Do the research first - Make sure the story you tell online reflects the real experience of the employees. If you're still in the process of building a business, share ongoing updates and highlight the long-term vision of the culture you're building. Ensure that behaviours and motivations key to your culture are rewarded and celebrated in meaningful ways, such as opportunities for further development or public rewards.
Accept your mistakes and shortcomings - If you keep getting negative feedback from employees, don't reject it. A proactive approach is important to your reputation. Don't be defensive, reactive or dismissive. Be active, considerate and engaged. Accept your mistakes and clearly communicate a plan to address these concerns. This will bring you respect and trust.
Trust your employees - They are the heart and soul of your company. Let them share their experiences. They are your best brand advocates and fans. Highlight them on your social channels.
Show, don't say - Show what it's like to work for your organisation, share photos and employee-generated content that highlights their true business experience. Not only does this content work best, but it also helps people set realistic expectations about opportunities at your company.
Stay relevant - As your organisation continues to evolve, keep an eye on the mood and emotions among your employees and candidates, and make sure your messages are always relevant. Also think about the language you speak to them. It really does matter.
Add value - Share your knowledge and information from the field publicly. In this way, you build a committed community and put your organisation in the role of a thought leader.
Be bold - Create content that resonates emotionally. Think of your brand as a person: what qualities do they have, how do they speak, how do they manifest themselves, how do they connect with others and form relationships? Don't be monotonous in communication.
Be human - Automation is excellent for speeding up work, but no one likes to communicate with a robot. If possible, create thoughtful contact points that will make your candidates feel they really matter to you. Let them communicate with real people. This is important.
-bb-