THE BUSINESS ATTRACTING STAFF

‘If you’re constantly marketing about what a great employer you are, you should have people coming to you,’ she adds. However, Alice stresses that employer branding is an ongoing process of showcasing your business and drawing attention to it. So how should it be done? Alice shares her top tips to executing it successfully:

Think social media

● Your platforms are the perfect places to highlight and build your employer brand.

● Planning and creating specific posts, stories, videos or reels are important in making the right impression.

● Think of prospective employees as a separate target audience when creating posts, but don’t be worried that what you’re posting won’t be of interest to clients – it won’t offend them. Have fun with it and create content you’d want to watch.

● Instagram has confirmed that its algorithm is giving preference to

Points To Remember

Alice says:

● Don’t over-promise – be authentic, transparent and genuine or you will be found out! Make sure you can live up to your own hype.

● Don’t overlook opportunities for in-salon employer branding, such as noticeboards, framed employee qualifications or achievements, and photos of team nights out.

● Don’t forget to add interesting employer branding posts to your e-newsletters – it could be read or forwarded on to a potential employee.

Nhbf Top Tip

Samantha Turner-Meyer, NHBF digital marketing director, says: ‘Following on from Alice’s point on highlighting your business as a great place to work, inclusion is also really important – making your employees feel like part of a family will enhance their loyalty to you, filling them with a sense of pride in working for you.’

Share online

● Create a dedicated career section on your website with several pages showing what you offer employees and how you can help with career progression.

reels for 2023, so consider using them to gain the most reach!

What to post

● Show off your team by highlighting your different employees and their job roles – ‘quickfire questions’ videos can be a great way to do this.

● Promote any employee training or courses you offer, as well as employee perks and rewards structures.

● Highlight career progression stories – ask staff members to talk about their career journey from where they started to where they are now, and what they’ve gained working for your business.

● Turn great Google reviews into posts and highlight the staff member who received the review – make the post all about them.

● Showcase awards won or entered by employees.

● Highlight charity fundraisers, community events, or even nights out that the business organises or takes part in.

● Share inspiring employee stories – whether they’re work or nonwork-related.

● Make it vibrant and exciting, as opposed to just one page introducing you and your team. This can help potential candidates understand how they could work in your salon and how it will improve and boost their professional development.

● Drive traffic from social media posts to this part of your website.

● Host any staff or salon blogs here.

Stay consistent

● Employer branding is a form of marketing – it needs to be constant and consistent to be effective. Planning, evolving and keeping at it is crucial.

● Check out Salesforce’s Instagram account for a great example of employer branding: instagram. com/salesforcejobs

Resources

● NHBF Recruiting and employing people guide: nhbf.co.uk/ recruitment-guide

● NHBF skills report: nhbf. co.uk/skills-report-2022

● CIPD factsheet – Employer brand: bit.ly/CIPDemployer-brand