The five most important statistics in employer branding

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

Employer branding strategies have positioned themselves as a key element for companies that seek to improve their ability to attract and retain talent. It is about enhancing the attractiveness of a company, making known its strengths and opportunities, as well as its values, culture and objectives, in order to capture the attention of that scarce - and therefore highly desired - talent towards the organization.

Platforms such as Glassdoor are allowing companies to position themselves on the internet so that talent can see how employees value the companies for which they work and what are, therefore, the distinctive attributes of it. It is for this reason that the care of professionals has begun to be so relevant, as well as their opinions regarding culture, work formulas, opportunities and benefits that are offered internally and, in short, everything that allows to build an attractive value proposition.

In this sense, CareerArc, technological company expert in outplacement and social recruitment, revealed in a survey that only 21% of candidates would apply to a company with a low rating in this type of portals that allow to know how is the impression that has the rest of the professionals of said organization. Hence, experts in human resources recommend monitoring the profiles that companies have open both in Glassdoor and LinkedIn, as well as being honest, transparent and open in communication, giving clear, accurate and updated information to both internal talent and the external.

In this line, 62% of Glassdoor users declare that their perception of a company improves after seeing an employer respond to a review. The same happens when a candidate is running for an offer of employment and whether or not it is chosen, receives a response from the recruiter. In addition, this statistic confirms the power that interactions can have in first impressions and reputation, and applies to both positive and negative criticisms, since the way a company handles complaints contributes greatly measure to show their general sense of responsibility and convey the importance they give to reputation and the impact it can have on people.

On the other hand, the result of this same study published by Glassdoor, it was revealed that 79% of job seekers use social networks to access a job, which demonstrates the relevance of having a solid presence in the market today. this type of platforms. According to experts, fostering connections with potential applicants could be the solution to expedite possible future recruitment processes, since there will already be a pool of talent that, at least, will know the company, its values ​​and culture. In addition, at this point the involvement of senior management and the workforce will be key, as indicated by the two previous statistics.

Another relevant piece of information to keep in mind has been released by LinkedIn, which in a study ensures that candidates trust the employees of a company three times more than in the company itself when it comes to obtaining reliable information on what it is like to work there. This confirms the power of conviction that personalized stories have in charge of brand ambassadors, that is, professionals convinced of the advantages of working for a particular organization. In this sense, in recent years new ways of transferring these testimonies to target audiences have been emerging, such as the use of 'testimonial scrollers' on the company's internal career page or of audiovisual content publicize the company internally.

Finally, LinkedIn also revealed what are the three main channels through which SMEs plan to extend their employer brand: the company's website (69%), online professional networks (61%) and social networks (47%). The importance of content marketing and the use of internal blogs and internal and external professional networks that facilitate a greater approach to talent is highlighted.

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

Join us in Miami Beach, June 5-7 for the Global Online Marketplaces Summit.