Why Your Employer Brand Matters | Binary Fountain

November 29, 2019

Why Your Employer Brand Matters

By: Kayla Zamary

Why Your Employer Brand Matters

You know you need quality employees to get you to the next level, but if you are like most companies, you may struggle to find good people with the right skills.

One of the ways that you can improve your odds of finding the right candidates is to look at what former employees and other people are saying about your business.

Your reputation in the marketplace is what’s known as an employer brand. How people see your company can either help you secure the talent you need to go to the next level or keep the best applicants away.

What does your employer brand say about your business?

Why Your Presence on Glassdoor and Indeed Matters

Glassdoor and Indeed are two of the most important places to pay attention to your employer brand.

Both websites are review sites for job seekers and employees. The sites allow employees to leave anonymous reviews for things like experience, salary and hiring process on companies they have worked for or currently work for.

Job seekers can look at job openings, post their resume and do research on companies. Chances are, prospective candidates are going to ignore your career listings if they see negative reviews from current and previous employees.

Bottom line is, candidates are watching. The best ones are very intentional about doing their research and looking into what the experiences of other people have been.

According to a 2017 report by iCIMS, when looking for a place to work, 37 percent of job seekers heavily base their decision on employer reviews, 24 percent on text-based content on the company’s website and 24 percent on its publications or products. The report also discovered that 70 percent of workers have job hunted while working, and nearly a third of workers turned away from a company due to negative reviews it received from an employee.

This is all proof that employer brand matters to talented candidates.

How to Build Your Employer Brand

There are several things you can do to build a positive employer brand.

For starters, you must understand that your employer brand is something you cultivate. It may seem like the public does and you don’t have much control, but you do.

Here are 3 ways to shape your employer brand on Glassdoor and Indeed

  1. You can personalize your profile to the audience

You can post an up to date logo and create content based on who’s following you or who you want to attract. Glassdoor actually allows you to create a personalized view of your profile for up to four different audiences based on their occupation, such as engineering, creative, sales, etc.

  1. Update your profile often

Candidates are much more likely to get excited about working for a company if they can see the latest milestones, product releases, community service, etc., versus one that is a big mystery due to lack of available, up to date information or posts. Updating your profile often lets you show potential candidates why your company is a great place to work.

  1. Track (and respond to) reviews

Both platforms alert you when someone leaves a review or comments on a post. On Glassdoor, you can feature positive reviews on your profile so that they are the first ones job seekers see when researching your company. It’s also important to keep track of your reviews to stay in tune with what’s going on in your business and if there are any common threads that need to be addressed to shift the culture into a better place for candidates.

How to Respond to Employee Reviews

Part of shaping your employer brand is through employee reviews. You can get them by encouraging employees to leave them anonymously. Getting positive reviews is always nice, so be sure to return the favor with a thank you. It’s important for candidates to see that you are present and care, even for the negative feedback you’re bound to receive.

Negative reviews are uncomfortable and sometimes infuriating, but how you respond to them matters and is part of any solid employee engagement or branding strategy.

In fact, 62 percent of candidates say their perception of a company improved after seeing that the employer responded to a review (Glassdoor U.S. Site Survey, 2016).

So, how do you handle the negative reviews?

Welcome the feedback and address their specific comments with validation, respect and empathy.

If you feel defensive, give yourself some time to cool off before replying. It’s also important to address any specific comments, when possible, with action steps to improve the called-out grievance. Follow that up by amplifying the positive aspects of working at the company and thanking them for their feedback.

Responding to reviews can end up becoming a full-time job, so consider designating someone who is directly responsible for it. This person should have the necessary bandwidth and excellent communication skills. If that isn’t an option, coming up with a response template that can be tweaked can also be useful.

Seeing that a potential employer is transparent and authentic is important to most candidates. It helps candidates get a glimpse of the company’s culture and reputation before jumping in. After all, candidates know they will be spending the majority of their waking hours with you.

There are too many options for potential job seekers right now to settle for a poor work environment. That’s why you have to make sure you’re doing your part in crafting your employer brand.

How Binary Fountain Can Help You Improve Your Employer Brand

Knowing how to properly ask for and respond to employee reviews will help you boost your employer brand and attract the kind of people you want in your organization. Having the right reputation management solution will help you see what areas you need to improve on to create a better environment for your employees.

Binary Fountain’s employer brand solution gives you the ability to view your reviews on Glassdoor, LinkedIn, Indeed and others all in one place, giving you a complete view of your brand’s performance both in its own right and compared to your competitors.

Schedule a demo today to see why employees trust Binary Fountain to help them improve their employer brand.

About the Author

Kayla Zamary
Marketing Manager

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