Are you currently shaping your employer branding strategy the right way? The importance of employer branding is becoming more and more important these days - it is a technique you can use to your advantage. For example, did you know that nearly 60% of all recruiters consider employer branding to be their highest priority?
Your company culture as well as the way your company is run gets around very quickly through word of mouth - don’t expect your current and former employees to hold back. The importance of employer branding in recruiting and keeping good employees is should not be understated. This blog therefore identifies four areas to help you keep and recruit great talent!
Example 1: Don’t assign too many dull tasks!
According to studies, excessive boredom was the main reason why people left their companies in 2018. Employees are often disappointed when exciting promises about the role and the company in the interview process don’t come to roost.
Boredom drags in the long run!
We spend an average of 40 hours per week in the office - therefore, constant boredom speaks volumes against your employer branding. People generally prefer having something to do rather than aimlessly waiting to clock out at the end of the day.
To avoid this all too common scenario, you should factor the following techniques into your employer branding strategy:
- Get to know your employees properly! Only then can you know how your employees tick
- Surprise and offer your employees something new - such as an outing or a benefit
- Actually listen to your employees and ask them if their daily tasks are fulfilling
Example 2: A lack of focus on employer branding in social media!
Job seekers quickly sort and analyze many companies these days - a big factor in helping them to make quick judgements is your social media presence. The statistics speak for themselves: Three out of every four job seekers take employer branding into account when applying for a company.
Where do they check first?
You should incorporate social media into your employer branding strategy. Strong Facebook and Linkedin profiles are essential as these are platforms on which you can show your company highlights to the world. Furthermore, your social media profiles are often used as an indication into what your company stands for as well as your branding itself.
The opposite is also true!
Your employer branding strategy is damaged however when you don’t place any focus on social media. As mentioned above, job seekers make quick judgements about your company online. People prefer to work for a company with a good reputation and proof that the company:
- Is actually real (this is often the case with small companies)
- Has an employee-friendly company culture
Good employer branding in social media saves you money!
This helps to attract more candidates to your advertised role - thereby saving you money in recruitment! According to studies, a company with good employer branding saves an average of 40% per successful employment!
In summary, your company must stand out from the crowd to attract candidates. Your Facebook, Instagram and LinkedIn accounts are a reference point for those who don’t know your company - so optimize well!
Example 3: Failing to take your communication in the workplace into account!
Communication in the workplace has a direct impact on your employer branding strategy. A company which employees are happy to work for are already at an advantage - word spreads easily and can make others aware of your positive company culture.
We have already mentioned a few examples in a previous blog post, about how poor communication the workplace negatively affects your goals. Take the following examples for your employer branding strategy into consideration:
- Keep a transparent attitude with your colleagues
- Take an honest approach when it comes to communication
- Enjoy a great lunch break with your colleagues over some good food!
Candidates prefer to speak with employees rather than employers!
Poor communication in the workplace has negative implications on a personal level. Despite your efforts with your employer branding strategy, the opinions of your employees are of utmost importance. You can form your website and social media profiles however you like - however, when it comes to the opinions of your colleagues, there is no place to hide.
For example, imagine you’re planning a holiday and you’re currently deciding where to stay. Who do you trust more - your friends who have been to a certain place or the website description?
Example 4: Don’t manipulate your online reviews!
There is no doubt that online reviews impact on your branding. Nearly 90% of all employees don’t want to work for a company with a bad reputation - for example, many job seekers simply skip companies with an average review of 1.5 / 5 stars.
So why shouldn’t I manipulate my reviews?
A poor average review on Google, Kununu and Glassdoor is a bad sign for your company culture, yet fake positive reviews are even worse. Unfortunately, too many reviews online are fake these days and it is becoming ever harder to trust them. Genuine reviews are put at a disadvantage and are hard to distinguish.
Candidates will find out!
Employees aren’t and shouldn’t be obliged to keep this company secret. As mentioned above, your company culture will spread through word of mouth. Furthermore, some negative reviews can make you look authentic! This gives the impression that you don’t fake your online reviews - 95% of all job seekers suspect forgery, when your company doesn’t have any negative reviews.
It is sometimes the case that companies bribe users to take down their negative reviews. You should avoid this technique at all costs! Imagine for a moment that you want to apply for a role in a company - you find out however, that all the negative reviews are hidden. Would you still like to continue with the application? We wouldn’t either.
Summary: Good employer branding strategies reflect your company
A strong employer branding strategy requires a strong social media presence, authenticity and above all, trust in your employees. As a manager, you have a great opportunity to shape your company culture - and the needs of your employees should be in the foreground. Employee satisfaction makes your recruiting efforts easier, saves you money is generally good for your company!
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