After a year of lockdowns and reopenings, the U.S. is finally on a path to permanent reopening. However, if you’ve seen or read the news lately, you may have noticed that many employers are struggling to find workers. The Bureau of Labor Statistics reported that the U.S. observed the highest number of open jobs at the end of March since 2000, at 8.1 million. Unfortunately, a record 44% of business owners reported job openings they could not fill in April. The labor shortage has been a challenge for HR teams everywhere – which is why it’s more vital than ever for businesses to find new ways to attract talent.
Where are the Workers?
The climb in unfilled job positions is puzzling to hiring teams and businesses alike. Given that postings are back to pre-pandemic levels, and millions of Americans are unemployed, it would seem certain that businesses would be flooded with job applications. However, there are many factors at play that are causing Americans to hesitantly return back to work. Concerns over the virus, limited childcare options, and unemployment benefits are all impacting worker decisions over whether they want to return to work or not.
Keep reading to find out how your brand can win over job seekers with a great brand reputation and strong online presence.
Today, 69 percent of people start their job search on Google. Therefore, it’s vital to leverage Google Jobs on your website to draw in top talent to any open roles available. In addition, the average click-to-apply rate on Google Jobs is 16% higher than the average job publisher site. So not only can your company get more eyes on your open roles, but you also have a higher chance of applications getting completed through Google Jobs.
You can enable Google Jobs to index any job listings by adding in the proper schema markup onto your website. When adding in the schema markup, make sure your data elements cover all this information:
Company Logo & URL
Job Location Information
Salary Information (Optional)
This will make it possible for your job listings to show up in any relevant Google searches. Additionally, make sure your open jobs are listed on any relevant third-party websites such as LinkedIn, Glassdoor, ZipRecruiter, and more. Google views many of these third-party job sites as trustworthy and therefore will likely rank them highly. . By posting your jobs on these third-party websites, you’re increasing the chances that applicants will see your post whether they’re searching on the job site or on Google.
Level Up Your LinkedIn Strategy
Before you start posting jobs to LinkedIn, confirm whether your brand’s LinkedIn company page is doing a good job of telling job seekers why they should want to work for you? In today’s job market, job seekers are taking more time to consider potential employers carefully. Your LinkedIn company page should be a valuable driver in selling and distinguishing your company from the rest.
LinkedIn has several sections that any company can use to tell their brand’s story, including “About”, “Life”, “Jobs”, and “People”. Start with making sure your page has up-to-date business information and images. Any outdated imagery will show job seekers that you haven’t taken the time to update your brand presence.
These sections are where you should showcase your company culture and brand personality. Show your audience what your company has to offer – whether it’s an innovative work environment, unique work benefits, an amazing team, and more. Do you offer any mentorship programs or one on one leadership training? Does your company help pay for continued education or contribute to philanthropic causes? These are just a few examples of sought after benefits at desirable companies such as Google, Adobe, and more. Individuals on LinkedIn are looking to see how your brand engages its employees. With great storytelling, content, and voices from your employees, you can leave potential job seekers inspired and motivated to work at your company.
The pandemic also left many job seekers wondering what the future of work will look like post-COVID. Linkedin is a great place to address how your company is solving common concerns related to remote work flexibility, mental wellbeing, and childcare options. These areas will continue to remain top of mind for job seekers who are in the decision-making process of which companies to work for.
Reviews shape your company’s reputation, which in turn impact job seekers’ opinions about you. There is more than evidence to prove online reviews can damage or improve your brand reputation:
50% of candidates say they wouldn’t work for a company with a bad employer brand reputation, even for a pay increase.
Your company can consistently tell others how great your work culture is, but if your reviews say otherwise, people won’t be as likely to believe you. Take some time to work on your review management strategy, on tier 1 directories such as Google and Yelp, as well as employee-specific review sites like Glassdoor. By investing in your review management strategy, your business can attract more consumers and potential employees alike.
We specifically touched on LinkedIn, but your brand’s presence on the rest of the social platforms matter too. 79% of job seekers say they are likely to use social media in their job search and this increases to 86% for younger job seekers. Job seekers will regularly evaluate a company on Facebook, Instagram, and Twitter to get a better feel for what the company stands for and what it’s like to work there.
Similar to LinkedIn, you should hone in on the company culture to attract potential candidates. The more benefits they’re aware of, the more likely they will want to work for your company. Here are some content ideas to incorporate into your social media content strategy:
Office Life – If your company is fully remote, hybrid, or has safely returned to the office, make sure to highlight your office setting with great visuals. If your team is remote, add in content around virtual happy hours or fun events. If your team is in office, highlight fun work perks that your team members might have, such as enjoying catered lunches or simply being able to work in a casual environment.
Employee Testimonials – It’s likely that your team has some power users of social media or are willing to share their great experience working with your company. Take this as an opportunity to share their testimonials onto social media. Bonus points if they’re willing to say positive things about your company on video.
Career Growth & Development – At the end of the day, candidates and job seekers are looking for companies who invest in their career growth. Including content around career growth and development opportunities will differentiate your company from competitors and attract long-term career seekers.
Don’t be afraid to let loose, be authentic, and most of all – have fun!
Attracting talented employees in 2021 has been a complex challenge for businesses all over the U.S. With hesitations, concerns around COVID-19, and new priorities weighing on every job seeker’s mind, it’s imperative that your brand does everything in its power to show what you have to offer. By strengthening your online visibility and reputation to attract and retain top talent, you’ll be sure to find the right employees in no time.
Interested to see how we can take your reputation management strategy to new heights? Schedule a free demo today to learn how we can help you directly attract employees and customers with our all-in-one reputation management and local SEO dashboard.
Business Evaluation Services, PO Box 507, Arroyo Grande, CA 93421, 888-300-8292