As the Christmas decorations come down and the new calendar is pinned up, we return to the office armed with resolutions and a fresh perspective. Somewhere on your ever-growing to-do list sits a note to revisit and refresh your employer brand. Frequently overlooked or postponed, the start of the year is the perfect time to position yourself as an employer of choice for the year ahead.
Partnering with employer branding specialists who are equipped with the tools and knowledge to unearth your Employee Value Proposition is the best way to effectively articulate and promote your talent offer.
To kick start the process, we’ve taken a look at the Top 5 Best Places to Work (with under 100 employees) in Australia for 2017 (according to Great Places To Work). Here we’ve uncovered the three biggest trends in their approach to employer branding:
Celebrate your people
While not surprising, it’s certainly interesting that of the five best organisations to work for within Australia, each enterprise is focused on the very same thing – empowering their employees, celebrating their skills and building an environment that nurtures, supports and grows their people.
At Intuit Australia, employees meet with their leaders each month to discuss their goals for professional development and establish a plan to reach them. Working at Canva, staff are looked after with communal restaurant-quality dining every lunchtime, flexible hours and an in-house fitness program. By doing this, Canva says their people are happier and therefore more motivated to rise to their challenges.
Externally, these businesses are featuring their people across social media, sharing their employee journeys and promoting their unique communities through great images and content posted on relevant channels. Simply by making an effort to celebrate their people, these businesses have made significant inroads to maintaining a positive, constructive employer brand.
If you’re using Scout Talent:Recruit or Scout Talent:Engage, an easy way to highlight your people and engage candidates is by sharing stories via email. These emails can be easily templated and shared at different stages of the recruitment process. As an idea, consider how you can celebrate your current people to your future people in confirmation emails, recruitment updates and through talent pooling communications.
Find strength in social
Importantly, each of these businesses have made a concerted effort to develop strong content strategies that are implemented across their social channels. Building a strong platform where potential candidates can seek credible information about your organisation and culture is really important. It’s also a great platform, as you can see on the Facebook pages of Avenue Dental and Intuit Australia, to offer insight into the sense of community and comradery that they’ll find at your workplace.
Authenticity is key
What we have seen across each of these top employers is a commitment to authenticity and transparency. At Canva, this starts with the recruitment process where their ‘Hiring Strategy Document’ is made available to all candidates as a way to inspire and set expectations before they join the team. As talent quickly see through inauthentic, shallow messaging, it’s important that the new year begins with a thorough, unbiased reflection of your organisation’s employer brand.
With Scout Talent:Recruit you can take this a step further and provide candidates with as much information about your brand as you desire, starting with a video featuring your current employees or even real-life testimonials.
With the help of an external Employer Branding Specialist, uncover your Employee Value Proposition, build a framework and promote your talent offer.
If you’re looking to uncover your Employer Brand, get in touch with Scout Talent’s Employer Branding Specialists who can help you articulate your Employee Value Proposition and attract and retain the talent you’re looking for at firstname.lastname@example.org, AU: 07 3330 2595 / CA: 1866 474 3140