How to Improve Your Company Reputation and Attract Top Job Candidates

When you have an open position, you want to recruit the best possible person to fill it –that (usually) goes without saying. But have you considered the role your company reputation plays in ensuring that you appeal to the most qualified candidates?

A recent CareerBuilder study  found that company reputation can carry more weight than salary for job candidates. In fact, 67 percent of job seekers said they would accept a lower salary if the company had exceptionally positive reviews online, and 65 percent said they would do the same if the company had a lot of positive press recently.

With this in mind, here are three ways to ensure your company has a positive reputation:

1. Choose the Right Managers

Gallup found that managers account for 70 percent of variance in employee engagement scores across business units, but companies fail to choose the right managerial candidate 82 percent of the time. Having the wrong people in charge can affect engagement and productivity, causing a ripple effect and eventually damaging the company’s reputation.

You can ensure employee engagement is high by choosing the right managers. It won’t be easy — Gallup found that only one in 10 people possess the talent to manage — but finding the right person will engage team members and customers, retain top performers, and sustain a culture of high productivity.

2. Provide Outplacement Services to Displaced Employees

Sixty percent of companies now say they offer outplacement services instead of severance money, giving displaced workers career counseling, interview coaching, and resume advice to help them get back on their feet and find a new job opportunity. Such services are vital to maintaining a positive company reputation.

Outplacement demonstrates that, no matter the state of the company, it still cares about its employees and is dedicated to helping their futures. This can be reassuring to candidates who may be interested in joining your company, because it demonstrates that the company is committed to workers at all times.

Additionally, providing outplacement services to displaced employees helps an organization maintain a positive reputation with past employees. It shows the company is invested in employees’ futures and is willing to help them take their next steps. This can keep displaced workers from hurting an organization’s reputation by spreading negative opinions about it.

3. Use Social Media to Your Advantage

Seventy-six percent of social job seekers found their current job through Facebook, a 2014 study by Jobvite found. Clearly, candidates are looking at a company’s social media presence, and those who know little to nothing about your company will draw conclusions about it based on what they see — after all, isn’t that what recruiters do to candidates in the job market ?

Companies can use this to their advantage to help maintain a positive reputation and demonstrate company culture. Think about what you want potential candidates to know about you and make sure your social media presence highlights those things. Build pages on popular sites like Facebook, Twitter, and Instagram. Become active on LinkedIn. If the company has a blog, promote it. Be aware that candidates are looking at your company’s social media presence, so make sure the company’s image is a positive one on these platforms.

A company’s reputation is important for business and recruiting processes. Building and maintaining a positive reputation will help you recruit great talent and make sure you have the best possible people working at your organization.

What are other ways to improve your company reputation and attract top candidates?