Establishing and communicating employer brand is essential in attracting top talent. Unless you’ve been living under a rock for the past couple years, you’re likely noticing a shift in how organizations manage their employees. If millennials have taught us anything, it’s that we can no longer afford to do business the way we did 50 years ago – drive to work each morning, work at least an eight-hour day, come home to your family, and then continue the cycle for 40 plus years counting down the days until retirement.
Employees want more from their work, and also from their life. They understand that a significant chunk of their time will be spent at work, and they want it to be meaningful. They also expect you as HR professionals to convince them that your company meets all of these expectations and more. Missing this vital step could be hugely detrimental to your organization’s employer brand, and your success as a corporate recruiter.
Think about it. When you’re searching for talent, your number one goal is to find that diamond-in-the-rough employee – the one that will meet all your needs and be a huge asset to your company. And that’s a great goal. However, this logic starts to unravel if you’re unwilling to assume that this potential superstar employee deserves anything less out of you and your organization as well. Good employees are hard to come by because well, more than likely they’re already employed or if they aren’t, have a lot of really solid offers on the back burner. If you’re hoping to compete, or at the very least, keep up with Jones’s, then you’re going to have to prove that you’re a worthy contender…enter employer brand.
When it Comes to Your Employer Brand, Reputation is Everything
Thanks to big business hitters like Amazon, your online presence could make or break your organization’s success. The same can be said for your employer brand, except that you’re not using it to attract consumers, you’re using it to attract top talent.
If your employer brand is non-existent, or worse, negative because you’ve been focusing your attention elsewhere, now’s the time to start the revamp.
Overhauling Your Employer Brand
To keep a pulse on your employer brand, check out Glassdoor.com – a platform dedicated to informing the public about what it’s like to work for your company. Employees, both current and former, can create an account to leave reviews about being employed with your organization. It also displays salary information and assigns you a rating based on employee feedback.
If you haven’t done so already, encourage your employees to leave feedback about your company on Glassdoor’s website. Obviously, you can’t escape negative reviews, but you can be proactive about the process by encouraging other employees to leave feedback as well to balance the unfavorable comments. Additionally, you can use those comments as leverage when you’re trying to implement changes to the hiring or employment landscape and need some evidence to substantiate your claims to upper management.
Be Confident About Your Employer Brand
Nothing has quite a lasting effect on people than confidence. When you’re building your recruiting arsenal, discuss your brand to potential employees. Let them know what it is that sets you apart and makes you a worthy contender for their consideration. Include a link to your Glassdoor reviews, provide a list of your company’s accolades, and if you are committed to employee wellness, don’t be afraid to share that in your job ad as well. Not only will it help bolster your employer brand credibility, it will also help you attract applicants that are confident in their abilities and know their worth. Showing them that you’re willing to go that extra mile means that they’re more likely to do the same in return.
Not sure how your employer brand stacks up against your competitors? We can help! Call us today for a free consultation about building a better brand to attract superstar talent.
