Knowing your company’s key strengths and weaknesses can
help you build your employer brand. When you look at your company’s word
clouds, take note of what people like most—and least—about your company. This
information identifies areas that you need to work on so that you can enhance
your appeal to candidates.
Big Picture
Questions
Start with “Big Picture” questions, says Garibaldi:
• Is your
current employer brand helping or hurting your recruiting and retention?
• What is
my brand awareness with jobseekers?
• Who does
my brand attract and are they who I want?
• What’s
my brand reputation?
• How does
my awareness and reputation stack up versus the competition?
The best way to start analyzing your competition is to
compare the traffic on your competitors’ career pages with traffic on yours.
Sites such as Glassdoor offer tools that help you do just that, says Employer
Branding. Garibaldi offers a four-step process:
• Compare
candidate visits each month. Find out how many jobseekers are visiting
competitors’ pages compared with yours.
• Identify
candidate demographics. Find out candidate genders, current job titles, and
locations.
• Compare
company ratings. See how other companies rate in key areas, such as work/life
balance and leadership.
• Identify
the channels your competitors use to reach talent. This information can help
you ensure that your employer brand is featured wherever candidates are making
career decisions.
Some other actions
recommended by Employer Branding for Dummies:
Monitor Your
Reputation
It’s important to monitor your reputation online, and
it’s helpful to do it regularly so you can identify patterns and trends.
Garibaldi, using Glassdoor data as an example, suggests monitoring candidate
views on:
• Culture
and values
• Work/life
balance
• Senior
management (what employees think of the leadership in place)
• Compensation
and benefits
• Career
opportunities
Get Feedback on
the Candidate Experience
Garibaldi notes that job applicants’ comments on the
interviewing process give you first impressions of your employer brand, such as
whether a candidate thought the interview was a positive, neutral, or negative
experience. Some sites also provide difficulty ratings for interviews.
Ask candidates how they found out about your job, what
made them apply, and what method they used to apply. You can also check
interview reviews of your competitors’ processes on a site like Glassdoor,
suggests Garibaldi. That may help you refine your own recruiting efforts.
Job Candidates’ Online Activity and Preferences
Sites such as Glassdoor allow you to analyze what job
titles are most clicked and where job activity is coming from. Your applicant
tracking system (ATS) should then be able to close the loop and break down
applicants by source. These data enable you to measure success and determine
the quality of hire and cost per hire for each recruiting channel.
A big part of employment branding is making sure you have
an onboarding program that really welcomes new employees and gets them
introduced to the organization in a meaningful way.
Unfortunately, although organizations pay lots of
attention to successfully recruiting new hires, they often don't follow through
with the critical processes by which these new hires learn the skills and
behaviors needed to function effectively at their jobs.
The bottom line, however, is that the faster new hires
feel welcome and prepared for their work, the faster they will be able to
successfully contribute to the organization's mission. Conversely, so-called
“quick quits,” or when employees leave within the first 90 days, and early
turnover, when employees leave within the first year, are extremely expensive
problems for organizations.
Source: HR
Daily Adviser
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