers they have about a prospective employer. This leads to more personalised and responsive experiences, making the recruitment process more positive for candidates and simpler for employers.

Streamline the creation of job descriptions and materials

Training AI prompt engineering tools on your EVP and other employer brand materials can greatly speed up the generation of assets, both for your internal teams and for job seekers. In just a matter of clicks, you can generate the copy, imagery and video for a suite of recruitment ads and employee guidelines, all aligned with your values and vision.

Analysing employee and candidate behaviour

The efficiency of AI means it can analyse vast amounts of recruitment-related data in seconds, from employee engagement levels and retention rates, to candidate behaviour across the onboarding process. This can provide powerful insights on where to adapt your employer branding based on the challenges you are experiencing.

Although the use of AI in employer branding is still in its infancy, the rate at which this technology is developing means that these possibilities – and many more – are emerging to streamline and empower your recruitment efforts.

For more on the growing potential of AI and other key trends to keep an eye on, check out our guide to make employer branding work for your business in 2024.

Create and communicate a compelling employer brand with Papirfly

We hope you’ve enjoyed this complete guide to employer branding, and feel ready to use these insights to enhance the way you attract and retain top talent in the future.

One of the biggest challenges facing employer brand professionals is maintaining a consistent and constant stream of assets, while dealing with ever-tightening budgets. At Papirfly, we are making it faster, easier and more cost-effective to become an employer of choice – all from one all-encompassing brand management platform.

• Point: Unite everyone on the values, visuals and voices behind your employer brand
• Place: Store, share and access a complete library of your employer branding materials in our globally renowned DAM system
• Produce: Generate on-brand, studio-quality assets at unrivalled speed and scale with intelligent design templates
• Plan: Simplify campaign execution of all talent acquisition activities with one universal planner
• Prove: Measure and refine your employer brand strategy with enterprise-grade reporting and analytics

Ready to build an on-brand culture that attracts the best talent? Discover our employer branding software and solutions today.

Employer branding is more important than ever in 2024. Remote and hybrid working. A globalised recruitment landscape. Widespread skills shortages. A demanding talent pool and candidates’ market. 

Brands face stiff competition to secure the best people and to keep them. And employer brand professionals are the frontline in talent acquisition and employee engagement. 

You know that a strong employer value proposition is a candidate magnet. It helps your organisation attract and retain the talent it needs for success. But creating a consistent, compelling employer brand is a challenge in itself.

So many touchpoints. So many stakeholders. So little time. 

If you’re here looking for an answer – a way to ‘do more with less’ – then you’re in the right place. 

From working with employers of choice like Unilever and Vodafone, we know Digital Asset Management software can revolutionize employer branding efforts – helping create a strong brand presence on every platform and in every locality.

Here’s what you need to know.

Employer branding is crucial – but hard – in 2024 

In a landscape characterised by skills shortages and increasing choice, great candidates have the upper hand. You’re in a global competition for talent – both to attract it and retain it.

Businesses that win the war will secure in-demand skills and value-aligned individuals to drive their ambitions forward. Businesses that lose… not so much. 

But it isn’t just the (current) candidates’ market that’s making employer branding more important. It’s our shifting expectations of employers. From ‘the great renegotiation’ inspired by global lockdowns – to the influx of Gen Z into the workplace – we’re demanding more of employers than before.

Employee engagement is key. We want great benefits, work-life balance, and an inclusive company culture. But we want meaningful work, authenticity, corporate ethics, and societal impact too. And people aren’t stupid. Employers need to walk the walk… or their people will. 

In this challenging employer branding environment, businesses need to improve their employee value proposition, embed it, and communicate it consistently across every touchpoint.  

In the burgeoning digital landscape, there are so many places to communicate your brand. Managing that to maximize impact and consistency is getting harder. Your platforms and digital brand assets seem to multiply exponentially – but your budget and hours in the day don’t.

And that’s before we even think about localising employer branding campaigns to maximise their impact in different regions and cultures.

