6 Steps Proven To Boost Your Employer Brand

Employees of a company.

Great compensation alone no longer tops the list of must-haves for job seekers. So what is driving competitive talent your way? Today, it’s all about how candidates perceive your company’s culture, aka your employer brand – and whether or not they can visualize themselves being part of it. 

In fact, with 25% of candidates willing to accept a pay cut to work for a company with an engaging employee experience, it’s becoming increasingly evident that the employer brand is just as important as the consumer brand. All things considered, focusing on your brand is undoubtedly good for business: organizations that invest in their employer brand are three times more likely to hire quality candidates.

In a world where your reputation as an employer can be discovered in just a few clicks, leveling up is mission-critical. Here are six proven strategies to help you do just that.

1. Audit, Both Inside and Out

It’s one thing to create a flashy careers page – it’s another to live out those promises. To foster a healthy company culture full of happy employees, start by listening. 

Commit to asking your team for honest feedback through regular employee pulse surveys so you can measure and track how they feel about their work experience. Then – and most importantly – let the feedback inform your business strategy.

Don’t stop there. Take an external look at your employer brand by “listening” to what people are saying about your company across social media platforms and job review sites. Gathering this data will help you not only identify your strengths and play to them in the future, but also identify your weaknesses and prioritize next steps for mitigating them.

2. Employer Brand Starts With Employee Value Proposition

Next, get clear on why competitive talent would want to work for you. What do you offer in exchange for their valuable time and skills?

Today’s candidates want to work for a place that not only shares their values, but also provides a sense of belonging. Use the data gathered during your audit to write compelling job descriptions that make it clear why a talented individual should join your team.

To further reel in star candidates, ensure that these same value propositions are intelligently conveyed in the hiring process, leaving no doubt in the minds of candidates that your company is the place for them.

3. Demonstrate a Commitment To DEI  

It’s not enough to show off your diversity, equity, and inclusion (DEI) efforts after a candidate is hired; 85% of job seekers want to know where employers stand on DEI before making a final decision about a job.

A great place to start? Your careers page. If DEI is truly a clear focus for your organization, demonstrate it by including images of people from diverse backgrounds, inclusive language, and employee testimonials that speak to your efforts.

Committing to DEI is one of the most consequential factors in creating a workplace where employees feel comfortable to be their authentic selves. But practicing DEI is a continuous journey. Make a habit out of regularly evaluating your DEI efforts and identifying areas needing improvement. 

4. Broadcast Growth Opportunities

Employees want and need a challenge — especially high performers. In fact, 33% of employees cite boredom as the main reason for leaving a job.

So if growth isn’t part of your employer brand, it needs to be. Employees who are offered growth and development opportunities learn new skills, making them more valuable and more engaged.

Don’t forget to emphasize these opportunities everywhere you talk about open roles: on your careers page, in job descriptions, and on social media. Showing that you invest in the well-being of your employees will quickly capture a job candidate’s attention.

5. Give Current Team Members a Voice

One of the most significant assets that will reinforce your employer brand is sitting right in front of you: your employees. In fact, candidates trust what current employees say about working for a company three times more than they trust the employer.

To leverage your team, ask them to leave reviews on job sites, request testimonials to share on your website or social media, or record videos of employee stories you can use in recruiting activities.

Your employees’ stories will breathe personality into your employer brand, showcasing real-life examples of people who love being part of your team. Take it from Microsoft, a company that took this idea to another level by creating a Twitter profile, @MicrosoftLife, which is exclusively centered around their company culture and the lives of their employees.

6. Remember: The Candidate Relationship Is Your Employer Brand

Amidst auditing and improving your employer brand, never lose sight of the connection built between candidates and your organization during the interview process – because at the end of the day, the candidate relationship is your employer brand. How you treat and interact with candidates in their hiring journey directly reflects the type of employer you are. To position yourself as a great place to work, ensure that candidates feel respected.

Here’s where your tech stack comes in: implementing features that allow candidates to self-schedule their interviews for a time that works best for them, and leveraging automation for a quick and easy recruitment process, sends a message to candidates that their time is valued.

Don’t let a negative candidate relationship weigh down your employer brand. Give candidates a seamless experience by leveling up your tech stack today.

