Recruitment has changed. With the economy recovering there are a greater number of jobs available meaning that candidates can afford to be more discerning about the roles for which they apply. With this in mind, the most talented individuals are now cherry picking the organisations that they want to work for and rejecting roles with organisations that they do not know or do not wish to work for.
Organisations are devoting more and more time to planning and implementing a strong employer brand to ensure that they are an employer of choice. Having a strong and consistent employer brand not only helps attract new members of staff but can also contribute to current employees being more engaged and committed to the company goals. This increases staff retention and lowers recruitment costs.
The first major hurdle in creating a strong employer brand is the internal process, knowing who ‘owns’ it and having the buy in of board members and senior management. In this blog we discuss what we consider to be the three main points of building a compelling employer brand. Each of these (and the numerous other factors we haven’t covered) will need to be managed by a single person so as to create a joined up approach to employer branding and give the process the greatest chance of success.
Think inside out
A good employer brand needs to be built from within the company. It isn’t enough to talk the talk; it needs to be backed up by demonstrable facts about working in your organisation. Think about how your current employees view the company, why they like their jobs and which parts they don’t enjoy. To create a truly brilliant employer brand you will need to promote the positive aspects whilst working internally to improve the negative. Building and maintaining a good employer brand is a constant and on-going process. Staff need to be able to feedback to senior managers in a meaningful way so that the organisation remains an enjoyable and engaging place to work.
A truly engaging employer brand proposition is not built by HR departments or marketing departments but through the entire business having a united view of what it means to work in the company, where the company is headed and how it plans to get there. Employees across all departments should be actively engaged in helping to build the employer brand and helping to implement it internally whilst promoting it externally.
Put yourself out there
Whether you are looking to engage your current staff or attract new talent to the business, you need an outlet for your employer brand. This could take the form of an employment blog, a social media page, a regularly updated careers page or a mixture of all three. Whichever you use, you should encourage your staff to interact with your output by liking or commenting where appropriate.
If you are trying to attract new talent and have job specifications or adverts on your website, you need to make sure that they are not just a tick lists of demands but that they sell the role and the company to potential candidates. Formal, robotic language in jobs pages and job descriptions can put some candidates off as company personality and team fit become more and more important.
Companies spend a lot of time working on their brands and the way they are perceived in the marketplace but increasingly having a good employer brand is attracting high quality talent and giving organisations a competitive advantage for relatively low cost. Businesses will need to seriously consider their employer brand and how candidates perceive them to make the most of their growth opportunities.
Source: Vine 15