If this problem sounds familiar, Digital Asset Management (DAM) software is the answer.

An avalanche of assets is overwhelming employer brand teams

An avalanche of digital brand assets is overwhelming employer branding teams. Digital assets are the images, artwork, video, audio files, campaign materials, PDFs, guidelines etc that you use to market your business internally and externally.

[See What are digital assets and how do you manage them? for why you need to treat these files with the utmost care].

• There are the digital brand assets you use as building blocks to create campaigns – your photoshoots, your graphic design files etc. You need easy access to these to create brand content quickly and efficiently.
  
• Then there are the employer branding materials you create – your finished artwork, campaign materials, brand guidelines, templates, etc. You need to be able to distribute these easily to the people who’ll use them. 

There are so many of them because employer branding is increasingly digital. You need to create employer branding content for your company website, social media channels, third-party sites, campaigns, employee advocacy, and more.

That means you’re creating and managing more digital assets than ever. And that can get messy, real quick. And that’s a serious risk to your employer branding efforts.

You cannot manage brand assets at scale without an appropriate system. And that spells risk for your team and the wider business. 

Challenges managing employer branding assets

• Wasted time – Searching for assets that are hidden away in the wrong place or have file names like ‘IMG07624.jpg’ – not helpful.
• Wasted money – Recreating assets from scratch because you simply can’t find them and your stakeholder needs the content ‘yesterday’.
• More risk – Using outdated assets because you don’t know which is the most recent version – or using restricted assets because there’s no way to know.
• Inconsistency – Because people are frustrated with the current system and just start doing their own thing.

Problems distributing employer branding materials

• Distribution issues – Getting brand assets to the right people at the right time. You can have the best employer brand ever…but it’s useless if you can’t get it out there.
• Diluted brand – People simply not knowing how to apply your employer brand and putting out materials they think are right… but aren’t on-brand at all.
• Missed opportunities to localise – Issuing one-size-fits-all campaigns because you don’t have time to optimize materials for different markets.

You might be so used to the scenarios above that it feels normal. 

But it’s not. 

There is a better way.

7 reasons your employer brand needs DAM

To excel in the ever-more demanding future of work, you need to reclaim control now. Savvy businesses leverage Digital Asset Management for employer branding. They know a DAM platform makes brand content creation easier and brand asset distribution foolproof. 

Digital Asset Management (DAM) software provides a single space to store, access, and use your digital assets – like images, videos, brand collateral, and multimedia materials that support effective employer branding. 

DAM makes it easier for every team that touches your employer brand – HR, recruitment, marketing, regional managers, employee advocates – to stay on-brand. And it accelerates campaign activation. It’s a two-for-one win for ambitious employer brands. 

Here are seven things DAM can do for you – whether you work in employer branding, corporate branding, marketing operations, creative services, or any other team with digital-asset-heavy workflows.

1. Cut costs and maximise efficiency 

Using Digital Asset Management software for employer branding saves you time and money. A centralized digital asset library – for brand content creation, management and distribution – streamlines your processes. This efficiency translates into better resource utilization and cost savings. 

Team members can quickly locate and utilize the necessary materials, reducing the time spent on searching and requesting assets. Internal and external contributors can collaborate in the cloud, bypassing messy manual processes. And branding materials can be distributed instantly. 

2. Make more space for strategy

Your personal creativity and strategic approach are key differentiators for your brand – but they’re drained by the demands of the job – and your great ideas and good intentions get lost in admin.

Using DAM software reduces time spent on pointlessly ineffective processes – like fruitlessly searching for assets and manually emailing them to people – so you’ve got more time for stuff that actually adds value – like strategically shaping your employer value proposition and getting creative about how you communicate it.

3. …And localisation

You know you should be localising campaigns to increase their relevance to regional audiences. From changing photography to accurately reflect local demographics and cultural norms, to offering materials in multiple languages. But you simply don’t have time.

With efficiency gains from using a Digital Asset Management system, your team can dedicate more time to impactful campaigns for specific audiences – supporting recruitment and DEI goals. And, thanks to easy distribution via your brand portal, you can make sure each region only accesses materials meant for them.

