Using your employer brand to bridge the skills gap and attract the attention of younger workers doesn't have to be hard or complicated. There are several ways to work toward building an inclusive employer brand.
1) Approach the Right Audience
Figure out who it is you want to attract with your recruiting message, and figure out how best to address that group. Create a branding plan that expresses your company's culture, values, and work opportunities in ways that excite your target audience.
2) Develop a Clear and Interesting Career Page on Your Website
Create a consistent platform where people can explore your work environment and culture on your own terms. Showcase your job opportunities, as well as what it's like to work for you. This is a chance to sell yourself as an employer and draw in passive candidates. Reach out to candidates by offering email alerts. Through alerts people can be updated exactly when a new job is posted that matches what they're interested in. Set up your page so that you don't have to wait for people to come to you for information – you can go to them.
3) Get Social
Use social media platforms to get your recruiting message to the public. Focus on your jobs, your employees, and exciting work opportunities to engage passive audiences. Social media is a great way to engage potential candidates and create interest on a personal level.
4) Get Input From Employees
Using messages and pictures directly from employees creates an image of inclusiveness. It also makes your branding messages more authentic and genuine: you're providing feedback from the people who know your company culture best.