I have to tell you that I do not profess to be a marketing expert. However, I can say that Strategic Human Insights are experts in helping companies hire the right people for the right roles and helping with organizational efficiencies.
Read on because just like the picture says, your employer brand is important to the life of your company whether YOU believe it is or not.
Some companies don’t seem to understand that they not only sell products or services to customers but potential employees are paying closer attention to the messages a company touts about themselves. Its not just the advertising messages your marketing, PR and ad agency put together either. Your current OR past employees have a definite say about what type of company you are to work for. And now with social media positive or negative information about your company will be shared quickly.
Case in point: McDonald’s twitter campaign went terribly wrong earlier this week. I won’t belabor the point but follow the link to read the way it back fired.
Recently I also heard about how Swift Transportation (a somewhat un-sexy business) has recently changed their career site to reflect more of their company culture and showcase illustrated pictures of their real employees. Take a look at their site and you’ll not only find out about the company and their story and current clients but opportunities to be a driver. And if you’re a little nervous about applying you’ll get some reassurance about their mentoring program (really? at what most of us think is a trucking company?) The Swift career site also shows opportunities working in their terminals or dispatch area and also give you the opportunity and encourage you to apply at every click of the mouse.
Now that you have seen how one employer didn’t do such a great job a managing their brand and one that looks like they are really trying to attract a new type of employee, I’d like to challenge you and your leadership team to take a hard look at the messages your employer brand is sending to potential employees.
Like my mom always said, “You never get a second chance to make a first impression.”