In today’s competitive and transparent job market a positive employer brand is imperative. In our latest blog, we discussed on-boarding as it relates to employer brand, but there are other key aspects to keep in mind.
Employer brand is an organization’s reputation as an employer and its value proposition to employees (rather than to customers), and the term covers everything from how you attract and retain talent, to how you consistently communicate company culture and values throughout the organization. To get a head start on your employer brand, here are a few tips from CFW’s Vice President, Rachel Fagnant-Fassler and Program Development Lead and Talent Consultant Stephanie Kronenberg.
1. Content is king. Content marketing isn’t just for your customers—it’s a great way to position your company as desirable, knowledgeable, and at the forefront of your industry to potential future employees. Utilize your Facebook, LinkedIn, and website (i.e., “About Us”, “News and Updates”, or “Join the Team” pages) to post thought leadership pieces, company updates, and interviews with existing team members. Use personalized forms of media such as photos and videos so that potential employees can have real, interactive insight into life at your company, further enhancing employer brand and attracting talent.
CFW Pro Tip: Ask your employees what they like about working at your company and list the most compelling reasons on your website’s Careers page. It’s helpful to have real, specific examples that give potential employees a sense of the company culture at a glance. - Rachel Fagnant-Fassler
2. Transparency matters. Don’t ignore your Glassdoor page! The job market is so competitive today in part because of the wide range of resources to which candidates now have access. Potential employees can (and do) thoroughly research companies prior to applying, so it is important to manage the information they are receiving. While all companies strive for positive Glassdoor reviews (of course), negative reviews happen. What matters isn’t necessarily just the review, but how it is (or isn’t) addressed. Remember that, while bad reviews from disgruntled employees can make a statement, glowing reviews from genuinely happy employees can overpower the occasional negative comment. While standing over your employees’ shoulders while they write reviews is a huge no-no, sending gentle reminders like “if you like working here, don’t keep it a secret!” can be helpful to counteract those negative reviews.
CFW Pro Tip: Always be aware of your Glassdoor page, and pay attention to themes that surface in your reviews. If you notice some negative trends, you can be sure your readers will too! It’s appropriate in those cases to respond to such comments, offering an explanation and/or discussing strategy around how you are addressing the concerns. However, if the negative review is an outlier, no need to respond. Readers understand that disgruntled customers or employees happen, and if it’s just one or two poor reviews in a sea of good, they’ll likely overlook it.
3. Create a culture strategy. While utilizing and managing public platforms to convey a positive culture is important, reputations spread through word of mouth just as quickly. You can’t control the way your employees speak about their jobs, but you can ensure they are working in the most positive environment possible. Creating and implementing a strategy that builds culture and values into daily life in the office is important for both retaining your current employees, and attracting future talent.
CFW Pro Tip: Big budget special team events isn’t the only way to convey company culture—don’t overlook the day-to-day! Physical environment, regularly scheduled activities, and methods/styles of daily interaction are integral to communicating the company culture and values.
We offer employer brand assessment including idea generation, supplementary materials and ongoing support throughout your new employer brand initiative. To learn more about our consulting programs, check out our website or visit our onboarding blog. If you would like to schedule an evaluation, please email Stephanie at Stephanie@cfwcareers.com