Your employer brand is the reputation your company has built as a place to work. In other words, it is anything that can tell a candidate why they would or wouldn’t want to work for your company.
Even before the internet, the reputation and name recognition of a company has played a role in gaining new customers and product sales. In fact, some companies have created such a strong product brand that you may not even know that you refer to everyday objects by their brand name instead of their product name: Kleenex (Facial Tissue), Crockpot (Slow Cooker), Jet Ski (Personal Watercraft), Jacuzzi (Hot Tub) are examples of brand names, not products.
With constantly evolving technology, employer brand has become a key factor when recruiting talent—especially millennials, and even physicians.
How do job-seekers research employer brand?
When looking for a job, candidates want to learn about your company culture prior to applying for your job. According to a recent report by iCIMS, 92 percent of working Americans consider employer reviews to be important when deciding to apply for a job.
That means that the best-fit talent for your company may not even apply for your position if you have a negative employer review.
Another statistic from the iCIMS study showed that negative online employer reviews caused nearly one in three workers to decline a job offer.
It turns out that social media is more than just a millennial trend! Ninety-four percent of all working Americans surveyed would visit a company’s social media page when searching for a job. In addition to social media, they will use your company website and dozens of various review sites to conduct their research.
The bottom line is that negative employer reviews can drastically impact your recruitment strategy. Nearly 90 percent of working Americans believe online employer reviews to be accurate.
There are dozens of internet reviews sites that allow users to post their opinion about your company, office culture, salaries, CEO approval ratings and their experience working for your company. How many of these internet review sites have you heard of?
- Glassdoor
- Vault
- Fairygodboss
- Indeed
- CareerBliss
- Kununu
- RateMyEmployer
- Comparably
- Yelp
How do I determine my employer brand?
Have you ever Googled your company? What were the results? You should have found your company website, social media pages, review sites, news publications and a variety of other websites where your company name is listed.
All of this information combined forms your employer brand. This information is displayed for the world—and potential candidates—to see. It helps job-seekers imagine what it would be like to work for your company.
After your Google search, ask yourself: Would you want to work for your company?
How do I manage my employer brand?
As if a physician recruiter’s job weren't challenging enough, now you have to worry about your employer brand?! How can you possibly find time to check a dozen review sites every day?
You don’t—there's help for that.
At PracticeLink, we’ve found a solution to managing employer brand: Ratedly. You might also find them to be a useful tool to add to your recruitment toolbox. Ratedly is like LifeLock for your employment brand. They monitor anonymous employee review websites and send you alerts when new ones are posted online.
To help you learn more about the importance of employer brand, PracticeLink has partnered with Ratedly to bring you a free webinar with Ratedly CEO/Founder Joel Cheesman. The webinar will cover topics such as:
- The future of employer branding
- The top 10 review sites to look out for
- The recent statistics that support the need to manage your employer brand
- Strategies and best practices for managing your employer brand
- How to encourage current employees to become brand ambassadors
To take back control of your employer brand, download this free White Paper.
Whether you know it or not, your employer brand exists and candidates will see it. Don’t let some anonymous review define your company for you.
