The brand and reputation of an employer can prove very expensive it is not well managed. In employers of more than 10,000 people a poor reputation can cost $7.6m in extra wages, this is significantly more than the investment that would be required to build and manage a positive employer brand. The example of GoDaddy shows how easy it can be to shift perceptions and attract in their case more females. If you build a reputation that the culture and values of the business are gender friendly and an environment where they can develop a great career they will come! The branding must be authentic and the reality needs to match the promises.
The current situation often puts jobseekers in the stronger position of having options when choosing their next move. Organisations need to embrace these market conditions by ensuring that they are managing their brand and reputation to make them an attractive proposition to the audiences they want to attract.
A few years ago, domain registrar and web hosting company GoDaddy was known for its racy ads. While they may have gotten attention in the media, they didn’t help the company do one important thing: hire women. In 2014, women constituted only 14% of GoDaddy’s engineering interns and new graduate hires. Realizing it had a problem, the company tackled the issue head-on, speaking at women-in-tech conferences, training hiring managers to address bias, and live-streaming events that featured inspirational women or highlighted women’s rights issues. Today, nearly 40% of GoDaddy’s tech hires are female. GoDaddy’s dilemma isn’t unusual, and it’s particularly relevant today. Recruiters say that today’s job market is increasingly candidate-driven, for one thing. Employers on the hiring front will have to respond with a concerted effort to gain mindshare, or change mindsets, among workers who now have more choices.