The very best employees are out there. Use content showing them what your brand means and just why they should want in.
Your brand tells your visitors who you are, however they aren’t the only ones listening. Employees, business partners and industry colleagues hear you, too. Send the incorrect message (or an inconsistent one), and you could lose out on many different opportunities.
Why Employer Branding IS INDEED Important
The continuing future of your company depends largely on sales but also the standard of the employees that you’re bringing on. If you need the pick of the litter, you’re likely to want to spotlight employer branding. It’s no secret that if a company is actually a terrible spot to work, you’ll get negative press, which is harmful to business and harmful to attracting top employees. Take this recent set of the worst places to work published by 24/7 Wall Street predicated on Glassdoor data:
- Kraft Heinz was the 18th worst company. Employees on surveys cited poor work-life balance, with one employee having posted, “11 hour days have grown to be the norm"
- Belk was the 17th worst company. Employees said that they felt underpaid. Others took issue with a perceived disconnect between retail employees and senior management
- CDK Global was the 16th worst company. Just 38 percent of reviewers approved of the CEO and only 39 percent would advise that a friend have a job with the business
Take these profiles as a warning: How you turn to potential employees matters.
Just how a company positions itself to the world can either win people over or send them running in the other direction. Whether company branding be aimed toward securing funding, luring talent or retaining current employees, it depends on a lot more than just your service or product to perform its goals.
The end result is that even when you offer strong salaries and benefits packages, today’s employees want something more. By buying the employer side of your brand, you can improve connections together with your existing employees and show prospective workers why is your business special.
Smaller businesses face the same recruiting and retention challenges that big companies do, however they rarely have piles of cash sitting around to handle their issues. A company of 500 people probably comes with an HR department with double-digit employees, while your company of 50 may have just one single.
5 Ways Startups CAN ENHANCE Employer Brand Without Breaking the lender
That disparity matters when no-one within your business has time to possess your employer-branding initiatives. You may well be so busy acquiring new customers and developing your services and products that all that can be done is hope people will dsicover your brand the same manner you do.
But which can be a problem because, unfortunately, outside perceptions rarely match inside ones. Your lone HR rep and small marketing team need your buy-in and backup to build up an employer brand that can help you achieve your goals.
Content marketing can help you talk to your target consumers, why not leverage the same tactics to appeal to current and prospective employees?
Thoughtful content communicates your values without coming off as promotional. By concentrating on everything you believe, not everything you do, your employer-branding content can position you as a model in your industry and encourage others to become listed on your cause.
An excellent example? Lululemon hits the nail on the top in terms of producing content — from blogs to instructional meditation and yoga collaborations on YouTube, Spotify and iTunes. Customers and employees like sharing these exact things online. The business also hosts yoga classes in its stores and encourages teachers to spread the term through social media. By hosting real-life experiences and generating content via the company’s ambassadors, Lululemon successfully amplifies its message.
In terms of my own company, a couple of years back I wrote articles for the Harvard Business Review about our mental health policy. I never explicitly stated that folks should come just work at our company due to that policy, but I didn’t have to. Any job-seekers who read that article and felt a link with the same cause would see our company as an instantaneous contender within their job hunts.
People hook up to other folks, not brands, which means that your employer-branding content should put faces to names. By sourcing content from your own managers on company culture, management style and career opportunities, you can make sure that new employees will know very well what to anticipate from day one — as well as your teams will receive a better notion of what their managers truly value.
Whether you’re seeking to recruit new employees or wthhold the ones you have, don’t disregard the need for employer branding. Use these three ideas to differentiate your brand inside and out:
Your employees desire to be pleased with where they work and what they do. Suggest to them why they must be, by developing employer-branding content they’ll want to talk about with their social circles.
Employee-advocacy platforms like Dynamic Signals and Sociabble allow employers to motivate their workers to talk about company content online, that may assist you to recruit passive candidates. So, empower your visitors to succeed company ambassadors — there is absolutely no better testimony to how great it really is to work for your company than positive firsthand experience.
Just as your consumer branding attracts new buyers, how you treat and get hold of your employees affects how consumers view your business. Take full advantage of that opportunity giving consumers grounds to cheer for your brand.
Even some successful companies have a problem with this idea. Riot Games, the business behind the favorite e-sport title “League of Legends,” is facing considerable criticism from its consumer base over its refusal to adhere to the demands of a worker walkout. And that’s a blunder, because brands that treat their workers kindly reap the rewards on both sides, while the ones that take part in contentious battles risk losing the affections of customers in addition to employees.
Great brands never quit building. Hopefully this describes your brand, so keep pumping out this content even though you don’t have immediate hiring needs, as a way to continue reaping some great benefits of a solid employer brand. The main point is, consistency is key. Counting on a content calendar is a straightforward method for maintaining your content on track as well as your company top of mind with customers and prospective associates.
Another way to make sure that your pipeline always has quality content coming through is by letting your employees suggest — and even create — content. If a salesperson is always explaining the same process to leads, maybe that’s a blog or infographic opportunity that may both represent your brand well and become a helpful little bit of sales collateral. And if that same merchant bylines the piece, you will be showing that you’re an employer who values the opinions and expertise of your people.
How Employer Branding MIGHT HELP Your Company Be REGARDED AS A Great SPOT TO Work
Overall, your brand may be the soul of your company. Neglect it and you could pay the purchase price with consumers, partners and employees alike. Alternately, accurately representing what your company means is the greatest way to make sure that people who have confidence in it’ll cont