7 Steps to Create a Strong Employer Brand Online
First impressions are lasting impressions and today, they aren’t made in person but online. Researchers at the Missouri University of Science and Technology found that it takes an online visitor less than a fifth of a second to form an opinion of your brand — and if you’re in the market for top talent, that time better count.
According to an iCIMS report titled “The Modern Job Seeker,” the online content that’s most important to job seekers when researching a potential employer includes reviews by employees (37%). In fact, nearly one in three people have declined a job offer primarily because of negative employee reviews online.
Furthermore, a Glassdoor study found that online channels are the most popular resources for researching employers, with nearly half of job seekers ranking job search sites as their top source for information on a company they might like to work for, compared to corporate careers pages at 28%. And yet, Glassdoor said that only 12% of companies listed actually interact with its site and of those, less than 1% use its employer branding and promotional features to differentiate themselves from the competition.
These findings demonstrate that your organisation’s online presence is more important than ever and directly impacts your ability to recruit and retain great talent. Given that job seekers are more likely to look you up online and believe what they read and see there, it’s time to take a closer look at your digital footprint.
Here are seven ways to ensure the online impression you create is a great one:
1. Put your EVP front and centre on your careers page
When a prospective candidate lands on your careers page, chances are they’re not ready to apply for a role — they want to know what it’s like to work at your organisation. That’s why your careers page needs to be more than a list of job descriptions and vacancies. Your Employee Value Proposition (or EVP) should be in plain sight so that candidates can easily learn about your company’s culture and benefits and figure out if they’ll fit.
2. Show and tell
A picture is worth a thousand words so don’t just pay lip service to your culture and values — help candidates to feel them. Bring your employer brand to life with pictures and videos of employees in action and use their stories to showcase your perks. That level of authenticity will go a long way towards building a better relationship with candidates visiting your website.
3. Audit your online presence
Your online reputation extends far beyond what’s on your website. See what comes up when you Google your organisation’s name — the results could mean the difference between a great application and a lost opportunity. So it’s crucial to do what you can to improve what appears. For instance, if a former employee has left a less-than-stellar review, take the time to respond. It will show prospective candidates that you care about what was said and have done what you can to make it right.
4. Set up a Google Alert
Keep track of what’s being said about your organisation by setting up Google Alerts for your company name and other keywords that will help you be in-the-know immediately with all conversations surrounding your employer brand. It’s a great way to stay on top of your reputation.
5. Update your online company profiles
Keeping your company information up to date on sites such as Indeed, LinkedIn and Glassdoor is key to show candidates you’re engaged. Remember, they’re more likely to look for information there than on your careers page so make sure that whatever’s there is accurate, from company size to contact details. You can also use these platforms to highlight benefits, perks and awards, which could have an impact on someone’s decision to apply for a role.
6. Target audience and job seeker personas
You know that your business can’t be everything to everyone — and neither should your careers page. So instead of taking a one-size-fits-all approach, consider who you’re trying to reach and tailor your content accordingly, from your EVP to your benefits package to your job descriptions. By attracting the right people, you make the right hires.
7. Consistency is key
LinkedIn research says that 75% of job seekers consider an employer’s brand before even applying for a job — so make sure that yours is consistent across all communication channels, whether that’s social media, your careers page, your Glassdoor profile or your job descriptions. It’s all part of the candidate journey so think about your employer brand at every touchpoint to avoid dropping the ball.
Your employer brand can make or break your ability to recruit and retain great employees. That’s why it’s important to take ownership of your online presence and ensure you leave a stellar first impression on candidates from the get-go.