For a few years it felt like we were writing blogs that leaned towards survival guides for the recession. Now – we’re pleased to say – the problem is at the other end of the scale. Our HR Reflections research shows that 85% of organisations are planning to increase staff levels but 2/3 are finding it hard to fill their vacancies compared to a year ago. Whether you’ve worked hard at developing it or not, you already have the solution to this problem at your disposal: the power is in your employer brand.
What does your organisation stand for? What do you think it is like to work for your organisation? What are your values and do you live them? Now what about people on the outside – what do they think of your organisation? Is it the same thing?
Every way in which you are represented to the outside world forms your employer brand. From your website or your shop front to your press coverage and employee mentions, your employer brand is the sum of all your parts – no matter whether it’s been actively created or passively acquired. Your employer brand could be your Bat Signal calling people to you, or your turn off working against you.
Obviously a quick Google of your organisation will give you some of the information that your potential employees will see on their job search. It’s important to take social media into account too, as well as work-related sites such as Glassdoor – our 2016 Global Perspectives Survey showed that 51% of people looking for a new role would ask existing employees what an organisation was like to work for before pursuing a new one. If we continue with the Batman theme, employee advocacy is your Robin – your back up that you are who you say you are, making you more believable and trustworthy through a person taking a stand for you.
No organisation has 100% employee happiness all year round. And there will be times when your employees post things that you would rather they didn’t. The best thing that you can do to combat this is create a workplace that works in the best way for you and your employees, with good communication and care at its heart. To ensure your employer brand is working for you externally, it needs to be an authentic reflection of how your workplace is internally. Your employer brand can even be put to work internally, as a point to bring people together, generate pride, and rally behind. You’re never going to please everyone, but if you have a strong focus showing that you would like to, you are likely to create more Robins – or brand ambassadors – than Jokers (or brand detractors).
To find out more about how to develop an authentic, attractive and distinct employer brand, download our report here…