With the unemployment rate at the lowest since 2008, today’s job seekers have more choice — and more power — than ever before. According to CareerBuilder, one in five employees plan to change jobs in 2016, so the job seekers are out there. The real question is, how do you make sure your company is what they’re searching for? What matters to job seekers?
Believe it or not, it’s not salary. Or at least, it’s not salary at the expense of everything else. When 3,252 employees were asked what mattered more than salary when looking for a new job, they rattled off a list of factors including non-salary benefits, location, and management, among others. But three factors stand out above the rest — these three factors matter more for your employer brand and your employees’ happiness (and, subsequently, your employee retention) than any others.
1. Job Stability
Despite the pervasive myth of the job-hopping millennial, today’s job seekers are actually looking for companies and roles with staying power. In a recent survey, 65% of workers ranked “job stability” as the most important factor when choosing a new job.
To communicate job stability to candidates, demonstrate appreciation for your current workforce. By showing how employees are valued, you’re expressing that you invest time and energy into your staff. Not only does employee appreciation contribute to productivity and a positive atmosphere; it also implies that job stability is a priority.
There are several ways to show appreciation. One simple and effective way is to post congratulatory messages on social media outlets. This could be something as simple as wishing someone a happy birthday or as involved as celebrating a specific achievement done by a person or a team of people. Filming testimonial videos that focus on satisfied employees and posting them on social media is another great way to celebrate the values inherent in your company. Optimizing your company’s online presence to show off your employees can be beneficial for your employer brand in various ways.
2. Good Company Culture
Managing your employer brand on a consistent basis is a sure way to attract top talent. But what does managing your employer brand really mean?
Creating a strong employer brand starts with some self-reflection. Try these steps to start:
Question everything about your company.
Put yourself in a job seeker’s shoes.
Ask questions to develop a strong understanding about why someone would want to work for your company.
Honestly ask yourself whether or not your current employees would recommend it as a great place to work.
Examine how candidates perceive you as an employer.
Honesty and clarity is crucial at this early stage of branding, so don’t be afraid to ask the hard questions.
Once you have a more specific sense of how you want your employer brand to be perceived, you are ready to create a strategic approach to help with attracting talent and maintaining a positive company culture. Despite what most people think, employer branding is not merely for talent acquisition. If the brand framework is consistent with company values and helps to provide opportunity for growth, the employee experience will be consistently positive throughout their tenure.