Building a Strong Online Brand Reputation

Are you losing great applicants to competitors and not sure why? One strategy to closing this gap is to perform an audit of your school's online reputation. During the employment search process, top-tier candidates comb through prospective employers' websites, talk with colleagues who have connections to the schools and perform online searches for articles about the institutions to better understand each school's culture, leadership and direction. Many applicants avoid disclosing any negative feedback they have encountered about the institution or department when they decline an offer of employment. Yet, it can be a critical factor in their decision to do so.

As a higher ed hiring manager, walk through the steps that your prospective candidates will likely take to get to know your college or university and audit the online content they will encounter in this search process.

Key Touchpoints To Review

• Institutution Website

• Institution & Department Google Search Results

• 3rd Party Job Sites Like Glassdoor and LinkedIn

• Social Media Websites

• Social Media Comments (Search #’s and @)

Successful recruiting institutions ensure that these touchpoints:

• Highlight and have specific examples about why their institution is a positive and productive workplace

• Feature awards and accolades from local and national partners and organizations

• Regularly solicit and post supportive faculty, staff and student testimonials on all high trafficked online platforms

• Spotlight robust equality and equity initiatives

• Showcase new programs, projects and curricula

• Utilize their marketing and customer service teams to negate negative online reviews and comments

With the results in hand -- good or bad -- work with your marketing and communication team to best ensure that prospective applicants get the very best impression of your institution so that when you extend an offer of employment these talented professionals are thrilled to accept.