4. Guarantee your brand consistency 

In employer branding, consistency is key. A strong, consistent and recognizable visual identity increases brand recognition and supports organizational objectives around talent acquisition, recruitment, and engagement.

A Digital Asset Management platform doubles as a brand asset management portal – an online space where stakeholders can access branding guidelines, employer branding materials, templates, approved image sets etc. 

This empowers your wider collaborative team – everyone from external design agencies to regional divisions to employee advocates – to find, use, and create on-brand materials for the organization. 

5. Enhance your agility 

How many times are opportunities passing you by? Like experimenting with a new platform or localizing assets for higher regional impact. Without efficient Digital Asset Management, your slow processes can limit your agility. 

Centralized DAM software lets you quickly locate, modify, and repurpose digital assets, accelerating content creation and increasing overall creative capacity. This lets you respond promptly to emerging opportunities, ensuring a dynamic and consistent brand experience. 

6. Reduce brand risk

The biggest risk to employer branding efforts is unfit-for-purpose processes. We’ve shown how a digital asset library can address this issue.

Beyond this, DAM software also mitigates risks associated with the misuse or unauthorized access of sensitive brand assets – thanks to robust access controls and permission levels. Plus, version control features reduce the risk of using outdated materials, preventing inconsistencies and potential damage to the brand image.

Imagine job descriptions using a retired logo, or a social post using a photo where the participant has since withdrawn their permission for use. Centralizing assets – and removing and archiving assets that should no longer be used – protects against this kind of risk.  

7. Empower employees to become brand ambassadors 

If you want to help your employees advocate for your employer brand, you need to give them on-brand tools and materials. A DAM used as a brand portal gives employees easy access to a curated collection of brand assets. 

They can share branded content on their social media platforms – such as job ads, announcements, and the popular ‘new position’ celebrations to LinkedIn – so your brand benefits from their authentic excitement about working for you. This builds trust with the audience, as it comes directly from the voices and experiences of employees.

Key features of DAM for employer branding

A single source of truth keeps assets secure but accessible

A DAM system provides a single secure repository for all your brand assets. Cloud-based DAM is accessible 24/7 online. No more assets lost and languishing on desktops, attached to emails, or in different departmental folders. 

Metadata puts files at your fingertips 

A DAM applies metadata to assets to make them findable in a few clicks. You don’t need to know file names anymore. Just search on keywords that describe the file you want – and see beautiful visual previews to identify the file you need.

Automatic version control keeps you up-to-date

No more time wasted wondering which file is the latest version. You’ll always see the most recent version in your DAM – but with a full audit trail and ability to revert to previous files if needed.

Integrations make design processes easier 

A DAM is designed to integrate. Integrate it with InDesign or your website CMS to give designers immediate access to all your brand assets without even leaving the window they’re working in.  

Online portals effortlessly deliver assets to end users 

A DAM doesn’t just make your content creation processes easier. Distribution is easy and instant, anywhere in the world. Upload finished employer branding materials and guidelines to your online brand portals for easy internal and external access.

Permissions protect embargoed assets 

Worried online access means a free-for-all? It isn’t. Permission controls mean people only see what you want them to. Protect embargoed assets and commercially sensitive content.  

Workflow automation accelerates creation 

A Digital Asset Management platform automates so many processes you perform manually at the minute – saving you tonnes of time. For example, bulk uploads, instant content sharing, and one-click, in-app editing (eg applying crops and ratios for different platforms). 

Employer branding teams to power up with Papirfly

You know the employer branding landscape is changing. Your systems need to evolve to cope. Digital Asset Management software is a game changer for busy, ambitious employer branding teams. Papirfly’s platform is a full suite of enterprise-grade brand management tools, including a portal for brand guidelines, Digital Asset Management, on-brand templating, campaign management, real-time data analytics, and more.  

Discover how global employers of choice strengthen their strong employer brand with Papirfly. 

