3 powerful ways to promote your remote workplace culture to attract top talent
In today’s market, hiring the best talent isn’t easy. Especially with millions of people quitting their jobs, leaving their 9-5 to a freelancer, or remaining passive in their job search. Talented candidates are more intentional about the companies in which they choose to work. They’re not afraid to shop around and do their own business background checks before applying for a job. According to a Glassdoor study, “69% of job seekers are likely to apply for a job if the employer actively manages their brand.” For this reason, employers need to be strategic about how they promote their culture and humanize their brand.
Humanizing your brand attracts talent that resonates with your culture, values, mission, and vision while weeding out the bad ones. It also helps potential talents imagine what their experience would be like if they joined your company. Plus, it creates a deeper connection with your audience. Rather than leading with the outdated rhetoric of corporate professionals, give your brand an engaging, personable, and consistently professional personality.
A report from LinkedIn found that companies with “a strong employer brand can reduce a company’s cost per hire by 50% and increase the number of qualified candidates by an additional 50%.” The most successful companies in attracting the best talent are those that partner with their employees to create a strategy. You will be surprised to learn the unique ideas of your employees.
Here are three ways to promote your remote workplace culture to attract top talent.
Give employees a voice
Candidates want to know more about the people who work for the company. It’s good to hear from the CEO and management, but that only presents one side of the picture. Unless candidates join the management team, they will not be able to identify themselves. There is no better way to share about the business than to use the greatest assets of the business, its employees. Employees are already integrated brand ambassadors who can talk about their experiences in an authentic way.
Here are some ways employees can promote the culture:
- Share a brief video why they love working for your business and what makes the business unique
- Share tips for entering the industry or how they approached an interview question
- Take a takeover on Instagram where they show “A Day in the Life of a (job title)” or a behind-the-scenes post where they share their kids, pets, office setup or whatever on what they work
- Writing a guest blog post where they can write about topics they know about that are directly related to their post
- Compile a series of videos where everyone shares what one of the Core Values means to them and the different ways the company gives back
Matt Kobach, Director of Social and Content Marketing, said, “At Fast we encourage our team to build aloud by sharing the Fast projects they are working on both online and offline. He said that not only does this allow employees to take public ownership of their areas of expertise, it also shows that we trust them.
Improve your “Work for us” section
Attracting the best talent should be treated the same way a business would like to attract customers. Having a plan in place and constantly promoting your culture from a distance makes it easier for talented candidates to choose your business over its competition. A business website is top notch real estate to show applicants why they should choose you. Unfortunately, most companies do the bare minimum by only sharing open positions. As such, it makes candidates wonder what the company is hiding that they don’t want to be transparent about the culture.
Here are some things talented applicants want to see:
- What charities does a business give back
- What are the social causes he defends (awareness of racial injustice, domestic violence, gender inequality, climate change, hunger and food insecurity)
- How it partners and gives back to the community (local organizations, nonprofits, fundraisers)
- Do you take the lead when it comes to diversity and inclusion? (share and celebrate various clients, groups of available employee resources, have redeemable holidays)
- What does this bring them in terms of benefits? (flexibility, mental health benefits, generous vacation days, paid parental leave, remote work allowance, professional development opportunities)
- Team building activities (annual in-person retreats, remote escape rooms, virtual movie nights with a small TeamBuilding campfire, virtual wine and painting, etc.)
- The core values of the company and how they are lived
- What would the onboarding experience look like if hired
Another selling point is putting a face to the name and including pictures as well as a short bio for each team member. It is much easier to do for small businesses. Some companies have even taken it a step further to show how pet-friendly they are by adding a “motivational committee” with photos of workers’ pets as well as a fun anecdote.
Leverage social media to engage your audience
Candidates don’t want to hear from companies, they want to hear from the people who work there and see how workers are treated, recognized and celebrated. Kobach said: “Fast supports employees who get to work. We celebrate our employees and the work they do, and we celebrate them as parents, friends, community leaders and any other part of who they are that they are comfortable sharing.
Using social media to humanize your brand through videos, question-and-answer sessions, behind-the-scenes work, cultural events, and initiatives is an easy way to engage your audience. Marcin Jablonski, Commercial Director of LV Bet, regularly organizes question-and-answer sessions on social media to open a dialogue with potential candidates and let them know what LV Bet is all about.
Here are some ways to engage your audience:
- Ask for ideas on company swag or have them vote on the swag you should present next
- Hosting online contests where subscribers vote for a winner (ugly sweater contest, WFH office decorating contest, gingerbread house contest, etc …)
- Have TikTok competitions
- Creation and promotion of a corporate hashtag