4 Effective Tips for Boosting Your Company’s Employment Brand

June 12th, 2017 Written by: Molly Masterson

For every company, branding is an incredibly important business initiative. A company’s brand is how they create awareness, recognition and customer loyalty. But one key initiative that’s often overlooked is building your employment brand.

Simply put, your employment brand is the public perception of the employee experience at your organization. And with company culture being an important part of the decision-making process for any job seeker, building your employment brand can help you show off what it’s really like to work for your company and draw in good-fit candidates.

In fact, according to Betterteam, organizations with positive employment brands receive twice the number of applicants than companies with a negative employment brand.

So, what can you do to boost your employment brand and attract extraordinary talent? Below we offer you four helpful suggestions.

1. Survey your employees.

No one knows what it’s like to work for your company better than your current employees. Why not ask them to share what they love most?

Conduct a team survey to uncover real insights on what your employees like most about working for your company, as well as opportunities for improvement. Encourage them to be honest and detailed in their responses, and consider allowing them to answer anonymously to encourage participation.

Once you have the respondent data from your survey, review it and look for both positive and negative trends. The positive feedback can be used immediately as a marketing tool, and the not-so-good feedback can be used to create an action plan to make improvements.

In the end, an employee survey gives you excellent barometer for employee satisfaction, and actionable insights to make improvements to boost your employment brand.

2. Show off your company culture on your careers page.

When hiring in today’s job market, competition to land the best and brightest talent is fierce. As a result, you need to be able to set yourself apart from the competition—and highlighting your amazing company culture is one way to do it.

Use your careers page to tell your company culture story, as well as list open positions. Some questions that can guide your narrative are:

  • What is the work atmosphere like? (i.e. relaxed, energetic, collaborative)
  • What team building activities would be attractive to candidates?
  • What are some of the top office perks? (i.e. a fully stocked kitchen, work from home options, standing desks, four weeks of paid time off)
  • What do current employees see as the top culture differentiator?

Showcasing your company culture will help prospective employees get excited about working for you, and ultimately elevate your employment brand.
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3. Leverage your Glassdoor page.

In today’s digital world, job seekers are doing their company research before applying or accepting a job. And they’re likely using Glassdoor to get real insights from past or current employees. In fact, a recent Glassdoor survey revealed that 70% of job seekers read these reviews before applying for a job.

You can leverage your Glassdoor page to build your employment brand in a few ways:

  • Encourage your current employees to write their own review. Glassdoor reviews touch on a little bit of everything including: Your company’s interviewing techniques, role specific information, salary and compensation, benefits and company culture. As a result, your current employees can lend a fresh perspective. As in your internal survey, encourage them to fill out their review with honesty.
  • Get more ideas for promoting your employment brand. Glassdoor is a perfect place to mine for insights that can be used in your career marketing activities.
  • Monitor the page and respond to reviews. Whether you receive a raving, mediocre or poor review, you have the ability to respond to the poster—which shows you’re active and listening to what your employees are saying. While bad reviews are discouraging, you have an opportunity to say what you’ve done to fix any issues outlined, and show you take employee happiness seriously.

4. Leverage social media.

Social media has woven itself into the fabric of our everyday lives, so it should come as no surprise that it plays such a pivotal role in recruiting. Job seekers are definitely checking out your social channels while examining your employment brand. In fact, Betterteam’s survey found that 62% of job seekers say they research companies on social media before deciding whether to apply.

Use your social media channels to show off the great qualities your company possesses. Share photos from company events, employee birthdays, cool office features, bring-your-kid-to-work day, your kitchen’s snack drawer—anything that shows your company has character and people like working there. In addition, encourage your employees to share on their social channels, too.

Your Employment Brand Can Be a Competitive Advantage

In today’s business world, those companies with strong employment brands have a distinct competitive advantage, helping them draw in more candidates as well as the best candidates. Use these tips to level up your employment brand.

While hiring great people is a top priority for every company, keeping them is, too. Get insights and strategies for retaining your top talent.

Need help finding quality talent to fill critical roles? Discover the ways that Masterson Staffing can help connect you with quality talent.

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