Saturday 25 May 2019

As employment rates soar, so too does the need for employer branding

Aoife Geary - Independent Jobs

As we reach full employment, companies must look to more innovative hiring strategies in the war for talent.

One such strategy is employer branding. It’s not a new phenomenon but it has certainly become more of a focus for hiring managers over the past number of years. This is attributed not only to a shortage of skilled candidates but an evolution of talent priorities. Today’s talent are looking for more than just a salary from their careers, so employers need to assess what they have to offer beyond financial incentives.

Your employer brand is how people perceive you as an employer - it’s your values, your culture, what you do and why you do it. It’s a key component of a modern hiring strategy and it’s the best way to differentiate yourself from competitors in this candidate-driven market.

In a recent Jobbio survey of HR managers, 79pc said investment in employer branding drastically reduces hiring costs, while 75pc said that the quality of candidates has improved since investing in their employer brand.

Is your employer brand working for you? Here’s four ways to create a winning employer brand:

Get your mission right

To build an effective employer brand, you first need to understand what sets you apart from similar companies. Ask yourself: “Why should a candidate invest their time and talent in my business?” This can often be determined by the strength of your mission, which underpins everything you do. As you grow and mature as a company, your mission helps determine the suitability of your next hires, the ethos of your team and ultimately, the direction of your business. Without a solid mission and culture, your company lacks focus and your team will lack purpose.

On the other hand, if your mission and culture are authentic and unique, you can leverage them to attract exciting, experienced candidates. Discuss your mission and culture on your careers page, in your job ads and during the interview process. You want to ensure that every member of your organisation knows what you stand for and what you’re working towards, regardless of how long they’ve been in the company. 

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Make your employees your culture champions

There are no greater advocates for your company culture than your current employees. Not only will they be best placed to accurately describe life at your company, they’ll also be likely to attract people who are a cultural fit. Share testimonials from your employees and team photos on your careers page and social channels. Prospective employees are more likely to trust a positive review from an employee than the CEO and they like to get a sense of who they could be working with. It’s good for the bottom line too, 90pc of HR professionals surveyed say that effective promotion of culture results in boosted revenue.

Prioritise candidate experience

Create an application process that candidates enjoy. When advertising your opportunities, ensure you’re offering adequate information about the role and your company. Potential employees aren’t interested in reading a flat job description with a vague blurb about the business. They want to know specifics around salary, reporting structures, responsibilities and opportunities. Add images and video to your job ads to make them more engaging. According to the Jobbio survey, 57pc of HR managers say that they receive more applications to job ads accompanied by video.

Candidates value personalisation in the recruitment process. Try to tailor your communications and be sure you’re keeping applicants up-to-date on the progress of their application. Lack of feedback was cited as the most frustrating thing about job hunting in a recent talent survey by Jobbio.

Content

Employer branding content is the key to connecting with potential hires. Figure out the content that best aligns with your brand and intended audience. Consider what channels you can utilise - from blogs and social platforms, to email newsletters and videography. Remember, you’re not just trying to attract relevant applicants to your roles, you’re trying to deter the unsuitable ones too. Your employer branding content should showcase your company in an honest and authentic way. Don’t underplay the challenges of your company or its culture, the right candidate will be excited to tackle them.

Need help building your employer brand? Get in touch

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