When we think about great companies and jobs we love, we think of vibrant company culture, rewarding work, awesome perks, flip flops and casual Fridays, generous paychecks, and extremely flexible work-life benefits. However, most jobs aren’t lovable and job board postings are not much help at all when it comes to gauging what working at a company will really be like. Most postings are pretty boring and offer very little real insight into the company’s brand. It’s nearly impossible to get a feel for a job based on how it’s advertised today. Usually, the posts begin with the “Company Overview,” and then the “Position Requirements,” followed by the “Qualifications.” There are no pictures, no videos or smiling faces – nothing to indicate what the employer’s internal culture is like.
Great companies understand that they have to do more than create jobs; they have to create great jobs that applicants will love. They also understand that they have to partner with Human Resources to develop their corporate culture and use job ads, career pages, and talent communities to market and share it. It’s no longer enough to say that you are an industry-leading company; you have to prove it. But how do you create jobs that people love, and how do you show them off?
Here are a few suggestions:
- Tell your employees that you want them. Heather Kinzie, an HR Consultant, wrote an article titled “Tell Me You Want Me” on the Performance I Create blog, in which she says, “Everyone wants to feel wanted.” She goes on to say that employers don’t tell their current or prospective employees often enough that they are wanted. Just by letting employees know that you appreciate them and want to keep them on your team, you’ll automatically increase their engagement levels, along with job satisfaction and loyalty.
- Take control of your job ads. It’s my opinion that great companies need to firmly control their brand messaging and delivery. As stated earlier, job boards are overcrowded and most postings do not distinguish you from the rest of the pack. However, your company website is distinctive and you have total control over its content. Bring your job ads back to your career site, where you can be creative and colorful with language, pictures, and application options.
- Create talent communities (and show them off)! Talent communities are groups that represent key components of your culture, brand message, or corporate integrity. For instance, if you are serious about diversity, you’ll want to create a talent community that features examples and stories of diversity. Upload video testimonies, interviews, pictures, and articles that illustrate diversity in your company. There is no shortage of communities to create: “Women in the Workforce,” “Career Paths and Promotions,” “Community Outreach and Volunteerism,” just to name a few.
- Give employees meaningful work to do. Most of us just want to do fulfilling work and be appreciated at the end of the day. No matter how important or unimportant the essential job functions may seem to be, you need to make your employees understand that they are contributing to something greater. Maybe you can add a humanitarian or eco-friendly component to your company goals and vision that employees can be part of, something that makes the job feel more rewarding.
- Let your employees tell their own stories. Believe it or not, there are some people at your company who love their job. Every company has employees who love their job. Your task is to find them and allow them to tell their story to the world. Job seekers are just as skeptical of employers as employers are of job seekers, so by allowing incumbent employees to share positive stories about their job and the company, you’ll form a closer connection to both old and new employees.
- Bring back the laughs. Laughter makes it all better. “The Levity Effect” by Adrian Gostick and Scott Christopher, really examines and presents the metrics that support what we already know: it pays to lighten up. They debunk the myth that laughter equals lower productivity. In fact, they point out that laughter actually improves performance.
- Take care of your people. When employees feel that their basic needs are being met and that they are valued by their employer, they tend to be more loyal. This goes beyond pay; it includes full healthcare benefits for employees and their dependents, leniency when they have hardships or setbacks, and job security. People love job security.
Thanks to social media and modern technology, the way we look for new work, the type of work we want to do, and the things that attract us to an employer have changed. Employees are no longer just seeking jobs; they are looking for “cool” companies that offer the most flexible benefits possible and promise great relationships. We all just want to work for companies who create jobs that we love.