In the event you’re on a journey to advance your group’s employer model, likelihood is you’ve seen your organization ranking and opinions on Glassdoor and Certainly. In the event you additionally learn our earlier article, ‘The Worth of an Employer Worth Proposition,’ you already know that we mentioned the significance of constructing credibility by long-term employer status administration. However what does this really seem like and the way does it relate to employer branding?
The purpose of a powerful employer model is to draw, retain, and have interaction expertise. One of many essential methods to draw expertise is thru recruitment advertising and marketing and using genuine and fascinating content material that showcases who you might be as an organization and what expertise can count on from you. The place does expertise usually 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 opinions about their worker expertise, along with offering candidates a platform to additional analysis firms. In reality, “86% of candidates are prone to analysis firm opinions and rankings when deciding the place to use for a job”. With such a excessive proportion of expertise researching their potential employers, you possibly can see why it’s important to showcase your employer model and concurrently, have a constructive status.
Why does status administration matter?
One of many employer status capabilities on Glassdoor and Certainly embody 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 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 under common rating can drastically have an effect on expertise’s notion of you as a company, as nicely influence their choice to use to your organization.
Retention can also be impacted by your status. When potential job seekers can higher perceive the worker expertise at your organization and may hear from workers 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 greater 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 larger retention price.” This displays how necessary it’s to contemplate the way in which 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 suggestions that may assist enhance your credibility, improve your employer model, and create a powerful employer status.
5 Tricks to Enhance Your Status Administration Technique
1. Begin Responding to Critiques
A part of having an efficient and constructive employer model is participating present and former workers 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 simply obtain a adverse evaluation in your Glassdoor or Certainly profile, what must you do? We encourage firms to be proactive and reply to each adverse and constructive opinions often, resembling a weekly or bi-weekly foundation. This reveals expertise that you simply 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 simpler mentioned than performed, however it reveals you’re prepared to hear and worth the experiences and opinions of your present and former workers. If you’re seeing traits all through your opinions resembling constant adverse feedback a few lack of work-life steadiness or subpar compensation/advantages, it may very well be worthwhile to research this additional and strategize on what you might do to enhance these features. In your responses, ensure that to return throughout as real and categorical gratitude that your workers took the time to share their suggestions.
3. Present, don’t inform.
In the event you’ve taken a writing course previously, you could keep in mind your professor encouraging you to ‘present, don’t inform’ relating to 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 assume your organization is nice, why not inform the identical narrative by visually interesting content material? Whether or not you’re showcasing your organization tradition, highlighting worker advantages, or speaking in regards to the work-life steadiness at your group, take the chance to incorporate visible content material resembling pictures and movies over text-heavy data. It’s simple 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 shaped? Had been you latterly awarded for one thing? With platforms like Glassdoor and Certainly, it’s important to replace your profile typically and embody related worker pictures, 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 necessary 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. Have interaction and recruit worker ambassadors.
In the event you’re trying to enhance your ranking on Glassdoor, a technique to take action is asking workers to go away 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. Aside from on the lookout for particular people, think about 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, think about sending them an e-mail asking them to go away 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 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 workers doesn’t go unnoticed. At Universum, we assist quite a few organizations internationally with their group administration and employer model positioning. In the event you’re contemplating advancing your recruitment or retention initiatives and don’t know the place to start out, we’re right here to assist.
Do you could refresh your EVP or are you curious about Employer Model Consulting?
Given the ever-increasing tempo of change within the expertise market, main employers at the moment are reviewing and refreshing their Employer Worth Propositions on a extra frequent foundation. If that is one thing you’re contemplating, learn how we may also help you create a extra compelling and differentiated EVP.