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By Sandra Innes

 

Where does your organisation stand on diversity and inclusivity? Or, on community giving? And what is your green agenda?

There is an expectation, now more than ever, to know where employers stand on lots of current, but not necessarily new, issues. The approach of remaining silent is no longer an option.

We’ve all heard how those organisations and employers that do well during the Covid-19 lockdown will be the winners, and how our response to 2020 issues will impact how current and future employees view us.

Your organisation’s brand as an employer will influence what sort of people work with you. Your organisation’s voice on important subjects will attract (or deter) candidates applying for your vacancies.

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So, how would you say your employer brand has stacked up during this strange time? A recent study highlighted that organisational values are ranked the most important element of the employer brand when it comes to attracting candidates. So ask yourself – does your organisation live up to its values? If not, what are you doing to make sure it does? If you are, how are you communicating that to your candidate audience?

Increasingly, organisations are using technology to attract applicants. People are engaging with online content more so than ever before, perhaps due to the change in working styles, like being at home on their own and reduced time spent travelling, but also because there is a passion to see change and to know more when it comes to where organisations stand on important issues.

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Building trust and a lasting culture when so many teams are working virtually is a real challenge, for both hiring and engaging employees. Ensuring the right technology is carefully adopted and complements an organisation’s brand values – with the candidate’s experience very much in mind – is key.

A positive perception of an organisation as an employer is also high on the list of current challenges in a virtual environment. Candidates read between six and twelve company reviews, on average, before deciding to apply for a role – so how does your employer brand stack up in the reviews? Are you addressing negative comments, or simply hoping they’ll go away? Are you taking on board what the reviews say and making changes where possible, or simply paying lip service to them?

Like many organisations, you may be experiencing a huge increase in applications, so why focus on your brand right now? In order to attract and retain top talent, it’s critical that what your employees say about you and how your brand is perceived amongst your target audience is absolutely on point.

Sandra Innes is client relationship director with TMP Worldwide