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1. Have a clear Employer Brand.
Employer branding is an organization’s reputation in the job market as an employer. To cultivate the right reputation, you must clearly define your employer brand. Ask yourself the following questions:
- What are your company’s core values?
- Does your company have a mission statement?
- What types of people lead your company?
- What are the key attributes of a person that works for your company?
- How does your company positively affect the community it exists in?
- What is your company known for?
Can you answer these questions? More importantly, if we asked other people who work for your company, would they all give the same answer? If the answer to that is no, you do not have a clear employer brand. Consistency instills confidence for a future employee. Develop, define, and execute your employer brand now.
2. Introduce them to your Corporate Culture.
You more than likely have heard the term “corporate culture” and know it is an extremely important factor when an employee is deciding on a future employer. What better way to get somebody to understand your company’s culture then by having them actually experience it?! Here at Ringside, part our internal interview process is having a potential employee join us for lunch. Reason being, it has become part of our corporate culture that employees stick around the office during lunch hour and eat together. (It helps that our downtown Columbus office has a huge employee break area outfitted with a bar that seats 20, a full kitchen, seating area with huge flat screen TV’s, etc…) We talk about our days, update each other on weekend activities, time spent with family, and bond as a group. By integrating this day to day activity into the interview process, it allows us AND the candidate to gage culture fit by actually experiencing it. If you have a strong corporate culture, having somebody experience first hand what your culture has to offer could be the difference in sealing the deal and ensuring your company stands out.
3. What is your EVP?
EVP stands for Employer Value Proposition. Unlike “Employer Brand” which refers to WHO you are as a company, Employer Value Proposition is how you stand out against your competitors in the eyes of future and current employees. What are your competitive advantages? What benefits do you offer that other companies don’t? The key here is to DISTINGUISH yourself from the competition. All companies would like to think they offer good benefits, a great culture, and a path for growth. But what makes your company unique in those offerings? If you are a small company, sell yourself on employees having direct access to the executive team, workplace flexibility, and the employee’s ability to stand out among a smaller group. Are there company trips the firm takes? Benefits like box seats at sporting events or concerts? These are all benefits that make you stand out from your competition and in turn, raises your EVP!
4. Make sure they connect with the boss.
People leave managers, not companies. Chances are, if you have someone interviewing at your company, they more than likely don’t have the best relationship with their boss. According to Gallup polls, “a full 50% of employees who quit cite their manager as the reason.” Use this to your advantage as it’s a safe bet that meeting their potential future boss and experiencing compatibility with them would be a huge selling point. So, get them face-time during the interview process so that they can hear about how they will be managed first hand, discuss expectations, and can get a feel for what their future meetings with the boss will be like. Think of how good you would feel walking out of an interview already knowing who your boss is and that you already get along?
5. Use your Brand Ambassadors.
Who are our brand ambassadors? Look no further then across the office. Brand Ambassadors are people that work for your company, love what they do, and enjoy telling everyone that will listen. They are the biggest resource (and often the most untapped) in attracting top talent to your company. There is a reason why so many people read reviews when deciding on a restaurant or when making a big purchase. They want to hear from people that have experienced first-hand what they are looking to do in order to make a more informed decision. It works the same in the job market. The most influential resource will be the people that work for you. Introduce a potential employee to one of your brand ambassadors during the interview process that has nothing to do with the hiring decision. Having a genuine interaction with someone that isn’t trying to “sell” them but just really enjoys their job and the company will give them a real-life view of what it is like to work for your company. With a real-life 5-star review, your company will jump to the top of their list of potential employers.
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