In an increasingly competitive landscape, talent attraction and staff retention hinge on impeccable employer branding.
Now more than ever, candidates seek more than a salary and an attractive benefits package.
They want to know that the company they join will provide a positive and progressive working environment; that the people they work with will welcome and inspire them; that they won’t be running out the door within a few weeks of starting their new role.
If there were a quick and easy solution to building the best employer brand in 2018, you could be certain we’d be sharing it: unfortunately, it’s not that simple.
The fact is, your employer brand isn’t just a marketing gimmick: it’s the reputation you hold as an employer within your industry.
It exists whether or not you’re actively working to improve it. If it doesn’t sound like a big deal, think again: with sites such as LinkedIn and Glassdoor playing such a key role in the decisions of jobseekers today, a poor employer brand can no longer be swept under the rug.
In order to truly position yourself as an employer of choice, it’s critical to avoid the following pitfalls:
1. Leaving candidates in the dark
While Rome wasn’t built in a day, one negative review can be enough to tear it down in mere seconds.
But who would do such a thing?
Well, you may not have any bad blood with former employees, but what about ex-candidates?
It’s easy to get caught up in the details of hiring someone, from the mounting pile of applications to the interview sessions and finally the decision itself.
Along the way, you may have forgotten to let your unsuccessful candidates down gently.
While you were busy making plans to onboard your new recruit, a hopeful candidate has been crossing their fingers and refreshing their email inbox waiting for your reply. Leave them out to dry and it won’t reflect well on your employer brand. Whatever you do, make sure you keep candidates in the loop and don’t forget to thank them for their time and interest.
2. Forgetting about the employee experience
All too often, employers focus all their energy on creating a brilliant candidate experience and forget to pay attention to the satisfaction of their current staff.
After a few months of working for the company, they see a very different side to the one presented through the recruitment process.
As a result, companies experience a high churn of staff as reality beds in and that exciting opportunity transforms into the familiar disappointment.
Ask yourself this: when there is a vacancy at your company, how many referrals come from current employees? If the answer is “none at all,” there are only two reasons as to why: either your staff have literally no friends outside the business (unlikely) or they aren’t eager to spread the word as they themselves don’t feel invested in the company.
Employer branding starts from within, so fostering a culture of empowerment and increasing engagement throughout the workforce is critical in creating a positive employee experience.
3. Focusing on the aesthetics
With corporate culture influencing the decisions of many job seekers today, companies seeking to improve their employer brand are often quick to turn to office design, making drastic renovations to boost staff morale and drive engagement.
However, while their intentions may be noble, the execution can leave much to be desired. As trendy as a Fußbal table or a mini-fridge may be, happiness can’t be bought.
Instead, business leaders must place their focus on what’s inside; they must look to the opportunities employees have and the strength of their communication.
If your employees feel there is no clear career path, the atmosphere is tense and their voices are rarely heard, it’s time to go back to the drawing board and consider what makes a good employer brand: is it stylish furniture or a tightly-knit team of high performers who can have fun without compromising productivity? We think it’s the latter.