Social media posts, the career section of your website and the reviews of your people all speak volumes about your employer brand, but do you know what candidates are hearing?
In a job seeker’s market, developing a strong employer brand is your greatest asset in attracting and securing top talent.
To help you take control of your employer brand, we break down the ways in which prospective employees come into contact with it, how you might be stacking up and what you can do to cultivate a positive impression.
Social media enables employees and candidates to amplify their opinions about your organisation, and find out more about you than ever before. Job seekers are increasingly doing their homework on you by checking out your social pages, and what they find there makes a huge impact on their impression of you as an employer. Savvy companies are boosting their employer brand on social by harnessing the power of positive employee advocates. When real employees share their stories and endorse the company as a great place to work, job seekers take note. It’s also important to strike a balance with the type of content you post as the job seekers who land on your social pages are doing so to evaluate you as a potential employer. So, make sure that when they view your Facebook, Instagram, twitter and any other social platform, that they come across content that will engage them with your employer brand.
Review sites like Glassdoor are extremely influential. Most people know how holiday plans can be altered after coming across negative reviews of a resort…well, the same thing can happen when candidates read bad reviews of an employer on Glassdoor. If you haven’t checked out your Glassdoor profile to read what employees (and even past candidates) are saying about you, it’s worth taking a look. Fixing a negative rating is more than just encouraging advocate employees to leave positive reviews, although that is a great initiative. Make sure you understand the issues causing staff to complain on the platform and take steps to address internal policies that will improve your reviews over the long term. But don’t just set and forget. This is a channel that you need to constantly manage.
Typically, job ads will outline the expectations of the vacancy, the experience required of the successful candidate and some context of what the company does. What’s missing in this, is the message of ‘what’s in it for me’ that we know is important to applicants. Your job ads are an opportunity to expand on the intangible benefits that your organisation offers that make up your employee value proposition (EVP). Accurately and authentically capturing aspects of your proposition like your company culture (which is particularly powerful when delivered via an embedded video), the lifestyle benefits, career opportunities and remuneration bring your EVP to life. If you understand what’s important to your target market and can put a focus on how your organisation delivers on these fundamental motivators within your job ad, you will secure more applications and more importantly, from the right types of candidates.
Website: Careers Section
Does your website tell your story? Have you put as much emphasis on engaging prospective employees as you have customers? Chances are there is a big disconnect between the two, and this has been the status quo for some time. Given what we know about candidates and the customer mindset they have adopted, your website should be geared towards engaging this audience as much as it’s geared towards the consumers of your product or service.
Where organisations fail in effectively promoting their employer brand is having a small, uninspiring ‘careers’ section that misses the mark in communicating the employer brand and benefits. Some assume that when someone lands on this section that their work in attracting them is done. But an undercooked careers section actually reflects poorly on your employer brand. Instead, use your website and particularly the careers section as an opportunity to bring your EVP to life through stories, images and video to leave candidates with a great impression and desire to work for you.
Once upon a time, candidates counted themselves lucky to be considered for a job. Nowadays, the tables have turned and they are acting more like customers to decide if the job and the company are worth their investment. Under these conditions, it’s important to pay special attention to the application process. One that is protracted and leaves candidates wondering what’s going on isn’t going to cut it. Instead, it needs to be fast, professional and engaging with a strong emphasis on communication. This ensures you don’t lose top talent somewhere along the line and that unsuccessful candidates who show promise feel inclined to apply again in the future. Candidate care is therefore more important than ever, and it pays to ensure the interactions all of your candidates have with your employer brand at this stage are positive.
To gain more insight, download our Guide to Employer Branding and speak with one of our specialists about getting started.