Do you recall the last time you did not cross-check reviews for a movie, product, or restaurant online before finally deciding whether it’s worth your time? Of course, you don’t. In simpler times, we would rely on word of mouth and personal recommendations in person. But since the world wide web has compressed the globe into a little accessible blue ball, every industry has become reliant on feedback and reviews.
To a large extent, people in today’s day and age are review centric. A significant amount of research is put into everything, whether ordering food or applying for a new job. People are no longer mesmerized by hoardings or advertisements. Everyone relies on personal experiences received through personal interactions and feedback, which are readily available online and in real life. Naturally, this impacts the recruitment industry’s key variables – employers as well as talent equally. Little wonder then, that it is imperative for a company to take talent branding more seriously.
What is Talent Branding?
When you browse through websites like Glassdoor and Indeed, you will come across innumerable reviews and feedback given by former employees who have worked at various organizations listed on these websites. These are personal experiences made public, allowing prospective employees to glimpse into the companies' culture and functionality where they want to work. According to the biggest player in the business-employment market, LinkedIn, "Talent branding is the highly social, totally public version of an employer brand that incorporates talent thinks, feels, and shares about your company as a place to work." Talent branding, then, is a product of personal experiences and feedback given by former and even current employees. These reviews help prospective candidates decide whether the organization matches their expectations.
So then is Talent Branding and Employer Branding the same thing?
Employer Branding inevitably does come into the picture while talking about talent branding. So much so that there is a common misconception that talent branding and employer branding mean the same thing. In fact, these two are entirely different. In employer branding, the leaders of organizations can influence how they want people to perceive their respective organizations by painting them in a particular manner. And in comparison, talent branding is a complete contrast. Here, leaders do not control employee reviews and feedback on their organizations.
The Best Practices to Promote Company Brand
Feedback of any kind is precious for the growth of the company. And talent branding serves as a looking glass for the employers.
For instance, At First Meridian, we have often observed that many of our clients pay little to no attention to brand hygiene and what people are talking about their respective organizations. Paying heed to these little things will give leaders a reality check. Hence here are the crucial points that leaders should practice to ensure that their company branding is up to the mark.
1.Understanding Brand Perception is crucial. Former employees give their feedback based on personal experiences. This feedback highlights the organization’s work culture, various available benefits, the advancement of opportunities, and more. Which, in turn, contributes towards attracting or turning away a potential candidate. Going through such reviews and feedback will help leaders touch base with everything that the organization lacks and help them work towards the same.
2. Responding to Reviews by people who have previously worked at various companies is the right way of creating a positive impression on potential employees. Even though the company does have its weak points, interested candidates will note how leaders are paying attention to these things and doing their best to improve their employees’ experience.
3. Listen to the Employees. Paying attention and listening to what employees have to say has become more critical than ever. Denying them their voice can affect their experience at the company as well as outside of it.
4. Conducting Internal Surveys can help leaders understand various grievances of their employees.
5. Taking feedback can help improve many shortcomings and ensure that employees’ opinions matter 100%.
In the words of leadership consultant Ron Edmonds, “The culture the leader creates impacts the feedback the leader receives.” And this holds an abundance of truth. In today’s time, when everything is transparent, it is more important than ever to play to your strengths and work towards eliminating your weaknesses as an organization. And incorporating feedback can go a long way in doing just that as it helps from losing employees and encourages more people to join the organization. All of this ultimately leads to the growth of both your organization and the people that run it.