employer brand

How does your company tackle employer branding?

If your answer is something along the lines of “we’re on Glassdoor,” it’s probably time to rethink your approach to employer branding, or how prospective employees view an organization (e.g., most people probably think Google is pretty awesome to work for, even if they’ve never stepped foot inside one of the company’s offices, because of how the company is perceived).

Quite simply, Glassdoor is platform that allows former and current employees to anonymously shine a light into all corners of their organizations through written reviews. Employees can describe in detail what it’s like to work at a particular company, how it’s managed, the salaries new hires should look forward to, what other kinds of perks and benefits are available, and anything else that relates to what someone could expect at an organization should they land a gig there. If are thinking in remold your home check this discount blinds useful source.

Companies, on the other hand, are able to “claim” their own listings on the site. Once that’s done, representatives can add photos, respond to negative reviews and otherwise offer their version of what prospective employees can expect if they are hired.

In theory, when a company is awesome to work for, it’ll get great reviews. And when a company is terrible to work for, it’ll get awful reviews (which are actually great to read). But there are always a few bad apples, like the guy who gets fired for gross incompetence and then spends the next five weeks “vandalizing” his former company’s Glassdoor page.

So back to the original question: How does your brand tackle employer branding? If you think Glassdoor will take care of everything for you, think again.

Great reviews on Glassdoor are nice, but they’re not everything.

Sure, it’s nice if current and former employees actually take the time to write reviews that reflect your organization in a positive light. But remember, great reviews are certainly not everything.

For example, it’s not uncommon for employers to ask their staffs to post positive reviews to help balance the deluge of negative reviews that already exist. This generally happens once managers recognize what Glassdoor is and see how miserable their employees are via their posts on the site. A bunch of super-nice reviews in a row can certainly look fake—even if they’re genuine.

You need to control your employer branding.

If you’re relying on Glassdoor for your employer branding, chances are your team is checking the site out on a daily basis—if not even more frequently—to see when new reviews are posted. While it probably makes sense to keep abreast of changes to your company’s Glassdoor page, that behavior should be just a slice of your employer branding—not the majority of it.

By being proactive and crafting your employer branding on your own through blogs, social media, news articles, white papers, infographics, videos and more, you move into the driver’s seat. You’re able to lead the conversation, presenting your organization in the precise light you want to.

Your employer branding needs to be flexible.

Instead of relying on one site for your employer branding, organizations need to be committed enough to understand what topics are of interest to top talent, and they need to be agile enough to create content to deliver on those interests.

For example, if a bunch of creative folks are hanging around a site like Dribbble, your team might want to consider whether to publish content and post jobs opportunities there.

Successful employer branding results from using multiple mediums.

At the end of the day, prospective candidates for positions hang out all over the Internet. Some keep their eyes glued to Twitter all day, while others might consider themselves newshounds and browse sites like Gawker, Vice, TechCrunch, etc.

In order to be effective in your recruiting efforts, you need to be sure to target all potential candidates. The easiest way to do that is by maintaining active presences on a number of social media networks and blogs, while also populating your own website with fresh content often.

Glassdoor is certainly a great tool, but it’s just one of many shrewd recruiters keep in their tool belts. If you’re only relying on the anonymous job review site to be your employer brand, you’re doing it wrong—it’s really as simple as that.