In today's digital economy, it's tough for every brand to stand out above competitors in a crowded market. If you want to pique the interest of potential new hires and convince them that your company is worth a second look, it takes more than just providing remote work or hybrid options.
If you remember to always practice the core values that your company promotes online and continue to build an inclusive culture that puts employees first, you're bound to gain more attention during a candidate's job search. To help HR executives strengthen their business's image, a panel of Forbes Human Resources Council experts offers the following tips on how to make changes that attract and retain better job candidates.
Forbes Human Resources Council members share their insight.
Photos courtesy of individual members.1. Bring Your Employee Value Proposition To Life
Most companies tout employee value propositions on their website. If you truly live your values, then go one step further by bringing them to life. Share videos and testimonials from employees and even customers that show applicants how amazing the organization is. For example, a fun video of a company-sponsored volunteer event demonstrates your commitment to giving back and the importance of collaboration and teamwork. - Tia Smith, Collaborative Solutions
2. Create Videos On Social Media
Be as active as possible on social media; don't just settle for the old-fashioned content. Make TikToks or get on Snapchat and Livestream your business doing awesome things! This will help showcase your company culture and position your organization as one that understands modern technology and values. - Norm Johnson, Giant Communications
3. Give Your Employees Choices
Highlighting company benefits to set the tone on internal culture will make employers seem attractive to the right job applicants. Benefits are not just about the core coverage, however, they are about what is built around them. Wellness ranks high in terms of priorities but non-core benefits sell a company as much as anything else does. Flexibility on choice and delivery is paramount. - Alan Fergusson, WBN Global
Forbes Human Resources Council is an invitation-only organization for HR executives across all industries. Do I qualify?
4. Communicate Your DEI Message Clearly
Be specific in your messaging, especially if you’re talking about diversity, equity and inclusion (DEI). Brand messaging has a tendency to skew toward vague, somewhat empty language. DEI demands action and transparency because job seekers will read vague words and wonder what it means and what this company is really like. Choose the language that points directly to who you are as an organization. - Ursula Mead, InHerSight
5. Focus On Creating Emotional Bonds In The Workplace
With our experiences from the pandemic era, and with a hope that it will be an "endemic" era soon, employees want to look for that emotional bonding. The keywords to focus on in order to build a brand are as follows: flexibility, stability and personal attention. These three words, followed by policies and strategies, will attract attention and help the company to obtain the best talent for the business. - Prakash Raichur, Taghleef Industries
6. Empower And Incentivize Top-Performing Ambassadors
Organizations should look internally to identify and select those who are top performers and natural advocates for company culture and values. Word of mouth is still one of the best ways to establish a brand and people trust it. Not only do they have the potential to attract more talent, but they may also inspire colleagues to be ambassadors as well! - Tiersa Smith-Hall, The Hartling Group
7. Create And Promote Diverse Ad Campaigns
In today's competitive environment, it's more important than ever to visibly and tangibly show a commitment to diversity, equity and inclusion. Ads that feature people with special needs, members of the LGBTQ+ community, Veterans, African Americans, Latinos and under-represented communities at large not only demonstrate a company's commitment to DEI, but also help attract talent from those populations. - Kevin Silva, Voya Financial
8. Encourage Employees To Share Their Own Stories
Heavily curated recruitment marketing content is a turn-off for many, and job candidates crave authenticity instead. So, empower your employees to share their career stories on the platforms they regularly engage on. This humanizes your brand in an authentic and genuine way. This also proves that your brand truly aligns with your employee value proposition (EVP). - Kim Pope, WilsonHCG
9. Keep Your Career Page Updated And Interactive
Update your career page to share employee stories and focus on what types of benefits that you offer. The more value you can show current and prospective employees, the more apt they will be to stay and to become interested in your company. Make it engaging with videos and employee profiles. Also, encourage employees to post on review sites so that prospective candidates can see what the culture is like. - Erin ImHof, CertiK
10. Collaborate With Former Employees
Build a strong alumni network and collaborate with them. The word-of-mouth testimonials of their experiences while working at the company can spread like wildfire and attract top talents. Don't let the relationship with ex-employees stop at the exit interview. Make some of them your brand ambassadors or expert consultants. - Mofoluwaso Ilevbare, Primary Connect
