Your candidates are already “on the ball” regarding reputation management: they know employers will be Googling them and possibly checking out their social platforms like Facebook and Instagram to keep tabs on their reputation but is your company doing the same? Proactive reputation management pays when the goal is to recruit top talent. Here’s how you can make sure your company comes out on top:
Candidate interest rises when your online reputation is solid.
It’s easier than ever for candidates to learn about companies that interest them. When they find a clear, consistent, positive brand message, their interest may grow into a passion, putting you at the top of their “companies to work for” list.
To Do: Check the company’s social media profiles regularly to ensure the same consistent message about corporate culture, vision, and brand is broadcast on all channels. Consider making it easier for candidates to ask questions about the company and its job openings and get quick answers via Facebook, Twitter, or LinkedIn.
Positive content outlives the occasional negative comment.
Negative comments happen. It’s the way of the Internet. Although positive reviews are more prominent, for some reason, the not-so-great ones have sticking power. Rather than let these comments slide, it’s best to address them right away.
To Do: Make sure the company moves quickly to present a positive, united front if any bad news appears. While negative feedback is entirely subjective based on the user experience, it’s best to acknowledge it with grace. Sympathize with the reviewer, and if you can offer them a freebie do so. You see this happen in restaurants often. If someone doesn’t like a meal, they send it back and get comped in many cases. Whatever you do, don’t respond with negativity. Thank them for the feedback.
Post relevant content regularly.
How long a blog post, news article, or social media profile has been on the Web is one of the factors search engines weigh when deciding how to rank content. The older the content, the further down in search rankings your company will fall. By taking an early and proactive approach to reputation management, companies can ensure their positive content stays put, promoting it up the search engine rankings and drowning out any negativity.
To Do: While posting blogs once a week will certainly help boost SEO rankings, fresh content will also show your candidates that you are interesting and worth an investment in their time. Plus, the more valuable the information, the better.
Reputation management improves retention.
A solid “brand” message helps candidates gauge whether they will be a good cultural “fit” for an organization. When a candidate meshes well with a company’s processes and vision, they are more likely to stick around and deliver consistently productive results.
To Do: When “selling” a top candidate on a job opening or offer, align hiring managers’ comments with the brand demonstrated through the company’s online reputation. Encourage hiring managers to focus on the parts of working for the company that they love best. Is the organization dedicated to innovation? Is teamwork the name of the game? Is work-life balance second to none? Make sure it appears both online and in hiring managers’ comments.