Attracting the right candidate includes making sure you provide a positive brand experience when potential employees research you online. The recruitment process works both ways here. As much as you are screening the candidate, they too are investigating you as much as they can by consulting their networks and resources to scrutinise you are a future employer.
Here we look at a few steps to consider when evaluating your online presence as an employer to help present your company in the best light possible.
Say what? Find out the word on the street
Prior to developing an online employer brand strategy, it is imperative to understand how the industry perceives you as an employer. Are you a good employer to work for? Check out GlassDoor.com for example. Current and previous employees are your greatest evangelists, and if they’re not saying good things about you online, it’s important to find out why. Conducting employee satisfaction surveys, exit interviews to employees who have left your company together with monitoring reviews of your organisation online are just a few of ways to better understand the perception your employees about the company.
Consider your values. Define your culture and goals
So, what separates you from your competitors and keeps your employees engaged? This answer should give you a clearer understanding of why people should want to work for your company. It may be your environment of continual improvement with sought after training opportunities, or simply that employees get flexible hours to accommodate child care. Once you have a clear understanding of your company culture and goals, you will be better prepared to move forward with attracting the right individuals to join your team.
Say yes! Commit to an online presence
Online visibility and engagement is essential to attract the right talent to your organisation. People want to work for an organisation they’ve heard of, with a name they trust and values they want to identify with. When information about your company and industry is readily available online, promoting your brand across your digital platforms is key in order to engage and connect with existing and future employees.
Your preferred platform. Study the tools available
Spoilt for choice! There are several social media channels that can be used for branding, but it is not necessary to utilise all of them. Take time to examine the platforms available to you in conjunction with your message and audience. Then decide on a social media strategy that plays to the unique strengths of your brand. For example, if you are keen to highlight your cutting-edge office environment, record and post a video on YouTube, Facebook or Instagram that showcases it. To increase engagement with a post, encourage your staff to comment on their experience working for the company.
Other resources that potential employees turn to when checking you out include:
- Blogs (both corporate and individually authored)
- Your careers website
Need to appeal to a specific niche of potential candidates? There are several geographic, industry and skills-specific social networks to consider getting involved with. Investigate the online tools of choice for the specific groups of people you want to speak to; your existing employees should give you some good direction.
Who manages your online voice? Allocate ownership
Bear in mind, although the social media output will typically be a result of the collaboration between different departments (digital marketing, HR, communications, line management), overall ownership needs to rest with an individual/department to ensure consistency.
Keep that message consistent
The branding used to engage with graduates will differ to that at director level so ensure you select the appropriate channel for connecting with each audience. Segment your audience and speak to them as groups, rather than a whole, as specific information may be irrelevant to the majority. Ensure you understand the social media channel you’ve chosen on a practical basis. However, as it is important to deliver consistent branding, be sure to ensure the tone and vice of messaging remains the same across all social media channels.
Demonstrate your USP’s
While effective branding through social media can create a great behind the scenes for what life is like at your organisation, it helps demonstrate your know-how and thought leadership to really engage employees. For example; don’t just say that you’re an employer of choice because you have a great training scheme, show your audience with videos, case studies, interviews with staff, and give them the chance to interact with the training team. This develops your credibility.
Straight to the point. Dealing with negativity
By encouraging engagement, brace yourself, the feedback received online won’t all be positive. Grab the bull by the horns and acknowledge negative opinions in the forum and outline your commitment to rectify the issue. The only negative feedback it’s advisable to delete is trolling. Which is any feedback that is out-and-out spam, deliberate or untrue attacks.
ROI – Measure your success
You will not be able to see the success of a consistent approach to branding on social media overnight. But it is advised to implement a tracking process from the beginning so that you can gauge the success of your developed strategy. Google Analytics is an excellent tool for online tracking, and qualitative feedback from potential candidates can be taken at interview stage.
Although crucial for candidate attraction, ensuring positive employer branding also plays a big part in the engagement and ongoing retention of your top talent. Candidates who turn into employees have done so, in part, because of their positive experience of your brand.
Remember to keep engaging. Employer branding through social media isn’t just delivering a message, it’s a conversation between you, your employees and the broader market. Encourage interaction and participation – the results will reflect your true, authentic culture far more than the official ‘about us’ section of your website.