In this highly competitive hiring market, your first impression means everything. Job seekers are getting that first impression from your online presence. Your website, social profiles and online reviews aren’t just marketing and branding vehicles to attract prospective customers. They are also critical to attracting potential employees. We have put together a list of ways to improve your digital presence to help with your employer branding and recruitment marketing.
Your Website and Social Media – The First Stop in a Job-Seeker’s Research
The way you present your brand in the digital world can make a huge impact on whether a job seeker chooses to apply or accept an offer from you. If you were to look at your website and social media platforms from a potential employee’s point of view, would you find the company culture and values appealing? Is what you see a positive and accurate reflection of your internal company culture and work-life?
Take a walk in a job seeker’s shoes for a minute, and look at your company from the outside in…
Start With Your Careers Page
Do you have anything more on this page than a list of available openings and benefits? A competitive Careers page should go beyond the basics.
A Picture is Worth a Thousand Words
This is an opportunity to share photography of actual employees, your workspace, company events and community engagement. When you review this page, look at it from the perspective of a job seeker: Will they identify themselves in those photos? Do you have uniforms that are modern or fun? Does the company engage with the community? Do people look like they enjoy working for you? You should paint a clear picture about what it’s like working at your company and provide an opportunity for them to picture themselves in the mix.
Boring Descriptions = Boring Jobs
Your job descriptions might also need a refresh. Consider writing them with a voice and tone that reflects your brand and appeals to the audience you’re trying to attract (for example, should the positions sound fun and energetic, ambitious and intellectual, quirky and unique?). The Job descriptions can provide a branding opportunity and a chance to differentiate yourself from the competition.
Add a Feature to Your Home Page
If you have immediate hiring needs, consider adding a call-out at the top of your Home page near the navigation or even a pop-up alerting web visitors of those immediate openings. Link directly to the Careers page instead of making them search for it. Adding a content section on the Home page with compelling imagery, a headline and a call to action can be a great way to entice web visitors to learn more about employment opportunities as well.
Pull in Dynamic Social Media
If you have someone updating your company social profiles with internal culture, community and events, you can pull that content into your Careers page or Home page so it is always dynamic and current. If you aren’t currently posting content that relates to your work environment and internal culture on your social media channels, now is the time to consider adding it to your editorial calendar. Also, don’t forget to post about your job openings as they become available, and encourage your team to share the posts.
Pick the Right Social Platforms for Job Seekers
We recommend you pick the social platform(s) where your potential future employees are active. This may vary for different types of positions within one organization. Your social media manager should know which platforms cater best to specific age groups and audience types. Make sure to highlight the content which accurately reflects your company culture and brand, but adjust it to speak specifically to each unique audience.
(photo caption: example of social posts promoting hiring on LinkedIn.)
Don’t Skip Past the About Us Page
If you have an About Us page that already features current leadership and facts about the company, understand that not just customers are visiting that page to learn about you, but also job seekers! Make sure your leadership team photos and bios are up to date and appealing to prospective team members. Consider the company story from the job seeker’s point of view. What additional information would you include to win them over? Finally, don’t miss the opportunity to recruit on this page. You can add a “Join our team” teaser or section that links to your Careers page to draw job seekers in.
Optimize Your SEO to Get Job Seekers to Your Site
Once you make your website improvements, it’s time to make sure your intended audience sees them. Optimizing your Careers and About Us pages for the types of jobs you are trying to fill will increase your chances of being found by the people who are actively looking. If you don’t have someone on staff with SEO background, consider outsourcing the project to someone with specialized skills in this area.
It Pays to Advertise for Job Seekers
Social and digital ads can help you accurately target very specific audiences. Ads can be easily turned on and off and budgets can be tightly controlled when you have shifting needs for specific positions. Digital advertising is also a great form of brand awareness. If you keep a regular stream of company advertisements and/or social posts and culture in front of your audience, they will be more likely to respond favorably when they are presented with an opportunity.
(photo caption: examples of social ads promoting hiring.)
Opportunity to Improve – Not to Falsely Advertise
If you find it’s difficult to find content to update your website because you don’t host regular company events or maybe you don’t have the most competitive benefits, you might want to consider surveying your team to gain a better understanding of the culture and team motivations. Advertising a false or idealized reality will hurt your recruiting efforts more than it helps. It can damage your reputation as an employer if prospects or former employees decide to call out these inconsistencies in online reviews. Speaking of reviews…
Review Management Matters
Reviews of your company can be found on your social platforms, search engines and even job search and review sites like Indeed or Glassdoor. Having your profiles on these sites maintained with the most up-to-date information and photos can help you make a better impression on prospects researching your brand. With online reviews, job seekers also have a front-row seat to past employees’ opinions – for better or for worse.
While you can’t control what others say about your company or brand, you can recover from a negative employee review if you make the effort to respond publicly. Acknowledging negative reviews will sometimes convince employees to edit or remove them. Even in times when it doesn’t, other users see that you made an effort to respond appropriately, which demonstrates professionalism. Disgruntled employees are often more likely to leave reviews than happy ones, so it can help to have a strategy to encourage or even incentivize current employees to post reviews. Increasing the number of high ratings can help drown out the occasional grumpy review, and show a more accurate reflection of your overall employee sentiment.
Go Get Them – Your To-Do List:
If you’re actively trying to find employees, we hope this list of ideas will help you improve your online presence and have a positive influence on future recruits. Take time to improve your recruiting strategy by:
- Identifying (and profiling) who you’re trying to recruit
- Reviewing your website from the job seeker’s perspective
- Adding relevant content to your website and social channels that shows the benefits of working with your company
- Advertising on digital platforms to quickly increase visibility
- Actively managing your online listings and reviews
Taking these steps will greatly improve your hiring competitive edge. Happy recruiting!
If you need help making sure your branding attracts the right crowd, or need support with advertising or web design, contact us for a free consultation.