Are HR and Marketing the Next Epic Love Story? Part II: Digital Presence
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In the last post, we started to look at how HR and marketing begin to mix for the purpose of employer branding. This week we will take a further look at the relationship forging between these two industries.
Employer branding is the way that your organization is perceived by both current and potential employees.
Because of this, you want to make sure that your brand is recognized as being positive. It is likely that there will inevitably be some unavoidable and seemingly negative aspects of your brand at some point or another. Having a strong employer brand allows you to overcome these moments that could otherwise be destructive to your efforts to attract and retain the best employees.
There are many pieces of your organization’s employer brand.
As mentioned in the last post, a few of these have already been covered in recent weeks.
Creating a positive employer brand requires:
- Your current employees to be engaged and happy to work for your organization
- Your job descriptions exciting potential employees about working for you
- Providing a great candidate experience – even if the candidate is not a fit for your organization.
Now that we have that part out of the way, we can move on to other parts of creating a solid employer brand.
Everyone is online.
Well, pretty much everyone is anyway. It is more important than ever that your organization not only has a strong online presence for its traditional brand but that it also has a strong online presence for its employer brand.
I can almost guarantee that any candidate worth their salt will check out your website, your social media platforms and even employer review sites when considering working for your organization.
If your website looks like it’s from the 1980s, candidates will likely assume that your organization isn’t up to date on the things that make working for a company engaging. Some of these assumptions may include:
- Out of date technology– no one, not even front line workers, want to deal with a broken system or software that should have been put of its misery years ago on a day to day basis.
- Archaic leadership styles –If you can’t be bothered to bring your website into the modern era, you most likely haven’t brought your leadership up either. No one wants to spend most of their waking lives with tyrannical leaders.
If a candidate is considering working for your organization, they will check you out on social media. A lack of regularly updated social accounts leaves potential candidates with the impression that:
- Your organization has nothing going on – You must not have anything good going on if you are not sharing any news about new products or services, company growth, or the latest employee outings and accomplishments.
- Things are not going well– If they were, wouldn’t your organization want to share how great it’s doing? Even though people often say “no news, is good news”, that generally doesn’t apply to organizations that are doing well.
- Like above, your organization is out–of-touch with the new working world– A complete lack of social media presence shows that your organization doesn’t realize that it’s 2016 and can give the same impressions as an out-of-date website.
It is also important that your organization has a social media presence specifically dedicated to its career opportunities.
This is the perfect place to show the world of job seekers how great it is to work at your organization. Here you can showcase:
- Great Employees- Did you just award someone with the title of employee of the week, month, quarter, or year? Share it! Potential candidates would love to see that current employees are recognized.
- Employee Perks – Do you buy your employees lunch every Friday? Or take them out for an occasional day of fun? Share that too. Candidates want to be able to see that your organization not only takes its goals seriously but that it takes fun seriously too.
- Current Openings – Aside from inundated job boards, this is one of the best places to promote currently available positions. Openings posted here, paired with some of the great types of posts above, allow candidates to see more than the ‘About us’ section on a job posting.
Now that there are employer reviews available on sites such as Glassdoor, Indeed, and other posting boards, it is important that you treat your current employees well.
No matter how great your website and social media accounts are, if an employer review paints your company in a negative light, it may be hard to attract great candidates. Unfortunately for companies, but fortunately for candidates, there is very little that a company can do to remove negative reviews about it on these types of sites. Because of this, it is more important than ever to make sure that your employees are actively engaged, recognized for their contributions, and fairly paid. If you forgo these things, your employer review scores will suffer dramatically and candidates may shy away from applying for your openings.
In the next post, we will look at how marketing can help in building your digital presence to attract the best candidates.
Columns reflect the opinions of the contributor and do not necessarily reflect the views of Human Resources IQ.