Employer branding is essential for companies looking to attract and retain top talent.
But, like anything in life, employer branding has to be done well in order for it to be effective! There are certain mistakes that could make your employer branding efforts ineffective. Here are four of them:
Failing To Put Enough Focus On Employer Branding
The biggest mistake that you can make in employer branding is not focusing on it enough! Employer branding is not something that you can do halfheartedly. In order for it to be effective, you need to have staff at your company designated to focusing on it.
This includes developing short and long-term strategic planning for company branding, along with pushing out content about your company. This includes drafting your own website content, videos, and in-house articles about your company, or exploring potential partnerships or services that can push out content about your employer brand.
It's also essential to utilize your social media accounts in your branding efforts. Social media is a powerful tool to share content and video. Also, if your company participates in a major community service project, wins an award, or holds a cool party or outing, post pictures to your social media accounts and share it with the world.
Failing To Tell Your Company's Complete Story
Yes, a major part of your employer branding efforts will be showcasing employee benefits and unique perks, but that can't be the only focus. Companies need to be clear with prospective employees about what it is they do and what sets them apart from their competition.
In addition, if there's hard work involved, don't be afraid to say so. You want employees that find hard work rewarding and are not afraid to roll up their sleeves and get to work. And, if hard work leads to success and career growth, that's even better! Share those employee success stories and let job seekers know what it takes to move up the ladder at your company.
Failing To Recognize What Others Say About Your Company
It's a fact of life—not everyone is going to like you.
Job seekers rely heavily on websites like Glassdoor.com and Indeed.com to get a general overview of a company, often focusing on employee reviews. Most large companies have a mixture of good and bad reviews. No matter how hard you try, not every employee experience is going to be a good one. However, it would be a mistake to ignore the negative feedback.
An unhappy employee may have legitimate feedback about a weakness in your company. If this negative feedback can ultimately benefit your company, why wouldn't you take it?
If possible, someone from the company should respond to all the negative reviews, even if it's just a simple acknowledgement. It shows prospective employees that you pay attention and care about the company's reputation.
Failing To Adapt To Change
Employer branding trends are always changing, and so does your business. What works today may not work in five years, over even a year from now. Discuss your branding efforts frequently and don't be afraid to make adjustments as you go.
A stale company brand is almost as bad as having no brand at all.
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