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R E C R U I T Recruiting top talent is less challenging when you’ve spent time and utilized appropriate resources in building a strong employer brand. Your employer brand needs to send the message that you provide a unique and desirable work experience that can’t be found at another employer in the market.
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B R A N D ? Employer brand is the image of your organization as a great place to work, with the goal of talent attraction, engagement, and retention of existing talent. Successful employer branding increases the number and quality of applicants, reduces the turnover rate among top performers, and increases workforce productivity.
Thoughtful consideration of your current brand will reveal necessary improvements and shape your approach to employer branding.
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What is the challenge at hand? Do you struggle to attract candidates with the right skill set? Do you have trouble holding on to exemplary employees? What type of candidate do you want to attract? What tools are candidates using to search for jobs and potential employers? What are candidates looking for in a potential employer? What is the candidate’s experience when applying for a position with your company? Why would a candidate want to work for your company? What is the current culture? What is the desired culture?
QUESTIONS T O A S K YOURSELF
Listen to the voices of current employees. Knowing what an employee tells friends and family, or whether they would recommend someone for an open position, will reveal worlds about the current culture. Ideally, the message will be positive, and you can embrace the brand by further promoting it throughout the company. If it’s not, ask what needs to change to make it the brand you want. If you claim change is imminent, make it happen and prove that it is a work in progress. Credibility is easily lost on false promises and hope.
Exemplary and experienced workers possess critical workplace intelligence that senior managers would never be able to provide. Review compensation and benefits packages, pay attention to employees’ personal needs, bolster engagement, and outline challenging, clear career paths to keep talent. High turnover is a sign that something is wrong in an organization and negatively impacts the bottom line. Retaining an employee is more cost effective than hiring and training a new one. Find out why people are leaving and use that information to make the most impactful changes.
Social media presence is important for both the presentation of the employer and what employees share on social media. Updating a profile page to make sure it’s engaging and accurate is an easy and fast way to improve employer brand. If you aren’t interested in reading your own profile and it doesn’t rekindle your excitement about working for your employer, it will also leave something to be desired for top talent. You will also ultimately want employees to be so excited about their work that they willingly share positive stories on social media.
Encouraging employees to act as if they are entrepreneurs challenges them to think outside of the box, and people are most satisfied when they feel challenged. Feeling the creative freedom to perform a role in a new way or to expand on an existing idea is one of the most rewarding experiences for employees. This type of effort should be rewarded.
Perhaps, most importantly, keeping employees happy is critical to maintaining employer brand. Employees should feel integral and valuable and know their efforts are appreciated. Circling back to social media, a dissatisfied employee venting online can render your branding progress useless.
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