Why are so many skilled professionals clamoring to land a job with companies like Facebook and Google? While yes, these companies appear stable and lucrative, there is something much bigger fueling interest: their employer brands. The perks, the opportunities, the flexibility and the social environment – these are the factors job seekers want to hear about. So if your company isn’t attracting quite the right candidates or if your retention rates are lower than you’d prefer, consider tweaking your employer brand.
No false advertising here. Just start providing an honest look at your company’s work environment. That’s why it’s key to focus on the Employee Engagement Journey and help prospective employees understand what it means to become a vital part of your team.
While each job and each person is on a unique path, clearly defining what your employer brand promises can go a long way toward establishing trust. You might publish pictures from an office party or a sneak peek at employees collaborating on a new product. Just make sure the kind of content you publish aligns with how your company presents its brand identity and values.
Consider recruiting current employees to participate in communicating your employer brand. While you can talk about how wonderful the company is all day long, seeing social media posts or reading blogs from employees themselves often creates a stronger image of work culture.
There are a few key factors that will propel your brand from anonymity to popularity. As these factors are reiterated and established over time, candidates will come to trust your brand.
Being an “employer of choice” requires that you think of “compensation” as more than just wages paid. For a company with a strong employer brand and reputation, compensation includes the full range of benefits an employees enjoy. Broaden that scope to include things that move team members along in their journey with the company, including skill-building workshops, work-from-home opportunities and bonding and networking internally with co-workers. Be sure to present the full range of compensation (your employer brand) to candidates, as few will be fully aware.
Another thing to remember is to keep your compensation package open and adaptable. As you communicate more with employees, you may find that certain benefits need to be tweaked, added, or removed to be sure the brand is supporting their journey.
One of the most powerful forces that will make you an employer of choice is word of mouth. Your current employees are the best spokespersons for your brand – both during and after their time with you. Thus it is critical to continuously check in on employee engagement. Keep the lines of communication open so when a change needs to happen, employees have no problem talking to you about it.
Consider creating a “pre-hire orientation” message that will communicate all that is expected of employees. This way, your recruiting efforts have a better chance of resonating with the right candidates. If an applicant sees something they don’t like in the pre-hire orientation process, they (and you) know your company isn’t a fit for them.
Build a network of trust both within and outside of your company, and your brand reputation will shine through everything else. As Lindsay Nahmiache, co-founder of Jive PR eloquently phrased it in Forbes, “Building a network is a gradual process that takes months and sometimes years to pay off . It consists of continually providing support and value in two-way relationships.”
Since 1979, the Projections team has been helping companies across North America build a culture of engagement that increases productivity. In becoming an employer of choice, our clients find they have a decreased risk of third-party involvement, allowing them to focus on their company's success.