______
According to a 2021 Glassdoor survey, 75% of active job seekers are likely to respond to a job posting if the employer actively manages its employer brand. So as your business strives to reset and re-engage workers to stave off the Great Resignation, make sure your employer brand shows your organization to advantage.
In a tight labor market, it’s more important than ever to have a compelling employer brand to attract the talent you need. Here are 5 ways to make sure your organization stands out.
- Tailor messaging to your audience. Although there is ample data on what workers now want from their work experience, don’t rely solely on that information to drive your change efforts. Conduct your own analysis — employee focus groups, exit and post-exit interviews, stay interviews, formal and informal employee feedback — to pinpoint what your current, prospective and former employees value most. This input will help you promote your brand with the right messaging.
- Forge an emotional connection. Employ a media-rich narrative — memorable copy, eye-catching visuals — to engage your audience’s imagination and connect them emotionally to your brand. By tapping into your audience’s emotions, you create a lasting impression of who you are and what you stand for as an organization.
- Cultivate employee influencers. According to a 2021 Glassdoor survey, 86% of HR professionals indicate recruitment is becoming more like marketing. And given the power of viral marketing, who better to promote your company than employee influencers? The beauty, fashion and lifestyle industries are already leveraging employee influencers as brand ambassadors. By letting your people be the face and voice of your organization, you lend authenticity to your brand and give job seekers a sense of what it's like to be part of the team.
- Focus on purpose, not platitudes. According to a 2021 McKinsey study, 70% of people say they define their purpose through work. Don’t lean on familiar descriptions like “fast-paced environment,” “challenging work,” and “commitment to excellence” to describe your work experience. Instead, highlight your customers’ experience with your services and products to demonstrate the value of your employees’ hard work, talent and contribution.
- Keep measuring and refining. To ensure your employer brand remains strong, continue to measure how your internal and external audiences are perceiving and experiencing your organization. Are turnover rates rising? Is your talent network shrinking? Are there disconnects between your perceived reputation and your desired reputation? By continuing to monitor and measure feedback on your organization, you can catch warning signs that it’s time to re-examine and revitalize your employer brand.
Social
