Fame Administration in Your Employer Branding Technique 

For those who’re on a journey to advance your group’s employer model, likelihood is you’ve seen your organization score and evaluations on Glassdoor and Certainly. For those who additionally learn our earlier article, ‘The Worth of an Employer Worth Proposition,’ you understand that we mentioned the significance of constructing credibility by long-term employer status administration. However what does this truly appear to be and the way does it relate to employer branding? 

The aim of a robust employer model is to draw, retain, and interact expertise. One of many primary methods to draw expertise is thru recruitment advertising and using genuine and fascinating content material that showcases who you’re as an organization and what expertise can anticipate from you. The place does expertise usually search for this content material and data? On websites like Glassdoor and Certainly. 

Why Glassdoor and Certainly? 

Glassdoor and Certainly are status administration websites the place expertise can go away nameless evaluations about their worker expertise, along with offering candidates a platform to additional analysis firms. In truth, “86% of candidates are prone to analysis firm evaluations and rankings when deciding the place to use for a job”. With such a excessive proportion of expertise researching their potential employers, you may see why it’s very important to showcase your employer model and concurrently, have a constructive status.  

Why does status administration matter? 

One of many employer status capabilities on Glassdoor and Certainly embrace incomes an organization score on a 5-point scale. In line with Jamie Hichens, Senior Supervisor of Expertise Acquisition at Glassdoor, “Of the 700,000 employers reviewed on Glassdoor, the typical firm score is a 3.3, so employers with the next score are an above-average employer, whereas these with a decrease score are below-average employers.” If 86% of candidates are researching employers on-line and the typical firm score is round a 3.3, having an above common or a under common rating can drastically have an effect on expertise’s notion of you as a corporation, as effectively affect their choice to use to your organization. 

Retention can also be impacted by your status. When potential job seekers can higher perceive the worker expertise at your organization and may hear from staff firsthand, it reassures them and builds their confidence of their notion of you. In line with a Glassdoor statistic, “67% of employers imagine retention charges could be greater if candidates had an image of what to anticipate about working on the firm earlier than taking the job, which seemingly explains why Glassdoor customers have a better retention price.” This displays how necessary it’s to think about the way in which you’re exhibiting up on-line and the way you’re portraying your tradition to job seekers. 

Whether or not you’re above or under the three.3 common, there may be at all times alternative to enhance and improve your organization’s status whereas showcasing your employer model. We’ve put collectively 5 suggestions that may assist enhance your credibility, improve your employer model, and create a robust employer status.  

5 Tricks to Enhance Your Fame Administration Technique 

1. Begin Responding to Critiques 

A part of having an efficient and constructive employer model is partaking present and former staff to share their expertise working at your organization. Ideally, you’d like each worker to have a constructive expertise, however there are some cases the place that doesn’t occur. Within the case that you simply obtain a destructive overview in your Glassdoor or Certainly profile, what do you have to do? We encourage firms to be proactive and reply to each destructive and constructive evaluations regularly, similar to a weekly or bi-weekly foundation. This exhibits expertise that you simply actively test in your profile and make responding to evaluations a precedence. It additionally will increase model notion: “76% of Glassdoor customers agree their notion of an organization improves after seeing an employer reply to a overview.”  

2. Embrace Worker Suggestions 

Taking criticism is less complicated stated than executed, nevertheless it exhibits you’re prepared to pay attention and worth the experiences and opinions of your present and former staff. In case you are seeing traits all through your evaluations similar to constant destructive feedback a few lack of work-life steadiness or subpar compensation/advantages, it may very well be worthwhile to research this additional and strategize on what you may do to enhance these features. In your responses, ensure that to return throughout as real and categorical gratitude that your staff took the time to share their suggestions.  

3. Present, don’t inform. 

For those who’ve taken a writing course up to now, you could bear in mind your professor encouraging you to ‘present, don’t inform’ in relation to storytelling. The identical strategy applies to the content material you select to incorporate in your on-line profiles. Somewhat than writing paragraph after paragraph about why you assume your organization is nice, why not inform the identical narrative by visually interesting content material? Whether or not you’re showcasing your organization tradition, highlighting worker advantages, or speaking concerning the work-life steadiness at your group, take the chance to incorporate visible content material similar to images and movies over text-heavy info. It’s straightforward to get misplaced when there’s an excessive amount of textual content, however offering movies and pictures makes the content material extra partaking and simpler to digest.  

4.  Hold Your Profile and Content material As much as Date 

A part of constructing long-term credibility is ensuring you’re depicting an correct illustration of your organization tradition. Did you simply rent a brand new CEO? Is there a brand new ERG that fashioned? Had been you latterly awarded for one thing? With platforms like Glassdoor and Certainly, it’s important to replace your profile usually and embrace related worker images, firm awards, and organizational bulletins. This manner, expertise can see you actively monitoring your profile and so they obtain an up-to-date reflection of what your group. It’s much more necessary to replace your profile when you’ve just lately launched or refreshed your EVP. That is supported with the truth that, “4 in 5 Glassdoor customers usually tend to apply to an open job if the employer is lively on Glassdoor (e.g. responds to evaluations, updates their profile, shares updates on the tradition and work surroundings).”  

5. Interact and recruit worker ambassadors. 

For those who’re seeking to improve your score on Glassdoor, a method to take action is asking staff to go away their suggestions. Take into consideration the people which are advocates in your group and are concerned in ERGs, management teams, and those that are highly effective storytellers. Aside from on the lookout for particular people, contemplate sending out emails after firm occasions. For those who just lately held an inner coaching session, a workshop, or an worker reached a piece anniversary, contemplate sending them an e-mail asking them to go away a overview about their expertise throughout these occasions or about their time on the firm. Fostering a tradition the place honesty, transparency, and sharing suggestions is the norm will solely create worth, contribute positively to your employer model, and solidify your authenticity as a corporation. 

Each firm has a status as an employer. Using status administration to successfully showcase your employer model and enhance expertise’s notion of you is essential within the present labor market. The way you present up on-line and the way you present up in your staff doesn’t go unnoticed. At Universum, we assist quite a few organizations the world over with their neighborhood administration and employer model positioning. For those who’re contemplating advancing your recruitment or retention initiatives and don’t know the place to start out, we’re right here to assist.