How To Create A Strong Employer Brand This Summer

By Danielle Wirsansky on April 27, 2016

Summer is a great time to revitalize your business. One of the best ways to do so is to create a strong employer brand.

Rob Kessler, assistant vice president of employee communications and employer brand for Enterprise Holdings described it as such: “An employer brand is an organization’s reputation as an employer and the image of the company as a great place to work.”

Read on to find out some ways to make your employer brand stronger!

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Your Website

When a potential employee is checking out a business, the first place they look is your company’s website. They look for details like how recently the website has been updated, how professional a website looks, how the company is described, and if you include reviews.

If your website has not been updated in a while, it can make your business seem out of date and less successful. A company’s internet presence is very important in this day and age. You should be utilizing every platform available to you to promote, and promote well, your company. Your website is something that you are in complete control of and it can be updated as often as you would like.

Having a professional looking website is important as well. A hard to navigate, blocky website can be off-putting not only to potential customers but potential employees as well. Be what you want to achieve, and by that I mean, have the website of a leading company, the company you want to be even if you have not achieved the same goals yet. Show your future employees how invested you are in making your company great by having a terrific website.

If creating websites is not your forte, there are plenty of easy-to-use platforms like wix.com to help you get started in creating your own. You can also hire private companies or individuals to create, manage and maintain your website. You can send them updates on what you would like added or changed and they will take care of the rest for you.

Reviews

Aside from including customer and employee reviews on your own website, there are now independent websites that host reviews about employers so that potential employees can get a better feel about how the company is managed and how employees are treated. Websites like Glassdoor can show those looking overall reviews about the company and how working for them was, reviews about salaries, what the interview process was like, the benefits of working there, and more.

Many companies have their own employees fill out reviews singing their praises, but fake reviews are easy to spot and can taint a potential employee’s perspective on the company. You want to have a strong employer brand but remaining ethical while achieving that goal is also important to employees.

Authentic, honest reviews are more likely to draw in employees than fake, puffed up reviews that fool no one. You also want to make sure that you deal with all employees, past and present, well so that they do not go and post poor reviews, truthfully or not, that reflect poorly on your company.

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Google Reviews

Google reviews are separate from review websites like Glassdoor. Anyone, without verification, can make a review about your business as either an employee or a customer. Google reviews are generally the very first things that show up when a business is searched for and a company will not be notified about them. Google reviews also cannot be taken down. You always want to present a strong and professional face to anyone who might be looking to help strengthen your employer brand.

Social Media

Create a strong social media presence to also get your brand across! There are many platforms for you to utilize and you can choose the ones that will better serve your company, from Facebook to Twitter to Instagram. It will benefit your overall brand for customers as well rather than just your employer brand. Making your business successful and professional in all outlooks is the best way to grow your business.

By Danielle Wirsansky

Uloop Writer
Florida State University
Danielle Wirsansky graduated from FSU with a BA in Theatre and a BA in Creative Writing with a minor in History. She is a second year graduate student in FSU's History department where she serves as the Communications Officer for the History Graduate Student Association and President of White Mouse Theatre Productions. She studied abroad in London, England for the Spring 2015 semester at FSU's study center for the Playwriting Program and interned for the English National Theatre of Israel in Summer of 2015. Her first musical, City of Light, opened as part of FSU's New Horizons Festival in Spring of 2016. She has also won the MRCE and URCAA Research grants from FSU. In the past, she served as the Marketing Director for the FSU Student Theatre Association, the intern for the Holocaust Education Resource Council, and the research assistant of Prof. Nathan Stoltzfus. She has previously written for Context Florida (Contributing Writer), USA Today College (Contributing Writer), Sheroes of History (Contributing Blogger), No(le)Reservations (Contributing Blogger), Female, Reloaded (Arts/Entertainment Editor) , I Want a Buzz Magazine (intern), Mandarin Newsline (youth arts update columnist), Distink Designs (Guest blogger), whatscheaper.com (associate editor), escapewizard.com (associate editor), Spark TLH (Contributor), the Tallahassee Democrat (contributor), Elan Literary Magazine (Head of Marketing), and the Improviser Newspaper (Opinions Editor).

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