Is your brand reputation attracting top talent for your company?

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It seems every business owner I come across these days has the same concerns — they can’t find enough workers, pay rates are rising rapidly and customer service is lacking because they are short staffed.

Especially since the pandemic, a high salary, compelling benefits and job security are not enough to secure the best talent or compel your top talent to stay. Professionals derive job satisfaction from less tangible things, like having pride in their organization, feeling appreciated, being treated with fairness and respect, having a sense of accomplishment, engaging in interesting and meaningful work and building positive workplace relationships.

So how can you attract and keep the best talent for your team in such a competitive job market?

Start by building your employer brand.Your employer brand is how you are perceived as an employer. It is your reputation, and it is crucial to attracting top talent. Therefore, you must position your company as a “great place to work” by today’s standards. How do you do this?

Define your company culture. Employees want to work for companies that share their values, and you want to attract the employees that are a good fit, not those who could jeopardize the cohesiveness of your team. That’s why you need to have a clearly defined mission, core values and company culture.

While your mission and values form the basis of your culture, it is your employees who shape and communicate it. Listen to their concerns and ideas, and find out what is important to them. Use their feedback to create a culture they feel empowered to share.

Manage customer reviews. Candidates want to work for a company that is trusted and respected, so it is important to be proactive on customer review sites like Google, Facebook and Yelp. Respond to all reviews and enhance your reputation by gently encouraging your happy customers to leave positive reviews. Monitor your online reputation by setting up Google Alerts and utilizing one of a variety of available social monitoring tools.

Tell your story. Let people know why your employees love their jobs, putting purpose, values and company culture in the spotlight. Spread the word through your website, advertising campaigns, social media, your LinkedIn profile, online review sites and through employee ambassadors — your employees are your best storytellers.

Get recognized for your commitment. You’ve worked hard to create a culture of inclusion, community service and employee happiness; now it is time to be recognized for your efforts. Many local and national business publications, like Forbes, Fortune and People, publish lists of “Best Places to Work,” and some, like Smart Business, recognize businesses for their community contributions. Get on these lists and display their badges proudly.

According to LinkedIn, companies with a strong employer brand attract 50 percent more qualified applicants, experience a 28 percent reduction in turnover, cut their hiring time in half and spend 50 percent less on hiring costs. With metrics like these, it just makes sense to invest in a strong employer brand for your business. ●

Kelly Borth is CEO and chief strategy officer of GREENCREST

Kelly Borth

CEO and chief strategy officer
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