But what does a potential employee actually see? Let’s flip the script and see things from their perspective.
Stats show that an average 18-29-year-old has already worked at 3.6 jobs. Those in their 30s have clocked in at 4.2 jobs, and 40-somethings at 5 jobs. Even people aged 60-65 don’t usually go beyond 5 jobs in their career. So, an average person might know 4-5 companies from personal experience.
Add to that a 2022 finding that four out of ten employees have switched careers at least once, and it’s clear they’ve got even less experience within any single industry.
Why does this matter?
- Even without personal experience, people have strong opinions. Employer branding works the same way. Picture this: it’s summer, and you’re planning your vacation. Even if you’ve never been to the Bahamas, you can instantly imagine those Instagrammable beaches with palm trees and turquoise waters.
- Likewise, when job seekers hear a company’s name, they think of everything they’ve seen online or heard from friends. Their opinion about working somewhere isn’t based on personal experience but on these sources. A company’s image is only slightly shaped by current or former employees’ opinions (although these voices are super important). When we plan a trip to somewhere new, we always check out online reviews and personal stories on Reddit or travel blogs.
- People judge employers based mostly on feelings and second-hand stories, not hard facts. They associate dreams, expectations, and mental images with each company. If someone raves about their trip to the Bahamas, we take it as gospel and start dreaming about our own trip there. We might not know anything about other Caribbean islands, but we’re sold on the Bahamas because of that one story.
Uncovering these stereotypes and perceptions about our company isn’t easy, but it’s worth the effort. The better we understand our target audience – the potential employees – the more successful our employer branding will be. That’s why it’s crucial to find out what employees think about us. There are tons of online tools and research services to help us gather fresh and honest feedback, so we can effectively respond to changes in attitudes.