It’s a small world and getting smaller with technology keeping us more connected every day. Just ask Ryan Lochte, Colin Kaepernic or Anthony Weiner. What we say (and do) matters in a digital world. Your reputation matters.
According to a Glassdoor survey, 69% of respondents would not take a job with a company that had a bad reputation, even if they were unemployed, and 84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation.
Whether it’s over dinner in a busy restaurant, at a social event, or in the halls of the worksite, how many times have you heard someone complain about their job or their employer? The internet is filled with employer review platforms such as Glassdoor or Indeed and we have a direct line to friends’ work related emotional rollercoasters through Facebook, Twitter and Instagram. People share work experiences and what they love or hate about their job. Most have learned to filter such comments on LinkedIn.
Hopefully you all have Social Media policies in your employee handbook to help manage what is and is not allowable to share.
Here are a few more findings from a 2015 Employer Branding Study.
- 75% of job seekers consider an employer’s brand before even applying for a job.
- 62% of job seekers visit social media channels to evaluate employer brand.
- Only 57% of employers say they have an employer brand strategy.
- 40% of employers claim they do not have enough internal support to carry out employer brand initiatives.
- Almost half (49%) of employers claim they do not have the necessary tools to effectively enhance employer brand.
Since almost half of employers are lacking tools and support, here are a few simple tips to help your employees be more effective brand ambassadors.
- Think about what truly differentiates your culture. Conduct focus groups and/or online surveys to gather input from employees about why they joined and why they stay. A short term investment in time (and refreshments) can pay dividends in long-term recruiting/retention success.
- Give employees a toolkit of talking points and storylines to share.
- Use video. There are very robust services that can produce and host digital video, but there are also plenty of freelancers who do quality work. A well-managed employee produced video (phone camera or GoPro) can be very authentic and impactful.
- Brand your Employee Referral Process. It doesn’t have to be about large financial rewards. Just build excitement and give them an easy way to invite friends/acquaintances into the process.
- Pay attention to social media. Rather than ignoring negative comments, respond respectfully and share the insights with leadership.
- Make sure Job Descriptions are consistent and include accurate information. This seems basic, but busy recruiters often default to old templates that may be outdated.
- Consider employee give aways that are visible to the public. Branded coffee cups, totebags, bumper stickers/window clings, etc. Atlanta is known for traffic challenges. That’s a lot of exposure for a sticker that promotes your company as an employer of choice and the employee’s pride of working there.
Every organization is unique in their value proposition, challenges and objectives. I encourage you to consider one initiative to tackle in Q3. Baby steps move you forward. Touch base and let me know about your progress. email@example.com.
Also published on Medium.