For HR leaders today, one of the biggest challenges is trying to bridge the talent gap. In a world where at least 40% of companies are reporting talent shortages, the most since 2007, it’s important that companies put their best foot forward when it comes to recruiting. If you’re an HR leader, it’s your job to ensure you’re attracting the best talent and investing in them throughout their careers. Focusing on your employer brand — your company’s reputation among employees and potential employees — is the way to get there.
Not sure where to start? Here are a few steps to identify how your employer brand is perceived is and how to improve it.
Research like crazy. It’s easier than ever for you to determine how people feel about your brand, and it’s the most important first step. Use both internal and external sources to get a read on how employees feel about the company. Sites like Comparably even offer company pages that give you a sense of how employees rate your company’s culture and compensation, and provide actual employee reviews. (Facebook used here as an example.) Take note of employees’ pain points and consider how you can address those issues. Also consider figuring out your company’s eNPS to get a more quantitative read on your employer brand.
Make your careers page irresistible. The first thing someone’s going to do when they’re either applying for a job with your company or called by a recruiter is check out the careers page of your website. Is it consistent? Is it visually interesting? Does it give potential job candidates an informative look at why people love working at your company, or is it full of generic buzzwords? Take the time to invest in videos that give a sense of the culture at the company. Consider doing interviews with current employees. Your goal is to create a rich experience for people who may be interested in applying for your company. Avoid overly flowerly language and try to be clean in how you present the company’s mission and values.
Related: The Importance of a Company’s Mission, Vision and Values
Find ways to inject a bit more fun into the culture. Not every company can be Google and offer massages and gourmet breakfasts, but you’ll score points with employees and potential employees if you find ways to have a bit of fun. You have to do what’s right for the culture at your company — maybe it means hosting cool events or book clubs, going all out on a big team lunch, adopting a Summer Friday policy. It’s worth the investment if people are leaving work even a little less stressed. And whatever you do, do it with conviction; employees can see when your efforts are merely a way of sugarcoating deeper issues.
Get social. Job candidates will often check your Twitter and Facebook to see what’s going on. Use those platforms to showcase the great work your employees are doing and awesome ways it pays to work at your company. Get visual — people want to see what the office looks like and hear real stories from employees. Try to encourage personal anecdotes as often as possible.
Related: 7 Things to Keep at Your Desk at All Times
Create a brand task force. It’s hard to know which areas of the company are having the biggest problem with employee engagement and turnover. Appoint top performers across all of the company’s major departments to meet once a quarter to discuss any big areas of concern.
Remember, no culture change happens overnight. But with these tips, you can make a significant step forward.
