Have you heard the rumors? Did you know how much employer branding can do for your business? Promoting your company as an employer of choice to the people you want to hire is the smart way to attract talent. Before we dive deeper into what efficient employer branding looks like, we want to make one thing clear: working with the right recruitment company will make your brand shine brighter. If you associate yourself with professional recruitment firms, the brand you spent time creating, will be presented to target groups as you wish. This will allow you to reach your goals in a proficient way. However, let’s get back to our subject.
You want to attract, recruit and retain a specific type of talent. In this case, employer branding can facilitate hiring the right fit. Truth be told, a company’s employees represent the ideal and mission it stands for, the culture inside of it, and your company has an employer brand, whether you have actively pursued one or not. If you haven’t yet strategically pursued to recruit through your brand, you might find yourself in the peculiar case of having a huge disadvantage. That is because smart employers are out there in the digital world and they pay close attention to their image. They have a target in mind, and they structure their approach in such a manner that the image they create is appealing to the talented people they want to hire. They are strategically smart and increase their statistical chance of having a profitable business.
Why does employer branding matter and why do companies invest so heavily to attract and retain talent through their hiring process? Statistics show it clearly. 86% of HR professionals say recruitment is becoming more like marketing. And when you take into account surveys that say that employee turnover can be reduced by 28% by investing in employer brand or other statistics that show how 50% of candidates wouldn’t work for a company with a bad reputation – even for a pay increase, you have a strong case for investing in it.
When it comes to employer branding, reputation and popularity are key factors to be considered. When people who are on the hunt for a job, and even cold prospects, look at you as a company, they see a business identity and quickly assess for themselves if it is an identity they would want to be associated with. They assess your value proposition, they automatically assume they are able to provide you with the quality of work that you desire, and they ask themselves if the type of career you offer fits their aspirations. If the answer is yes, they try to get an interview with you. An article on employer branding pointed out that 78% of job candidates say the overall candidate experience they get is an indicator of how a company values its people. This means that not just your image is key but also the way you conduct your hiring process.
Provided that you already have a strategy in place, there are certain tools that can help you improve your employer brand. Although 49% of employers believe they don’t have the tools to effectively enhance employer brand, that is far from today’s digital reality. You can apply marketing methods and tactics to showcase your brand. There are also recruitment marketing tools that work wonders. They are all about increasing your brand awareness through career sites or email campaigns. That is to say that the way you present yourself through your website matters. In a survey done by CareerArc in 2018 a 52 percent majority of respondent candidates first seek out a company’s sites and social media to learn more about an employer. So, if the impression you create on social media is a good one, you’ve got yourself in a position that gets candidates’ attention.
Another factor to be taken into consideration is “word of mouth”– generated an opinion. Whether you like it or not it is also a part of employer branding. Your employees talk about you and also your former employees talk about you. They share things with their friends, they post little ironies on their social media pages and companies can’t hide anymore behind marketing gimmicks and buzzwords because there is so much more transparency generated by the need to be more authentic. One option is to think strategically about these uncontrollable “word-of-mouth” factors and influence them positively, addressing them internally and genuinely trying to resolve concerns or issues. But first, you need to adopt a strategic approach to employer branding across the employment lifecycle. One good thing to start with would be to undertake an employer brand audit followed by an employee experience mapping project. The results you would gather from will inspire your leaders to change their perspective and thinking on how their management style affects the company’s brand.
At SourceMatch we have our own way of doing employer branding and what lies at its core is communication and the shared sense of our core values. They include doing things with integrity and putting excellence into perspective. We culturally fit together and we also invest in each other’s personal development, and that adds value to the outcome of our recruitment process. You can get a taste of our personal spin on employer branding throughout our social media.