Great compensation alone no longer tops the list of “must-haves” for job seekers. So what is driving competitive talent your way? Today, it’s all about how candidates perceive your company’s culture, a.k.a. your employer brand… and whether or not they can visualize themselves being part of it. In fact, with 25% of candidates willing to accept a pay cut to work for a company with an engaging employee experience, it’s becoming increasingly evident that the employer brand is just as important as the consumer brand.
In a world where your reputation as an employer can be discovered in just a few clicks, leveling up is mission-critical. Here are six proven strategies to help you do just that:
1. Audit, both inside and out
It’s one thing to create a flashy careers page; it’s another to live out those promises. To foster a healthy company culture full of happy employees, start by listening.
Commit to asking your team for honest feedback through regular employee pulse surveys so you can measure and track how they feel about their work experience; then – and most importantly – let the feedback inform your business strategy.
Don’t stop there. Take an external look at your employer brand by “listening” to what people are saying about your company across social media platforms and job review sites.
Gathering this data will help you 1) identify your strengths, and play to them in the future 2) identify your weaknesses, then prioritize next steps for mitigating them
2. Employer brand starts with employee value proposition
Next, get clear on why competitive talent would want to work for you. What do you offer in exchange for their valuable time and skills?
Today’s candidates want to work for a place that not only shares their values, but also provides a sense of belonging. Use the data gathered during your audit to write compelling job descriptions that make it clear why a talented individual should join your team.
3. Demonstrate a commitment to DEI
It’s not enough to show off your DEI efforts after a candidate is hired; PWC found that 85% of job seekers want to know an employer’s stand on diversity, equality, and inclusion (DEI) before making a final decision about a job.
A great place to start? Your careers page. If DEI is truly a clear focus for your organization, demonstrate it by including images of people from diverse backgrounds, inclusive language, and employee testimonials that speak to your efforts.
4. Broadcast growth opportunities
Employees want and need a challenge — especially high performers. In fact, according to Korn Ferry research, 33% of employees cite boredom as the main reason for leaving a job.
So if growth isn’t part of your employer brand, it needs to be. Employees who are offered growth and development opportunities learn new skills, making them more valuable and more engaged.
Don’t forget to emphasize these opportunities everywhere you talk about open roles – on your careers page, in job descriptions, and on social media. Showing that you invest in the well-being of your employees will quickly capture a job candidate’s attention
5. Give current team members a voice
One of the most significant assets that will reinforce your employer brand is sitting right in front of you—your employees. In fact, candidates trust what current employees say about working for a company 3X more than they trust the employer.
To leverage your team, ask them to leave reviews on job sites, request testimonials to share on your website or social media, or record videos of employee stories you can use in recruiting activities.
Your employees’ stories will breathe personality into your employer brand, showcasing real-life examples of people who love being part of your team. Take it from Microsoft, a company that recently took this idea to another level by creating a Twitter profile, @MicrosoftLife, which is exclusively centered around their company culture and the lives of their employees.
6. Measure & track success of employer brand
So, you’ve audited your employee brand, and made improvements – but don’t stop there. Just like your customer-facing brand, your employer brand is a living, breathing part of your business. To continually improve it, get both candidate and employee feedback, using a quick Net Promoter Score survey.
Ask: “Based on your experience, would you recommend [Company Name] to a job-seeking friend? Why or why not?” Then, use that feedback to work toward closing any remaining gaps that have a negative impact on your employer brand.
Brandon Hall, author of The True Cost of a Bad Hire, reveals that organizations that invest in their employer brand are 3X times more likely to hire quality candidates.
But positioning yourself as a trustworthy, culture-driven employer comes long before you post a job or interview a candidate. Want to get ahead of the curve? Give your candidates a seamless experience, from start to finish, with our comprehensive interview scheduling software.