Strategic-Guide-for-Talent-Engagement

Virtual Events & Employer Branding: A Strategic Guide for Talent Engagement

Anshika Pattnaik
• March 1, 2024

(10 min read)

With the evolving world, it’s time to participate in a strategic talent acquisition journey that will take place at the intersection of employer branding and virtual events. As stated by 63.3% of 600 businesses in the United States that have between 50 and 500 employees, it is more difficult to retain current employees than it is to find new ones.

Table of Content

You will gain an understanding of the relationship between interactive online gatherings and engaging employer brands by reading this comprehensive book.

Intersection of Virtual Events and Employer Branding:

There has been a notable increase in the number of organizations that have redefined their business strategies, over the last few years. And one of the biggest shifts in strategy has been the increasing focus on leveraging virtual events to carry out successful employer branding initiatives. This has transformed the way businesses approach talent acquisition as well as retention. This section explores the connection between virtual events and employer branding and demonstrates how to leverage these online events to create a strong employer brand.

Definition of Employer Branding:

Employer branding is the creation, management and shaping of a company’s image or reputation, aimed at attracting and retaining talent. Contrary to traditional branding that is more focussed on influencing customers and overall business, employer branding revolves around influencing talent.

Building the employer brand narrative involves an organization’s culture and its employee value proposition.By building a strong and genuine employer brand, you can drastically improve the quality and quantity of talent you attract and retain. 

Linking Virtual Events to Employer Branding:

The short- and long-term demands of the company will determine a successful strategy, which will take into account all the goals the firm has and the skill set needed to achieve them. 

Linking Virtual Events to Employer Branding

Showcasing Company Culture:

During virtual events, an organization’s culture can be dynamically presented in a way that captures the intended audience. Employers who conduct interactive events, feature employee testimonials, and stream office tours can offer prospective employees a true sense of what it’s like to work for them. By using this comprehensive method, prospective employees can get a glimpse into the company’s values and culture, and this helps with expectation management.

Emphasizing the Mission and Values:

Virtual events that align with the core values and objectives of the organization can help to enhance the employer brand. The company showcases its commitment to whatever values it supports, from diversity, innovation, and social responsibility, through thematic sessions, panel discussions, and keynote speeches. This helps prospects understand the values that are important to the organization and enhances the employer brand’s favorable perception.

Interacting with Talent Instantaneously:

Direct interaction with in-house experts and keynote speakers is possible at virtual events because they happen in real time. Participant interaction with CEOs, corporate executives, and other audience members is facilitated by interactive surveys, live chats, and Q&A sessions.

Interacting with Talent Instantaneously

Employees can strengthen their bonds with the company and with one other during these one-on-one meetings. These interactions also play a big role in humanizing the brand.

Improving the Applicant Experience

Virtual events have the ability to enhance the candidate experience by offering a simple and convenient platform for recruitment activities. One example is the growing popularity of online recruiting fairs, which let potential candidates look for jobs that fit their needs, get in touch with recruiters, and even take part in video interviews. Since this greatly simplifies the candidate experience, prospects maintain a positive opinion of the organization, even if they ultimately decide not to work there.

Virtual events allow for a more nuanced representation of the employer brand, thanks to their interactive and immersive elements. This in turn affects how current and potential employees view the company.

Leveraging Virtual Events for Employer Branding:

Employer branding demands the execution of a well-thought-out digital platform strategy as more and more companies are waking up to the potential of virtual events. This section’s goal is to help companies maximize their virtual event efforts by breaking down employer branding strategy pre-, during-, and post-event.

Pre-Event Strategies:

Planning and Goal Setting:

To ensure the success of an online event, meticulous planning is necessary. Businesses must establish very specific goals that lead to the desired business objective in employer branding.The objective could be to draw in a specific type of talent, build brand recognition, or preserve the company’s values – a clearly defined plan offers direction throughout the event.

Audience Targeting:

Identifying the target audience is essential to customize the virtual event to that audience. If companies want their interactive features and content to be appealing to their target audience, they must have a thorough grasp of who they are and what they want. Personalized invites and focused marketing strategies are critical for optimizing participation and drawing in the right candidates.

Speaker and Content Selection:

To draw in and hold the attention of an audience, it’s critical to select engaging speakers and timely content. Thought leaders, business professionals, and internal advocates are all people who could add to the event’s appeal and validity. The content needs to align with the recruiting branding strategy in order to showcase the organization’s experience, values, and unique selling points.

Marketing and Promotion:

Efficient marketing and promotion are critical to building buzz and expectation around the virtual event. To boost your exposure and engagement, make use of a variety of platforms, including social media, email marketing, and partnerships with businesses in your industry. Consistent branding throughout all promotional materials in the run-up to the event serves to strengthen the employer brand and create a cohesive narrative.

During the Virtual Event:

During the Virtual Event

Interactive Sessions:

A virtual event’s success depends entirely on its ability to keep attendees’ attention through interactive sessions. There is a sense of involvement through the use of surveys, live Q&A sessions, and audience interaction. Encouraging real-time participation not only improves the attendee experience but also builds a sense of connection between participants and the company.

Virtual Booths and Exhibits:

Virtual booths provide a digital platform to companies that wish to exhibit their company culture, career opportunities, and promotional materials. Interactive exhibitions, films, and printed resources can be utilized to gain a comprehensive understanding of the company. Employer branding initiatives can be bolstered by the use of customized virtual booths, which enable the presentation of a unified and persuasive image.

Networking Opportunities:

Through participation in one-on-one meetings, breakout sessions, and networking events, event attendees can get to know corporate representatives and build partnerships. The application process is improved and the employer brand is reinforced by forming these relationships.

Real-time Q&A and Engagement:

What sets virtual events apart from traditional ones is the ability for participants to engage with each other in real time. Adding features like polls, live chat, and question-and-answer sessions can enhance the interest of presentations. Responding to participants’ questions and concerns promptly helps build trust and creates a dynamic candidate experience.

Post-Event Strategies:

Post-Event Strategies

Follow-up Communication:

Post-event engagement or communication is an integral part of the virtual event process. Quickly sending personalized emails to participants, thanking them for their time, and offering more resources or insights can help maintain a relationship with potential talent and reinforce a positive experience.

Content Repurposing:

Event content can be a valuable resource for companies, and can be reused in multiple ways and in many formats. Organizations can compile the highlights by producing infographics, blog pieces, or bite-sized movies. Finding innovative ways to repurpose the content helps companies expand the scope and the impact of the event, sustaining the event’s success. 

Feedback and Analytics:

Gathering audience feedback and analyzing them thoroughly helps event organizers tweak future events, based on the findings. By learning more about the effectiveness of the material, engagement metrics, and attendee experience, organizations can aim to continuously improve their virtual events and their impact.They will be able to meet their employer’s branding objectives and enhance subsequent campaigns as a result.

Continuous Relationship Building:

Even after a virtual event concludes, it is important to stay present or relevant among attendees, or in this case, potential employees. 

Using newsletters, specialized information, and follow-up webinars can help achieve this goal. Establishing and maintaining relationships with participants can lead to the gradual development of a favorable employer brand image.

Conclusion 

Consider the possibility of dynamic virtual meetings that not only highlight the culture of a business but also make it possible for exceptional talent to connect with the right employers in real time. This is what virtual events in employer branding guarantees. 

virtual events in employer branding guarantees

This dynamic combination has disrupted the talent acquisition game over the last couple of years, dominating everything from pre-event teasers to post-event campaigns. When it comes to attracting, engaging, and retaining top talent in the modern digital age, the ability to host high-quality virtual events is an essential component of any employer branding strategy. 

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