Dive Brief:
- Kathryn Minshew, CEO of The Muse, spoke at the HR Technology Conference, according to Recruiting Trends. Minshew advised that sharing positive employee testimonials that are honest - not practiced - can support a better employer brand. This might serve to debunk misconceptions about a company that may cause some candidates to avoid applying for a job.
- That's exactly what Dropbox, the cloud storage firm, did recently to improve its employer brand to attract candidates. Christy Childers, global employer brand manager for Dropbox, said that, "the company was able to correct misperceptions that they were only a business-to-consumer company." Dropbox went on to emphasize this point in order to attract sales people who could effectively sell to a growing B2B market.
- Using a combination of employee testimonial videos, updated content, social media marketing and plenty of sharing by employees through their networks; Dropbox improved its employer brand and has already received an influx of qualified candidate resumes for its next wave of hiring.
Dive Insight:
It's one thing to develop a better brand as a company; it's another to create a whole team of brand ambassadors the way that Dropbox did. Other businesses can take a few pointers from these ideas for dealing with erroneous perceptions that may be damaging recruitment efforts.
When employees are happy at work, they're thrilled to share their experience with others. Capturing this is critical to recruitment marketing, just as it is for client testimonials. Businesses must be mindful that they are dealing with increased transparency, so any effort to control what's being said about the business must be authentic to avoid coming across as fake.
