Many companies have been thrown into the spotlight through their employer branding throughout the pandemic. Consider the impact Loblaws had on their employer branding and company branding when they announced they are paying a “pandemic premium” for their employees? HUGE positive impact. This created the surge in applicants they needed to get them through the new level of service needed for online purchase and pick up.
Announcing what you are doing to assist your employees and future employees to navigate these trepid waters in the time of COVID-19 could be the difference between receiving a quality application or not.
Are you considered an essential business? Did your company continue and not stop throughout the shelter in place order? This is part of who you are, part of your brand, and you need to use this. This is what applicants are seeking the most during a time of crisis – stability. If you can offer it to them, say it.
When advertising for a new job opportunity in the time of COVID-19, you can showcase your internal operations in response to today’s realities. Make note of additional PPE, procedures, and accommodations that your company has done to protect employees.
Employer Branding is the “hype” that is created about a company’s work environment. So, consider what your employees are saying about working there, really listen to them, because not only are these your employees but they are your brand ambassadors.
When we look for the elusive “fit” in our company, our employer branding can not only draw out that person but also build that individual from within.
Employer branding should complement your company branding.
This is the “putting your money where your mouth is” aspect. Because a company’s employer brand is real and alive and happening whether you have decided to participate in this or not.
For example, if you are a coffee shop and your brand is all about speed, it should go without saying that your employer branding should reflect this. Recruit with a timeline, be speedy with annual reviews, have a distinct process for how you train. All these aspects are areas that can strengthen your employer branding, which will compliment your company brand as a whole.