How to Build Your Reputation as an Employer

Because they are working in something of a boom economy at the moment, freelancers (some of them, anyway) can afford to be a little picky about who they choose to work for. Indeed, freelance pickings are so varied and plentiful right now that many freelancers can simply swerve away from any potential employers they don’t like the look of and feel relatively confident that another, more favourable opportunity will soon come along and replace them.

Naturally, this means that employers with immediate appeal (i.e. those with good reputations and impressive track records) tend to get ’first pick’ when it comes to recruiting freelancers. This equates to them getting more successful projects done and more shots at retaining the services of the most competent freelancers.

If you’re an employer who struggles to attract and/or retain freelancers – either through online freelancer marketplaces or via traditional job postings - then chances are you need to devote more time to improving your reputation.

Below are some tips which will help you to achieve this:

Step 1: Keep up with your social media accounts

We all know that social media is now the preferred way for the world and his wife to keep abreast of everything that goes on across the globe. Needless to say, it is only natural that freelancers (and jobseekers in general) will turn to social media first whenever they want to find out something more about a potential employer. With this in mind, it stands to reason that you as an employer need to have accounts for Facebook, Twitter and the rest which will give prospective workers a positive impression of you and/or your company. As well as ensuring your accounts look good and have plenty of glowing reviews/testimonials,  you also need to make sure they are kept up-to-date as few things scream out ’we can’t be arsed’ as clearly as a poorly maintained social media site that hasn’t been updated for a few months.

Step 2: Create a successful looking website

Along with looking on social media, prospective workers will also use online search engines to find out more about your company. Having your own professional looking website will not only show freelancers that you have an online presence (thereby ’legitimising’ your organisation to some extent), it will also allow you to show off your branding in a more direct, tangible way. Without doubt, a website enables you to communicate your enterprise’s values and objectives far more comprehensively than social media does so it is definitely something you should look into setting up (be sure to link it to your social media pages once you get it up and running).

Step 3: Make sure your profile on freelancer marketplaces is complete

If you advertise work projects on freelancer marketplace sites like ElanceoDesk and Freelancer then it is absolutely vital your profile is 100 per cent complete. Your profile is the first thing prospective workers inspect when they are deciding whether or not they should register an interest in a project so you need to be sure yours conveys as much information about you and your business as possible.

Having an incomplete profile is a major handicap as it gives the impression you are new to the site (freelancers tend to gravitate toward clients with ’previous’), or even worse, a scammer. Therefore it is very much in your own best interests to ensure you have a comprehensive summary, a neat subheading, and that your blurb clearly shows you know exactly what you’re talking about. Simply put, make sure everything a prospective worker would want to know about a potential employer will be there in front of them when they click through to your profile page.

Step 4: “Be excellent...”

Perhaps the best way to highlight this fourth and final point is to quote the great sage and Wyld Stallyns frontman, Ted Theodore Logan: “Be excellent to each other”. Maintaining high standards is of course vital for any employer. If you adopt excellence then excellence will become the norm. However, what you also need to remember is that being excellent is very much a two-way street. If you expect and demand excellence then you need to be prepared to offer the same in return. While many will translate this as no more than paying a decent wage for a job well done, it actually means far more than that. 

Being an excellent boss means being prepared go that extra mile and do more than simply what is expected. For example, if you are really pleased with a project a freelancer delivers then show your appreciation by offering them a bonus. It doesn’t have to be much, even just a few extra quid to ’have a few beers on me’ will do. The act of offering an unexpected bonus – modest or otherwise – will show that you are someone who doesn’t just value excellence but that you’re someone who knows how to be excellent; and believe me, that can do your reputation all kinds of favours in the long run.

Do you know of any other strategies employers can use to build their reputation? If you do then please share your thoughts with us in the comments box below...

Image:, Social media’s new role in reputation management




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