For a moment, think about your company. What is your employment brand? This question is something many companies don’t know how to define and build. In order to figure out what your employment brand is, you must first think about what customers and employees say it is, and then what you think it is. The two might not always match up. If you aren’t sure what your employment brand is, ask yourself these questions:
- If a customer walks into your establishment, what would they see?
- What would they think about your employees?
- Do the employees look frazzled
- Are the employees rude and unhappy?
Aside from the fact that a negative customer opinion could directly impact your sales, you might wonder why your customers’ opinions matter about your employment brand. In short, many of your customers also become your employees. Your customers are part of your applicant pool. If your customers have a bad impression of your business, then your applicants will too.
Now, think about your employees. And ask yourself these questions:
- What would your employees say about your company and your brand?
- Would they say company culture is good, and it is a great place to work?
- Would they recommend working there to their friends?
Another thing to consider in building your employment brand is whether or not you are a franchisee of a regional or national brand. That national brand reflects directly on your individual employment brand. Often times, many applicants and customers don’t initially know if they are in a corporate-run store or a franchised location. If the national brand has a positive brand/image, that will directly reflect on your brand. If the national brand isn’t in the best standing publicly, unfortunately, that will also reflect on your company’s individual brand.
Now that you have all that in mind, what do you think your employment brand and culture is for your staff?
- Would you want to work for your managers? This is critical as most employees don’t leave because of a company but because of a manager.
- Would you be happy working at the company in an entry-level position?
- What advancement does your company offer?
- Does the company offer any philanthropic opportunities, benefits, etc.?
Once you answer those questions, you should have a pretty good idea about your employment brand. You might be happy with it and you might see areas where you can improve. Then you need to set into place a plan that makes your employment brand known. During recruiting, you need to highlight what makes your company standout from the competition down the street. You can do this in a number of ways:
- Referrals- Your employees are your brand. If you have an excellent employee, chances are they know people similar to themselves
- Your website/careers page needs to highlight your brand and culture
- Highlight why it is great to work there
- Use videos to capture what it is really like
- Utilize imagery that directly reflects the culture and business
No matter what your brand is, remember that in order to attract winning candidates, you need to first be a winning organization where you are an employer of choice. Request to see a talentReef demo to learn how we help companies utilize their employment brand to find the best-fit talent for their organization.
Authored by Abby Sandbach, Vice President of Marketing