Source: http://blog.gooodjob.com/2012/04/employees-as-brand-ambassadors-on-...

What better way to brand your company’s workplace and recruit candidates on your career website than with the official stamp of approval of your employees?  

Your employees occupy a unique position as objective, internal eyewitnesses to your workplace. They are the ones with whom candidates can identify (“I have the same educational/professional background as this person, and this company sounds like they give a lot to their employees – maybe I could work here, too!”). This makes it easier for candidates to actually envision themselves working at your organization.

To use an analogy, think of your employees as actors. The ability of actors to connect with the audience, as well as interest those who have yet to see the play, can make or break the production. As your company’s best sourcing resource, you might write the (branding) script, but it is your employees’ performances which sell the show.

Three ways to make a connection via your career website:

1. Post video profiles of star employees. The value in featuring ready-made employee experiences on your site gives you an advantage – especially since it is a fun, interactive strategy to show off what kind of people work at your company.
2. Add an employee blog. Employees can take turns posting first-person insights on what the daily employment environment is like at your organization, giving readers the opportunity to comment and network with your employees.
3. Question-and-answer forums provide an online roundtable discussion where people can get ‘real answers from real employees’. Here, they take on an active role in engaging with potential candidates. These encounters can have huge benefits, as they give candidates and your employees the chance to have an actual discussion about what it’s really like to work at your company.

Your employees act as your direct link to a community of potential candidates, and open the doors to positive exposure, increased networking and an improved employer reputation. As an added incentive, as long as you are an active company, you will have the tools – employees and a career website. Your employees, together with your site, are a never-ending branding solution.

Bottom line: employees have access to your audience; they are your voice. Just give them the script – your company’s message – and the stage – your career site – and they’ll bring down the house.