5 Employer Branding Mistakes to Stop Making Right Now
Employer branding, simply put, is the way job seekers perceive a company as a place to work. It can be a positive perception or negative perception, or oftentimes a mystery.
Tons of recruiters are asking themselves how candidates perceive their company as a place to work, but few are doing anything about it. Of course the structure of employer brand is complex. It’s comprised of many things like employer happiness, your corporate image, your candidate experience—they all play a role.
But believe it or not, there are simple actions you can take to improve your employer brand. Along the same lines, there are also some simple mistakes you might be making that can be easily reversed. We’ll discuss five of the most common ones in the paragraphs below.
1. Don’t Make It So Hard for Candidates to Find the Info They Want
The best candidates don’t want to work for any old company. Which means they conduct a staggering amount of research prior to even applying to a company’s open positions. In fact, according to a CareerBuilder survey, candidates use an average of 16 different resources to research a company before they take the time to fill out an application.
This years CandE’s data shows that the career site is the number one resource for candidate research. Among that research, they ranked the types of content candidates care most about seeing. This is what they want to see most:
- Product/Services Information
- Employee Testimonials
- Answers to “Why” Employees Want to Work Here
- Financial Information
- Diversity/Cultural Information
- Frequently Asked Questions
- Community and Sustainability Initiatives
- Employee/Recruiter Blogs
- Awards Received Relating to Employee Experience
You can read more details on all of those listed above in this article. And once you create this type of content, in order for it to work its magic, all you have to do is highlight it in an awesome and engaging way on your career site. Give your candidates easy access to the information they want to see (it’s that simple).
2. Claim All of Those Unclaimed Internet Profiles (Glassdoor, Indeed, etc.)
Think about what kind of message you are sending to candidates when they end up on your Glassdoor page and it looks deserted, with a box in the corner that says “unclaimed profile.” They’re probably thinking: “is this even a real company?”
You’re missing a huge opportunity to showcase your branding, images of employees and offices, and related content that would excite a candidate about the idea of working at your company.
You should treat every opportunity you have online to present your employer brand as a potential first and last impression of what your candidates will see. This may be the only chance you have to attract a candidate through your apply flow.
3. Turn Off Your Automated Twitter Job Feed…Seriously
Do you have 15,000 tweets and 47 followers on your careers-oriented Twitter account? News flash, you’re basically talking to no one. Turn off the automation, nobody likes it, nor will they engage with it.
Sure, it’s hard, but make the effort to create a social media account that potential job seekers can learn to know and love. It takes time, effort, and expertise. If you’re lacking expertise, the good news is so many other social media marketers are in the same boat. Take a page out of their book and search the web for the best resources to learn from.
4. Stop Using Stock Photos On Your Career Site & Social Profiles
Job seekers won’t be “wowed” by a career site covered in stock photos of diverse groups of young people in suits smiling (come on, you know what we’re talking about—the ones you bought for $14.99 on shutterstock.com).
Take the minimal amount of time and effort needed to create your own internal stock photo library that debuts your brand, culture, and awesome people. Why would someone want to work for you? Well a picture says a thousand words—show them!
5. Acknowledge that Your Employees Play A Role in Recruiting
You’re surely familiar with the all-too-common movie scene where an angry father screams to his angsty teenage daughter, “as long as you live in my house, you’ll live by my rules!” The daughter then slams her bedroom door and blasts the stereo much louder than anyone would ever actually listen to music. Well we don’t think you should be that commanding of your employees, but you should try to encourage them to put some work into developing their own LinkedIn profiles (in a professional way).
According to the CandEs research we cited above, among the most common research resources candidates used while job searching, LinkedIn was #3.
You better believe candidates will be looking at the profiles of your fellow employees during their research process. Give them a checklist for how to make their profiles look good—and hey, you could even frame it in a way that it’s good for their career to do so.
Like the topic of employer branding? Us too! Check out our new 2016 Employer Branding Handbook. It shares 7 employer branding strategies you should be employing right now.