HR Must-Read: Promoting Company and Brand With the Power of Influencers

Yourator, a Human Resources Matching Platform, points out that the new generation of young individuals places greater importance on a company’s culture, vision, and values. Therefore, “employer branding” is slowly becoming one of the key factors for HR in recruiting new talents.

According to a survey conducted by 104 Job Bank, there are four major challenges faced by employers in building their brands: uncertainty in assessing effectiveness; lack of knowledge and methodology; lack of creative capabilities in designing; and the senior management’s lack of emphasis, shortage of manpower, or budget. 

Influencer collaboration can address the lack of creative capabilities in designing by bringing traffic and hype, as well as generate positive sparks with the influencer’s fan base.

In recent years, many companies have sought influencer collaborations to promote their brand philosophy, company environment, employee benefits, etc. Through unboxing, experiential content, and all sorts of other formats, many brands hope to increase visibility and attract talent. 

How exactly can influencers assist companies in shaping a positive image? This article will delve into this topic.

Which Aspects Help Businesses Attract and Retain Talent?

According to 104 Job Bank, an employer brand is composed of the acronym, JOBS: Jobs; Organization; Benefits; and Society.

• Jobs: Learning opportunities, challenges, autonomy, working hours, company environment, company location, etc.
• Organization: Colleagues, immediate supervisors, bosses, company culture, company reputation, promotion opportunities, employee evaluations, vision, mission, etc.
• Benefits: Salary, company benefits, company performance, employee stock options, etc.
• Society: Corporate social responsibility, sustainable development goals, etc.

How Can Having a Good Employer Branding Benefit a Brand or Company?

Enhance Corporate Productivity and Cohesion

A clear and concise company vision and mission can help motivate employees. It provides them with a clearer sense of work goals and ultimately enhances productivity. When employees understand the company’s objectives and the direction of their efforts, they tend to have a stronger sense of commitment to their work. 

Additionally, if a company cultivates a positive and healthy organizational culture, employees are more likely to band together, provide support, and learn from each other. This, in turn, contributes to an overall improvement in corporate productivity.

Creating Positive Brand Sentiment and Likability Helps Reduce Recruitment Costs

Recruiting top talent has always been the focus of every enterprise, and establishing positive brand sentiment and likability is a crucial factor in reducing recruitment costs. When a company has a strong reputation and positive word-of-mouth, the number of applicants increases naturally, and the pool of candidates meeting the company’s expectations grows. 

Building good employer branding not only has the potential to shorten the recruitment timeline for HR but also decreases the costs associated with job advertising and other manpower expenses.

How Can Influencers Assist Companies in Shaping Their Brand Image?

Companies can leverage influencers to generate visibility and excitement. Beyond enhancing public favorability, influencers can also promote corporate events and recruitment schedules, contributing to the creation of a positive employer image. The following examples illustrate this:

Create buzz, increase overall exposure, and enhance audience understanding of the brand

Collaborating with influencers not only brings traffic and attention to the brand but also allows for the development of engaging marketing campaigns by leveraging the unique characteristics and experiences of the influencers. This approach helps generate buzz, spark interest, and initiate discussions.

Ray Du and his sister collaborated on a video titled “How Good Should Your English Be to Work in a Tech Company? A Look Inside Taiwan’s Semiconductor Industry with Ray Du and Ray Du’s sister!” The video targeted audiences interested in understanding the English proficiency of employees in tech companies and garnered 2,528,245 views, achieving a high level of exposure. 

The video’s concept involved the duo posing as “HR professionals” and infiltrating the office of a tech company to assess the English proficiency of engineers. They also introduced the company’s services, office environment, and employee cafeteria. Towards the end of the video, through interviews with HR representatives, Ray Du, and his sister explained why the company values English proficiency and sought advice from HR for young individuals aspiring to join the company. This not only proved beneficial for job seekers but also effectively increased the audience’s awareness of the company.

Enhance the public’s favorable perception of the employing company

Influencers wield significant influence and appeal. They can use their image and style to shape a company’s image and vibe, ultimately enhancing the company’s likability. 

For instance, iKala invited YouTuber The DoDo Men to experience a “Day as a Cross-Border AI Company CEO,” showcasing iKala’s employee benefits, and organizational culture, and offering fans insights into the CEO’s daily routine. Through The DoDo Men’s humorous interviewing style and presentation, the audience gains a clearer understanding of how iKala embodies core values such as “freedom and responsibility” and a “growth mindset.”

In the comments section beneath the video, frequent affirmations from the audience regarding iKala’s corporate culture can be observed. There were comments such as “Envious workplace culture,” “Employees seem really happy,” and “Hiring visually impaired individuals as massage therapists is a plus!” These comments indicate that the collaboration video between iKala and The DoDo Men has successfully heightened the audience’s favorable perception of the employer company.

Assist the audience in gaining a better understanding of the comprehensive education and training within the company

Companies can invite influencers to share content about company culture, recruitment information, etc., to enhance visibility among potential talents. In addition, having influencers “unbox the company” can help newcomers better understand the internal employee training and work processes, thus reducing the psychological barriers when submitting job applications.

For example, the popular YouTube show “木曜四超玩” created a video titled “A Day as a TSMC Equipment Engineer.” In addition to guiding viewers through unboxing the company’s facilities and employee benefits, the host, 邰智源, shared his son’s, 邰靖, firsthand experience as a “Newly Hired Equipment Engineer,” providing insights into the internal training process. 

This allowed the audience to get a glimpse of TSMC’s thorough employee training. Towards the end of the video, “木曜四超玩” included links for campus recruitment submissions and other job vacancy information in the video description. By doing this, he leveraged the enthusiasm around campus recruitment in the months of March and April to promote the company’s recruitment opportunities.

Convey the most authentic experiences through employee interviews

Crown Du collaborated with a technology company to set up a pop-up store within the company premises, documenting the process in a video. In the video, along with her brother Ray Du, they not only captured the setup of the pop-up store but also introduced the company’s main products and services, providing a comprehensive view of the company’s environment and culture. Furthermore, the video featured employees sharing what they think are the best company perks to convey the company’s commitment to the physical and mental well-being of its staff. Ultimately, this enhanced the public’s positive impression of the company.

Kol Radar Assists Businesses in Finding Suitable Influencers

KOL Radar’s exclusive AI influencer database includes over 2,000,000 profiles of influencers from various countries, along with real-time social media data from platforms such as Facebook, YouTube, Instagram, TikTok, and Twitter, totaling up to billions of entries. Users of the platform can utilize diverse filters, including country/region, influencer type, social media platform, follower count, engagement/growth rate, etc. 

With the additional functionality of post-keyword matching, users can precisely identify potential influencer candidates. Subsequently, by using the platform’s AI for real-time computation of KOL community data, which includes metrics such as average viewership, average engagement rate, growth rate, etc., social media performance is measured comprehensively and from multiple perspectives. This enables the platform to filter the most suitable candidates for collaboration.

If you would like to know more about influencer marketing, feel free to consult KOL Radar for free at https://www.kolradar.com/my/solution.

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