In HR and talent management discussions, I feel like I get asked two main questions:
- Which ATS do you recommend?
- How can we turn around our bad employment brand?
Let’s save the first question for another blog. Now, addressing the second question—it’s not always easy, but it’s definitely doable with some effort.
The first step is figuring out why your employer reputation is suffering. Sometimes, it’s a complex issue; other times, it’s more straightforward. For example, if your reputation took a hit due to how you treated employees in the past, rebuilding trust will take time. On the other hand, if it’s because of a recent negative news story, you can recover more quickly. I guess depending on the facts of that news story, though…
Start by pinpointing the root cause of your employer reputation challenges.
While some issues might be obvious, conducting employee surveys can provide helpful insights. I recommend alumni surveys among employees who left voluntarily—they often give constructive feedback.
The second important step is getting your entire leadership team on board.
HR efforts alone won’t be enough if leadership isn’t aligned. It’s not just about the CEO; all leaders need to acknowledge the problem and commit to fixing it. Once leadership is on the same page, the path forward becomes clearer.
The third crucial step is making your current employees believe that real change is happening.
Consistent communication is key. When employees see meaningful changes internally, they’re more likely to speak positively about your company externally. Consider identifying and rewarding employees who truly believe in the changes for referrals—this can drive positive change from within.
Lastly, work on changing the external perception of your company.
Don’t focus on external marketing before addressing internal issues. Fixing internal problems first will significantly strengthen your external branding efforts.
Remember, the initial steps require the most effort. Getting everyone in leadership to agree can be tough, especially if the root cause is ineffective leadership. There’s no quick fix for a damaged employer reputation. External marketing alone won’t solve it—it’s like putting a band-aid on a deeper issue.