Strong employer's brand is one of the most powerful recruitment tools of a company. So, if your company does not have a clearly defined employment brand yet, you should seriously think about it. Not having a clearly defined employment brand does not mean not having an employment brand at all. Potential employees perceive you in many different ways but you have no control over it. And that is wrong.
Careerbuilder.com therefore described 5 practical tests for you to find out how strong your brand is and whether it is high time to define or modify it.
1. Ask your staff
Ask the staff, ideally including your leaders and recruiters, to describe how they perceiove your employment brand. If you get different answers, your brand should (either again or for the first time) be clearly defined.
2. Check the "Careers" section on your company's website
Put yourself in the place of a person seriously interested in working for you. Does your site give you a clear answer to what the company can offer you, why should you choose it? Jobseekers are not interested only in your products. You should have a site dedicated to career that will not only offer jobs but also include information about your corporate culture, benefits, career development opportunities and the like.
3. Check the "Careers" section on your competitors' websites
Compare the differencies. Can visitors to your site and the competitors' sites clearly recognize in what aspects your offer is better? Clichés such as "We care about our employees" or "Employees are our most important asses" are not enough.
4. Find mentions of your company in the search engines and on social networks
Watch Google, Bing, Facebook, Twitter and more. Are the information you can find positive? Are there any information at all? If you cannot find much information or they are mostly negative, your employment brand needs to be improved.
5. Try the Google Adwords Keyword Tool
This tool, which is part of Google, shows how often specific keywords are searched for. Test it using the name of your company combined with the words "work", "employment" or "career". You might be surprised how few people are interested in your career offers.
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