Do You Think Your Employer Brand Can Be Ruined by Social Media?

September 19, 20168:44 am4006 views

A good employer brand is very valuable. If your company or organisation has a good employment brand reputation, you’ll be able to spend less money per hire, while getting twice as many candidates applying for your jobs, as in comparison with companies having bad employer brand reputation.

If your company gets a bad reputation, you could have a really hard time hiring – 50% of job seekers say they wouldn’t take a job with an employer with a bad reputation, even if that employer offered to pay better. Typically, companies with bad reputations as employers, end up paying 10% more per hire, which can really add up. Imagine taking each of your employees and having to pay all of them 10% more. Ouch!

In the past, employers had pretty tight control over how their employer brand was communicated. They could essentially say what they wanted to about it, and there wasn’t much that employees could do to confirm or deny how their experience was being branded.

Social media has changed that. Now any employee can get on a social media account and tell the world exactly how they feel about their employer. Not only that, but potential applicants are listening – 62% of job seekers say they researched potential employers on social media. Another 76% checked employers out on LinkedIn.

The other thing is that they’re taking what employees say seriously at companies they’re considering. 70% trust what employees say about an employer brand over what the company says. This can certainly give employees an opportunity to hurt your employer brand.

The Infographic below provides great visuals for employer branding statistics, as well as expert advice on how you can improve and protect your brand. This should give you a good start on improving and managing your employer brand in the age of social media.

Employer Branding and Social MediaThere are two stats in particular that bring up an interesting question – HR says, they own employer branding, CEOS think executives do. Who’s right? Chances are, they’re both right – and wrong too.

To really get the best out of employer branding, a lot of experts think that everyone in an organisation should take responsibility for the employer brand. Considering how much of a say, employees have in branding with social media, not only is it a good idea, but it’s actually true. They are playing an active role in the brand, you just need to decide to bring them over to your side, and let them know that you value their voice in the conversation.

See: Does Strong Employer Branding Reflect on the Company’s Financial Performance?

You’ll notice that several of the experts suggested seeking out the voices of employees in your company that show off your brand, and sharing them. In many ways, the employees are the storytellers for your company, and you’re the editor that curates to help them get in front of the right audience.

Towards the end of course, nothing makes up for having a company that creates a great experience for its employees.

As Gautam Ghosh noted in the Infographic: “The starting point should be a great organisational culture, engaged employees and an awesome candidate experience.” Ok, so do you need to convince someone at your company (maybe the CEO or the head of HR) that this is an important issue?

We’ve also boiled the Infographic down into 11 great reasons companies need to pay attention to employer branding in the age of social media:

  1. In 2013, 50% of HR managers said they were having problems filling positions. In 2016 that percentage has risen to 68%.
  2. Of HR managers, 70% say they’ll use social media for employer branding, but…
  3. Only 33% have staff dedicated to social media.
  4. 58% of HR managers say they’re the ones responsible for employer branding, but…
  5. 60% of CEOs say executives are.
  6.  70% of applicants say they trust what employees say about a company more than they trust brand ads.
  7. LinkedIn is used by 76% of candidates to research potential employers.
  8. Before applying, 62% of candidates are researching companies using other social media.
  9. Even if they receive premium pay, 50% of candidates say they won’t work for an organisation with a bad reputation.
  10. Having a positive employer brand can bring you twice as many candidates as companies with negative brands, and help you spend less on employees.
  11. A bad reputation costs companies 10% more per hire, which can become a huge number, considered company-wide.

If you’re looking for further help on employer branding, and how to take control of yours, check out this great article on creating an effective employer brand proposition.

Ok, we hope this didn’t scare you! While employees certainly can damage your employer brand using social media, there’s no reason they have to. In fact, if you get involved with branding now, and watch it closely, you can help turn employee social media use into a positive by making it a platform for them to say great things about what it’s like to work at your company.

Article contributed by: Adam Seabrook, Co-Founder, Betterteam, Inc

Infographic compiled by: Betterteam

Also read: Best Employer Branding Strategies of Singapore’s Top Companies

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