Write a few words quickly to describe your employer’s brand.
If you do not know what to say, potential employees may not have received the message. But 56% of respondents say the reputation of being a good employer has the biggest impact on employment in a business – be it a multinational or a local shop.
As a small business you may not have the same transparency, growth opportunities or compensation programs as large companies. That does not mean that you have to settle for talent. You just have to get out of there.
You can communicate your company’s employer brand in a variety of ways: social channels, career pages and blogs, offline interactions, and marketing campaigns. If you do not really know how to do it, the following five tips do not tell the story of your business:
1. Know your story.
This may seem obvious, but research shows that 50% of recruiters do not understand their own kind of talent . If you do not know what it is, you can not communicate it effectively. Is your workplace fun, fast, high-tech, training-oriented or entrepreneurial? If you are not sure, contact your employees who are experiencing your brand directly.
2. Include all.
As a talent recruiter, you are often the first experience of a candidate with the employer brand of your company. Show your culture in your online profile (see LinkedIn Profiles by Aaron Neale in Improbable or Daoud Edris by Lion Co.). But do not go alone. Your employees are your best ambassadors and you can bet they are already communicating online. Give them the tools to help you. Dell trained social media workers and created an army of seasoned evangelists. Although Dell is a huge company, you can implement this idea on a small scale.
3. Show, do not say.
It’s one thing to say, “we have fun here.” It is much more powerful to integrate potential employees into your world, such as the tribute of Rapid7’s solo dance to “Individual Excellence” …
Be visual. Share photos, videos and colorful updates from your social networks. You do not have to be smooth or stupid – just real.
4. Do your thing.
It can be even harder for small businesses to reach highly skilled people. Therefore, it is important to make a clear distinction between your brand efforts. They can provide excellent support to young employees or work in several functions of the company. For executives, you may be able to offer a stake in the company or more control over the management. Share these stories on your blog, on your career page and in your social channels.
5. Use your social opportunity.
As a small business you can be more flexible on social networks: no lengthy approvals, no complicated brand rules. Do not lose this chance by broadcasting company news and job offers only. Start a conversation by answering questions and responding to comments. Intel and Sodexo respond to requests from Facebook within 24 hours. By doing so, subscribers can find that they are responsive and real.