Global giants like Argento, Airbnb and LinkedIn are investing in a new more cost-effective recruitment strategy, using their HR policies to generate positive PR coverage. At the heart of these strategies is a commitment to genuinely impact employee engagement.
Let’s look at a few examples of companies that are using their reputation, benefits and career opportunities to attract and retain great talent. Becoming conscious of the following platforms and steps will lead to more productive staff and cement your brand in the minds of potential employees.
Glassdoor has become the second largest job platform with more than 700,000 companies featured on their website.
The job site gives employers a platform for real time interaction with potential clients. Being an active business on Glassdoor pays off according to their data, as more than half the potential candidates on Glassdoor say their perception of a company improves after seeing an employer respond to a review.
This is a perfect example of how businesses can harness HR for PR, this engagement can allow organisations to influence potential employees. PR can showcase the culture and employer brand through editorial content and events, this will allow your business to stand out from others in terms of their HR triumphs.
An appearance or ranking on a platform that features nearly a million companies gives businesses the perfect first step to harness HR as positive PR. Here are the top 50 companies according to Glassdoor.
The Workplace as an Experience
Giants that we have previously mentioned like Airbnb and LinkedIn are engaged and reputable on Glassdoor. These companies will generally follow the “workplace as an experience” model. There are five elements that are integral to this experience. The core principles include the physical, emotional, intellectual, virtual and aspirational.
Companies like Airbnb and Argento offer tasty and healthy menus for the free meals or themed offices that are inspired by active work being carried out at the time. The creation of a positive working environment will lead to employees becoming advocates for the brand. If a business can enable their employees to become active and independently post on Glassdoor they truly have been effective at nurturing brand advocates.
Investing in your Staff
Chobani Yogurt gave their staff shares in the business which were based on the amount of time they had worked for the business. The founder Hamdi Ulukaya said that we he wanted to pass along the wealth to his staff as they have helped to build the company since it started a decade ago.
In theory this approach will lead to greater staff productivity as they will be working not only for the business but also to benefit their future too. The Chobani CEO was not only able to give back to his staff but also create a frenzy of positive coverage that truly shows that HR and PR can be combined to benefit business.
As diverse as the above steps have been, there is a clear pattern giving businesses the chance to harness their staff as role models. Content and community cultivation is paramount to an HR strategy.
A happy workforce really will benefit your business. At SelectPR we hope these steps can give your business something to think about. Do you think your staff can become advocates for your business next? To keep up with our latest blog posts follow us on LinkedIn or visit our website.