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How healthy is your employer brand?

Your business is in good shape, but let’s talk about the health of your employer brand.

Employer branding is essential for attracting top talent in any market, but particularly in a candidate-short market. A strong employer brand is just what the doctor ordered to help applicants identify your business as a place they want to work, as opposed to simply scrolling past in a long list of job opportunities.

The number one obstacle candidates experience when searching for a job is not knowing what it’s like to work in the organisation. Not investing in your employer brand can cause you a real headache when it comes time to hire.

Do you think your employer brand needs a check-up? Here are five symptoms to look out for:

Are your reviews in pain?

We surveyed 750 prospective employees and found that 52% value Glassdoor reviews when assessing a potential employer. Glassdoor reviews provide uncensored, anonymous employee experiences. For better or for worse, it allows past and present employees to give a review of their experience with your company. This includes their pros and cons, review of career progression, management and salary. The average Glassdoor score is 3.3 out of 5 so if yours is lower than this, it might be time to investigate.

Have you had your hearing checked?

Social listening is the process of monitoring social media channels for mentions of your brand. It is a great tool to invest in, and there’s many programs that can help you do it, such as Hubspot. Getting a look into multiple channels such as candidate surveys and social media comments can help to collate any potential problems and can allow you to see what’s working. 

Candidates trust the company’s employees 3 x more than the company to provide credible information about what it’s like to work there. According to Deloitte, 75% of people believe that companies whose leadership teams that use social media to communicate their core mission, values and purpose are more trustworthy. 

If your reviews and social sentiment are under the weather, maybe it’s time to check in and see why. It’s important to listen to what candidates are saying, take it all on board and create a plan to make necessary changes.

Have you tracked your brand’s growth journey?

Does your business have a strategic, long-term approach to building your employer brand? Or are you winging it? Much like a doctor tracks a baby towards certain growth milestones, having a framework to self-identify where you stand in your employer brand journey may be the single most important thing an employer can do right now.  

Basic employer brands typically rely on job advertising, while more advanced brands have increased awareness, funnel conversation, have a well-defined and consistent brand, nurture campaigns and their employee relationships.

We can help with this. If you would like to know how you stack up in terms of metrics, branding, communication and more – give us a call.

Have you got a healthy balance?

Like a good diet, your workplace should be balanced.

A healthy employer brand is one that focuses on diversity. The benefits of having a diverse workforce are endless. Creating a place that all employees feel accepted and valued can increase engagement and creativity,  lower turnover, and attract quality candidates.

Using different channels of recruitment can help to diversify your candidates. We wrote an article about diversity and inclusion not so long ago if you want to check it out here.

Prevention is better than a cure!

If you are spending a lot of your effort focusing on attracting new employees, are you neglecting the ones you already have? It’s important to look at your employee engagement. Establish your baseline, start with understanding of the current levels of engagement within your business. Work with your managers, it’s their relationships with team members that is responsible for 70% of employee engagement and productivity.

Are you an empathetic leader? Take our leadership quiz.

Connect people with the right position, play to their individual strengths and help them progress in their career by allowing and encouraging them to do what they are good at. Clearly communicated values that resonate with employees will go a long way to shape behaviour and identify behavioural expectations.

A little while back we did an entire article on this if you want to check it out here.

Think of recruitment marketing like a health cleanse.

Really good for you, but unlike your new year’s resolution, stick to this one. When your employer brand is strong, top talent are far more likely to approach you.

We love doing this for you, our Solutions team goes to market as your brand, writes killer job descriptions, has the experience of seasoned recruiters but care about your brand, all for less than traditional recruitment methods.

 

For more ideas and support to help improve your employer brand, reach out to Talent Solutions today.