Popularity Administration in Your Employer Branding Technique 

In the event you’re on a journey to advance your group’s employer model, chances are high you’ve seen your organization score and critiques on Glassdoor and Certainly. In the event you additionally learn our earlier article, ‘The Worth of an Employer Worth Proposition,’ you realize that we mentioned the significance of constructing credibility by long-term employer repute administration. However what does this really appear to be and the way does it relate to employer branding? 

The objective of a powerful employer model is to draw, retain, and interact expertise. One of many most important 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 repute administration websites the place expertise can depart nameless critiques about their worker expertise, along with offering candidates a platform to additional analysis firms. In truth, “86% of candidates are prone to analysis firm critiques and scores when deciding the place to use for a job”. With such a excessive share of expertise researching their potential employers, you possibly can see why it’s important to showcase your employer model and concurrently, have a optimistic repute.  

Why does repute administration matter? 

One of many employer repute capabilities on Glassdoor and Certainly embrace incomes an organization score on a 5-point scale. In accordance with Jamie Hichens, Senior Supervisor of Expertise Acquisition at Glassdoor, “Of the 700,000 employers reviewed on Glassdoor, the common 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 common 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 company, as properly affect their choice to use to your organization. 

Retention can also be impacted by your repute. When potential job seekers can higher perceive the worker expertise at your organization and might hear from workers firsthand, it reassures them and builds their confidence of their notion of you. In accordance with a Glassdoor statistic, “67% of employers consider retention charges could be increased if candidates had an image of what to anticipate about working on the firm earlier than taking the job, which possible explains why Glassdoor customers have a larger retention price.” This displays how essential it’s to contemplate 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’s at all times alternative to enhance and improve your organization’s repute whereas showcasing your employer model. We’ve put collectively 5 ideas that may assist enhance your credibility, improve your employer model, and create a powerful employer repute.  

5 Tricks to Enhance Your Popularity Administration Technique 

1. Begin Responding to Critiques 

A part of having an efficient and optimistic employer model is participating present and former workers to share their expertise working at your organization. Ideally, you’d like each worker to have a optimistic expertise, however there are some cases the place that doesn’t occur. Within the case that you simply obtain a adverse assessment in your Glassdoor or Certainly profile, what do you have to do? We encourage firms to be proactive and reply to each adverse and optimistic critiques incessantly, resembling a weekly or bi-weekly foundation. This exhibits expertise that you simply actively test in your profile and make responding to critiques 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 assessment.”  

2. Embrace Worker Suggestions 

Taking criticism is simpler mentioned than achieved, however it exhibits you’re prepared to hear and worth the experiences and opinions of your present and former workers. In case you are seeing traits all through your critiques resembling constant adverse feedback a few lack of work-life stability or subpar compensation/advantages, it may very well be worthwhile to analyze this additional and strategize on what you could possibly do to enhance these facets. In your responses, be certain to come back throughout as real and specific gratitude that your workers took the time to share their suggestions.  

3. Present, don’t inform. 

In the event you’ve taken a writing course up to now, you could keep in mind your professor encouraging you to ‘present, don’t inform’ in the case of storytelling. The identical strategy applies to the content material you select to incorporate in your on-line profiles. Relatively 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 stability at your group, take the chance to incorporate visible content material resembling pictures and movies over text-heavy info. It’s simple to get misplaced when there’s an excessive amount of textual content, however offering movies and pictures makes the content material extra participating and simpler to digest.  

4.  Maintain 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? Have been you lately awarded for one thing? With platforms like Glassdoor and Certainly, it’s important to replace your profile typically and embrace related worker pictures, firm awards, and organizational bulletins. This fashion, 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 essential to replace your profile should 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 critiques, updates their profile, shares updates on the tradition and work surroundings).”  

5. Have interaction and recruit worker ambassadors. 

In the event you’re seeking to enhance your score on Glassdoor, a method to take action is asking workers to depart their suggestions. Take into consideration the people which might be advocates in your group and are concerned in ERGs, management teams, and those that are highly effective storytellers. Aside from searching for particular people, contemplate sending out emails after firm occasions. In the event you just lately held an inner coaching session, a workshop, or an worker reached a piece anniversary, contemplate sending them an electronic mail asking them to depart a assessment 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 company. 

Each firm has a repute as an employer. Using repute 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 workers doesn’t go unnoticed. At Universum, we assist quite a few organizations the world over with their group administration and employer model positioning. In the event you’re contemplating advancing your recruitment or retention initiatives and don’t know the place to begin, we’re right here to assist.