4 Recruiting Best Practices to Build Your Employer Brand Online

For many employers, recruiting in 2021 will be focused heavily on remote hiring Because so many candidates desire remote work or hybrid remote work (per a recent study, 58% of respondents would look for a new job if required to return to the office), it’s clear the most efficacious way to recruit employees will be remotely. One of the best practices for hiring top talent in a remote environment is building a robust employer brand online. MP’s recruiting experts share four key recruiting tips to help workplaces polish their employer brand online.

1. Build an online presence.

One of the most vital recruiting tips for employers in 2021 is to ensure candidates could find them and learn more about them online. Talent will read it as a red flag if they are unable to find anything (or only very little) about an employer on the internet. Employers should build out their presence in a standardized way. They should use the same logo, company colors, and company description on these sites to build brand continuity and avoid confusion from candidates. Employers should build out a presence on these sites (if not others additionally):

• LinkedIn
• Glassdoor
• Indeed
• Google
• Facebook
• Twitter

2. Respond to negative reviews and request positive ones.

If employers already have reviews online, they should respond to negative ones. Employers should respond to negative reviews by thanking the reviewer for their feedback. They should include either a plan to address any concerns the reviewer brings up, or any action they’re already taking to address these concerns.

Employers should also encourage their team, departing employees, or previous employees to leave positive reviews. They should reach out individually to employees and share the links and processes to leave these reviews. MP’s HR services team suggests employers make it standard practice to reach out to happy current employees, past employees, and departing employees. It’s vital employers don’t just reach out once for reviews. They should try to generate new reviews online regularly. Candidates want to see how people feel about working somewhere now, not a year or six months ago.

3. Optimize benefits and perks packages.

In 2021’s job market, top talent is more in demand than ever. One of the most effective recruiting tips for this market is to ensure offers are high enough and benefits and perks packages are optimal. To polish their employer brand online, employers should add benefits and perks to their online listings and website. These are some of the most popular and innovative benefits and perks right now:

• Childcare benefits
• Wellness benefits
• Remote work options
• Flexibility in scheduling
• Autonomy at work
• Student loan repayment programs
• Paid family leave programs
• Paid time for volunteering

4. Build a “Careers” page on the company website.

Employers who don’t already have a page on their organization’s website dedicated to open jobs and company culture should add one. When experts share recruiting tips, they often suggest these pages include:

• A description of company culture
• Company values
• Pictures of the workplace and the team
• A list of perks and benefits
• A list of open jobs and descriptions with instructions and links for applications
• Links to the company’s reviews as an employer (if they’re overwhelmingly positive)

Some employers will also opt to create videos to share this content with candidates. Video has the dual benefits of being more appealing than plain text and increasing a website’s SEO value.