The Difference in Content Needed for Employer Branding and Team Branding

When it comes to developing a content strategy for your employer branding strategy and your team branding strategy, it’s important that you first understand the difference between the two and the objectives you want to achieve from each.
Gaining this clear understanding and identifying your objectives will help you make informed decisions about your content strategies.

What is Employer Branding?

Employer branding describes your company’s reputation as a place to work. It covers the employee value proposition beyond salary, such as skill development, career advancement and employee wellbeing.
A good employer brand communicates what it is like to work for your company and is designed to demonstrate why your company is an attractive place to work.

Content for Employer Branding
The main aim of your employer branding content is to communicate to potential candidates why they should want to work for your company and what they can expect once they are an employee.
Your employer brand should make people want to work for you because of your reputation as an employer and the value you provide for employees. In turn, investing in your employer branding helps you attract the best talent.
When creating content for your employer brand think about what sets your company apart from others, what benefits beyond salary do you offer, such as subscriptions, extra holiday days, remote and flexible working or wellbeing courses.
Your content should focus on your current employees and what they think about working for you. Getting your employees involved in your employer branding is one of the most effective ways to ensure your content is authentic.
For example, a LinkedIn post stating that you offer flexible working gets the point across but a video testimonial from an employee that explains how flexible working helps them achieve a great balance between life and work is far more emotive, relatable and memorable.

Types of content that can showcase and enhance your employer brand include:

  • Your team page and careers page – these two pages are a huge opportunity to showcase your employer brand, your culture and why your company is a great place to work.
  • Social content – your employees should be front and centre, sharing their stories and experiences. Also consider sharing any team building days or celebrations that show the personality of your brand and reinforce your culture.
  • Video content – consider “a day in the life” style videos that actually show what working life at your company is like, testimonial videos from employees sharing their experiences or behind the scenes style videos that show the processes of how your team works together.
  • Blogs – Share your latest news, employee achievements in skill development, awards or career advancement, talk about causes that are important to the company and how you get involved. Ask employees to write a post explaining why they applied to work for your or what they love about working for your company.
  • Press releases – These can be added to your company website and also distributed to other outlets to help communicate your key employer branding messages.

What is Team Branding?

Team branding exists when there are customers to be served, skills to be practiced and value to be created, it what your team becomes known for. For example, if your team is known for providing excellent customer service, above and beyond your competitors then this is your team’s value and
should be communicated well and consistently.
Having a strong team brand can help ensure your team is viewed as an irreplaceable service rather than a non-essential function and can help your team clearly communicate this to customers.

Content for Team Branding
The main purpose of team branding is to ensure that your team is perceived well and that the qualities that make them stand out are communicated.
To ensure the success of your team brand it is crucial that your team is involved in every aspect and understands the objectives you want to achieve, this will help align your team and strengthen its value. Your team should have a clear understanding of its target market, its core competencies, what makes it valuable and its brand personality.
Types of content that can showcase and enhance your team brand include:

  • Customer testimonials – whether in written form or video, these are a great way to showcase what your customers think about your team. Testimonials are versatile, they can be added onto the about us page of your website, feature as a blog post or a social media post and can even be added to other marketing materials such as emails or brochures.
  • Case studies – nothing demonstrates how your company work to solve challenges, provide solutions and deliver results better than a case study. Again, this can be in written form or in video and can include how your team went above and beyond to achieve the desired outcomes.
  • Social content – Your corporate social media channels are one of the first things potential customers will look at to find out more about you. Consider developing social content that communicates what makes your team different and why that benefits your customers.
  • Share team achievements – from winning an award to hitting a target or onboarding a new client, when your team does something that is worth shouting about – make sure you do. This could be in the form of a blog post, social content, email newsletter or press release.
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