Attracting top talent while recovering from a poor employer brand is rough. When awesomely talented people come across your company, they want to see what it's like to work for your company. These gifted people read reviews on places like Glassdoor and social media. You may think that it's impossible to fight against these reviews, but recovering from a horrible employer brand is doable if you work to make the changes necessary to better your company. Let's break down how to attract top talent when rebuilding a less than stellar employer brand.
Branding Is Everything
First, let's chat about why you should care about your brand anyway. Your company's employer brand makes a difference, especially now. Your reviews from past employees make a big difference because talented people want to work for a company that they will love. Candidates have a ton of access to company reviews on sites like Glassdoor and Indeed. You are no longer recruiting in a vacuum.
We’ve talked before about how big of a deal recruitment branding is when it comes to attracting top talent. We can’t stress this enough, especially in the fight for the best talent in your industry.
While we can't speak on why you have a weak employer brand at the moment, hopefully, this post will give you some steps to turn that around.
Understand The Full Gravity Of The Situation
First and foremost, you need to sit with the full gravity of the employer brand that your company has built. Comb through the information that is available about your company online and own that brand.
It’s hard to make decisive action about your next steps if you are avoiding your current reality. Get serious about understanding your current situation so you can make changes for the better.
Make Sure You Understand Public Opinion/Ex-Employee Opinion
If you want to take steps to change your reputation, you need to know what is currently out there. Take the time to look through public opinion and do some social listening.
Check out your reviews on places like social media, Glassdoor, Indeed, and any other locations where customers or employees can review your brand. Studying this information will give you the opportunity to see what potential employees know before they apply for your open positions.
Take Decisive Action To Become A Better Company
Now, you should take in all the feedback you have heard from past employees and customers about how you can be a better employer and company. Also, consider what your current employees want from your company. Use that information to create an action plan for how you will improve in the future.
You don’t have to take every sentence of criticism to heart but understand the big picture. What are people complaining about the most? What actions can you take that will make the most impact on your company?
When it comes to understanding this, let’s take a look at the 80/20 rule. The 80/20 rule or the Pareto Principle states that 20% of the work you do will create 80% of the results. So, there may be 100 things you can do to make your company a better place, but if you implement 20 or so of the best ideas, your company will be better than you could have ever imagined.
Showing that you are ready to tackle that small list of things will be a game changer. Actually addressing that list will catapult your company to the next level.
Utilize PR Strategies To Make These Decisions Public Knowledge
After you start making these changes inside your company, you should consider working with a PR consultant to help tell your new employer story. Taking decisive action to change your company culture is one thing, letting others know about this change is another thing.
They can help you respond carefully to employee and customer reviews, create campaigns that showcase your new brand, and help you manage the entire process of refreshing your brand.
Best of all, they can help you come up with the right measurements to understand your success. How will you know when you have finally turned around your employer brand? Is this something that will take a few months or a few years?
Lean On Social Media And Your Website To Tell Your New Employer Story
Your company’s social media profiles and website are the best places to tell your new employer story. Even if hiring a PR person isn’t in your future, you can use those places to rectify your poor employer brand. Utilize social media and your website to communicate the positive changes you are making to your company.
Spotlight Employees And Their Positive Thoughts About Your Company
If you are not currently spotlighting your employees and the positive things they are doing for your company and customers, start doing so on social media and your website. Put a face to your brand by spotlighting and appreciating the people who make it as successful as it can be.
Let your employees tell their story through high-quality videos and photographs showcasing the work they do for your company and how your company supports them. Doing this along with the changes you are making to better your company is the two-pronged approach you need to create a better employer brand.
Don’t Forget To Be Transparent About The Shift Your Company Is Making
Transparency is critical during this time. If you aren't transparent about the changes you are making, you can't expect potential candidates to know you are making changes. Highlight the changes you make on your website and social media profiles. Write and share press releases with relevant companies in your industry that showcase what you are doing to better your company.
Respond To Reviews Tactfully
You should also spend time responding to reviews gracefully. Responding to reviews lets past and future employees know that you are making changes to better your company. Most sites will let employers respond to any reviews left on their profile. Make sure you have a plan to respond to reviews the right way.
If you want to bounce back from a poor employer brand, you must be patient. It has likely taken you a while to get into your current situation, and it will take you a while to bounce back from it. With the two-pronged approach of taking decisive action and highlighting those actions online, you will begin to see the tide turn. Every action you take to fix your brand will be met with a reaction from your customers and potential employees, but that takes time.
Do you want to communicate with candidates the right way while you are rebuilding your employer brand? Check out our white paper about candidate communication today.