Important Indicators of Your Employer Brand in 2018
Employer Brands are an increasingly important consideration in today’s job market and can no longer be overlooked. Potential candidates for your company will determine, interact with, and judge your employer brand before they even consider filling out an application. Your brand is a complex mix of your culture, your mission, your marketing, and the makeup of your employees. It can be hard to understand how potential employees perceive you in the marketplace, but determining your brand is the first step to taking control of it.
Internal Indicators of Your Employer Brand
One of the most influential components of your employer brand is the opinion of your employees. Conduct regular employee satisfaction surveys and exit interviews, and pay close attention to any trends that develop in answers. Feedback revolving around your culture, your workload, and your leadership team will all translate into positive and negative aspects of your overall brand. One quick way to check if your employer branding is positive: Ask employees if they would refer friends to work at your company.
Has your hiring team created a target employee profile? Much like a target customer, target employees can help you determine and weigh what characteristics are important for an individual’s success at your company. There are ample tools out there to do this properly, such as Berke Assessment and others. You want your employer brand to attract these types of candidates. Does it right now?
Your company’s mission, vision, and long-term goals are another important element of your employer brand. Remember, you’re trying to attract employees with similar values that promote your long-term goals. Are your values an obvious part of your branding? Conveying them up-front will help ensure that your candidates and employees are aligned to your strategic direction.
External Indicators of Your Employer Brand
Company review websites like Glassdoor help organizations monitor how their employer brand compares to their internal understanding and the marketplace as a whole. Pay attention to ratings and reviews of your company, and address any concerns quickly in order to improve your ratings for the future.
Take the time to research the employer brands of competitors in your space, and determine how you should differentiate your brand in order to attract the best talent to your organization instead.