As an employer, you have to do more than simply make a job available. Competition for top talent is fierce right now, and if you want to bring in the best and the brightest, you need to actively court them. That’s why it’s so important to understand the impact your employer brand has on online job seekers, and take steps to improve it if necessary. Ask yourself the following questions to determine what kind of impression you’re giving:
How Does Your Website Look?
Remember that your employer brand encompasses a lot more than just your job-orientated content. Job seekers form their impression of you based on lots and lots of information, and much of it comes from your website. Take a close look at every page to determine what kind of images/messages you’re putting out there. Does your site show your team looking happy and engaged? Do you make an effort to explain your company culture? Overall, does your company come off like a nice place to work?
What Does Your Full Online Presence Look Like?
After you’ve taken a hard look at your official website, expand your focus to incorporate your entire online presence. This includes things you control – social media profiles, press releases, online videos – as well as things you don’t – news reports, message board posts, and competitor websites. If there is information online that contradicts the employer image you’re trying to project, it’s going to raise red flags with candidates.
Are Your Job Descriptions Engaging?
Searching for a job online makes it really easy to browse though a ton of postings in a short amount of time. Job seekers may scan dozens, even hundreds in an hour. That means your descriptions need to be accurate, honest, and engaging if they’re going to command attention. Make sure they use upbeat language, provide a clear description of responsibilities and benefits, highlight your culture, and explain why you’re a great place to work.
How Have You Been Reviewed Online?
The Internet gives everyone a voice regardless of whether they use it to praise or complain. There are dozens of outlets where customers, present and past employees, and job seekers can go to comment on the experience of working with your company. Even information that has nothing to do with the employment experience will color your employer brand. After all, who would want to go to work for a company that seems to have a lot of angry former customers? If you have positive reviews, use them to your advantage. If you don’t, revise your strategies based on the feedback you’re receiving.
Ask yourself, why would someone want to work for my company? The answer to that question should be obvious and enthusiastic if you’ve carefully crafted your employer brand online. Learn more about attracting and retaining top talent by working with Morris Bixby.