How does effective Employer Branding help you win and retain the right talent?
It’s official – Google is truly a BFF. People now search for the time on Google rather than have a watch on their hand. Oh, how times have changed. It seems that what time is it? has become the second most “what” question searched on Google every month.
What else has changed? How people search for jobs – that too, has also become a Google domain.
Think of how Google can inform a young lady who wants to know about her potential date. Digitally savvy and well-connected, she can easily find out many things – the good, bad, and ugly – about her potential employer. Problem is, many companies want her to swipe right. The war on talent has evolved over the past couple of years.
What your potential talents see and hear online – on employers review sites, the company website – will inform their final decision. To fare well in talent attraction, building, and retention, companies need an effective employer branding strategy and timely execution. The last thing employers want to happen is to have a lack of positive online presence to sabotage their decent reputation. For a company, a positive online presence enables talent prospects to better understand what they get to experience and contribute, as members of your company.
People make countless life choices based on information online – from getting directions to a place, to telling the time. For talents not to swipe left on your company, having a suitable online presence matters. Here are three easy steps you can take, for a start.
- Blog About It
Start a company blog. Having a ‘human touch’ is essentially what makes blogs appealing. Blogs offer story-telling in a personal voice that traditional media does not. That’s where your company can leverage and use this platform to have a conversation with potential candidates.
- Keepin’ it Real
Get the story straight. When we purchasing a piece of property, buyers would want to know more than what the ads tell them. Beyond the video introductions to a new home, some buyers want to see for themselves how the place looks like. Some even chat with those living near the property to get a sense of the community and neighbourhood. That happens in job searches too. – let the impression you give online match what happens in reality.
Case Study Pro-Tip 1: learning points from success stories – One company that has learnt and applied this understanding well is Grab. On its Career Blog, it is not about the lucrative financial rewards but about the stories of the humans who have chosen Grab as their employer. Grab understands that today’s job seekers, especially the millennials, look for value-driven companies. Articles like Putting People Before Business and Let’s Show Some Grabtitude appeal to values like people-centredness and gratitude.
- Craving Content
Create a video. Digital platforms enable us to share rich media like photos and videos. Make use of them to tell the story of your company. A person outside of your company can have a lot of assumptions, both true and false about your company. Help them know your company better by showing photos and videos. A picture is worth a thousand words – that is true – even more so for videos. For instance, not many know what it is like to work in the military, and so sharing created content in the form of a video or documentary helps potential talents become aware of and get interested in your company. This applies across sectors, definitely.
Case Study Pro-Tip 2: learning points from success stories – Singapore’s Ministry of Defence (MINDEF) recently posted a one-minute video to promote careers in Our Army. By telling the stories of their employees, in a day-in-the-life-of style, they convey a message that is relatable and powerful.
Keen to find out how you can introduce your company online and create strong employer branding? Have a chat with us, we can make that a reality for you.