Why Brands With a Great Reputation Attract the Best Candidates

Even during the “Great Resignation” people want to work for a company with a good reputation. The strongest job candidates are looking for more than just salary, benefits, and whether your office provides catered lunches. They’re looking at your brand’s reputation. Do people think highly of your brand? Are your brand’s values and vision aligned with their own?

A brand’s reputation is one of the most important factors for job seekers. Just as you’re judging candidates to make a job offer, they’re judging you on whether they will accept it. Here are supporting statistics on the importance of reputation in the hiring process.

Statistics About Recruiting and Reputation

• 76 percent of people want to work for firms with a good reputation
• As many as 75 percent of job prospects will reject a job offer from a company with a bad reputation, even if they’re currently unemployed
• 92 percent of people would consider leaving their current jobs if offered a role at a company with an excellent corporate reputation
• 45 percent of 35-44-year-olds would leave their current job for less than a ten percent pay increase to join a company with an excellent reputation
• 72 percent of recruiting leaders worldwide agree that employer brand has a significant impact on hiring
• 59 percent of recruiting leaders worldwide are investing more in employer brand

Businesses are investing more to build their brand’s reputation and workplace environment. A positive reputation helps attract the best candidates for open roles. Understanding the full benefits of a good online reputation makes clear why employer brand deserves dedicated attention.

The same principles that drive your overall reputation strategy apply to employer brand. Even if your brand’s reputation is in good standing, dedicating extra time to your employer brand is worthwhile.

What Is Employer Brand?

Your employer brand is how your company is perceived by job seekers in terms of its reputation, company culture, and employee retention. Whether people are happy to work for your company — and how long they stay — both shape your employer brand. It is similar to your company’s overall corporate reputation, but targeted specifically toward job seekers.

Companies with a strong employer brand differentiate themselves in the job market. Crafting your employer brand is an opportunity to showcase why your company is an excellent place to work. Share your unique company story, highlight employee testimonials, and recognize your leadership team. A stronger employer brand helps you attract, engage, and retain the best candidates for your open positions.

Managing Reviews to Strengthen Your Employer Brand

The impact of reviews on your employer brand

Just as you monitor review sites like Yelp or Google Reviews for your business, you should also monitor hiring review sites like Glassdoor and Indeed. These sites carry significant authority in search results and tend to rank highly for branded keywords. Only sites with real authority will be highly visible when job seekers research your company, so keeping these profiles strong matters.

Start by setting up a complete profile. Apple’s Glassdoor profile is a strong example — it includes company overview information along with awards and recognition that reflect their standing as a desirable employer.

Scrolling further reveals reviews covering both the company and the hiring process specifically.

Peer reviews are a strong indicator of company reputation

Employee reviews are a key component of hiring portals. Research on employee reviews mirrors what you would expect from Yelp reviews on products and services:

• With over 59 million monthly users, Glassdoor has become a go-to resource for active job seekers researching potential employers
• Ratings of compensation and benefits carry the most weight with candidates
• Fresh reviews (less than six months old) have the greatest impact on perceptions of your company

Monitor your online brand to see what job seekers see

Monitor what people are saying on job portals like Glassdoor, Indeed, and LinkedIn, and respond to both positive and negative reviews. If you’re seeing a pattern of negative reviews, address the underlying issues promptly. Encourage current employees — especially satisfied ones — to submit reviews as well. For a broader view of what’s being said about your brand, a regular online reputation audit is an essential starting point.

Your brand’s reputation directly impacts your ability to attract and retain talent. Neglecting it can cost you top candidates and strengthen your competition. Make sure your brand is competitive in today’s job market by investing in your employer brand. Contact us today if you need help developing your company’s online reputation strategy.