Your employer brand is made up of two parts: the story your organization tells and the one your employees and candidates do. Companies must manage both sides of this equation to foster authentic, successful employer brands. The question is, do your stories match? And if they don’t, how can you go about changing the narrative?
Got employees? Then you’ve got an employer brand
The truth is, any organization that has employees inherently has an employer brand. But while you can post as many happy team photos as you’d like, if your employees are sharing a different story, that dissonance is a major red flag — one that could cost you when it comes to talent acquisition.
That’s because prospective candidates thoroughly vet companies by mining online reviews, forums, and social media posts for insights — just as they would for a big purchase. What past and present staffers have to say carries significant weight, and ignoring it comes at your own peril. Left unmanaged, you could lose top talent and credibility while facing longer time-to-hire rates and higher recruitment costs.
Crafting and managing your employer brand: 4 proactive strategies
Just like your workforce, your employer brand is dynamic and ever-evolving. Here are some ways you can build and grow your brand in partnership with employees.
First and foremost, take the lead. Start by defining your unique employer value proposition (EVP) and communicating it across a variety of channels. Take the time to craft compelling narratives around your company culture and your mission, and offer insight into growth opportunities and employee experiences. This can include:
- Showcasing diverse employee testimonials on your website or Glassdoor employer profile
- Creating engaging long-form content, like videos and blog posts, about company life
- Highlighting total compensation, including competitive benefits, unique programs, and other sources of support
The payoff: Knowing your story keeps you accountable to your own values internally and provides a yardstick for measuring external perceptions.
What holds more weight with job seekers: a company’s carefully crafted statement or the unfiltered insights of an employee? Likely the latter. That’s why your employees’ voices are a powerful part of your employer brand story. Their authentic experiences carry far more credibility than any corporate message.
To truly harness this power, find ways to make it easy and desirable for your employees to become brand ambassadors. Think about how you can support and amplify their voices, whether that’s by highlighting their successes on your company’s social media, featuring their testimonials prominently on your career page, or asking them to contribute authentic Glassdoor reviews. When employees organically champion your company, it lends your employer brand immense credibility.
The payoff: A thriving culture of employee advocacy validates your unique story and fosters a deeper connection with potential hires who trust what your employees are saying.
Did you know: 53% of job seekers look for more information about a company after reading a job description1. That’s why it’s important to keep a temperature check on your workforce year-round by monitoring reviews on Glassdoor and actively researching mentions of your organization online.
Listen for what employees value, whether that’s a supportive work culture or the ability to work remotely. Dig deeper into common themes and patterns, such as concerns over work-life balance or dissatisfaction with growth opportunities. And don’t forget to read between the lines — what employees don’t mention can also be telling.
The payoff: Receiving unfiltered feedback provides you with a realistic view of how your efforts are tracking. Use this valuable data to adjust your messaging, programs, and offerings as needed.
Critical review? Don’t bury your head in the sand and hope it goes away. Negative comments offer you an opportunity to put your EVP into practice. Show that you’re committed to improving by tackling hard conversations out in the open and with grace. Then, use that feedback to come up with an action plan. Don’t ignore your accolades either. Be sure to thank positive reviewers for their feedback and take note of the things that are working for your employees.
The payoff: Transparency in the workplace strengthens your culture. Thoughtful responses to criticism show your dedication, which builds trust with employees and potential candidates.
The bottom line: Strong employer brands drive business results
When your employer brand is united by the same powerful story — no matter who tells it — you’ll be in a better position to:
- Attract top talent whose values align with yours.
- Improve retention as satisfied employees stay longer.
- Enhance business performance through reduced recruitment costs, increased innovation and productivity, and even better service to customers.
So, while it can be appealing to think of employer branding as a “set it and forget it” thing, treat it like an ongoing conversation. Doing so will allow you to proactively shape your narrative and take the reins of this powerful asset (before someone else does).
Ready to take control of your employer brand? Glassdoor is here to help. Get started by signing up for a Free Employer Account or speak to a sales rep about our enhanced branding options.
Citations
1 Source: Glassdoor/Harris Poll, June 2023, US