Crafting a positive image: How candidates view your charity

Office worker

When you post a job advert, do you ever consider how potential candidates will view your organisation?

A recent survey conducted by Charity Job Finder revealed some eye-opening insights. Out of 1,553 respondents, a staggering 78% stated they researched a prospective employer before submitting an application, and 72% said this research would likely impact their decision to apply!

In today’s digital age, information about charities and other organisations is easily accessible—and not all of it is flattering. So, where do candidates look?

Most candidates will start with your company website, LinkedIn, and other social media platforms. Many will also review industry reports and articles, with some even checking the financial health of the charity through the Charity Commission website.

The good news? You can control these sources of information and use them to showcase your organisation in the best light. However, there are potential pitfalls to avoid:

  • A poorly managed website with outdated news and events.

  • Late filings with the Charity Commission, flagged on their website, which may suggest poor management.

  • Incomplete or outdated information on social media or irrelevant content.

Where else do they look? A significant number of respondents mentioned using Google searches to find information and reviews about the organisation. Here, you have less control over what is written, but there are steps you can take to manage your online presence effectively:

  1. Regularly check reviews of your charity. Always respond to reviews, both positive and negative, and reach out to address any negative feedback.

  2. Create a robust communications policy that outlines who can speak on behalf of the organisation and under what circumstances. Control communication, especially during public interest difficulties.

  3. Set up Google Alerts to be notified whenever your organisation is mentioned online.

  4. Develop a social media policy that specifies what, if any, references staff can make to their employer on personal social media accounts.

  5. Undertake regular reviews of your online presence to ensure it accurately represents your organisation in a positive light.

  6. Keep your website and social media accounts updated and relevant, free of spelling mistakes, and inappropriate content.

  7. Remind trustees that they are linked to the organisation via their listings on the Charity Commission website and must notify you of any negative online information about them.

Interested in learning more? Sign up for our free webinar, "Managing your online presence," and ensure your charity makes a stellar first impression!

Register now

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