These days hiring is difficult. Very difficult.

It’s important to know you’re not alone. If you ask around, many of your competitors are in the same boat. For small to medium-sized construction firms, the recruiting process can be about as enjoyable as a trip to the dentist. In the short term, you fork over a bunch of money and end up in pain. But, in the long run, you’ve solved your problem and can go on to accomplishing other things.

Before you make your next hire, consider the following stats from Officevibe:

  • * It Takes Around 27 Days To Make A New Hire
  • * The Best Candidates Are Off The Market In 10 Days
  • * 66% Of Candidates Believe Interactions With Employees Is The Best Way To Gain Insights Into A Company
  • * 2x As Likely To Accept Cold Emails If They’ve Interacted With Your Brand before
  • * 60% Of Candidates Quit An Application Process That Takes Too Long
  • * 64% Of Applicants Share Negative Application Experiences and 27% Actively Discourage Others From Applying
  • * 15% Of Candidates Who Have A Positive Hiring Experience Put More Effort Into The Job

Where does this leave you?

Simply put, work on building a positive employer brand. Companies that are clear about their corporate culture and live those values will have a greater chance at building a strong talent brand. So what’s the big difference between the employer brand and the talent brand? The advancement of social media technology and how it has shaped social validation.

Talent Brand

So what’s the big difference between the employer brand and the talent brand? The advancement of social media technology and how it has shaped social validation.

Employer Brand: This is driven by the organization who shares their positioning on what it’s like to work there. Think of the Company President with a megaphone.

Talent Brand: It’s the public version of your employer brand that is shared socially by your current and former employees. This is how people think and feel about working at your company. Now every employee has their own megaphone.

The talent brand has changed who is doing the talking/promoting. Your company no longer dictates the position of what it’s like to work there – your people do.

Why your talent brand matters

A strong talent brand will assist in recruiting the best, qualified applicants who will self-select your company.

We know. You think this is just more marketing mumbo-jumbo, but before you dismiss its value go online and do a search on your company.

  1. If you find nothing, you have a problem.
  2. If you find negative feedback, you have a problem.
  3. If you find positive feedback, figure out what’s working and do more of it.

Passive candidates are looking for social validation before they make a career move. They want to see and hear the stories of what it’s like to work for your company from the people working there NOT from your marketing/PR machine.

The benefits of a strong talent brand

  • * A strong talent brand will help engage the approximately 34% of employed candidates thinking about changing jobs this year
  • * It’s associated with a lower cost per hire
  • * It will assists in the retention of your current employees because you know what makes them happy
  • * Happy employees = better referrals

If you’re having trouble attracting the right candidates I suggest you take this two-pronged approach to positioning your company as a desirable place to work:

  1. Carry out online research of your competitors’ talent brands. See what their people are saying and identify what you are not doing or, can do better.
  2. Ask your current employees to share their workplace experience online.

Take some time and research your competitors online. When you have information about salaries, hiring and operations practices of your competitors it allows you to see where you can close the gap to attracting, converting and hiring great staff.

How do you compare to your competitors?

Knowledge is power. With the following websites you’ll be able to check out your competitors and companies you admire.

Glassdoor talent brand

Pros: Users submit feedback where they can share a full overview of what it’s like to work at your company.  Glassdoor refers to this feedback as “user-generated-content”.

  • > Users provide anonymous feedback which means they share their feelings freely
  • > They can share reviews, salaries, interview questions, benefits, jobs, photos
  • > You can see what other interests and opportunities “Job Seekers Also Viewed”
  • > You can see what employment opportunities your competitors are promoting

Cons: Users can freely share negative feedback so this is something you should monitor regularly and identify areas for improvement. You have to create a free account to access certain information.

LinkedIn talent brandPros: You can get a feel for their company size and culture.

  • > How many followers do they have
  • > What type of content are they regularly sharing
  • > Are people engaging with this content
  • > What employment opportunities are they promoting

Cons:  This is an employer branding function so you don’t get user-based company reviews.

Indeed.comIndeed talent brand

Pros: Indeed is actually an aggregator website which pulls jobs from various online resources into one central place, being their website.

  • > As an aggregator site it will pull jobs from sites you may not have heard or thought of
  • > You can search different categories of interests, work-life balance, pay & benefits, job security & advancement, management & culture
  • > They list various jobs currently available so you can see what jobs your competitors are currently promoting
  • > Although the jobs come from external sites, the company reviews are hosted on

Cons: For company review purposes it doesn’t have many Massachusetts construction companies.

The Muse talent brand

Pros: The Muse is a one-stop shop for career guidance.

  • > You can search jobs, career advice, connect with a career coach and explore different companies
  • > They provide an opportunity to really explore a company
  • > You get to see pictures, meet current employees and see video testimonials about what it’s like to work there
  • > Great opportunity to showcase your talent brand
  • > Check out other industries to see what they are sharing to engage potential employees. Take some of those ideas and incorporate them into your employer branding

Cons: For company review purposes it doesn’t have many construction companies.

Now that you’ve gathered solid information on your competitors and/or companies you admire, it’s time to engage with your employees.

How to ask your employees for reviews

I recommend setting up a Glassdoor company account. It’s free and it gives your employees a safe, anonymous place to go and provide workplace feedback. Glassdoor has a great article discussing how to ask for reviews, Employee Engagement Do’s And Don’ts.

Monitoring your talent brand is really important. If your company is a great place to work, find a way to encourage your employees to share that information online. Alternatively, if your online employer brand has a negative profile, this is a way for you to address those issues and make improvements. If you don’t, you’ll be sending top talent to work for your competitors. We see it everyday.

If you have any questions about how to grow your talent brand, I’m happy to help.

Email me