Ask an employee or customer to describe your organization in one sentence and their response is the current state of your employer brand. As the skills shortage in Finance and Accounting increases the difficulty of hiring, corporate image is more important than ever. For business leaders, the top objective of employer branding is to secure high-quality talent to work for their company. When all else is equal, including compensation and benefits, the deciding factor for candidates comes down to an organization’s image. In order to attract Finance professionals with better employer branding, there are a number of steps to take.
An effective employer branding strategy often starts by considering what sets your company apart, as differentiating factors will affect the rest of your branding efforts. What do people think of when they hear your company’s name and what associations do you want them to draw instead? For example, mention the word “Google” to a coworker and they will instantly think of the famed and unique Googleplex office headquarters or of Google’s reputation for cutting-edge innovation.
Find what differentiates you. Does your company have a deep focus in a thriving niche? Is your physical office space unique or fun in some way that stands out and is recognizable? Do you offer unique benefits to employees that competitors do not, such as healthy work-life balance, on-site childcare, tuition reimbursement, free gym membership, or a renovated cafeteria? Finance roles are demanding, with 62% of high-earning individuals working more than 50 hours a week. The above perks represent solutions that can save time, avoid burnout, and improve overall quality of life for employees. Speaking to these needs will go a long way in making you stand out from competitors.
Build an Outstanding Culture
The best way to set your company apart and create the framework for a well-received brand is to focus on building an outstanding company culture. Creating an excellent environment will provide a tremendous amount of free advertising from employees that will boast at every chance they get and tune others into your company. An outstanding culture increases retention, encourages employee engagement, and drives recognition as a desired career destination in the Finance and Accounting industry.
Start by talking with current employees to get feedback, and take actionable change based on the conversation. As changes boost morale and productivity, these employees will become ambassadors and representatives for your organization. Studies have proven that regular employees, not executives, are the most trusted spokespeople for a business. Focus on creating the best experience for them, and top industry talent will take notice.
Cultivate a Strong Digital Presence
The rise of social media has made it essential for organizations to refine their digital presence with employer branding in mind. Candidates typically encounter your company for the first time through a website or social media platform. While more business leaders are accepting the fact that this arena needs attention, only a third of companies currently have a dedicated employee regularly updating their social media accounts.
A candidate will believe their experience on your website or Facebook page to be reflective of your organization. If details are hard to find, the design looks outdated, and photos are bland, they will expect the same out of your physical environment. Similarly, if they open your Facebook page and see photos of smiling employees engaging in fun activities, they will get the impression of a great company culture. Finance roles have often become stigmatized as dull career choices in plain office buildings. Many of us know that is simply inaccurate, but not all job seekers understand that. Social media can overcome stereotypes such as this, and there are a number of ways to build a great social media presence.
Be Transparent and Honest
Organizations with even the purest of intentions can falter when it comes to transparency. Consumers want to know everything about a brand before engaging with it, and if they cannot find enough information they will look elsewhere. The same holds true for in-demand job seekers. While sharing authentic photos of real employees on social media can provide some transparency, the topic must be considered more deeply than that. Does your website make clear what your organization does and how it positively impacts the world? If there has been a negative news story about your company, has it been addressed and honestly explained in a press release?
Millennials value honesty and transparency in their professional lives, and want to work for companies that make a difference. Being cryptic or hiding behind vague mission statements does not instill much faith in this massive talent base. A business that makes an authentic effort to take measures such as increasing energy efficiency in their operations, and is honest about such practices, will be better able to reach this group and create a stronger corporate image.
Attract Finance Professionals with Better Employer Branding
Lastly, improving employer branding cannot be undertaken solely by the marketing department, a social media manager, or a passionate CEO. The change it takes to establish a better employer brand is collective, and all employees must embody the brand. By taking the above steps and involving everyone the along the way, your brand will increase in value and you’ll spend less time seeking the top talent. They’ll be seeking you.
For assistance securing the right talent that will increase the value of your employer brand, contact us today.
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