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How you sell your employer brand establishes your reputation. The better you communicate this, the more you stand out, which increases the likelihood of attracting the right people to your job ads.
The charity sector is unique in that the cause is often just as important to job seekers as the role. 76% of candidates who use our website search for roles by cause. This is why it’s crucial to champion your organisation’s mission, values, culture and benefits.
One of the best and easiest ways to improve your employer brand is through an organisation profile.
What is an organisation profile?
The purpose of an organisation profile is to showcase what makes your charity unique. It’s what a candidate sees when they click on the name of your organisation on a job ad.
Other than the job description, your organisation profile could be the first thing candidates read about your charity. This is your chance to show them at a glance the purpose of your charity and what it would be like to work for you. Give candidates enough information so that they know if your organisation aligns with their passions and values.
What are the benefits of organisation profiles?
You could receive more relevant applications by creating an organisation profile. Candidates who’ve read your organisation profile will already know whether your culture and values align with their own. As a result, you won’t spend as much time reviewing applications from people who are going to drop out further down the line.
What’s more, potential candidates can get a good grasp of the role and the organisation without having to go digging. This speeds up the application process and could result in more applications for your roles.
What to include in an organisation profile
The basics
Let’s start with the obvious― include key details such as:
- the name of your organisation
- the rough number of employees
- links to your website and social media
- your location and postcode.
Brief mission statement
Sum up the purpose of your organisation and its core values in a few sentences. You can convey the impact and importance of the work you do by using powerful, positive language.
Overview of the organisation
Give a brief overview of the history of the charity and the services you provide. You could include details of key projects you’ve completed or are currently working on, and what your plans are for the future. This will give candidates a good understanding of the kind of work you do and where your organisation is heading.
Culture and values
80% of job seekers believe the values of an organisation are very important in deciding where to work. And 73% wouldn’t apply to an organisation whose values didn’t align with their own. So since values are so important to candidates, they should take centre stage.
A positive workplace culture is one of the main things jobseekers look for in a new role. In our 2023 benefits survey, respondents rated the importance of organisation culture as highly as salary. It’s also something that’s difficult to gauge just from looking at an organisation’s website.
You can help to give potential candidates a feel for what it’s like at your organisation by describing your usual ways of working. For example, if you have a ‘no meetings on Fridays’ rule, this could be something to include. If you’ve got any training and development programmes for staff, this is also worth mentioning.
Policies
Job seekers are increasingly expecting organisations to commit to sustainability and equality. This is especially true if these are listed among the organisation’s values. If you’ve got any policies that promote inclusivity (such as for trans employees or those with mental or physical disabilities) or sustainability, make sure to share the details.
Benefits
Beyond pay, you can keep your roles competitive by offering benefits. You should prioritise the benefits that are most important to candidates, such as flexible hours and remote working. But also include any training opportunities and details of holiday and pension entitlement.
Anything of note
Keep your audience in mind as you create your organisation profile. What you’re most proud of might not be what appeals to potential future employees. But if you’ve won any notable awards, this could be something to include. You could also add in your diversity statistics or anything else that might appeal to an applicant.
Tips for a winning organisation profile
Use subheadings to split content up
You want your organisation profile to be easy to read. If candidates are hit with a great wall of text, they’ll be more likely to click off the page without reading. Use subheadings to make content more digestible. This will also help candidates to find the sections that most interest them.
Proofread your content
Spelling and grammar errors can come across as unprofessional. This is your first chance to impress candidates so make sure what you put out is polished. There are free online tools you can use to do this, such as Grammarly and Hemingway. These tools also check the readability of your text to ensure what you’ve written flows well and is easy to understand.
Add images
You can say a lot with words, but photos tell a story at a glance. They’re a great way to add personality to your organisation profile. If you’ve got images of the team, office space or your work in action, you should add these throughout.
Unlike with job descriptions, you’ll only have to write one organisation profile which will be visible for all jobs you post. Spending time to make sure it fully represents your organisation will be worth the effort in the long run.
Have you got a role to fill? Post a job here.
