I've recently reviewed a number of companies and discovered that those who have a careers or jobs section on their website quite often don’t add any more content other than “we have no vacancies at present”.

This happens time and time again and it’s such a missed opportunity to promote your employer brand.  That’s right, I said employer brand. 

What does “employer brand” actually mean?

Your employer brand is the reputation you have as an employer.  It’s how you are perceived by the people who work for you and the people who might want to work for you.  Emphasis on the “might”. 

Think of it this way.  What do your employees tell their friends about their workplace?  What do they say when they’re asked if they enjoy working there?  Do they roll their eyes and say “well, a job’s a job” or do they immediately say that it’s a good place to work?  If you don’t know what they say then you should find out. 

It’s not just about the tangible benefits of employment like good salaries, healthcare, pension schemes and gym membership.  Every thing you do to look after your employees is part of your employer brand.  The culture within your business is part of your employer brand.  How strict you are about enforcing company rules, how fair you are perceived to be, how much people feel forced into attending the office Christmas party… all of these things form part of your employer brand. 

What can you do to articulate your employer brand?

If you have a great employer brand, why not shout about it?  Use all that dead space on your website careers section and tell prospective employees how great it is to work for your company!  Better still, let your employees do it for you.  Having comments from your employees is a powerful tool in persuading people that they might actually want to work for you. 

What if you don’t have a great employer brand?

If you don’t have a great employer brand, recognising that fact is the first step towards doing something about it.  The second step is asking for help!