From a job seeker's perspective, finding the right career can be difficult because of the competitive job market.
But, did you know that it can be just as difficult from an employer's perspective to attract the right type of candidate?
The job search process is changing, and smart job seekers are changing with the process. No longer applying to any and every job, job seekers are shopping around, doing their research, not only trying to find jobs that they are qualified for but wanting to feel aligned with an employer's mission, values, and approach to business, too.
If you're an employer looking to attract the right type of candidate, it's essential to effectively communicate your mission, values, and company culture through your employer branding efforts.
Here are some of the best ways for your company to tell its story.
Focus On The People
Your employees are your strongest assets. Feature them in your employer brand content.
Do you have a CEO with a unique story? An employee who has been with the company for 50 years who has worked in almost every position? These are great stories to tell because they're real people talking about what it's like to work at your company.
Employees telling these stories gives job seekers doing research a window inside everyday life at the company and what it takes to succeed.
This also gives job seekers great insight into who they will be working with and who's leading the company.
Focus On The Mission
Whether your company is the leader in financial software or a sporting goods manufacturer, be sure to clearly communicate what it is you do. Talk about what makes your company unique and what sets it apart from your competition.
In talking about the company's mission, this is also a good opportunity to point out any awards and recognition that the business has received. These awards are part of the company story and these third-party awards are one way to show that your business is as good as you say it is.
Employer branding is also a great opportunity to target your audience. If your company needs to hire multiple data analysts, you can push out content about your data analytics department and some of the significant projects completed by that department.
Focus On Company Culture
Both job seekers and employers put A LOT of emphasis on company culture.
There is no one single definition for company culture, and culture means different things to different people.
Knowing that you can't please everyone, try to focus on one specific thing that you feel is essential to your company's culture and truly makes it unique.
For example, work-life balance is a major part of BambooHR's company culture and they promote it by asking employees not to work more than 40 hours/week and paying for their vacation once a year.
Tell a story about what makes the company culture unique and how the company walks the walk on it.
It's also important to clearly define the company's values. If the company has an impressive benefits package and cool perks like a game room or state-of-the-art gym or cafeteria, you can definitely mention all of that—just don't make it the focus.
Where To Tell Your Company's Story
The company website, particularly the careers page, is where most businesses focus their employer branding efforts. But social media, blogs, and job review websites also play a huge role.
It's important to post a piece of content at least once a day Monday through Friday on all of the company's relevant social media platforms, including Facebook, LinkedIn, Twitter, and Instagram, to name a few.
Keep in mind that job seekers won't stop their research at your company website and social media accounts. They're typing the company name into search engines, trying to learn as much as possible. So, your company should be exploring multiple ways to get your employer brand out there by getting good press or being featured by a third-party, like Work It Daily!
Are you an incredible company?