Non-Profits and Employer Branding

What You Don't Do Can Hurt You

As the competition for great talent heats up, the concept of employer branding has become a key topic for businesses. Most for-profit businesses understand the need to improve and maintain a good employer brand that allows them to attract and retain top talent, and they make the necessary investments in order to be perceived as a good place to work. There is a lot of advice about employer branding - and most of it is common sense. (Here's a good synopsis of why employer brand is important)

Non-profits are increasingly paying attention to employer branding - and as you would expect, the concern is usually in the domain of the recruiting staff and HR. In reality, employer branding should be a top concern of the C suite - with a plan developed and implemented in partnership with your marketing and communications staff - and backing and buy-in from the top. A good plan takes commitment, coordination, time and attention.

On its own, HR can and should take control of your organization's Glassdoor persona. It is a worthwhile investment and the support staff at Glassdoor will work with your HR staff to put your company on its best footing. This is the first place a prospective employee will go to see what people are saying publicly about your organization and its leadership. Most savvy job seekers take what they read with a grain of salt - but they pay attention to two things: first, what do the majority of current employees have to say (the assumption being that former employees may have an axe to grind), and second, is there a pattern to the feedback that is posted. This research, coupled with a broader internet search for news and social media, factors into a candidate's response to an offer, should you make one. 

This is where your organization's marketing and communications team comes in. When HR partners with marketing/communications on elements of your Glassdoor profile, your profile's message, and "voice," it will make your employer brand more cohesive and consistent.

Every recruitment specialist and search firm will tell you to "mind your social media presence." What an organization posts on its own social media outlets, with what frequency, and the response to its posts, tells a story all its own. Are you sharing mission moments, highlighting the population you serve? Are you asking for donations? Are you promoting your corporate partners? Are you posting job openings? Are you doing more of one than the others? Conduct an audit of the posts you have published in the last 90 days. What is the public seeing the most? Is that the picture you want them to have of your organization? Understand that the most-viewed outlets will be Facebook and Instagram - and the news feed algorithms change all the time - so the only control you have is the content. Make it mission-focused and make it count.

LinkedIn is still considered the outlet that is most business focused. What are you posting there? What does your company page look like? What does your feed look like? This is the best place to bolster your organization's business reputation: internal staff promotions, celebration of staff milestones, publications and appearances that move the mission forward by key volunteers, board members and staff. Sharing news about individuals your organization serves achieving goals because of your support is appropriate for this channel, too. Sharing of position papers and opinions of thought leaders in your organization and even in your area of impact improves public opinion about your organization and builds your brand. 

Your website, your events (and how you cover them,) any media coverage or advertising that is attached to your organization has a direct effect on your employer brand. Ensure that the photos you post tie back to the persona you wish to present. Be sure anyone speaking on your behalf is prepared, stays on message, and reflects how you want your organization to be perceived. Review video of your key executives when they speak to groups as representatives of your organization. Candidates will find the videos. They will form opinions based on what they see. Make sure they are good ones!

Your non-profit, no matter how small, needs to be able to attract and retain great employees who are passionate about your mission. Make sure the research they are doing supports the vision you have of your organization. 

Don't leave your employer brand to chance. Commit to a plan to enhance or improve it. Because what you DON'T do CAN hurt you.