When it comes to hiring, the market can feel like a pendulum. But whichever way it swings — boom or bust — your company will always need to cut through the noise.
In good times, competition for top talent can be fierce. Becoming an employer of choice requires making a big splash in a smaller talent pool. During a recession, the talent pool is bigger, but zeroing in on the best prospects in the bunch becomes more difficult. And either way, you want to keep the great employees you have by nurturing a strong workplace culture that can go the distance, no matter the market conditions.
This is where employer branding comes in.
Building an employer brand
The best employers have built a solid foundation for a successful and satisfied workforce. At every step of the hiring process, they’re meeting job seekers where they’re at with clear, informed, and authentic communications. They talk and listen, and they know that earning the trust and respect of their employees begins before anyone hits “apply.”
Whether you’re starting from scratch or thinking it may be time to kick things into high gear, read on to discover why a great employer brand is worth its weight in gold — and how Glassdoor can help you get the most out of your efforts.
A strong story commands attention
Your employer brand is the sum total of everything that makes you you in the eyes of your employees and job seekers. Your mission and values. Your workplace benefits and initiatives. It’s all part of the overarching story of who you are, what you do, and why people should want to work for you.
Building a story that’s consistently — and authentically — compelling sets you apart from the competition. It helps you attract the attention of job seekers while building trust and loyalty in the hearts of your employees. But it’s about much more than carefully crafted employee value propositions (EVPs) and pithy job descriptions. It’s about showing talent, through words and actions, that you care about what matters most to them.
Next steps: First, you’ll want to create a Glassdoor Free Employer Account, if you haven’t already. When you sign up, you’ll get access to your employer profile, where you can flesh out your company overview, highlight employee benefits, share company updates, and more.
Upgrading to the Employer Branding Hub (EBH) allows you to tell an even bigger story with enhanced branding across your company’s Glassdoor and Indeed profiles. Check out our “Why Work With Us” section — essentially a living version of your EVP — where you can customize up to five tabs with images, video, and text on everything from your culture to your leadership.
Higher quality candidates, lower recruiting costs
In a sea of talent, casting a super-wide net and hoping for a good catch is far from efficient. Instead, by creating, living, and communicating your mission and values authentically and transparently, you’re in a better position to attract the attention of quality employees who share your objectives and beliefs — and reel them in.
This applies to your current workforce too! When you consistently walk the walk of everything you claim to stand for, you’re more likely to retain that same talent because they’ll have a reason to stay.
Next steps: Share your unique story across Glassdoor, Indeed, and hundreds of other sites with Employer Branding Ads (EBA). You can target specific audiences with customized content, including featured reviews and native ads, that speaks to your ideal candidate. With EBH, you’ll even be able to get your open jobs in front of best-fit talent that’s looking at your competitors’ profiles.
Also, check out Spotlight Pages™, which allows you to promote teams and divisions within your company, and feature specific roles and reviews for those groups. This makes it easier, and faster, for sought-after talent to identify and apply for relevant positions.
Employees are your best brand ambassadors
As people who experience your company every day, employees have a unique perspective on your business. The strongest employer brands exude respect, empathy, and honesty. And a healthier, happier workforce translates to employees who are proudly — and publicly — supportive of your company.
This is especially important because candidates aren’t just reading your job posts and browsing your career site. They’re also paying attention to what they see out in the “wild,” where your employees are demonstrating — through words and actions — how they feel about working for you. Bonus: When employees sing your praises, it can resonate with consumers too.
Next steps: Stay on top of your Glassdoor reviews. They’re one of the best ways to get a vibe check on the state of your workforce. With your Free Employer Account, you can explore basic employer profile analytics that reveal trends in your ratings and interview reviews. Or you can dive even deeper with EBH analytics or Review Intelligence™. These offerings provide advanced data and analysis from across Glassdoor and Indeed, such as review sentiment analysis, competitor comparisons, and advanced filtering capabilities.
Having quality Glassdoor reviews signals that you have an engaged workforce, so don’t forget to encourage employees to leave authentic feedback. You’ll also want to make a habit of responding to your reviews, which can have a very positive effect on users’ perception of your company.
The employer brand advantage
Let’s face it: a strong employer brand is no longer just a nice-to-have if you want to come out on top. Whether you’re still figuring out your company’s story or ready to shout it from the rooftops, Glassdoor gives you the tools and insights to connect with the right talent and build a team that thrives. Take the next step today by carefully reviewing your Glassdoor profile and optimizing it to attract your ideal candidates.
2 Source: Glassdoor and Indeed monthly employer-level data (worldwide), Jan–June 2023
3 Source: Glassdoor.com U.S. Site Survey, Jan–June 2023