When talented people in your industry are looking for new jobs, where do you think you end up on their âmust applyâ list? How often do you think your own employees recommend you to their peers looking for a job? If you think you could do better, that’s okay. In fact, it shows that you have the insight and awareness to understand that your employer brand could be improved.
Are you ready to position your business as a premier employer? Here are some steps you can take to attract top talent.
Start with a reality check
You cannot position yourself as a top employer until you have a clear understanding of where you are now. This includes learning what your current employees really think about your company’s culture, work environment, pay, and benefits. In addition, you will need to explore how people outside your organization perceive you as an employer. It’s important to know that what you wanted to be your employer brand is what you actually broadcast.
If the feedback you get isn’t what you want to hear, don’t sweat it out. Remember, it’s better to know what to work on than to continue assuming you don’t have any employer branding issues.
Create a clear definition of your corporate culture
The corporate culture you create should be designed to attract the talent you need and gently encourage those who aren’t suitable to look elsewhere. Basically, it should reflect the vision, values, and core mission of your business. Keep in mind that your true organizational culture is not what you say it is. In reality, this is what your employees experience when they work for you.
In addition to designing the culture you want, you need to make sure you nurture that culture in your day-to-day operations. It means developing managers who apply these principles in the way they lead people and put your policies into action. If they don’t model the right things or treat workers the way you have determined they should, it will affect your standing as an employer.
Use polls and other hits for cultural analysis. Then use the results to continue to improve a culture that will make you an employer of choice.
You can also use this information to determine what you want to prioritize in your recruiting marketing content, job postings, and interviews. Once you know what your current employees really value about your culture, you can highlight these aspects to potential employees.
Emphasize the most important characteristics of your business
Your culture is in place, but how do you communicate it to your employees, candidates, recruiters and others? This is where a cohesive message comes in. You can’t talk about everything all the time, so this is where you need to focus on the most important characteristics of your company culture.
Prioritize the key points you want people to know about your employer brand. This is what your message should focus on. Everything else comes second.
How do you identify what you need to highlight? Find out why people take jobs at your organization and why they stay. It’s what you use to convince people that they want to work for you.
Of course, the salary and the benefits are important. But dig a little deeper. What keeps your workers engaged? What makes them eager to go to work every day? When faced with something frustrating or difficult, what do you suggest to make it worth it? What unique benefits do members of your time find particularly enjoyable?
For example, maybe you give your team members two paid days off each quarter to volunteer for any organization they support. While the little things don’t make up for low pay and benefits, they can really push your organization to the top when it comes to being a sought-after place to work.
Hire your happiest employees
Your happy and engaged employees can play an extremely important role in helping you attract new talent. However, turning those team members into employee ambassadors isn’t as easy as simply asking them to recommend you to their friend. You need to provide them with the right advice to make sure they get your message across as intended.
It starts with involving them in your business as a whole. They need to understand your mission and values, not just the limited role they play. Your best ambassadors will be able to explain exactly what your business does and how the product or service you offer benefits people and promotes company culture and values. They should be able to summarize your work culture and your employer value proposition. Then they can talk about the things they enjoy about their job, based on their own experience.
However, guidance is not micromanagement. The best brand ambassadors will communicate through natural channels, using communication methods that are natural to them. For example, some workers may be willing to post testimonial videos. Others may prefer to put their recommendations in writing.
Continue to monitor your reputation
You have established yourself as a leading employer. Now you want to stay in this position. To do this, you must continue to monitor your reputation. This means performing regular sentiment analysis of your company culture, responding to candidate reviews, and taking other steps to make sure you are in control of your employer brand.