Effective use of employer branding-best practices

Top Employers Institute has published the eBook “Top Employer people practices for Employer Branding, Talent Acquisition and On-boarding”, the first in a series of three ebooks that together cover the entire employee journey. Based on insights into HR best practices shared by Top Employers from across the globe, this ebook presents a snapshot of the most compelling and innovative best practices within the scope of Employer Branding, Talent Acquisition and On-boarding.
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We have selected two best practices examples, companies Radio Dimensione Suono and Tata Consultancy Services, which have used employer branding strategies effectively in order to attract potential talent and reinforce their company’s brand identity.

Radio Dimensione Suono

Employer Branding
Creative use of social media in employer branding
Key Takeaway
RDS created and implemented a social media campaign using gamification to generate interaction and engagement with potential talent. Campaigns such as this help in building a winning employer branding strategy through creative collaboration between HR and other functional areas.
Using gamification for employer branding
Italian entertainment company Radio Dimensione Suono launched a creative campaign on social media to connect with digital talent, involving gamification and the use of existing employees as brand ambassadors. The result? A substantial increase in the quality of applications received.
As part of a campaign using different communication channels, RDS aimed to reach suitable candidates by speaking their language.
To this end, the recruitment team launched a creative campaign on LinkedIn to find candidates for roles within its web, research, and development divisions.
Attracting digital talent
Nowadays it is vital for recruiters to leverage social media to connect with their target audiences, especially gen Z who are wholly digital natives. Given that the labour market is extremely tight in the technology domain, creative use of social media is an ideal way for Top Employers to stand out from the crowd.

Results
The impact of this communication campaign was decidedly positive as there was a 25% increase in applications. The post also received more than 60 reactions and more than 10 comments. But, above all, it was the beginning of a series of initiatives that led RDS to become a recognised and attractive employer within the web developer community as demonstrated by the subsequent results achieved.

This practice demonstrates how, with a little creativity and with the collaboration of multiple areas, it is possible to build successful employer branding strategies.

Radio Dimensione Suono
Founded in 1978, today RDS 100% Grandi Successi is the leading Italian radio station with an average daily audience of over 5 million listeners. RDS is at the forefront of technological innovation, evolving in terms of content and developing cross-media and multi-platform formats and contents – Radio, TV, Web, App – aiming at providing entertainment experiences and making listeners-users the protagonists, with more than 150,000 monthly interactions.

Tata Consultancy Services

Τalent Acquisition
Employer branding through external partnerships
Key Takeaways
Tata Consultancy Services has brought together academia and business as part of their employer branding initiative to provide not only Tata Group but also other tech companies, start-ups, and venture capitalists with a direct pipeline to Cornell University talent.
In 2021, more than half of Top Employers seek to expand their networks of trusted partners by sponsoring initiatives such as innovation labs, hackathons, and apprenticeship programmes. This is a trend we expect to see grow further in 2021 as it will enable organisations to build credibility with future gen Z leaders.
Brand presence
Tata Consultancy Services has invested USD50 million in a technology innovation lab at New York’s Cornell University to bring academia and business under the same roof. The lab provides tech companies, startups, and venture capitalists with a direct pipeline to Cornell University talent and boosts Tata Group’s employer brand.
Engaging future talent
Amid the struggle to recruit talent for highly skilled technology roles, leading organisations are forced to think outside the box for their employer branding strategies. Since universities are a key source of future talent, organisations are trying to build strong relationships with students throughout the entire university cycle.

Results
From a business perspective, Tata Consultancy Services (and the other corporate tenants of the Innovation Center) benefit from new ideas and research on future technology development.
From an employer branding perspective, the sponsorship of the innovation lab helps Tata Consultancy Services to position itself as a leading employer of choice for graduates of elite universities in the USA and beyond.

Tata Consultancy Services
TCS has a 40-year history in North America, working with its first American clients in 1974 and opening its first office in New York in 1979. In Canada, TCS has been present for more than 20 years, serving its first client in 1991. These customer relationships span all 50 U.S. states, including the District of Columbia and Puerto Rico, and coast-to-coast across Canada. TCS has a significant and growing presence in North America, with over 30.000 employees working in 450 work locations.