Research has shown that 86 percent of people would not apply to or continue working for a company with a negative reputation. In today’s competitive marketplace, it’s more important than ever to have a strong employer brand, which essentially is your reputation when it comes to talent attraction and retention.
There are numerous effective tactics to showcase your company’s reputation, but the best and most opportune place to start is with your career website. No other hiring platform offers the same depth of content, customizability or traffic growth potential. It’s your real estate. You own it and you control it. So, optimize it and use it to your ongoing advantage.
Tell your story – and watch it spread.
As is true of all branding, your strong employer brand is about effective storytelling, which ties in with how you want your organization to be perceived in the marketplace. It all boils down to how well you market your company to desired job seekers. From there, word will naturally spread.
How can you best position yourself as a top place to work?
- Start a blog. The more effective content on your website, the better. Candidates often check out company blogs to get to know organizations on a more personal level. You can use a blog to post news, culture updates, and articles written by company leaders and employees in a personable and relatable tone. Your blog can also feature policies, programs and processes that emphasize your organization’s commitment to ongoing employee satisfaction and growth.
- Use rich media. Be sure any videos, images or slideshows you post are of good quality and contribute to telling your compelling story. For instance, celebrate your diverse workforce or show off your awesome location or fun workspaces.
- Share employee testimonials. This is a powerful way to showcase your culture, values, and what it’s like to work at your company day to day. Build a library of employee testimonial videos.
- Show how you’re working to make the world better. An increasing number of candidates limit their choice of potential employers to those who are committed to social issues such as diversity, equity and inclusion, sustainability, work/life balance, and social impact. By broadcasting your commitment to issues and values that matter to your target audience, you show them why they can feel good about working for you.
- Highlight your unique benefits. Mention your best benefit offerings up front in your job postings and on your career site. Include a focus on any that differentiate your company from the competition.
- Make sure your application process is quick and easy. Here’s where the rubber meets the road. Remove any unnecessary steps from your job application process, such as asking people to upload their resume or manually fill out their work history. This will go a long way toward enhancing your overall candidate experience.
For a review of your career site and additional ideas to get more desired candidates to apply for your open roles, contact Haley Marketing today.