Remote Work and Spotify’s Work From Anywhere Revolution

Webinar on making remote work successful.

Work from home is nothing new, and if we’ve learned anything over the past two years, it’s that WFH can be just as productive (if not more so) than working in an office. But what if your company wants to adopt a WWYWB (Work Where You Work Best) policy? Lindsay Goreng, Global Talent Acquisition Lead at Spotify, sat down with GoodTime’s Head of Customer Success, Lauren Costella to discuss options for remote work and the strategies that made their approach a success. If you don’t have time to watch the full video, here’s the TLDR with the five main takeaways from the session.

Consider Your Remote Work Approach With A Globally Distributed Team

Spotify has implemented a strategy that enables employees to work from anywhere. Employees at Spotify are encouraged to view work as something they do, not a place they go. This enables great flexibility for employees to work fully remotely if they choose.

Though this strategy has been successfully implemented at Spotify, it’s not for every company. The fact is, there is no one size fits all option because you have to have the right infrastructure to support this work style, and the right strategies to implement these kinds of company policies. 

The way a company approaches these policies is one of the most important elements to consider. Spotify’s approach was very people-focused and they aimed to analyze what their employees needed to work their best. This meant that they had to provide flexibility for their employees because some of them worked best in a remote environment. 

This Is How They Approached Remote Work at Spotify: 

  1. Try to ensure that teams are within similar time zones to work seamlessly with each other instead of having 8+ hour time differences. 
  2. Set up multiple entities in different locations around the world so that those who do need the office can access it. 
  3. Choose specific regions when you’re looking to fill certain roles. 
  4. Allow employees to choose their work modes (office or home mix).

Prepare With Your Team

This is all about getting your team ready for change by understanding the goals and strategies used to make those changes a success. Preparation is also crucial for leaders to understand which employees prefer working in the office and those that prefer working fully remotely. 

It’s important to remember that it will take months to fully prepare for this kind of work environment because these changes can be quite drastic. Some roles have to adapt fully online, while others will need to be hybrid.

These Are Some of the Factors Spotify Had to Iron Out Before Getting Started: 

  1. Employee laws in different countries
  2. Payment methods for different currencies and countries 
  3. Co-working spaces for those who want office spaces in different locations
  4. Human resources and internal comms
  5. Training and retraining staff to adapt to remote work
  6. Getting the recruitment team ready

For Remote Work, Employer Branding Is Key

This is an important element to recruiting talented people because they need as much information about their employer as possible. Spotify has a dedicated website just for careers at the company to highlight the different roles available. This lets candidates see which roles are eligible to be fully remotely and the ones that require office work. 

This kind of method is quite effective in employer branding because the website gives in-depth details about the roles as well as the company culture that candidates should expect. It’s better than just having a few hundred words on a job board that give very little knowledge about what the employer values are and what work mode options are available at the company. 

This kind of employer branding is fundamental because it ensures that candidates already know before they apply what kind of role they want and what work mode they are eligible for as well. 

Spotify’s Results

Once these kinds of changes are made within the company, it’s essential that people are measuring the level of results. Spotify has seen many great results and one of those is the increase of applications once they announced that they’d let people work from anywhere where eligible. This attracted many talented people based in different parts of the world. 

By allowing people to work from anywhere, they no longer had to turn down applicants who were unable to relocate due to personal reasons or COVID-related challenges. This leveled the playing field for applicants and gave them the chance to hire more talented people regardless of their geographic location.

Look at Your Tech

Having the right tools is critical for companies trying to move to remote work. Spotify works to ensure that collaboration is asynchronous by using tools like Slack, Workplace, and GoodTime.

GoodTime has proven helpful for companies that have to navigate through different time zones with candidate schedules. This is one way that the Spotify team can automate scheduling and make the application process a positive experience for candidates. 

5 Key Takeaways: Building an Employer Brand Strategy at Postmates

Postmates created a great employer brand strategy.

How’s your employer brand strategy? 

Amid The Great Resignation, compensation and role alignment aren’t enough to snag top talent. 

Creating a smart employer branding strategy attracts more ideal candidates by providing a clear, specific, and unique point of view as to what life is like within your organization. Employer branding also demonstrates company values in a way that helps candidates see themselves with a given company. 

