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As a fast-growing start-up, we at GoStudent are constantly faced with exciting tasks. Our current mission? To build a strong employer brand.
But do start-ups even need employer branding or is this not something for large corporations with larger teams and more budget?
We believe that a strong employer brand is important for every company, regardless of its size. Of course, the scope of employer branding measures depends on the resources available, but with a few creative approaches, clever strategies and tips and tricks, even young start-ups or small teams can make their employer brand shine.
Small spoiler: Internal employer branding and video series. I'll tell you exactly how we use these approaches to bring GoStudent's employer brand to life and what you can take away from them for your company here.
At GoStudent, we are faced with the task of developing and implementing an authentic, identity-creating employer branding strategy. It is important for us to authentically communicate our internal employer brand to the outside world, which is why our employees are always at the center of our employer branding measures.
Our goal is clear: we want to take our employer branding to a new level, both internally and externally - and we want to do this with a small, fine, committed team.
Before we turn our attention to implementation, we are guided by the objectives of our strategy:
And now we come to the answer to the question: How do we go about it? We don't even differentiate between internal and external. After all, what could be more authentic than an employer brand that reflects on the outside exactly what employees radiate on the inside?
When we talk about employer branding, we often refer to external employer branding and how you position yourself as an attractive employer to the outside world. But what about within the company? What about my existing employees?
Internal employer branding is at least as important as external employer branding. That is why our employer branding measures must not only have an external effect, but also an internal effect and attract our own employees as well as interested candidates.
For the most part, we create content that appeals to both our existing employees and interested candidates. This allows us to use the same content in a variety of ways and share it across different platforms:
We measure the success of our employer branding measures using OKRs. OKR stands for "Objectives & Key Results" and divides defined objectives into two components:
As I mentioned above, we do not differentiate between internal and external employer branding when creating our content in order to be able to implement our employer branding strategy as efficiently as possible.
Video series play a crucial role in this. At GoStudent, we are big fans of video series because we always have a concept ready that we can pick up again and again without having to constantly come up with something new. Every video idea can be turned into a video series that continues to run as long as new employees join the team, new projects come up or positions need to be filled.
Below I have brought you 4 video ideas for video series that we implement at GoStudent and use for both internal and external employer branding.
In the Learning Legends video series from GoStudent, our talents talk about how they use the 30 free tutoring sessions per year as a corporate benefit and what successes they have achieved. Some use the tutoring sessions to further their own education. Others use it, for example, to provide family members with additional lessons.
The aim of this video series is to show internally how our corporate benefits can be used and to encourage people to use them, as well as to show externally that we take education and training very seriously. We show that we not only offer our product to students, but that we also use it ourselves to offer our own employees added value.
In these videos, we let the voices that shape our culture speak: our colleagues.
They share their personal experiences with our mentorship program at GoStudent and give honest, authentic insights into what makes us tick as a company. This series perfectly reflects our company value "We Grow Together", as it shows how learning and growing together is a way of life for us.
For potential candidates, this video series is an inspiring look behind the scenes. It not only conveys what makes GoStudent unique as an employer, but also shows the opportunities for personal and professional development that we offer.
But the series is not only aimed at the outside world: it also offers an exciting perspective for our existing employees. Seeing how colleagues grow both professionally and personally through the mentorship program encourages participation, strengthens their identification with our culture and motivates them to take advantage of the many opportunities at GoStudent. At the same time, we would also like to use the videos to awaken the desire to participate in the upcoming cycles of the mentorship program and benefit from the experiences of others.
With this video series, we create a bridge between our values, our people and the stories that make us so strong as a team - and inspire continuous growth.
This video format is based on the current vacancies and can be paused and resumed as required. In a short video, the hiring manager introduces the role, what the requirements are and describes the profile sought for the position.
On World ERG Day, we celebrate the important role our ERGs play in strengthening diversity, inclusion and community at GoStudent.
Our ERGs offer employees a safe space to network, share experiences and advocate for issues of interest. They promote a strong sense of belonging and help to ensure that every voice is heard. For potential talent, our ERGs are a clear sign: At GoStudent, we actively embrace diversity. Together, we create a culture that celebrates difference and empowers talent.
These videos were shared internally in a Slack message to inspire talent to join our ERGs, as well as posted on LinkedIn to show potential talent how we embrace diversity and inclusion at GoStudent.
Would you like to know how you can realize your video ideas and achieve your video goals with Mozaik? Then let's talk!
As the topics of employer branding and video content are still relatively new to us, we also had to create new processes for this with the strategy.
Since the GoStudent team is very international and scattered all over Europe, we have the additional challenge of having colleagues from all over the world in the video creation process.
That's why it's important to us that everyone in the team has the opportunity to create videos independently:
As you can see, we already have a lot of requirements and although we had a lot of ideas beforehand, we weren't able to implement them as satisfactorily as we would have liked. That's why we set out to find a solution that would help us to implement these ideas in the best possible way despite our limited resources.
And so we ultimately decided on Mozaik:
One major success we have had since creating videos with Mozaik is the increasing engagement rate, as we have far exceeded our target of 9% with an engagement rate of 45%. The feedback on the video content from our colleagues has also been consistently positive and we as a team are very satisfied with the results.
We have many more video formats planned and will also use Mozaik in other business areas to enable other teams to create videos independently.
I hope I was able to give you new impulses for your employer branding with this post and if you want to see what other cool video ideas we have up our sleeve, feel free to check out our LinkedIn profile! 😁
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