When it comes to hiring, many organizations fail to recognize the weight and importance of their online employment brand. Although practically every organization has one, an employment brand is seldom used to it’s full potential to attract, hire, and retain quality employees during the recruitment process. In this post, we’ll cover three basic steps to helping you leverage your company’s employment brand to achieve hiring success online. So, without further delay, here are 3 ways you can leverage your employment brand:
1. Cultivate an Attractive Company Culture
Creating a company culture worth shouting from the rooftops isn’t exactly an easy task to accomplish, and it certainly isn’t something you can achieve overnight. It is, however, an important element in being able to leverage your employment brand online to attract, hire, and retain the types of employees you want working in your organization. Some of the most successful organizations boast an exemplary corporate culture that many offices have come to envy over the years, but let’s be honest - an Optometry practice isn’t the most logical arena for afternoon Ping-Pong tournaments, Taco Tuesdays, or Margarita Fridays during business hours. So how does one cultivate a thriving company culture in a traditionally sterile environment? Since we all can’t be Google in regards to company culture, there are some alternative methods we can suggest for creating a culture worth telling prospective employees about.
As an employer or manager, getting your staff members involved in a community service project or some other charitable organization such as OneSight or Optometry Cares outside of the office will not only help your team cultivate lasting friendships, but will also bring people together for a cause greater than making it through the monotony of the daily grind. Likewise, hosting company outings on the weekends or annual events (aside from those around the holidays) can also serve to lift the spirits of the people who make your office what it is. Another possible suggestion could be to have everyone find a buddy in the office, and challenge them to get to know the other a little more (almost like a mentorship program). That way, everyone has someone to eat with, meet with, and grow with in the organization. This may not be the most feasible solution, but it is a good way to cultivate healthy work relationships in the office.
2. Establish a Social Media Presence
A robust Social Media presence is now becoming increasingly necessary in the recruitment realm, especially as technology becomes further integrated within our culture. Simply creating a stagnate Twitter or Facebook account just to say that you “do social media” simply won’t do the trick anymore. In order to establish a robust Social Media presence that will attract quality employees (and even some clients), you must work to become engaged with your audience by either designating someone in the office to maintain and update those accounts regularly, or performing those actions yourself. Regardless, Social Media isn’t something your office should ignore, mainly because the marketing and brand-building potential is simply too great to avoid it altogether. Of course, like a company culture, building a Social Media presence online won’t just happen overnight. Our advice is to begin by pushing content that is relevant to your audience, self-promote sparingly, and pay attention to the comments that come in from your audience. If you follow those simple instructions, you’ll soon begin to see the level of engagement increase on your social platforms - which is an excellent way to leverage your employment brand with potential employees. For more information on creating a strong Social Media presence for your organization, check out this article by VisionWeb.
3. Start a Company Blog
Although it may seem a bit arbitrary, a company blog can do wonders when it comes to promoting your employment brand online. Job seekers are accustomed to conducting extensive research prior to applying for an open position at an organization, and one of the best ways to extract that information is oftentimes manifest in the form of a company blog. Many companies have blogs of their own built in to their sites, however creating a blog apart from your website can be as simple as using a platform such as blogspot.com or WordPress to get the word out about your organization. Overall, a company blog is an excellent way to really paint the picture of what life is like working for your company to a prospective staff member. It not only gives them real, organic insight into the culture of the organization, it also gives them an opportunity to determine for themselves if your company would be a good fit for their personality and skill level. Blogs also serve to provide excellent, original content you can easily use to distribute on your website and social media platforms which could result in an increase in online engagement and potentially an increase in clients over time (not a bad residual effect, if you ask us). Some excellent resources for finding examples of blogs in the eye care industry can be found on sites such as eyegregator.com or sighnation.com.
To summarize, leveraging your employment brand to attract, hire, and retain quality employees to your organization is a strategy that many organizations fail to act upon when it comes to the hiring process. In a way, creating awareness of your employment brand is just as important as marketing your organization to your customers. If it weren’t for your staff members, many of your customers wouldn’t be so loyal to return time and again - which could negatively impact your business. Who you hire essentially provides the fuel that sustains your organization, therefore marketing your company to prospective employees is something that should never be ignored.
If you’re interested in learning more about how you can promote your employment brand to amplify your hiring power on Local Eye Site, then you may be interested in our Featured Employer Program. We’d love to work with you to help your organization receive the level of exposure you need to achieve your hiring goals. Contact us today via email at info@localeyesite.com.
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