And now more than ever before, company values matter deeply to job seekers. This is why taking the time to build a solid employer brand strategy is the secret sauce in capturing top talent. 

Every TA leader understands the importance of company culture as it’s seen through the eyes of current employees. By leveraging that knowledge, hiring teams can develop an authentic employer brand strategy to appeal to their ideal candidates.

Here are five key takeaways from the webinar with Pete Lawson, former VP of Talent at Postmates, on building an authentic employer brand strategy at Postmates. 

1. Turn on the Discovery Channel

Discovery interviews are the first step toward building an authentic employer brand strategy. They provide the opportunity to see the company through the eyes of the employees. Lawson’s team asked employees questions such as:

What’s it like to be a part of the Postmates team?
What’s their background?
What are their goals?
What’s compelling about their organization?
What do you feel is working?
What do you feel is not working?
Where do you feel undervalued?

Determining the company’s strengths and weaknesses from an employee’s perspective was valuable feedback that allows them to continuously improve as an organization.

Talent competitor analysis was important for Lawson’s team to pinpoint who Postmates was competing against for talent, and how they are currently showing up in the market. The team focused on key areas including:

How’s their employee value proposition (EVP)?
What’s their voice or tone?
What’s their brand reach?
What does their community engagement look like?
What do their mobile apps look like?
How can they gain a competitive edge as an organization?

A digital audit was deployed and combed through their primary mediums including:

  • Career site
  • Job description pages
  • Corporate blog
  • Social media
  • Glassdoor page
  • Github

The team used this method to identify some of their biggest gaps, to gather opportunities for improvement, and to determine where they needed to build more infrastructure. 

2. Communication Is Key During Development

The second phase was to utilize all of the insights collected during phase one to develop a brand narrative, finalize a digital recruitment strategy, and iron out the EVP narrative.

Lawson and his team developed a methodology as to what makes the experience of working at Postmates so unique. They accomplished this through a series of workshops where employees from different departments across the organization provided a wide range and variety of experiences and opinions. 

Using this valuable employee insight, they delivered recommendations for the tagline, the brand’s voice and tone, and the EVP framework. Hearing directly from Postmate employees about what makes the company culture strong, unique, and conversely the areas in which they could improve, was one of the driving forces behind how they arrived at this EVP. 

At this stage, it was crucial to align with the marketing team to get buy-in from them early on in the process. Having meetings early on helps all members understand the end goal, and can provide a roadmap toward the final destination. Getting that buy-in at this stage ensured that they had the opportunity to collect critical information, and understand who on the team they should expect to meet with on a regular basis.

These early stage meetings also allowed them to gain a greater understanding of their concerns regarding this project, what they are most comfortable with, and even some aspects that they’d prefer to avoid during this development phase.

During these meetings, they created project milestones to hit along the way, and gave access to the branding toolkit, and any other materials they had from a branding standpoint. This helped them stay on brand as they developed their strategy and finalized the EVP. 

Having in-depth communication with the team from the start allowed them to build their treatment, and establish themselves as the experts. They were then able to communicate that they understood the objective, company mission, and the desired outcome.

3. The Execution

After all of the hard work that was put in during phases one and two, the execution phase is where they really started to have fun with it. During the execution, they:

  • Rolled everything out
  • Activated the EVP
  • Built out the content creation and analytics dashboard
  • Created the job posting guide
  • Implemented the technology for candidate experience

At this stage, they leveraged the EVP and brand narrative to establish their target audience. They asked themselves what kind of personae and personalities they hoped to attract.

At Postmates, one of the key targets was to highlight female engineers and employees wherever and whenever possible. By including testimonials and photos on their microsites, they increased female representation, which encouraged more women to apply.

This is a much more effective method than simply saying, “we are hiring female engineers.” It was important to them that they really represent the female population, and share their first-hand experiences working at Postmates. This was a great way for candidates to connect with and relate to actual employees, rather than simply hearing the information from a recruiter.

4. Recruiting Ideal Candidates

A job posting guide was built to help make job posts more candidate-centric and on-brand, outlining key sections, examples, templates, and messaging resources as they related to the targeted personae. These would ultimately empower hiring managers to write better job descriptions with the narrative they created. The team wanted the job descriptions to paint a picture of the impact the candidate would make within the organization, and provide more detailed descriptions of the role.

