5 Employer Branding DOs and DON’Ts
Last week, we talked about employer branding and why it matters.
To recap: it’s an important tool in your talent attraction and retention toolbox, and you can’t afford to ignore it.
In this post, we’ll examine the current top 5 “dos and don’ts” of employer branding.
1) DO make employer branding a joint effort.
The biggest trend at Human Resource Executive magazine’s 2015 HR Tech Conference was “HR blending marketing tactics with technology to build their employer brands,” says Cielo Talent.
LinkedIn’s report agrees, advising companies to make employer branding a “cross-functional priority.”
No single department can create an employer brand that fully permeates the company culture and represents it publicly.
Talent acquisition, HR, and marketing need to work together to create a truly cohesive employer brand.
2) DON’T neglect social media. Proactive monitoring is a must.
LinkedIn’s report finds that the most effective employer branding tools are your company website and social network accounts—LinkedIn, Facebook, and Twitter.
To leverage these tools, you need to have an active presence.
On social media, focus on providing job-seekers deep insight into your culture and values. Talk about the day-to-day work experience and share pictures and stories that exemplify your brand. Get your current employees involved, too.
Finally, use social media interaction and metrics to measure and correct your brand trajectory as you go.
3) DON’T fear Glassdoor.com—embrace it!
Glassdoor is here to stay.
The anonymous employer review site has more than 8 million reports, ratings and reviews from employees and interviewees—and growing, thanks to a focus on transparency and authenticity.
Instead of living in fear of negative reviews, use the site to your advantage. SproutSocial has several recommendations:
- Use Glassdoor for Employers to manage your company reputation and keep your image fresh with updated information.
- Encourage current employees to post reviews of your company.
- View negative reviews as opportunities to find weak areas in your employer brand and learn from mistakes.
- Be responsive. Thank those who have left reviews, answer questions, and give updates on the progress that has been made since the review was posted.
Another place to take control of your brand is Indeed.com, which offers a company page and the ability to respond to forum questions.
4) DON’T just focus on attracting top talent…
Your brand is also an important part of retaining the great talent you already have.
Retention in a candidate’s market is precarious. In fact, a 2015 TINYpulse survey reported by ERE Media found that nearly a quarter of your workforce would leave for a mere 10 percent raise.
However, a strong company culture can greatly reduce this risk: NelsonHall notes that if an employer brand is in alignment with a candidate’s values, employee turnover can be reduced by about two-thirds.
Create an environment where people can see a future for themselves, and give them a mission statement with which to engage.
5) DO let your employees be loud.
In addition to being your biggest assets, your employees can also be your loudest advocates, says SproutSocial. They recommend creating a formal advocacy program.
You can start by encouraging employees to contribute internally to the culture, and to be supporters for the brand online.