When the word “branding” is read, what comes to your mind? Reputation, marketing campaigns, company culture? Any of those things pop in your brain? Well, hopefully those same things come to mind when considering how your company approaches recruiting talent. Does your team think about how the company stacks in comparison to its competitors for gaining new talent? Surely you have seen images of various Google offices or heard positive stories of the way employees are treated. Google has a great employer brand and as a result, attracts great talent. Now, you don’t need to be Google in order to attract top talent, but instead design a recruitment strategy and employer brand that allows talent to see your company being the most ideal place for them to work at. With that in mind, here are three things you should focus on in developing a quality employer brand.
Promote Your Company Culture
Ask yourself. How confident are you in a new hires ability to accurately articulate what your company’s culture is? More times than not companies do not share or highlight their company culture as well as needed during the interview or onboarding phase. In order for candidates to see how they fit within the company, the company needs to show what makes them different from the competition. This Huffington Post article mentions how that 89% of failed hires are due to bad fits for candidates. How else could a candidate really gather a sense of the company if the company doesn’t highlight itself? On your website, create a “Day in the Life” section that features blogs, employee spotlights and videos of the work-life at your company. Subtly brag about the company’s accomplishments on LinkedIn and social media. Or, create an employee ambassador program allowing your employees to act as advocates and be your companies brand champions. Let your talent know what makes your company really tick so that they can see themselves making the best decision working for you.
Make a Positive Hiring Experience
Looking back at my previous post, the hiring experience itself can tell candidates a lot about how much the company invests in producing quality in the work they do. If the talent looking at your company is saying that the hiring experience is outdated or inconsiderate of the talent’s time, word of their experience will reach other candidates. Remember that your entire company encompasses your employer brand – all the way from the hiring process down to current employees and online presence. Take a look at your hiring process and make the experience smooth and informative for candidates. Additionally, leverage employees that are utilizing their own networks to promote the company because their positive opinion about the company will spread quicker than you can fill an open position.
Re-Assess Your Outreach
ERE.net mentions how that on average, employer brands last for 4.3 years. While many companies have outdated recruitment strategies, candidates are steadily gravitating towards companies that stay up-to-date in their outreach efforts. This Business Insider article talks about utilizing LinkedIn in articulating the employer brand. Studies show that 69% of individuals are likely to apply to a job if the employer actively manages its employer brand (e.g., responds to reviews, updates their profile, shares updates on the culture and work environment) (Glassdoor U.S. Site Survey, January 2016). Seeing as how most candidates are using LinkedIn to professionally network and conduct research on companies, social media is a great way to create and maintain a strong brand online. Additionally, use LinkedIn to conduct your own searches to see what candidates are saying, doing and promoting. Such efforts will result in finding not just quality talent, but the best fit. As mentioned before, word-of-mouth does very well in promoting an employer’s brand and this simple tactic can yield great results.
Overall, gaining new talent is more than just making sure HR is savvy with current recruitment trends. It also requires that the company is onboard with helping make the company the most ideal, viable place for talent to build a pleasant, symbiotic relationship. Not only does your employer brand help attract top talent, it also helps to retain top talent. The work in making a strong employer brand is a collective effort that is simple and can result in bringing more hires that elevate the company to be more refined and a stronger competitor in your respective market.