Building a powerful employer brand can be accomplished in a variety of ways. Your brand is the sum of a number of different parts—your recruiting strategies, workplace environment, communications with potential candidates and reputation.
No two companies are just alike, so allow your creative juices to flow and build a brand you can be proud of. Here are 10 creative ideas to get you started building your employer brand:
Offer workspace options
Remember, your employer brand starts with designing the environment and culture that will make your current employees comfortable and proud to work at your company. Consider getting away from the stilted cubicles of most workplaces and offering open spaces, co-working options and lounge areas. When possible, allow workers to choose where they will work or how they will configure their workspaces.
Make work rewarding
Initiate formal employee awards to recognize those who are doing a great job and to encourage co-workers to follow their lead. For instance, DPR Construction in Redwood City, Calif., named its top safety award for an employee who had achieved a phenomenal record of working more than 40,000 hours in construction with no accidents. Those who earn the award receive a cash award as well as an embroidered jacket commemorating their accomplishment, and these jackets are highly valued in the company culture.
Encourage employee feedback
Rather than the traditional corporate hierarchy, consider taking actions to show employees their input is welcome and encouraged. For instance, some companies provide each new hire with the personal cell phone numbers of the CEO or other top management. It’s a creative, easy way to show you’re serious about empowering employees. Of course Glassdoor makes it easy to encourage employee feedback in our employer resources.
Actively recruit internally
Along with seeking outside candidates for new positions, be sure to advertise openings to current employees as well. Even employees at small companies often say they aren’t aware of other positions, and may leave the company if they don’t know about opportunities for advancement. It can be as easy as posting position announcements in the break room, sending out regular emails with open positions, or posting information on the company intranet. Even if current employees aren’t a fit for the position, they may be able to refer someone who is. Learn more about how to get social and get more referrals.
Offer incentives for referrals
Because current employees understand your company culture and needs better than anyone else, they are often the best people to refer other candidates who may be a good fit. Find creative ways to encourage their referrals — cash rewards, gift cards, paid time off.
Create a spectacular onboarding experience
After spending so much money and time attracting and recruiting a new employee, you want to make sure they get off to a great start with your company and stay for a long time. That requires a carefully designed onboarding and induction experience: Offer standardized training that is both enjoyable and informative; design welcoming events that make new employees feel right at home and give current employees opportunities to interact with them; and designate mentors or trainers who are trained to be attuned to the needs of new hires and can be available to answer questions and provide guidance through the first several months or year.
Build a blog
Don’t spend time blogging in boring corporate-speak. Create a blog that will genuinely tell the story of your workplace and what it’s like to work there. Allow non-HR employees to post about their workplace experiences and tell stories about their work lives. A blog that comes across as real and genuine is more likely to generate interest among potential candidates than one that seems stilted and bureaucratic.