No matter what business you’re in, it’s important to understand that today’s candidates are looking for more than just a paycheck. They want to find a job that helps them achieve their goals at an organization they can feel good about working for. This means that in order to attract strong talent, you have to do more than just post jobs online. You’ve got to create an employer brand that makes candidates want to work for you, rather than your competitors.
Here are some strategies you can use to create a positive employer brand online.
One: First, Know What Makes Your Company Different
In order to sell your products and services to customers, you have to know what sets you apart. The same holds true for attracting talent. Do you have a strong employee development program? Do you provide unmatched flexibility to your workforce? Are you a leader in innovation?
If you aren’t sure what it is that draws people to your organization and keeps them there, ask them. Have HR conduct a brief anonymous survey to gather feedback from your current employees. Once you know what sets you apart, you can build your employer brand online.
Two: Build Culture Into Your Company Website
Potential candidates will find their way to your website almost 100% of the time. Create a section of the website called “Working For Us,” or “Culture and Life,” (or something similar). Here, you can certainly post job openings, but also showcase your company culture.
Take pictures of workspaces, get employee testimonials, post videos, etc. The idea is to paint a clear picture of what life would be like working for your company.
Three: Update Your Social Profiles
Spend time looking at your company profiles on social media and job boards. Think like a potential candidate and ask yourself what they would want to see when they look up those profiles (because they are looking them up). Don’t spend a lot of time trying to make it perfect, just get it going in the right direction.
Either get access to create your own posts, or work with your social media team on submitting culture-related posts and job openings on a regular basis. You’ll learn as you go what works and what doesn’t; the important thing is to just get your profiles updated and active from a culture perspective.
Four: Embrace Employee Advocacy
Happy employees can be your best brand ambassadors. When you push culture and job-related content on social media, as, your employees to share it, as well. This will ensure that your content and brand are getting out in front of more people organically, and paints the picture that employees shout from the rooftops about how great it is to work at your company.