Fame Administration in Your Employer Branding Technique 

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

The purpose of a robust employer model is to draw, retain, and interact expertise. One of many foremost 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 sometimes search for this content material and data? On websites like Glassdoor and Certainly. 

Why Glassdoor and Certainly? 

Glassdoor and Certainly are status administration websites the place expertise can go away nameless evaluations about their worker expertise, along with offering candidates a platform to additional analysis corporations. In actual fact, “86% of candidates are prone to analysis firm evaluations 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 important to showcase your employer model and concurrently, have a optimistic status.  

Why does status administration matter? 

One of many employer status features on Glassdoor and Certainly embrace incomes an organization ranking on a 5-point scale. In accordance with 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 a better 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 under common rating can drastically have an effect on expertise’s notion of you as a corporation, as properly impression their determination to use to your organization. 

Retention can be impacted by your status. When potential job seekers can higher perceive the worker expertise at your organization and may hear from staff firsthand, it reassures them and builds their confidence of their notion of you. In accordance with a Glassdoor statistic, “67% of employers imagine 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 doubtless explains why Glassdoor customers have a better retention fee.” This displays how necessary it’s to contemplate the best way you’re exhibiting up on-line and the way you’re portraying your tradition to job seekers. 

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

5 Tricks to Enhance Your Fame Administration Technique 

1. Begin Responding to Evaluations 

A part of having an efficient and optimistic employer model is participating present and former staff to share their expertise working at your organization. Ideally, you’d like each worker to have a optimistic expertise, however there are some cases the place that doesn’t occur. Within the case that you simply obtain a unfavorable evaluation in your Glassdoor or Certainly profile, what do you have to do? We encourage corporations to be proactive and reply to each unfavorable and optimistic evaluations continuously, akin to a weekly or bi-weekly foundation. This reveals expertise that you simply actively test in your profile and make responding to evaluations 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 simpler mentioned than finished, however it reveals you’re prepared to pay attention and worth the experiences and opinions of your present and former staff. If you’re seeing traits all through your evaluations akin to constant unfavorable feedback a few lack of work-life stability or subpar compensation/advantages, it might be worthwhile to analyze this additional and strategize on what you can do to enhance these facets. In your responses, be sure to return throughout as real and categorical gratitude that your staff took the time to share their suggestions.  

3. Present, don’t inform. 

In the event you’ve taken a writing course previously, it’s possible you’ll bear in mind your professor encouraging you to ‘present, don’t inform’ relating to storytelling. The identical strategy applies to the content material you select to incorporate in your on-line profiles. Fairly than writing paragraph after paragraph about why you assume your organization is nice, why not inform the identical narrative by means 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 akin to pictures and movies over text-heavy data. 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 participating and simpler to digest.  

4.  Hold 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 fashioned? Have been you lately awarded for one thing? With platforms like Glassdoor and Certainly, it’s important to replace your profile typically and embrace related worker pictures, firm awards, and organizational bulletins. This manner, expertise can see you actively monitoring your profile they usually obtain an up-to-date reflection of what your group. It’s much more necessary to replace your profile should 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 energetic on Glassdoor (e.g. responds to evaluations, updates their profile, shares updates on the tradition and work surroundings).”  

5. Have interaction and recruit worker ambassadors. 

In the event you’re trying to enhance your ranking on Glassdoor, a method to take action is asking staff to depart their suggestions. Take into consideration the people which are advocates on your group and are concerned in ERGs, management teams, and people who are highly effective storytellers. Apart from in search of particular people, take into account sending out emails after firm occasions. In the event 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 corporation. 

Each firm has a status as an employer. Using status 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 on your staff doesn’t go unnoticed. At Universum, we assist quite a few organizations internationally with their neighborhood administration and employer model positioning. In the event you’re contemplating advancing your recruitment or retention initiatives and don’t know the place to begin, we’re right here to assist.