When it comes to the job market, it is usually the candidates who ask themselves, “How can I be more competitive?” But as the economy recovers and job opportunities grow, it is employers who are asking themselves this question. In order to attract and recruit top talent, it is important that companies take note of their employer branding. If not, the perception of your company can be easily misconstrued. This can ultimately lead to your company missing out on talented professionals and stunting growth.
So if your goal is to refresh your company’s image and positioning, keep reading.
Curate Your Social Media
In today’s digital society, it is important for every company to live online and market themselves. With many job seekers scouting companies on LinkedIn, Facebook, and Instagram, it is important to be present. If your company’s main page focuses on the products and services you offer, consider making a supplementary careers page or account. This is a tactic major companies like Zappos, GM, and Trip Advisor all use. What makes this strategy so compelling is that it gives future employees a chance to see what goes on behind the scenes. This also gives you a platform to promote your diversity, culture, and other standout characteristics!
Hire People That Fit Your Brand
A company’s greatest asset is by far its employees. Not only is the work they do crucial to the success of a company, but they also contribute to the overall environment and culture. That is why is it of the utmost important to ensure every employee you hire, entry level to executive, is a good cultural fit for your company. If they aren’t, chances are they will leave and spread a negative perception of your company. Because word of mouth carries a lot of weight when it comes to branding, this should be avoided at all costs. Moreover, these ill fitting employees can cause imbalances in the workplace- affecting even the most diligent employees.
According to hundreds of professionals, mentorship is something they look for (or in some cases, expect) from their next role and company. Regardless of whether you are recruiting recent graduates or tenured employees, it is important that you are supporting their constant growth. This is a low cost method that can help build your reputation as a great employer that offers career growth. Now this is an image that will surely attract hungry, young professionals! So if your company has mentorship programs or can easily implement them, ensure they are being leveraged in all physical and digital domains.
Be Featured in Award Programs
The easiest way to be seen as an award-winning company is well… to win an award! Although this may seem like a daunting task, it is a lot easier than you think. Instead of reaching for Forbes or US News, start locally. Research programs that recognize the best places to work in your specific state or region, so you can attract employees in your immediate area. Moreover, research the categories these programs offer. For example, there may be several titles such as Best Workplace For Diversity & Inclusion, Best Workplace for Women, etc. Capturing niche awards as such can significantly improve your employer branding and attract a whole new demographic to your business.
Give Back To The Community
Volunteer work can go a long way for companies. Not only is it a great way to generate positive PR, but it also encourages heightened citizenship behavior among employees. In other words, your employees will feel proud to belong to an organization that cares about more than just making money. The best part? They are likely to share that pride with their peers. The best way to approach events like this is to make it a yearly or quarterly tradition that everyone can look forward to. This way, it seems genuine and authentic. In fact, companies like Charles Schwab who hold yearly volunteer events benefit greatly from this strategy. During the week, their employees often post pictures of them volunteering on their social media channels positioning their employer in a great light.
All in all, every company has a brand. But the key to having a brand that attracts top talent is to take control of it! If not, your company’s image may deviate from the vision you are trying to achieve. By implementing the 5 strategies discussed above, your company can easily boost its branding game and attract new employees- ultimately helping your company grow and become more profitable!
Written by Megan McQuade
Megan is the Community Relations Director at an executive search firm that helps established organizations find culturally aligned talent for a variety of roles across multiple industries.