COVID-19: Building a virtual employer brand during a crisis

29 March 2020 | 3 min read | News
Clearly Team

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The current crisis sweeping the globe means that most people have more free time now than at any point in recent history. Very few are commuting, while many are also hoping to secure a job with a higher degree of stability.

Now is the time to get your virtual employer brand spot on.

A crucial first step to take to achieve this is to conduct a quick audit of your social media activity. Is the quality consistent? Is the tone of voice right? Is your messaging strong enough?

Also, consider your website: does it feature all possible social links? Are these clearly signposted for new visitors? Many brands overlook the importance of this – all too often, Instagram channels are missed from homepages as a result of being created later than other channels. Meanwhile Twitter, once embraced for its rich engagement opportunities, has been neglected by many brands and swept under the carpet.

This is a mistake – Twitter, used in the right way, still offers real strategic opportunities.

Many candidates, especially millennials, spend a great deal of time exploring the social media output of prospective employers when looking for a new job. If a company is not committed to maintaining a regular, inviting social media presence, it’s not a great cultural reflection in today’s competitive marketplace.

Think also about the mood your most recent posts have been creating, in the midst of unsettling times. Are you panicking openly? Maybe stopped posting altogether? If you stopped, you’ll definitely struggle to maintain momentum, so it’s important to resume activity as soon as possible.

Proactively publish content that shows you can successfully manage the turmoil. This provides tremendous reassurance to both existing and future employees.

Some highly talented but unlucky individuals will be laid off in certain sectors due to this unexpected crisis. While, of course, this is highly regrettable, this also means that there will soon be a larger talent pool available soon to draw from. Make sure that some of these people remember you and the stability that you offer.

If you are less fortunate and are indeed struggling, don’t go quiet. Trying to save resources by stopping social media activity is a major red flag and won’t work for you in the long run anyway. Continue to be committed to social media posting, even if a different focus is required for now.

As a final but important point – take time to celebrate the small successes. Feature staff members who have gone above and beyond to find a solution to a problem. Look for any and all opportunities to boost morale, everyone needs some encouragement during a time of uncertainty.