Every company has an image and a reputation; how you’re viewed as a business and how you’re viewed as an employer. This is your brand.
In today’s increasingly competitive job market, a positive employer brand is critical. Without one, hiring and retaining the best employees becomes challenging - and costly. You need talented, leadership-bound workers to drive your business forward, and the best way to find them is to cast the impression that your company is a great place to work.
As with all branding, crafting a strong employer brand is about good storytelling. It’s about how you want your organization to be perceived in the marketplace, using specific messaging to help attract the kind of prospects you’re looking for. But also, it’s about living out that story. Satisfied employees are your loudest advocates, particularly in an age of social media and user-generated feedback where employers aren’t always completely in control of their own reputation.
Five suggestions to start with:
- Your website
Is yours a tired, uninspiring, brochure style website? If so then consider this approach.
- Google Reviews
Set out to get at least ten positive reviews.
- Your personal brand
This is just one of many reasons to build your personal brand.
- Coverage in local and trade press
Here's some guidance on how to get more of this.
Do some internal research
When considering how to improve your employer brand, you’ll get valuable insight by asking your staff to rank the following in order of value to them:
- Company values and culture
- Company location and facilities, including accessibility and convenience
- Overall compensation
- Career development
- Management style
- Team calibre and quality
- Quality of work
- Ongoing employee recognition
- Work-life balance
- Benefits
- On-the-job perks like lunch, on-site childcare, flexitime, and telecommuting