Every company has an employer’s brand, whether they like it or not.
The $64,000 question is do they know how to use it. In a world where competition for the best talent is at an all-time high, having good corporate street cred is vital to success. With the recruitment market increasingly becoming more candidate led, it’s imperative that HR, talent acquisition and recruitment specialists use it to become the go to employer of choice for job seekers.
Every little bit helps, or so the old saying goes, and in the fight to attract the best talent, one of those little bits it the Employers Brand. With the jobs market fuelled by record levels of employment and a lack of skilled employees, companies are finding it harder and harder to attract, engage, and retain top talent. This is especially true for those hard-to-hire roles and for talent-tapped geographic locations.
One way round this issue is to build a reputation as a great place to work and one that has high-quality and satisfied employees.
The problem is that many in the HR sector don’t properly understand how to do this. Experienced professionals struggle to explain what their brand is, how to build one or know of its importance to standing out and getting noticed by the best candidates.
Help is at hand. This article aims to assist by shining a light onto this little know field and by giving meaningful insights into how to proceed and succeed.
So, let’s start of with the basics and set out the main points that interested employers should consider when looking to develop their own unique image.
The first question many HR Managers will be asking themselves is, what’s in it for me?
Well, firstly of all in an ever-tightening jobs market the best workers are having a greater say in selecting where they go. Thanks to social media employer’s brands are increasingly put under microscopes by both current employees and new prospects alike. Many young people will research an employer’s reputation before applying. This is giving those who are tech savvy with their online channels and know how to create and maintain their Employers Brand, a head-start in the race to get this new mobile workforce.
Secondly, job seekers are increasingly looking for companies that offer more than just a salary and standard holiday allowances. They have come to expect much more from employers, this is especially true for millennials.
What this means is that recruiters have to start treating candidates like customers, because candidates are increasingly treating a job search like online shopping trip. To do this they must create a brand that employees will want to work for, one that will not only attract the best, but also stop the rest from leaving.
Aside from being a key differentiator in tight talent markets, having a good name can also increase staff motivation and interaction amongst existing employees.
So, now we know what this issue is, the next question is how does one cut through the noise to attract the right talent, in the right places, at the right time. How do you build a world-class brand that defines your workplace, amplifies your message and ensures your company is accurately represented when others mention it.
The answer is that there is no one silver bullet. Instead, you must use a combination of tools such as your website, social media, job boards and review sites as well as current and past employees to engage with candidates. It’s vital you make sure your brand voice is consistent at every touch-point be it video content, advertising, assessment platforms and one-on-one candidate conversations with the recruitment team.
Use platforms like Facebook, LinkedIn, Twitter, Glassdoor to showcase your culture through social channels to reel in the best people. A winning social media presence in the digital age is at the core of creating content that is attractive to candidates. Use it to intrigue job seekers by showing you as a fun and rewarding place to work, so that they want to know more about what goes on within the walls of your company.
Use this to highlight your core values, employee benefits and perks. A good way to do this by having interviews with real staff members where they highlight their experiences. Upload pictures of social events or the charities your company supports. However, do remember that central to employer branding is the voice of not only current employees, but former ones as well.
Use visual storytelling in job descriptions to present a positive, clear, honest and realistic picture of the role and your organisation. This is a great way to show off your communication skills and portray yourself as a friendly team.
Move quickly to manage and challenge any negative reviews on site like Glassdoor.
In conclusion, no self-respecting company can afford to ignore the power of having a good Employers Brand. The bottom line is that if others are using it then so must you. It’s vital that companies get enthused about this hot topic that is being increasingly discussed by those in the know. As the power of employer branding continues to gain pace, more and more companies are realising the importance of highlighting their company culture and benefits in order to attract top talent.
Iejaz Uddin – Founder and CEO – Dayjob.com