Disruptive Technologies Affect Employer Branding

How Disruptive Technologies Affect Employer Branding

Jennifer Birch on January 6, 2020 in Employer Brand

Disruptive technology is no longer a buzzword, as it has become an integral part of employer branding. The rapid advances in technologies such as Artificial Intelligence (AI), the Internet of Things (IoT; smart devices), social media, and other variables have been highly instrumental in shaping the way companies are being perceived, both online and offline.

Your brand’s reputation is lasting. It should include your organization’s core values, mission, vision, and company culture. With the help of disruptive technology, you can even share your Employer Value Proposition (EVP) more transparently. The manner in which your future employees perceive your employer branding helps you to attract, engage and retain your workforce.

How can you use technologies to strengthen your employer brand?

The average job seeker spends at least two hours doing research on a company on an average. You must use creativity to share what your company has to offer and what you expect from potential candidates.

You should portray your company as a great place to work. To showcase your company as an employer of choice, you must develop and execute your employer branding strategies in line with your brand message. This will capture the attention of your candidates and facilitate an easy recruitment process. In this way, you will find candidates that match your job requirements.

Having a strong employer brand also means that employees – whether current or former – are/were satisfied with you as their employer.

You can leverage your careers page to showcase the testimonials of your existing employees. These employee reviews can prove to be a great source to attract, recruit and retain the best talent. These online reviews should not be taken for granted. A recent survey shows that 80% of job seekers rely on employer reviews before making a career decision.

A number of disruptive technologies will only continue to affect your employer branding efforts and thus, your company. Therefore, it’s time to leverage these trends to your brand’s advantage. Here are some disruptive technologies that affect your employer branding.

You can include these technologies as a part of your employer branding and recruitment marketing efforts. And then, devise strategic objectives to fulfill your goals.

Artificial Intelligence or AI

Among all the current tech trends, Artificial Intelligence is most useful for companies trying to establish their brand. You can use AI for analytics to gain valuable insights into recruiting data and streamline the recruitment tasks. In addition to this, AI can be used to shortlist the talent pool to find the best candidates.

Innovations that stem from AI include chatbots, which utilize machine learning algorithms to help augment your employer brand. There has been an increase in the use of chatbots on career sites by 69% since 2018. Companies have found that these chatbots aid in strengthening their customer service and communication with potential candidates prior to their applications. Companies can then maximize their time by being more hands-on with candidates already in the recruitment process.


Combinations of old, new, and developing disruptions are creating new avenues for pursuing genuine sustainability without sacrificing the business’ bottom line. These are opportunities for higher internal engagement as well as outward branding.

Sustainability supplements the recruitment process and attracts talent who cares largely about environmental concerns. Around 65% of people from China, Germany, India, the UK, and the US prefer to work for brands whose social conscience and talent branding is a top priority. Adjustments among companies have revamped their recruiting strategies to accommodate this desire.

It is a win-win strategy, but more importantly, it is driven by authenticity and creativity. Sustainability and social responsibility are now inextricable from organizations’ core strategies.

Social Media

Addressing your target demographic entails covering all bases. Social media allows for real-time updates between both your company and your potential employees. According to the Pew Research Center, around 7 out of 10 Americans are active on social media.

The most effective social media campaigns zero in on their demographic, catering to their needs and thinking from their perspective. Analytics tools such as those on platforms like Twitter can track personal data from users, their online footprints, preferences, and behaviors. Brands can interpret this data to further their company’s ability to attract the top talent.

Analytics tools help them to portray their brand in a way that will resonate with the audiences they wish to recruit. It helps in building and fostering better relationships. There is a strong possibility that one of your followers may become your next hire.

Social Media is a cost-effective tool that brands can use to monitor the performance of their employer branding efforts.

Remote Work

In addition to full-time employees, the concept of a gig economy involves project-based workers, freelancers, temps, and independent contractors.

The Gig Economy Data Hub says that this offers companies with greater flexibility and leeway to outsource work when necessary. Gig economy positions ensure greater economic security for aspiring candidates, especially for those who are struggling to find more permanent positions.

The idea of remote work is similar to this. It appeals to candidates who find creativity and greater productivity outside of a fixed office environment. There are a number of software such as video meetings and other communication platforms which helps in seamless communication. It also helps in team collaboration and makes all members feel accountable for their work.

The prospect of remote work in companies shows that companies put a premium on the work-life balance of employees. It is found that 80% of employees are more likely to pick a job with flexible work options.

It is important to remember that remote work is only possible when the entire process is in place. You ought to take care to see that it fosters consistency among the team members regardless of where they work.

For this, your company should have a solid employer brand. You should understand how technologies can affect your employer branding and help you in strengthening it. Your HR department must work in collaboration with your hiring teams to deliver a great talent brand both internally and externally. Jobsoid provides you with all the tools required to build an impressive talent brand. Sign up for a Free Account today and streamline your employer branding strategies.

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Jennifer Birch