Every company cares what potential customers think of their brand but not enough care what potential employees think. The reality is today’s candidates want more than just a job. Most people want to work for a company that provides an ideal employee experience.
According to a recent hiring statistical analysis for 2017, 84% of candidates would consider leaving their current company if another company with an excellent reputation offered them a similar job. Conversely, 11% of job seekers would turn down a job from a company with a negative reputation or brand even if they were unemployed.
A company’s brand strength is paramount to their continued success and this article will detail how you can ensure your company brand attracts and retains the right people!
What is your value proposition?
We’ve all heard this one. “Value proposition” is a nifty marketing phrase that refers to the description on why potential customers should use your organization’s services or buy your product. It’s a concise statement that sums up your competitive advantages in the industry. This concept has been shown time and time again to work when attracting new customers, yet so many companies don’t apply this concept to their own hiring strategies.
Creating an effective employer branding strategy starts with defining your employer value proposition. How are people going to know why you’re a great company to work for if you don’t show them?
When defining your company’s employer value proposition, consider some of the following:
Company Culture & Values
- What is your office atmosphere or company personality?
- How can you sum up your company culture and objectives into some strong values that you stand for?
- The standard employee benefits like health insurance, retirement savings and time
- The nice-to-have benefits like gym memberships, commuter benefits and tuition reimbursement.
- Any other unique perks your company offers like employee discounts, Friday half days in the summer, travel opportunities, internal training programs, or a well-designed office.
Many companies already offer a number of these employee perks, but they don’t let candidates know about them in advance!
Make It Real!
The main thing to keep in mind when forming your employee value proposition is to be authentic and honest. Don’t make claims about your company that aren’t true or fail to provide the full picture of your culture. Doing so will damage your employer brand in the long run and cause numerous hiring and retention problems.
Your value proposition will be the backbone of all employer branding efforts so be sure to give it the attention it deserves.
Let the world see you!
Share the experiences of your employees and show everyone how great your work environment is.
The best way to do this is to give your employees the chance to express what they like about their role in ways that they are comfortable with. A couple things you could try:
- Share posts on your website about workplace events, employee achievements and other company happenings.
- Share photos of your workplace and team members on social media.
- Create a great recruiting video that highlights your
Recruiting videos are becoming a large part of the employer branding strategy. Some companies (like us!) even use them to help provide orientations to their employees to ensure there are no surprises. Nobody likes to step in to day 1 at their new job and find out the reality is very different from the promise.
Encourage your employees to promote your Brand
Think of it this way: If you were a job seeker and you wanted to learn about a company or position, who would you trust to give you the information you need, the company’s marketing department or your friend who works there?
Something else to consider – 76% of people see companies whose executive leadership team use social media to communicate their brand as more trustworthy than those who don’t. That’s huge!
Live up to your reputation!
Okay, so now that everyone sees that your company is a fantastic place to work, you need to live up to that reputation when they are undergoing the hiring process. 69% of active job seekers will decide whether or not to apply to a company because of its brand, so it can be a real slap in the face to them if the hiring process isn’t in line with what they expected based on what’s been shared!
What makes for a positive candidate experience?
- A page that shows your employee value proposition
- An application process that is user friendly and, most importantly, not time consuming to complete
- An interviewing process that is similarly not too lengthy and keeps the candidate updated.
- A fair and painless salary
- An onboarding process that sets the person you’ve just hired up for success.
Treating your candidates with respect keeps the best candidates interested and supports your company’s reputation as a great place to work.
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