Your company might be a good place to work, but how do you publicise this to prospective candidates?
It’s all down to your employer branding.
Your employer brand is your company’s reputation as an employer.
It’s different from your company’s reputation as a whole, as it’s a term specifically for attracting job candidates, rather than clients or other businesses or consumers.
Reputation- it precedes you. Especially if you’re an esteemed guest in a Jeeves and Wooster novel. But even more especially if you’re a company out to hire. If the last and only person who applied for a job with you was looking flighty even before they came in, well, maybe you need to look at how your company appears.
Companies with great reputations attract a greater spectrum of candidates, including the top bananas.
How did Innocent Smoothies get a load of Oxbridge graduates to care about little bottles of processed fruit with silly woollen hats on their heads? (the bottles, not the grads). Well, they had a strong employer brand.
Remember, attracting the right candidates to your company helps you change your culture over the long term. But this is a Catch-22 chicken and egg scenario! How do you get the right’uns in the first place? Don’t worry, we have the questions you need to ask yourself:
No? Why not? What are you doing to them? Hopefully they are. Connect your employees to your company on LinkedIn. That way, prospective candidates can look your company up and not just see a logo- no matter how friendly your logo is it’s nothing compared to seeing actual, human people with heads and smiles looking reassuringly normal.
Unsurprisingly, 62% of jobseekers consider LinkedIn to be the best social network for employment prospects.
There is a way you want your company to appear. Hopefully, you can condense it down to a few thoughtful sentences.
‘Open culture with a flat structure where teamwork is prized.'
‘Results-driven, fast-paced environment where innovation is encouraged, with excellent rewards.’
‘Operates out of back of a van at random hours of the night, paid in bootleg copies. Impossible to leave without the Mafia finding you.’
What’s yours, and is it appealing to the type of candidate you want?
Skyscanner and Simply Business entered the Times 100 list of best companies to work for the first time this year, straight in at the top ten. Edinburgh-based Skyscanner advertises their thoughtful perks. From their site: ‘Your family is important to you, so we’ve made their care a priority too.’ Simply Business, insurance salespersons, made the top spot on the list. From their site: ‘We have blown the cobwebs right off the boring insurance stereotype and dressed them up in snazzy pants. We keep our clothes casual, our offices bright, our structure open and our management on the ground. Our executive team sit right alongside us, just like everyone else.’
Your company can self-promote in a similar way, based on your own identity.
Is every interaction you have on social media, in job adverts, in PR, in interviews, in statements reflective of this message? If you’re a fun company, perhaps you’ll have a video of your logo chasing people down the street on Facebook (Brainlabs). If you’re a relaxed company, perhaps you’ll have a picture of your latest employee to bag an extra day’s holiday on Twitter (British Airways Holidays). Whatever your image, make sure it’s out there, and that every post on social media is mindful of it.
Graduates especially have their pick of ‘fun’ cultures and start-ups and these are often very attractive on paper because of the conversational way in which they pitch their jobs, even their job titles- wouldn’t you want to be a ‘Cool Hunter’ or a ‘Tech Guru’? If you want to attract similar candidates you may need to adopt a similar approach. Consider also that 86% of jobseekers search for jobs on mobile. Keep your application process slick, modern and simple.
Make your interview experience a good one and rejected candidates will go away with a better image of your company. It smarts being rejected. So take advantage of an opportunity to improve your company image where other reputations flounder: by responding promptly and being open. Be nice to rejected candidates. Like a massage type, they may be back.
At Perkbox, our culture sits at the heart of our business. Employee happiness isn't just a philosophy we sell, but practise too. That's why we made this book, that we call the Perkbox Culture Book.
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