Repute Administration in Your Employer Branding Technique 

Should you’re on a journey to advance your group’s employer model, chances are high you’ve seen your organization ranking and opinions on Glassdoor and Certainly. Should you additionally learn our earlier article, ‘The Worth of an Employer Worth Proposition,’ you understand that we mentioned the significance of constructing credibility by way of long-term employer fame administration. However what does this really appear to be and the way does it relate to employer branding? 

The objective of a powerful employer model is to draw, retain, and interact expertise. One of many important methods to draw expertise is thru recruitment advertising and using genuine and interesting content material that showcases who you’re as an organization and what expertise can anticipate from you. The place does expertise usually search for this content material and knowledge? On websites like Glassdoor and Certainly. 

Why Glassdoor and Certainly? 

Glassdoor and Certainly are fame administration websites the place expertise can go away nameless opinions about their worker expertise, along with offering candidates a platform to additional analysis corporations. The truth is, “86% of candidates are prone to analysis firm opinions and scores when deciding the place to use for a job”. With such a excessive share of expertise researching their potential employers, you may see why it’s very important to showcase your employer model and concurrently, have a constructive fame.  

Why does fame administration matter? 

One of many employer fame capabilities on Glassdoor and Certainly embrace incomes an organization ranking on a 5-point scale. Based on Jamie Hichens, Senior Supervisor of Expertise Acquisition at Glassdoor, “Of the 700,000 employers reviewed on Glassdoor, the common firm ranking is a 3.3, so employers with the next ranking are an above-average employer, whereas these with a decrease ranking are below-average employers.” If 86% of candidates are researching employers on-line and the common firm ranking is round a 3.3, having an above common or a beneath common rating can drastically have an effect on expertise’s notion of you as a company, as properly impression their choice to use to your organization. 

Retention can also be impacted by your fame. When potential job seekers can higher perceive the worker expertise at your organization and might hear from staff firsthand, it reassures them and builds their confidence of their notion of you. Based on a Glassdoor statistic, “67% of employers consider retention charges could be larger if candidates had an image of what to anticipate about working on the firm earlier than taking the job, which seemingly explains why Glassdoor customers have a better retention charge.” This displays how vital it’s to contemplate the best way you’re displaying up on-line and the way you’re portraying your tradition to job seekers. 

Whether or not you’re above or beneath the three.3 common, there may be all the time alternative to enhance and improve your organization’s fame whereas showcasing your employer model. We’ve put collectively 5 ideas that may assist enhance your credibility, improve your employer model, and create a powerful employer fame.  

5 Tricks to Enhance Your Repute Administration Technique 

1. Begin Responding to Opinions 

A part of having an efficient and constructive employer model is partaking present and former staff to share their expertise working at your organization. Ideally, you’d like each worker to have a constructive expertise, however there are some cases the place that doesn’t occur. Within the case that you just obtain a destructive evaluation in your Glassdoor or Certainly profile, what must you do? We encourage corporations to be proactive and reply to each destructive and constructive opinions regularly, resembling a weekly or bi-weekly foundation. This exhibits expertise that you just actively examine in your profile and make responding to opinions a precedence. It additionally will increase model notion: “76% of Glassdoor customers agree their notion of an organization improves after seeing an employer reply to a evaluation.”  

2. Embrace Worker Suggestions 

Taking criticism is less complicated stated than accomplished, nevertheless it exhibits you’re prepared to pay attention and worth the experiences and opinions of your present and former staff. In case you are seeing tendencies all through your opinions resembling constant destructive feedback a couple of lack of work-life stability or subpar compensation/advantages, it may very well be worthwhile to analyze this additional and strategize on what you would do to enhance these points. In your responses, be certain to come back throughout as real and specific gratitude that your staff took the time to share their suggestions.  

3. Present, don’t inform. 

Should you’ve taken a writing course previously, it’s possible you’ll bear in mind your professor encouraging you to ‘present, don’t inform’ in the case of storytelling. The identical method applies to the content material you select to incorporate in your on-line profiles. Fairly than writing paragraph after paragraph about why you suppose your organization is nice, why not inform the identical narrative by way of visually interesting content material? Whether or not you’re showcasing your organization tradition, highlighting worker advantages, or speaking in regards to the work-life stability at your group, take the chance to incorporate visible content material resembling images and movies over text-heavy info. It’s straightforward to get misplaced when there’s an excessive amount of textual content, however offering movies and pictures makes the content material extra partaking and simpler to digest.  

4.  Maintain Your Profile and Content material As much as Date 

A part of constructing long-term credibility is ensuring you’re depicting an correct illustration of your organization tradition. Did you simply rent a brand new CEO? Is there a brand new ERG that shaped? Had been you latterly awarded for one thing? With platforms like Glassdoor and Certainly, it’s important to replace your profile usually and embrace related worker images, firm awards, and organizational bulletins. This manner, expertise can see you actively monitoring your profile and so they obtain an up-to-date reflection of what your group. It’s much more vital to replace your profile in case you’ve not too long ago launched or refreshed your EVP. That is supported with the truth that, “4 in 5 Glassdoor customers usually tend to apply to an open job if the employer is lively on Glassdoor (e.g. responds to opinions, updates their profile, shares updates on the tradition and work surroundings).”  

5. Interact and recruit worker ambassadors. 

Should you’re seeking to improve your ranking on Glassdoor, a method to take action is asking staff to depart their suggestions. Take into consideration the people which are advocates to your group and are concerned in ERGs, management teams, and people who are highly effective storytellers. Apart from searching for particular people, take into account sending out emails after firm occasions. Should you not too long ago held an inside coaching session, a workshop, or an worker reached a piece anniversary, take into account sending them an electronic mail asking them to depart a evaluation about their expertise throughout these occasions or about their time on the firm. Fostering a tradition the place honesty, transparency, and sharing suggestions is the norm will solely create worth, contribute positively to your employer model, and solidify your authenticity as a company. 

Each firm has a fame as an employer. Using fame administration to successfully showcase your employer model and enhance expertise’s notion of you is essential within the present labor market. The way you present up on-line and the way you present up to your staff doesn’t go unnoticed. At Universum, we assist quite a few organizations internationally with their group administration and employer model positioning. Should you’re contemplating advancing your recruitment or retention initiatives and don’t know the place to begin, we’re right here to assist.