Company Reputation More Important than Ever in Crowded Jobs Landscape

Picture of window pane inside building

Today we live in an age of radical transparency. In our interconnected world, we have almost instant access to a quantity of information that was unimaginable even a few years ago.

This online revolution has changed both simple things—such as how we decide what to eat for breakfast—and complicated, life-changing decisions—such as how we look for jobs. If jobseekers want to know what it’s like to work at an organisation, insider information in the form of reviews is but a few taps away.

But it has also changed how employers hire. A whole discipline of employer branding has emerged in HR; people working in this field seek to attract and retain talent by telling their companies’ stories and using an array of methods and solutions to proactively communicate the story of what it’s like to work for them.

Indeed’s Company Pages is one such solution, combining employer storytelling with employee reviews and ratings on work/life balance, compensation and benefits and more to provide deep insight to jobseekers. The public nature of this feedback can make some employers hesitant, but today’s jobseekers require transparency and insight into a company’s culture before even applying. And it’s a two-way street: Company Pages can turn those reviews to their advantage, and help employers more effectively reach jobseekers where they are searching by collecting all the information they need in one place.

At Indeed, we recently redesigned our Company Pages and added new features, empowering jobseekers and employers alike to connect faster. To mark this, we surveyed 545 workers in the UK to dig into the details surrounding transparency and what it means in the world of job search and talent attraction.

The state of play: Attracting top talent in a jobseeker’s market

A company’s online reputation has never been more important when it comes to attracting talent. While reputation has always been important for any employer, in the digital age it is increasingly vital for companies to be transparent as they bid to attract the best talent in a highly competitive landscape. Vacancies in the UK are currently at a record high and unemployment is at its joint-lowest level since 1975.*

Inadequate online presence provokes “automatic” distrust from 57% of jobseekers

Our most recent research found that 70% of jobseekers said that insight into a company’s employer reputation is important while considering a job opportunity.  More than half (56%) said that they wouldn’t even apply for a role at a company with no online presence.

Furthermore, our research found that companies with no online profile risk being dismissed out of hand by jobseekers, with 57% saying they would automatically distrust a company with no internet presence.

Information about employee satisfaction and how companies treat their staff is a key factor in a typical jobseeker’s decision on whether to apply for – and then accept – a job.  Employers need to win the trust of potential recruits, and transparency is one of the most effective ways to achieve this. Our research suggests the smartest companies are embracing the connective power of the internet to ensure they attract the best possible candidates, and that they inform them as well as possible

Online company reviews amongst the top 3 factors when considering a job offer

Online reviews aren’t just important when candidates are researching whether or not to apply to a company. They also play a vital role at the other end of the process, when deciding whether or not to accept a job.

Only salary information and word of mouth were more important, with 43% of respondents saying that salary information is the most important consideration.

However, nearly a third (30%) of respondents named online company reviews by current and former employees as one of the most important factors for making this decision.

Name recognition remains vital

Despite the huge amount of information available online, and the ease with which it can be accessed, a strong brand name remains a vital asset for a company seeking to recruit. Just one in nine jobseekers (12%) classes a recognisable name as unimportant when deciding whether to apply for a role.

The internet is also replacing straightforward word of mouth as a trusted source of information about a potential employer, with only 23% of jobseekers willing to overlook a negative online reputation when searching for a new role.

What is to be done?

The culture and expectations surrounding job search have changed forever. Employers should embrace this new culture of transparency and seize every opportunity they have to start sharing their stories online and build their employer brands.

How can you do this? Each employer’s brand will vary depending on the business and culture of each organisation. However, it is good to focus on compelling stories—human stories of how your company makes a difference and why its culture is unique.

Spotlighting how you enable employees to fulfill their own goals and aspirations is also key. Go beyond cliches of pool tables and happy hours. Today’s jobseeker wants a job that provides meaning as well as a salary. Many firms highlight philanthropic activities.

Company Pages play a crucial role here. On Indeed, employers can claim their employer profiles and use them to engage current and potential employees by hosting and sharing useful information, such as their company descriptions, photos and videos, jobs and other insights about their companies.

Companies with employer profiles on Company Pages are also automatically eligible for Indeed’s employer recognition awards program, “Top-Rated Workplaces,” which helps jobseekers identify top places to work by recognising the best employers across a variety of categories that matter to jobseekers—including employers who rank the highest in specific industries, locations, cultural values, professions, and more. These awards are open to all companies with an employer profile on Indeed and require no additional application or monetary commitment.

Our recent redesign means that it is easier than ever to leverage our 100M ratings and reviews to get detailed and specific insights on their culture and performance. There are now two tabs: “Snapshot,” which provides jobseekers with an at-a-glance view of what people are saying about the company, and “Why Join Us,” which is a landing page that employers completely control and can customise with videos, text, photos, social feeds, and company updates.

The update also includes a new subscription, Company Pages Premium, which gives employers the ability to feature relevant branded content and jobs to candidates based on their Indeed job searches as well as enhanced analytics providing insights on how your brand is performing on key metrics – how do you compare with competitors on salary? Work life balance? You can filter and sort ratings and reviews by location and department.

Employers who choose to subscribe gain access to enhanced page viewer analytics that allow them to better understand and reach the right jobseekers with relevant branded content, including featured jobs and reviews, competitive page insights and the ability to feature and respond to reviews.

It’s never been easier, or more important, to build your employer brand. So why wait?

Methodology: Indeed partnered with Censuswide to survey 545 UK workers in April 2018 (20.04.18 – 23.04.18). All respondents were over the age of 16. Censuswide abides by and employ members of the Market Research Society which is based on the ESOMAR principles.

*Source ONS Labour Market data, July 2018: There were 824,000 job vacancies in the UK between April and June 2018

Use Indeed to find your next hire. Learn More.