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Every company starts with a light bulb moment that reflects its purpose and vision and moves it forward. This, in my opinion, is the basis for building an employer brand in the hotel and catering industry, where finding and hiring the right employees is a constant challenge. In fact, this challenge was a lightbulb moment for me (*4*)OysterLink.
I had lunch with founder Gabriel at a restaurant in Miami, where we chatted with some of the employees and learned about a recurring problem for most restaurants: acquiring qualified staff without relying solely on word of mouth. Hence, we got here up with the idea of launching a platform for employers and job seekers in the larger hotel and catering industry.
I at all times share this story with candidates during job interviews. I consider that sharing OysterLink’s origin story has significantly helped our company attract long-term-thinking people, and that is why we’re committed to this work.
That said, here are 4 interconnected steps to building (or improving) your employer brand, no matter industry.
1. Tell us about how and why the company was founded
Going back to what I said earlier, leveraging your company’s history is key to developing your employer brand. Share them consistently and across multiple channels – from your company website and social media platforms to interviews, industry conferences and events. In short: take every opportunity to tell a story so that individuals (including job seekers) are more likely to remember your brand.
One of my recommendations can be to summarize your entire profession path, especially if you are one of the founders. Tell us about your humble beginnings, your path to the top and what inspired you to build your company.
Because many industries have entry-level positions where people begin their careers, combining a company’s history with profession development might be of strong interest to job seekers.
Or let’s say your company has a decades-old history or cultural significance. Just as consumers have greater trust in heritage businesses, so do potential employees and employees. Moreover, it helps showcase your company’s track record of success and resilience.
Meanwhile, if your company is brand recent or hasn’t yet achieved heritage brand status, you should utilize this to your advantage as an employer. Build its prestige by emphasizing what distinguishes it from larger competitors. For example, do you have a unique company vision or business model that might attract candidates looking for an modern environment? This is also something value considering.
2. Communicate your company culture and core values
This includes defining your company culture and tying it to your origin story. How has your company’s history shaped its core values as a workplace? Your company culture and core values will help showcase what makes it a great option for potential employees.
Of course, these values must also be consistent with what professionals are looking for in their workplace. Here are some of the core values I have championed throughout my years as an executive, along with examples of how they needs to be practiced in every company:
- Work stability: Employees can count on secure and lasting employment, especially if they are employed full-time.
- Clear communication: Employees can expect clear feedback from their managers on their performance.
- Opportunities for development and recognition: Employees are not only properly trained, but also cooperate with the best employees and have a probability for promotion.
- Safe working environment: We provide support for the physical, mental and emotional well-being of every worker, especially in high-stress industries.
- Competitive salary and advantages: Employees are paid appropriately for their work, especially when compared to local standards.
Similar to your company’s founding story, its core values must also be shared through online platforms. For example, the careers page on your website may include visuals that show how potential employees can advance their careers inside the company. You may post worker testimonials on social media, or even posts about how your company receives awards for its work culture.
3. Invest in your leadership team
Managers and supervisors are a reflection of your company’s culture and core values. How good they aid you improve yours morale and performance of team members directly affects the fame of your employer’s brand. You don’t need someone who causes high worker turnover due to ineffective leadership.
Therefore, business leaders should take proactive steps to maintain a healthy workplace; not only in terms of work-life balance, but also in treating every worker with respect despite a stressful environment.
At the same time, these leaders must do their part when screening candidates, whether as a hiring manager or head of recruiting. They should ensure the efficiency of the recruitment process so that candidates are treated courteously during interviews and receive feedback on their application inside a reasonable time.
Generally speaking, positive experiences for each candidates and non-management employees lead to higher word-of-mouth communication, which might encourage other job seekers. So make sure your leadership team is made up of highly expert people and effective leaders. I know from experience that not everyone has each of those qualities. However, you may’t have one without the other.
That is why it is so necessary to select the right people, either through employment or internal promotion. Look for individuals who can lead by example and uphold the company culture and core values.
4. Promote your job offers on appropriate platforms
Of course, you will also need job advertisements to attract candidates and develop your employer brand. In addition to a clear description of the position you are recruiting for, each job ad should include detailed information about your company, including its founding history, workplace culture, and core values - all already set.
At the same time, you would like to increase your probabilities of attracting candidates who are probably to be qualified for the position. This is where selecting the right job posting platforms comes into play.
While you may actually post to the careers page on your company website and social media accounts, industry job boards or skilled networks are key to reaching your goal candidates. These platforms allow you to directly connect with professionals looking for opportunities in your field.