As they interviewed prospective engineers, the hiring team heard a variety of stories concerning the impact they’re making during the COVID-19 pandemic. They wanted to ensure that they’re intentionally highlighting what it was like being an engineer at Postmates during COVID-19, and how their employees were treated during this time.

Video content was key. The team created employee-generated video content during the pandemic, and highlighted some of the shared experiences of employees throughout the organization. They made it a point to highlight their female talent, and how they are empowered to make an impact by building technology to support at-home workers during the pandemic.

This powerful campaign allowed Postmates to give candidates an intimate look at the impact their engineers have in their organization, using raw experiences to generate a narrative to help articulate the company-wide impact engineers have at Postmates. 

The employee-generated video content provided a rare opportunity for potential candidates to build a virtual connection with the employees they’re seeing, who they could easily look up on LinkedIn to verify identity. They prioritized authenticity, and gave candidates an opportunity to envision themselves working at their company.

Candidate experience was next level with GoodTime. Postmates’ team hosted the material that was created during the first couple of phases to create content for their site. Each touchpoint that the candidates had throughout their interview experience was imbued with this new branding and messaging. GoodTime freed up time on the employee side, allowing more time to create content and take care of bespoke, personal details to further elevate the candidate experience. The goal here was to provide candidates with the same feeling that a customer would get from interacting with their brand. It was also important that their mobile app would make it quick and easy for candidates to schedule their interview.

5. Preparation Equals Payoff

After all of this planning and execution, the Postmates hiring team was excited to see the fruits of their labor. Theming the strategies described in the above sections, they saw:

  • 80% increase in applications between September 2019 and September 2020
  • 91% increase in female applicants, an essential part of their mission
  • 30% increase of minority applicants and a significant increase in candidate quality
  • 50% of their applicant pool either “met” or “exceeded” the job requirements, and 
  • 46% of applicants were considered a “strong match” compared to September of 2019

They saw a huge increase in engagement on LinkedIn, and were  honored with a number of awards, including:

  • Best Place to Work in the Bay Area
  • Company With Best Benefits – New York
  • Company With Best Benefits – Seattle
  • Company With Best Benefits – Bay Area
  • Best Paying Company – Bay Area

If you want to watch the full session, check it out here. 

Employer Branding: The Secret Weapon in Today’s Job Market

Young professionals collaborating.

Over the years, there’s been a shift in how job seekers approach hiring. Historically, candidates wanted to impress potential employers. Today, candidates want to be impressed by potential employers.

Job seekers look for companies who will offer a great employee experience in exchange for their knowledge and skills. They research companies via websites, social media, and employee review sites before submitting resumes.

Unfortunately, this can greatly decrease the number of sought-after job candidates at your fingertips. How do you find the talent and skills you’re looking for in a world where quality job applicants can seem almost non-existent?

You Need Truly Stellar Employer Branding

Employer branding is the reputation your company gained for its work environment. This includes everything from benefits, to advancement opportunities, to company culture. Your employer brand is how you market your company to both candidates and employees. Make sure you get this right.

Creating an esteemed employer brand — where people want to work for you — is becoming increasingly critical to attracting and retaining valuable employees. In fact,  86% of employees say they would not work for a company that the community or prior employees perceive negatively.

Employer branding is your opportunity to create an environment that is mission-centric and trustworthy. A recent LinkedIn study shows that companies that invest in their employer brand see 50% more qualified job candidates and a 28% reduction in employee turnover.

Clearly, a winning employer brand benefits your employees. But it can also benefit you as the employer. Here are three advantages you will experience when you focus on an employer brand strategy.

1. Positive Employer Branding Sets You Apart From Your Competition

When you establish a reputable employer brand, you automatically set yourself apart from other companies who seek the same talent.

Job applicants weed through lists of open roles, looking for companies that value their employees. In fact, 94% of candidates said they are more likely to apply for a job where the employer brand is actively managed.

For example: Google has taken every opportunity to rise above the competition to create a place where employees want to work. Just take a look at their campus and you’ll understand why they’re such a hot commodity.

