Companies must touch base and connect to female talent beyond any low ratings or negative reviews they receive. One great route: the business blog.
Women are taking control of their futures one job search at the same time — and they won’t settle for mediocrity. Actually, a November 2017 report from CareerArc of just one 1,162 respondents discovered that female job-seekers surveyed were 33 percent not as likely than male job-seekers to use to a one-star rated company.
Related: Why Companies Lose 17 Percent of Women Employees at Mid-Career
The report also found women twenty five percent more likely to depend on employer-review sites when vetting a potential employer. Unfortunately, these were also much more likely than men to abandon employment application after finding negative online reviews.
Consider that: Most companies, in the end, have a poor review a while, but they’re not absolutely all passing up on promising talent. So, what’s the catch?
The main element lies with an employer’s brand. It’s needed for companies to attain out and connect to female talent beyond any low ratings or negative reviews they receive. To get this done, recruiters need an improved understanding of what’s vital that you female job-seekers and how exactly to persuade them their company can meet those needs. Here’s how exactly to do this — by developing an employer brand that’s appealing female job-seekers:
1. Mind your word choices.
Artfully describing a company, position and benefits is an art all recruiters need. We often consider this among the first — & most important — interactions a company has with an applicant. But on the way, seemingly harmless words or phrases may scare off the diverse candidates you want.
Related: 6 Changes Your Company Must Make to build up More Female Leaders
Daina Middleton, CEO of Ansira, realized, for example that her company’s job descriptions were doing that. Some subtle wording changes made an enormous effect on how job-seekers saw her company, she realized. “Job descriptions which have way too many qualifications or are worded in a non-collaborative manner are less appealing to diverse candidates,” Middleton explained via email from her Dallas-based company.
So, bring your complete team in on the procedure. Ask others if the work description you’ve prepared truly portrays the business’s culture and its own short and long-term goals, and also its mission and vision.
2. Show candidates they belong.
Whenever a company’s employer brand doesn’t show how women match its male-dominated field, those candidates will begin to assume that the work and culture aren’t an excellent match.
Dot Mynahan, director of field operations at Otis Elevator Company, explained she’s experienced this feeling first-hand. Actually, at Otis, a West Palm Beach, Fla.-based elevator company, significantly less than 9 percent of field operations workers are women. Only 3 percent of these women are managers.
Mynahan explained she believes a problem is that skilled trades remain regarded as "men’s work." For individuals who do pursue this type of work, often they will be the only women on the team. This leaves them without others with whom to compare experiences.
Otis has started addressing this matter with a mentor program, Mynahan said. “We created FORWARD — an initiative centered on fostering a far more female-friendly environment and made to enhance the retention and advancement of women within Otis field operations through mentoring, professional development and networking opportunities,” she said.
Subsequently, Mynahan and her team are actually attending career fairs, local technical college events and apprenticeship interviews, where they make an effort to show women where and how they can fit in to the elevator trade.
To create a direct effect on employer brands, mentorship must go well beyond onboarding and training. Ask your women associates to venture out to recruiting events also to try social media to provide mentorships to fresh talent.
Encourage these women associates to start about their own successes and their career challenges. Seeing this side of the business will show female listeners that there’s room to allow them to grow, be mentored and succeed at your company.
3. Let employees speak their truth
At Lever, a recruiting software company in SAN FRANCISCO BAY AREA, employees share their passions, thoughts, feelings and industry experiences in blog articles.
Leela Srinivasan, chief marketing officer at Lever, described the genesis of this strategy via email: “We helped a few of our more passionate employees capture their stories via our employee blog, Inside Lever , while sharing those same blogs on LinkedIn,” she wrote.
Those posts got around: One, about ladies in tech, received a large number of likes and a huge selection of comments, Srinivasan said. The sales force grew, and female representation doubled within eight months from then on post.
Srinivasan continued, pointing out that, “Seventy-four percent of most women who joined our firm throughout that period, and 80 percent of our new female sales hires, said that Lever blogs had influenced their decision to either apply or accept their offer.”
Related: Over One-Third of Women Say Managers Don’t Address Disrespectful Behavior Toward Women. AND THAT IS Your Fault.
So adopt Lever’s move on your own company. Use your company blog as a platform for employees to talk about their successes and struggles. You will see how each story forms a personalized contact in the middle of your company and job-seekers. Negative reviews will probably persist. But they’ll battle to overshadow the stronger connections that form when women reach spe