Branding Lessons from 5 of the Most Attractive Companies for Employees
This is a guest post contributed by Abby Perkins.
The job market is competitive, and that's not going to change. In order to attract and retain the best employees, businesses not only have to offer great benefits and provide a great place to work – they also have to know how to market themselves as employers.
These five companies have figured out what employees really want, and how to give it to them – as well as how to market themselves to the working world.
Google consistently ranks at or near the top as one of the best companies to work for. What does Google do right? First, the company offers its employees a host of extraordinary benefits, including free meals, on-site medical and dental facilities, free washers and dryers, and unlimited sick leave. Employees are encouraged to meet with company leaders about their visions for the company, and to participate in community service. The culture that Google has created is one where each employee feels valued for his or her contribution.
How do we know all this? Branding. Google is one of the best in the game at employer branding, and news outlets (not to mention Hollywood blockbusters) are constantly raving about Google’s insane benefits.
Shoe retailer Zappos is another company that’s at the top of the list when it comes to employer branding. Zappos knows how to attract employees, and they know how to do it well. Their tactic? Less focus on extreme benefits, more focus on transparency. Zappos’ hiring pages are filled with content that lets applicants learn about the company and decide where they fit in best – in fact, they don’t post any job ads at all.
Want the details? Think insider looks at individual Zappos teams and team members, videos and tours of life at Zappos, and even a Twitter account dedicated to providing information about Zappos’ culture and careers.
Bain & Co.
Consulting firms don’t usually come to mind when you think of “best places to work.” But this year, Boston-based consulting giant Bain & Co. was named the best company to work for in Glassdoor’s Employees’ Choice Awards. Bain is a great place to work, but not because of crazy on-site perks like Google or Twitter. Instead, employees say Bain offers challenging projects to work on and a great atmosphere to work in. According to employee reviews, it’s a great place to learn and grow – both as a person and as an employee.
The important lesson here? Current employees can often serve as your most valuable brand ambassadors. If your employees are happy with what they do and where they work, they’ll spread the word and help improve your reputation as an employer.
LinkedIn is an expert on employees, so it makes sense that its own employees love to work there. LinkedIn workers get many of the same perks as employees at places like Google and Twitter, including free food, gym classes, game rooms, and other on-site services. But LinkedIn prioritizes something that sets it apart: personal growth. The company’s benefits include dedicated time to work on special projects, funding for continuing education, support for startup initiatives, and grants to support personal passions – one LinkedIn employee actually received $3,000 to teach scuba diving in Indonesia.
The takeaway? Prioritize your employees’ personal and professional growth in a more meaningful way. They’ll repay you by working hard – and making your company known as a great place to work.
One last place that employees are clamoring to work at and reluctant to leave? Facebook. From on-site cafes and gyms to acupuncture therapists and hair stylists, Facebook’s list of perks is practically as long as its list of users. But Facebook, which came in at number 5 on Glassdoor’s Employees’ Choice Awards, has employee satisfaction in spades, too. Facebook employees say that their managers care about them and push them toward personal and professional growth. The atmosphere is both busy and fun, and jobs are challenging and rewarding. The culture is “awesome,” and employees have the real opportunity to make an impact.
If these companies keep doing what they're doing, there’s no doubt that they’ll keep their spots as some of the best employers in the country. And for other companies who want to follow their lead? It’s all about branding – but make sure you have the benefits to back it up, too.
Abby Perkins is Editor in Chief at Talent Tribune, where she writes about jobs, workplace culture, and HR software.