Laszlo Bock, former SVP People Operations of Google said: “What’s special about our company: We give our people tremendous freedom. And we underpin our people practices with real science and data. We use science to figure out what makes teams work.”

When you invest in employer brand, you automatically set your company apart from the competition.

2. A Positive Employer Brand Influences Your Consumer Brand

Consumer brands sell products. Employer brands attract employees. But the two are more intertwined than you might think. The impact of your employer brand, good or bad, can directly affect your consumer brand. It’s no surprise that happy employees create happy customers.

In a world of instant communication, a disgruntled employee can easily take their experience to the internet and shed a negative light on your company. This affects how job seekers and consumers perceive your brand.

But the opposite can also be true. A company that provides positive employee experiences gets noticed by consumers. And most consumers will pay more if a company is transparent, stands for something, and treats its people well.

3. A Positive Employer Brand Attracts High-performing Candidates

When an employer’s brand is subpar at best, recruiters frequently have to offer more for compensation — sometimes 10% more per employee.

But companies that have a solid employer brand can receive twice as many applications, strengthening the pool of talent to choose from. Not only do recruiters’ efforts become easier, but it also costs much less to land high-value employees.

The Bottom Line

Job seekers look for authentic companies that stand for something. They’ll give their time and effort to an establishment that they like, trust, and respect. When you communicate your company values, you’ll attract people who align with — and champion — your mission and beliefs.

These are the people you want and need.

Your employees are investing in your company. Take the time to invest in them as well. When you create a place that values candidates, landing top talent that loves working for you feels effortless.

GoodTime Hire puts the job candidate first and provides a smooth, branded interview process that fits into their schedule, no matter how many interviewers or times zones required. Here’s how to learn more.

3 Reasons Why Exit Interviews Are Critical for Recruiting

Employee leaving after having an exit interview.

Working in recruiting isn’t just bringing in new talent. It’s also understanding why current talent decides to leave. Both are crucial parts of your recruiting strategy.

This is why it’s important that you’re a part of all exit interviews and discussions with employees who want to leave your company.

While there’s never enough time in the day for recruiters, here are three things you can learn from exit interviews to apply to your recruiting strategy.

1. Employee Dissatisfaction Trends

An exit interview is the perfect opportunity to facilitate an open discussion with employees about why they’re leaving and what wasn’t satisfactory about the company. Whether it’s the company’s culture, benefits, or salary, being a part of exit interview discussions will help you identify patterns that cause employees to leave.

If every employee leaving mentions a negative company culture, for example, this is your opportunity to make strides to fix it and reduce employee turnover.

2. Improve Your Job Offer

Not only will an exit interview help you understand why an employee wants to leave, but it’ll also help you understand why an employee accepted an offer at another company.

Did they accept because the company had better benefits? Because the salary was higher? The commute shorter?

Finding out why current employees left will help you make your own job offers more appealing to current talent. And, in today’s competitive job market, any insight into what attracts candidates is invaluable.

3. Strengthen Your Company Brand

Your company brand impacts your recruiting and your recruiting strategy. Your brand isn’t just what you put on social media, it’s also what former employees have to say about you on employer review websites.

Meeting with employees before they leave gives you an opportunity to address any of their concerns and grievances with the company. While you can’t control what they post online, an honest conversation with an upset former employee is a great way to mend a potentially negative relationship.

Whether an employee leaves due to the commute, a disagreement with a manager, or something else, it’s important to use the exit interview to make them feel heard and apply their feedback to make sure the negative things they experienced don’t happen to others.

How to Apply Feedback to Your Recruiting Strategy

You’ve had candid conversations with former employees, repaired negative relationships, and now have a better understanding of how to differentiate yourself in a competitive market.

It’s nearly impossible to address every piece of feedback for larger organizations. However, take the time to meet with the relevant people to discuss the concerns the former employees raised. This will help you, hiring managers, recruiters, and department heads develop a game plan to make changes.

No matter the company, there will always be some form of employee dissatisfaction. Your reaction to dissatisfaction is what helps or hinders the growth of your organization. Big or small, any feedback during an exit interview is important, and all former employees should feel heard and understood. After all, you never know if your paths will cross in the future.