Why aren’t people applying for jobs in your business?
Have you found you’re not getting much interest for jobs you’ve advertised? Good people are hard to find and in order to find them, you need to think about marketing to future employees in the same way you think about marketing to your customers.
No matter the size your business, if you have employees, your employer brand is critical to your success. Employer brand is your value proposition to employees, as opposed to your value proposition to customers.
Having a positive reputation as an employer will enable you to attract and retain the best people for your business.
Here are five ways to help you build your employer brand:
Vision and values – at the heart of your employer brand are your purpose, vision and values. They need to be meaningful to your employees and future employees. You can use your values as criteria for the people your bring into the organisation – if they’re not aligned with your values, they are not right for your business.
Career page – if your priority is attracting and retaining talent, then this page needs to be nurtured like your homepage. The benefits of being a part of your business must be immediately clear for visitors to the page. Video is an effective way to tell your story and communicate the benefits.
Employee reviews – GlassDoor.com.au is like Tripadvisor for job hunters, with millions of company reviews available at job seeker’s fingertips. Your potential candidates will be able to check your business reviews and rating on the site. Make sure you encourage your employees to review your business.
Networking sites – LinkedIn.com remains the powerhouse of online networking. Make sure your business profile is up to date and clearly communicates the benefits of working with your business. Awards and customer testimonials are important for raising your profile.
Welcome packs – Starting a new job is daunting, so to make your new employees feel welcome, you can provide them with a welcome pack. Who wouldn’t want a branded t-shirt, drink bottle or notebook? Set up their welcome pack at their new work station and you’ll find your new employees snapping pics to share on social media as a way of announcing their new role…and inadvertently promoting your brand.
In the same way you think about your customer experience, think about your employee experience. At the end of the day…the happier your employees are, the healthier your employer brand will be.
Originally published January 13 2017