Employer Branding in a Time of Crisis

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Actions during the COVID-19 pandemic speak louder than words—and impact attracting and retaining talent

While economic uncertainty has given companies more leverage in the job market, employer branding remains essential. 80% of talent acquisition managers believe that it significantly impacts a company’s ability to hire, and 50% of candidates wouldn’t work for an organization with a bad reputation, even if it came with a raise.

Employer branding isn’t just about attracting new talent, but retaining great workers as well. And how companies act in this time of crisis will have a significant impact on their reputation. Here are some things organizations can do to improve branding during the pandemic and beyond:

Employer branding in a time of crisis

Treat current employees with respect and integrity

Candidates may ask or otherwise research how you treated your employees during the COVID-19 crisis. It’s important that leadership works to put employees first, making cuts to non-essential spending where possible before resorting to layoffs and furloughs. If these are necessary, companies should provide resources to help employees find a new opportunity as quickly as possible.

No matter how difficult this pandemic proves for your organization, future candidates will learn and recognize that you acted with compassion and integrity.

Acting according to company values

Corporate messaging and advertising have their place, but what you do to put your company values into action is what truly brands your organization. Some recent examples include:

  • Walmart. Following its values, Respect the Individual and Act with Integrity, the retail giant set up relief funds in local communities to help those affected by COVID-19. Internally, the company eased attendance requirements and added up to 26 weeks of paid leave for employees with COVID-19 symptoms.

  • Ally Financial. Ally provided employees making under $100,000 a $1,200 tax-free financial assistance payment to help with personal costs. The company also expanded child care support, offered paid medical leave, and covered diagnostic testing and initial doctor visits for those affected by COVID-19.

Adopting the right tone and optics

74% of brands are posting less on social media accounts during the pandemic. While many hiring experts agree that companies should continue recruiting and branding efforts, there should be a shift in a company’s messaging and optics.

This is the time to be real and authentic. Talk about what the company is doing to address the situation and support employees. This image of strength, stability, and optimism is exactly what candidates want to see. It shows that the company is sensitive to the reality of the situation while also remaining hopeful.

Offering clarity and guidance to candidates

With a national unemployment rate of 13.3% (as of this writing), currently employed candidates are understandably uncertain about changing jobs. Everything about your hiring process should be crystal clear so that candidates feel secure in every step.

Update your career page to reflect open positions and the adjusted hiring process. When communicating with candidates, let them know precisely what they can expect—from interview to onboarding—so they know when they should hear from you and what will come next. This transparency will not go unrecognized by candidates looking for a trustworthy and stable workplace.

How will you react in a time of crisis?

Billionaire entrepreneur Mark Cuban recently cautioned businesses that how they respond to this crisis will define their brand for decades. There are many difficult decisions ahead, but try to remember the impact they have—not only on the bottom line but on your company’s ability to attract and retain great talent for years to come. 

Carrington Legal Search is celebrating 20 years in business: we were in the trenches with our clients during 9/11 and 2008. We partner with our clients to identify leaders and mission-critical talent to shore up and grow companies even during the most challenging times. We are here for you! To make our nationwide network work for you, get in touch at 512-627-7467 or email carrie@carringtonlegal.com.