Companies used to rely on job descriptions to attract talent. Back then, the focus was on the role itself: the tasks, hierarchy, salary, and title. But the 2010s saw a shift. Employer branding emerged, bringing new questions to the table: How can we make our company appealing to potential hires? How can we keep our current employees engaged?
Fast forward to today, and the tables have turned. Candidates are prioritizing meaning over everything else. The question companies need to ask now is: "How can we show them our organization's purpose and its positive impact on the planet?"
The recent Quest for Meaning at Work survey conducted by jobs_that_makesense Asia revealed that 98% of Southeast Asians are seeking a sense of purpose in their careers and 72% emphasize that it is truly important to find meaning in their jobs to call it a successful career.
So, in this new landscape, how do you build a strong employer brand? How do you stand out and attract top talent by showcasing your organization's positive impact? That's exactly what we'll explore in this article.
How do you make candidates want to join you?
Forget about embellishing your company culture or resorting to "greenwashing" tactics. Focus on who you truly are. The goal is to highlight the internal initiatives that make working at your company enjoyable.
Here are 5 key points to elevate your employer brand with authenticity:
Talk about your values and your purpose
Any committed company has a well-defined mission, purpose, and values. This forms the foundation of your employer brand – a clear and passionate explanation of your organization's role in society. It's about what you want to transform, change, or revolutionize. Take Loom, for example. They're not just another clothing brand; they define themselves as a "militant" company with a mission to produce better clothes and, more importantly, encourage significantly less consumption.
Do you have an impact study or a CSR report? Communicate it!
An impact study is more than just paperwork; it's a strategic approach to understanding your social and environmental footprint. It serves three key purposes: designing projects that minimize environmental impact, bringing transparency to your decision-making process, and informing the public about your efforts.
Companies that conduct and publicize impact studies demonstrate a genuine commitment to sustainability. This resonates with potential hires who prioritize working for organizations with a positive impact. Take Clear Fashion, for example. By publicly sharing their impact study, they showcase their dedication to responsible practices.
Give proof of your commitment, mention your labels and/or certifications.
Don't stop at impact studies – certifications can add even more weight to your commitment. Look into labels like B-Corp,ZEI, or Positive Workplace. These designations, similar to impact reports, signal your dedication to positive impact. Highlight them in your job ads! Platforms like jobs_that_makesense Asia showcase these labels prominently, making your company stand out to impact-driven candidates.
Quality of life at work
Building a strong employer brand goes beyond just the work itself; it's about showcasing the quality of life your company offers. This includes your physical workspace – and we're talking more than just a foosball table. If you're located in a collaborative coworking space buzzing with other social and solidarity economy (SSE) actors, that's a plus!
Highlight the activities your employees can enjoy, from sports teams to inspiring talks from external speakers or even internal events that foster connection. Employee testimonials about their well-being at work are powerful tools to showcase your commitment to employee satisfaction.
Do you have policies that prioritize well-being, like the right to disconnect after work or flexible work arrangements through telework and leave options? Let potential hires know! Finally, don't forget to mention any extra-compensation benefits that sweeten the deal, such as mobility packages or meal vouchers.
Your governance and the transparency of your processes
Does your company structure go beyond the traditional model? If so, shout it from the rooftops! This includes governance styles like shared or self-governance, which you can highlight in your job postings and career page. This transparency allows potential hires to see if your company culture aligns with their values. For example, at Makesense, we have a transparent compensation model that everyone on the team is aware of. We also have a shared governance model inspired by Frédéric Laloux's book Reinventing Organizations, which empowers everyone to participate in shaping the company's structure and make strategic decisions.
Where to communicate on its impactful employer brand?
Here are 5 main channels on which you can communicate about your impactful employer brand.
Your website and your social networks
They are your first showcase for candidates. Communicate about what you do, the organization's mission, your strengths, your vision, your adventure, but don't forget to also communicate about yourself and your team! Photos, videos of your team, of your workplace allow candidates to project themselves. For example, the Positive Workspace site highlights all the members of its team, then displays its offers directly on its site, which allows candidates to understand who the members of the team are.
On jobs_that_makesense Asia, the specialized impact-driven job platform
Signal your commitment to impact by listing your jobs on jobs_that_makesense Asia, the leading impact employment platform in Southeast Asia. This platform connects you with potential candidates who share your values and are passionate about making a difference.
Don't just list your jobs, maximize your visibility as an impact employer by creating a recruiter page! You can add your labels, create your career page with information about yourself, your impact, photos of your teams, etc.
On your job offers
Don't confine your impactful employer brand to a single page. Integrate it throughout your recruitment process! In your job ad introduction or conclusion, highlight your company's positive impact, certifications, and impact studies. Showcase your team – its size, composition, and even faces through photos on your ad or career page! Finally, within the job offer itself, dedicate a section titled "The Perks of This Position" or "Working Conditions" to detail your internal organization and the benefits of working at your company. By weaving these elements throughout your recruitment materials, you'll give candidates a well-rounded picture of your company culture and its commitment to social responsibility, attracting those who value both purpose and a positive work environment.
During recruitment, make candidates want to join you
Your recruitment process should reflect your company's commitment to good governance and transparency. Utilize an Applicant Tracking System (ATS) to efficiently track applications and provide updates to candidates at each stage, whether it's a polite rejection or an interview invitation.
Furthermore, consider using scoring tools to evaluate candidates based on pre-defined criteria, ensuring a fair and unbiased assessment focused on skills relevant to the position.
By prioritizing transparency and fairness throughout the recruitment process, you build trust with candidates and demonstrate your commitment to ethical hiring practices.
By speaking out on topics that interest you
Don't just talk about your impact, champion it! Utilize your existing communication channels – articles, testimonials, social media – to highlight the issues you stand for. By actively engaging in these important conversations, you demonstrate a commitment that resonates with potential hires who share your values.
Take inspiration from companies like the mutual insurance company Alan, who tackle salary transparency in their articles, or clothing brand Hopaal, which uses its magazine to discuss responsible fashion and material choices.
Don't be shy about showcasing your strengths. When candidates see your dedication to positive change, you'll solidify your image as an impactful employer brand.