What do job seekers really look for in a potential employer? It seems from some new research that a well-defined "brand" and a good reputation matter more than money.
Glassdoor and CareerBuilder have both recently done surveys on the most useful pieces of information job seekers want to learn from prospective employers, and it sheds light on the impact that managing a company’s employer brand has on recruiting.
“Employer branding is more than your career site,” said Will Staney, Director of Global Talent Acquisition at Glassdoor. “In 2015 employer branding efforts will become increasingly more important as job seekers become more savvy and selective in their job search. The key to successfully building your employer brand is to understand that it is an ongoing exercise across multiple channels which must effectively speak and respond to the talent you are trying to reach.”
The survey says...
When Glassdoor asked 1,000 people what they most want to learn directly from employers themselves these were the Top Five things:
1) 76% want details on what makes the company an attractive place to work
2) 70% desire details on compensation packages
3) 62% want to know about benefits
4) 60% are looking for an overview of the company mission, vision and
5) 55% want basic company information such as office locations,
number of employees, etc.
The conundrum for candidates though, according to the surveys, is these top
five pieces of information are too often missing on company web sites or career sites.
Of course compensation numbers and benefits packages aren't shared in public forums for good reason, and candidates may not find out details until they are deep into the interview process, or in some cases, not until they are actually hired.
Building the brand
However, there are things you can do via your website and career sites to show that you value building and maintaining your employer brand.
Ohio-based HR organization ERC says these are some ways you can communicate your organization's culture and brand to job seekers, so they can get a sense what day-to-day life is like.
- Use language that represents your values and culture in your job postings
- Include a description of your work environment on your career page and in job postings
- Discuss the work environment candidly during the hiring process
- Provide an office tour
- Post videos, pictures, and other visual displays of your work environment
- Reflect the culture in your communication and interactions with applicants
The Glassdoor report found 94% of those surveyed are more likely to apply to a job if they can tell that an employer actively manages their brand.
However, a CareerBuilder survey last year found only 38% of employers believe their company has a very clearly defined employment brand. This can adversely impact job seeker perceptions and ultimately application rates.
Recruiters and sales and marketing pros have very similar jobs when you think about it. That is to demonstrate that what you have to "sell" is of value, solves some pain point or problem, and makes your prospect or customer's work life easier, better, more productive or more profitable.
To a job candidate, your company is the product. And communicating to those candidates effectively is an essential part of success. It doesn't end with a good website or career site, but it often begins there.