Most people understand that brand recognition is paramount in sales. Similarly, a positive employer brand is critical when it comes to attracting top talent. It pays to be known as the organization to work for—and that’s not going to happen when an applicant is treated poorly or unfairly.
The first step organizations should take to foster a positive employer brand is to manage their online presence. More and more candidates are using the internet as their primary job search tool. In a 2015 Pew Research study asking about top job searching resources, the most common answer was online information, topping close family and friends, professional or work connections, and job fairs or events (Pew Research).
And candidates aren’t just going online to find job ads, they are using the internet to research employers. A whopping 83% of job seekers are likely to research company reviews and rating when deciding where to apply for a job (Glassdoor). This means that organizations that take the time to monitor their online reputation have a critical advantage in today’s tough hiring market.
When an organization gets a bad review from an upset employee or candidate, it pays to reply. Nearly two-thirds of Glassdoor users have said that their perception of a company improves after seeing an employer respond to a review. Even if there is little the hiring manager can do to right the situation, acknowledging the problem and offering a brief apology goes a long way in appeasing reviewers.
Companies can also counteract a negative review with positive ones. Glassdoor data shows that users read about seven reviews before forming an opinion on a company. This means outliers and one-off negative experiences are unlikely to have detrimental effects, as long as the majority of reviews are positive.
While no reputable platform allows companies to pay or reward employees for positive reviews, companies can ask current employees if they would be willing to leave a review. For example, Glassdoor allows registered users to leave one review, per employer, per year. If a company has a pool of happy employees with long tenures, these employees can annually leave new reviews that attest to the company’s culture and environment.
However, the most effective way of improving employer brand is to provide a good experience for both employees and job candidates. One of the most effective ways to accomplish this is through periodic internal surveys gathering honest feedback from current employees. This provides invaluable insight on how to continually enhance the work experience at an organization. Additionally, companies should use the feedback provided through review sites to identify problem areas—then hiring managers and company leaders can work together to design and implement solutions.
For more information about how to create a positive candidate experience, check out our complimentary eBook, Creating the Candidate Experience: Better Practices for Attracting Quality Hires.