Recruitment and Talent Attraction: Why is Employer Branding Important?

In 2019, the job market is driven by candidates and attracting the best talent is more valuable than ever before. Therefore, it is key that you understand what your organisation’s employer brand is, how it's perceived in the market, and how to create an attractive proposition for potential talent.

Your employer brand is how candidates see your company. Your employer brand is to attract candidates to join your organisation rather than your consumer brand which appeals to customers. It can be professional and high profile or relaxed and fun. How you present your brand can help attract the candidates you want within your company.

This doesn’t have to be an extremely time-consuming task and if your company isn’t showcasing its culture then start small. These are our top tips to get started:

Define your message

Create a brand message and tone of voice that mirrors what your company stands for and what your employees stand for so that candidates know exactly what to expect as an employee

Keep the employer brand message consistent at every touchpoint. If a candidate looks at your careers website, job adverts, ATS system, LinkedIn page or a YouTube video, they each need to be unified and send the same message to the market about your company.

Understand your employer brand perception

Employees will certainly utilise tools like Facebook, LinkedIn, Twitter, Glassdoor and Indeed to share their experiences of working for a business or interviewing for them. Glassdoor reported that 70% of candidates look at reviews before they make career decisions.

These tools are a source of valuable insight for you, so you should use these to help you understand any positive or negative elements of your employee value proposition. Then you can use the feedback to create action points to improve your employer branding.

Foster the right culture

You need to consider what type of culture you have as a business or the culture you are aiming to create. For example, it is widely discussed in the market that millennials are more engaged with businesses that develop a more inclusive culture. If millennials are your target market, then how are you expressing that to your audience. You must remember your employer brand is a reflection of your culture.

Treat candidates like your potential customers 

Before applying to a vacancy, candidates are taking the time to do their research on your business and if they want to work for you. As part of their research, they will typically want to know about your company’s goals, culture and interview process.  

A positive candidate experience adds value to both the employer and corporate brand whereas a negative experience can have long term effects. Fabrick Marketing recently estimated that over 20% of UK jobseekers have either stopped purchasing or purchased less from a brand because of negative candidate experience.

Although corporate and employer brands have different audiences, the messages should be consistent. 

Build brand advocacy

Thanks to changes in company structures, staff capabilities, technology and social media; the marketing team is no longer the protector of a brand. Both the corporate and employer brand can be in the hands of your employees and customers.

You need to consider the positive and negative implications before giving employees access to social media like LinkedIn. Giving employees access to social media allows them to share elements of their working lives with others which will help build your employer brand. 

If you don’t have a large internal communications team, you can appoint brand ambassadors within the different areas of your business. These people can be trained, therefore allowing you to manage the messages they are putting out to the public.

Tell your company story

Telling the story might include things such as landing pages that show videos relevant to job roles posted or sharing stories from current employees about their own experiences.

Follow us on LinkedIn to get a first look at our next blog in this series “Recruitment and Talent Attraction: what makes an effective recruitment process and working with recruiters”.

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