By the CEO & Founder of Hiire / Senior Career Advisor - Gonçalo Sequeira
The last few years have been a whirlwind for businesses. The pandemic forced a rapid shift to remote work, and hiring practices have been completely revamped. Here's the reality: the way we work has fundamentally changed.
A strong employer brand is no longer a "nice to have" – it's essential for attracting and retaining top talent. But how do you build an employer brand that resonates with today's workforce, where flexibility and well-being are paramount?
Here are some key strategies:
Prioritize Employee Well-Being: Safety First, Flexibility Always
The pandemic highlighted the importance of employee well-being. Don't just assume you know what's best for your team. Conduct regular anonymous surveys to understand their preferences for remote work, hybrid work models, and safety concerns.
My Example: Mercedes-Benz.io's Story
At Mercedes-Benz.io, we prioritized safety and flexibility. By listening to our employees, we opted for a home-office model with the option to use the office when needed. This decision not only improved employee satisfaction but also boosted our employer brand. We openly share this approach with potential candidates, demonstrating that we put people first.
Data-Driven Decisions: Measure and Refine
Internal surveys are great, but go beyond them. Utilize social media listening tools and employer review platforms like Glassdoor, Teamlyzer, and Kununu (depending on your location) to track your employer brand reputation.
Don't shy away from negative feedback!
Analyze the reviews, take action where possible, and respond to concerns in a professional and empathetic way. Remember, this impacts both potential and current employees, as both can see and contribute to these reviews.
Adapt and Improve Your Recruiting Process:
Remote hiring is the new normal. Focus on building trust and rapport with candidates. This means providing timely feedback, answering questions thoroughly, and painting a realistic picture of the job and company culture.
Honesty and transparency are key, especially in competitive sectors like tech.
If your competitors are offering a superior candidate experience, you'll lose out on top talent.
Performance Reviews in a Remote World:
The traditional performance review system needs a revamp to reflect the realities of a remote workplace. Goals and KPIs should be established at the beginning of the review period, not at the end. Be flexible and adapt them as circumstances change.
Remember, happy employees are your best brand ambassadors.
When interviewers feel valued and have clear expectations, they'll be more enthusiastic about promoting the company to potential hires.
Investing in employee advocacy:
Empower your employees to become brand advocates. Share their positive experiences on social media platforms like LinkedIn. Provide them with company-branded content they can share, allowing them to authentically showcase the company culture and work environment.
Employee Experience Matters Most:
Building a strong employer brand starts with your existing employees. When you invest in their well-being, growth, and development, they become your most powerful brand champions. A positive employee experience translates into positive employer reviews, attracting new talent who share your values.
Building a good Employer Brand is a Continuous Process:
Remember, employer branding is an ongoing effort.
There are a lot of other ways to improve your Employer Branding but your BRAND starts with YOUR EMPLOYEES not with your CANDIDATES.
Look internally first, get that better, and then you can look to your competitors and focus on external factors with more attention.
If you want to know more about employer branding and how you can improve it in your company, visit our website or get in touch with me!
Author: CEO & Founder of Hiire / Senior Career Advisor - Gonçalo Sequeira
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