In the age of digital and social media, making efforts to improve employer brand have become an important endeavor. What people think of your company’s culture significantly impacts your ability to attract and retain a quality workforce. Candidates have a wealth of information at their fingertips and more than ever before they are searching the web to learn about prospective employers before accepting a new position. Studies have shown that a strong employer brand can also improve retention by 28% (source)
As a result, more and more companies are implementing strategies to improve their employer brand. If you are in the process of evaluating or attempting to improve public perception, remember these rules. They will ensure you get the most out of your recruitment efforts and will help your company to avoid having a blemished reputation.
1. Learn the Public Perception of Your Company
Take the time to read what people are saying (good and bad) about your culture. Many candidates read employer reviews from websites like Indeed and Glassdoor. Unfortunately, most reviews are written by people who leave a company and the circumstances surrounding their departure may be less than perfect. Be diligent about performing exit interviews to learn what former employees think of the work environment. Ask the people who leave on good terms to write a review. Even ask your current employees to write one.
2. Be Precise and Descriptive on Job Postings
When interviewing, candidates never like to find that a job posting is inaccurate or doesn’t correctly define the position. Be sure to elaborate on the duties and responsibilities, while being detailed on requisite experience and qualifications for a position. This doesn’t mean write a book. Just be sure to include all of the pertinent information. Job postings are also a perfect opportunity to paint a picture of your work culture. Instead of labeling “problem solving” and “customer service” as a requirement, consider selling the idea… “Work with a solution driven team that has a passion for client satisfaction.” Of course, you need to be genuine when describing your work culture. An even stronger message can come from having your employees personally share job postings through their social media accounts. This can impact public perception of your company significantly, as 84% of people rely on peer recommendations over any other advertising (source) when considering a job. Your employer branding will get a sizable boost if your employees solicit applicants and invite others to join the team.
3. Promote Your Culture on Social Media
Many companies have social media pages but only use it in a sales capacity or (worse yet) never add any content. 94% of job seekers are more likely to apply when a company manages their employer brand online (source). Take the time to celebrate your successes, no matter how small, and mention the employees who were instrumental in that success. Also, don’t take “social” out of social media. Add a personal touch to your LinkedIn and/or Facebook pages by spotlighting employee milestones, anniversaries, and birthdays. Occasionally showcase an employee by providing a small bio of their career accomplishments with your company. This type of appreciation won’t be missed by prospective candidates. Keeping up with social media can be tedious, but it’s an important piece to improve your employer brand. I recommend you create a content calendar, so it doesn’t seem so daunting.
4. Constantly Solicit and Provide Feedback
Feedback is a two-way street and provides a learning opportunity. Review current employees regularly and request feedback on the work environment. You can even allow for anonymous feedback if you want the most accurate reflection of your work culture. We mentioned exit interviews, but what about on-boarding interviews? This is a great time to learn how your employment brand and recruiting process is perceived. When candidates decline offers, solicit feedback. Discount candidates when they aren’t hired and provide them with feedback. Nobody likes to make a “sorry, buddy” call, but being blown-off or forgotten is even more frustrating for job seekers. Your employer brand can take a big hit when being disingenuous, so don’t duck candidate calls when all they want is a little feedback. Maintaining transparency is key and can alleviate frustration within your workforce and with external job hopefuls.
5. Remain Active and Be Responsive
This may seem like common sense, but not responding to job inquiries or emails is a common flaw in many companies’ recruiting practice. Being labeled a “black hole” due to lack of responsiveness will negatively impact public perception. Responding to emails can be a chore, but you should set aside a small amount of time every day to address them. This will demonstrate your company is courteous and attentive. The same can be said about social media comments. Reply to online comments and especially employer reviews… even the negative ones. This will demonstrate your company cares about its reputation to anyone who reads them.
6. Always Be Recruiting
Treat everyone you meet like you would treat a candidate you are trying to recruit. Attend career fairs, trade shows, and networking events; even if you’re not hiring. Adopt the attitude that everyone outside your organization is a potential hire. You never know if and when they might actually become a candidate. Give them attentive courtesy and sell your culture. Everyone sells when they are actively recruiting. Doing it when you aren’t hiring speaks volumes. Word of mouth is perhaps the strongest reputation builder (and killer). This simple rule will help promote your company’s reputation as a desirable place to work.
Key Takeaways on Improving Employer Brand
Now, more than ever, candidates have access to information that can attract or deter from applying. A Glassdoor survey shows that 40% of people would drop out of job consideration due to poor first interaction with a company and 35% would drop out due to negative reviews (source). If you are serious about creating and maintaining a positive employment brand, you need to be diligent. You can’t just tell people you have a great work culture; you have to show it. To accomplish this, you may have to adjust the way you think. It will certainly require a commitment if you want to improve your employer brand and win the war for talent.
For more advice on employer branding, contact Executek Recruiting Partners today. Our consultants will be happy to discuss any obstacles you are facing and there is never a fee for a phone call.
