2018, put all the ‘new year, new me’s to one side and you’ll see that it’s still a year of dynamic change. Well it will need to be to stay at the top.
The phrase “employer brand” came to life in corporate lexicon in 1996 to describe how a company’s unique offering, products and environment distinguish it from other organizations.
But, fast forward 21 years and there’s more to it and it’s become fundamental to hiring and retaining the right people, all while sharing the reputation via word of mouth. The only issue is, that when this word is out there, it’s impossible to retract. Put time and effort into getting it right and you’ll reap the rewards for years to come.
Competing in the bid for talent
The tech market is oversaturated and shows no sign of slowing down, making the bid for talent that much higher. That’s where companies need to up their game in order to hire and retain the best staff. Competition is rife and without the promise of progression, benefits and a grounding in a business with real staying power, candidates will look elsewhere.
That’s where you come in. It’s about doing more than listing the basic job responsibilities. We’ve all seen them, but they don’t flesh out what a day looks like at your business. It’s about selling the role and the business in equal measure. Being viewed as a viable proposition for candidates, and sparking an instant reaction.
Part of getting the right talent is based around your presence as a business. Being unavoidable and recognisable. This should start with your careers site, but should extend to cover email marketing and social campaigns to capture the attention of the right people.
Interactive platforms including YouTube are opportunities for employers to build up their brand personality and show the company values in an engaging way.
Boeing uses its company YouTube channel to showcase the products and innovations that the company works on.
Let your employees be your biggest advocates
A 2016 Glassdoor Survey revealed ‘the majority of jobseekers will read at least six reviews before forming an opinion of a company’. So getting perception straight is key to getting the best applicants – ones who will not only love their job but also love the company.
Use every opportunity to showcase positive employee stories, but make sure that these are as authentic as possible. Testimonials should be in employees’ own words and in relaxed video formats tend to be the most well received.
Ask them to talk about the parts of their job and the company that they value most, sharing their stories and humanizing the company.
But first, culture
Get your culture right and you’ll have employees for life. But, how can this be whittled down? What are they key components?
The likes of Google, Workday and Cisco are leading the way when it comes to making employee perks known and creating an environment where young tech professionals can thrive.
Google do this in a number of ways – they have a Google+ page called “Life at Google” which is a collection of photos of employees at Google offices across the globe.
Workday take a different standpoint on culture, with an entire section of their website dedicated to Generation Workday. This section is designed to develop recent graduates into leaders.
Cisco’s shift in approach places the emphasis on virtual working and flexibility. Showing that they are able to accommodate candidates needs to work non-standard hours. Taking a progressive stance in terms of flexibility sets them apart from competitors.
Whatever it is that feels authentic to your business, whether that’s flexi-time, bonus structures and rewards, or a clear progression route, this needs to be top level in communications. Get the creative execution and positioning right and you’ll be able to track the success rate across your activity.
If this blog has inspired you, our blog on promoting your employer brand on social media might come in handy.