Why your charity's online presence could be costing you the best talent

You’re in the charity sector. You know the fierce competition for passionate, skilled professionals. But here’s the thing: Your online presence will hurt your chances of attracting top talent if it’s not done right. Research shows that 75% of charity sector workers thoroughly research potential employers before applying, and 69% base their decision to apply on what they find. If your organisation’s digital footprint is lackluster or misaligned with your values, you are losing out on the very people who will drive your mission forward.

Your website, social media, and online reviews are the first-place job seekers go to assess your credibility, culture, and commitment. This initial online “handshake” will either attract prospective employees or send them running to competitors. In a sector built on trust and transparency, a polished, authentic digital presence is not just a nice-to-have—it’s essential.

Today's job seekers are looking beyond job descriptions; they want evidence of your values in action. A Facebook page with sporadic posts, a website that’s difficult to navigate, or Google reviews that don’t match your mission all give out a negative vibe. This gap between your mission and visible culture will make even the most motivated candidates hesitate.

It’s crucial to ask: What impression does your online presence leave? If it doesn't reflect the dynamism and dedication of your organisation, you are losing people who are committed to making a difference.

Taking control is key to managing and enhancing your online image. Start by searching for your organisation online and review all the results including social media.

View it as someone who is looking into your organisation for the first time and considering whether it is a good fit for them. Is it accurate, inviting? Would you want to work there?

Make sure your website is current and updated regularly. Consider setting up Google Alerts so you are notified when your organisation is mentioned.

Safeguard your organisation. Have policies in place to manage what staff and volunteers can write about the organisation.

Ensure that trustees and senior managers are also presented in a positive light.

Timetable periodic reviews of your online presence.

Go beyond page 1 of the Google search, your applicants will.

Your online presence is often the first—and sometimes the only—way a prospective employee experiences your organisation’s culture. Make this opportunity count. In a sector built on trust your digital presence isn’t just a reflection, it’s a commitment.