Papirfly and SAP recently joined forces to showcase an engaging discussion on SAP’s employer branding and employer ambassador program. 

The session, led by Papirfly’s VP Marketing Siril Jacobsen and Nneka Mmeh, Global Employer Branding at SAP emphasised strategic collaboration and innovative approaches to employer branding. Papirfly’s brand management platform enabled SAP to harness the power of their workforce in storytelling, turning employees into brand champions.

This partnership not only enabled SAP to enhance their employer branding but also showcased the transformative impact of leveraging employee experiences in attracting and retaining top talent. The discussions provided actionable insights into

• creating a compelling employer value proposition (EVP)
• emphasizing the importance of inclusivity and employee empowerment in building a strong, engaging employer brand

The power of employee ambassadors

SAP’s journey into enhancing its employer branding strategy with Papirfly’s support shows a commitment to not only attract but also to nurture talent by fostering a culture of inclusivity and empowerment. The creation of an employee ambassador program exemplifies SAP’s innovative approach, leveraging the voices of its workforce to amplify the company’s values and culture. This initiative, driven by Papirfly’s brand management platform, enabled SAP employees worldwide to share their authentic experiences. As a result, it humanized the SAP brand and significantly improved its market positioning as an employer of choice.

Revolutionising talent attraction through brand consistency

The webinar highlighted the importance of brand consistency across all channels and the role of Papirfly’s platform in achieving this for SAP. By implementing a centralised employer brand management system, SAP was able to streamline its messaging. This ensured that the employer brand resonated well with its global audience. This strategic move not only enhanced the company’s visibility but also guaranteed that potential candidates received a coherent and compelling narrative about what it means to work at SAP.

Strategic insights for employer branding professionals

For employer branding professionals, the discussion provided invaluable insights into the strategic planning and execution of a successful employee ambassador program. From revamping the employer value proposition to leveraging social media and digital platforms for storytelling, the webinar offered a blueprint for organisations looking to elevate their employer brand.

The role of Papirfly in SAP’s employer branding success

Papirfly’s role in this journey was highlighted as more than just a platform provider. It was a strategic partner enabling SAP to leverage technology for brand management and employee engagement. The use of Papirfly’s solutions facilitated a seamless integration of brand assets, storytelling, and employee advocacy, setting a new standard for employer branding excellence.

Measurable success – the impact of SAP’s employer branding strategy

• Increased engagement: SAP saw a remarkable increase in employee engagement on social media platforms, where ambassador content received higher interaction rates compared to standard corporate postings. 
• Improved talent acquisition: By leveraging employee testimonials, SAP saw a substantial improvement in its talent acquisition efforts. The data showed a notable decrease in time-to-fill for open positions. This highlights the effectiveness of a strong employer brand in attracting qualified candidates swiftly.
• Enhanced employer brand perception: Surveys conducted before and after the implementation of the ambassador program indicated a significant improvement in SAP’s employer brand perception among targeted talent pools. The positive shift in perception reflects the impact of humanising the brand through employee narratives.
• Greater employee retention: The initiative also played a crucial role in enhancing employee retention rates. By empowering employees to share their experiences and become brand advocates, SAP fostered a deeper sense of belonging and loyalty among its workforce. This contributed to a decrease in turnover rates.
• Enhancing efficiency and savings: The financial efficiency gained through SAP’s partnership with Papirfly particularly highlighted a staggering $100,000 saved in potential agency costs in 2023. This reduction in potential expenses was achieved by utilising Papirfly’s platform for in-house brand management and content creation, bypassing the need for costly external agencies. The strategic approach not only streamlined SAP’s marketing expenditures but also illustrated the effectiveness of leveraging internal capabilities to foster a compelling and authentic employer brand. This also shows the tangible benefits of SAP’s innovative employer branding strategy

A blueprint for future success

The collaboration between SAP and Papirfly showcases the transformative power of employer branding when executed with strategic intent and the right technological support. 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. To discover more about how SAP utilised Papirfly’s brand management platform to get set up for success watch the webinar in full.