Why employer branding matters in talent attraction…
In today’s saturated, highly competitive marketplace, employer branding is not to be underestimated. Linkedin reports that companies with strong branding spend an average of 43% less per hire.
The amount of times I hear candidates say they hate their current employer is frightening.
- Do employers know this?
- Do they care?
When organisations are competing for the same talent, effective branding is key
- What makes you stand out?
- What makes you the best company to work for in your industry?
While there are many ways to improve branding, posting pictures of the team playing pool at 5pm on a Friday, or having dress-down days is just not enough. I often come across companies who promote themselves as a friendly and relaxed organisation, but in realtiy their employees ‘hate’ working for them.
It’s all very well presenting a glossy exterior, but as hiring processes become increasingly peer-led, it’s important that your current employees are valued and nurtured. Potential hires are no longer satisfied by looking at your website and reading your job description. A credible candidate will look at the company’s LinkedIn profile, Instagram feed, Glassdoor reviews, Facebook page, Twitter. They want to gain a better understanding of your team and the office culture, all the while considering would they fit in? For global conglomerates with an entrenched PR strategy this is no problem – for a SME this can present a challenge.
“Everything a candidate has ever heard, read or witnessed about your company will enter into the decision of whether to work [for] your company” – Will Staney, former Head of Global Recruiting at Glassdoor.
It’s essential to not only present the right image, but to commit to actually building the culture. Having a CSR policy written on your website is one thing, demonstrating your commitment and showcasing this on social media will engage both current and prospective employees.
How to develop a positive culture to attract and retain talent
Stay on track – strong and consistent branding is key.
Know your employer value proposition (EVP): your reason for being. Your EVP forms the bedrock of your employer branding, outlining your company’s values and the benefits you offer.
When defining an EVP, organisations need to address three questions in their branding:
- What does our current employer branding say about us?
- Who do we want to attract? What are their motivations and values?
- How can we create and showcase an environment that caters to the above?
Once you know your EVP, you can develop a strong voice reflecting your branding and engaging your target audience.
Improve your content across social media platforms
44% of people are more likely to engage with brands who post pictures*
It’s true, images are the way forward. Whether it’s infographics, a photo of your team, or a job ad, images draw attention. When scrolling through LinkedIn, people are far more likely to take in an infographic than read a lengthy article. We’re constantly bombarded with information – images are a quick communication shortcut.
Instagram is the unequivocal poster boy for the rise – and success – of image-based communication. With over 200 million Instagram users actively engaging with business accounts on a weekly basis, it’s never been a better time to start hash-tagging.
All social media platforms are a great way to engage your audience, and to attract new traffic to your page. Sharing industry insights on your website is great, but unless you’re an SEO mastermind, social media is the best vehicle to promote it. Delivering insightful content regularly is key in strengthening your online branding.
Get your team involved to develop branding and support talent attraction
Candidates trust employees three times more than the employer to provide information on working at the company*
Asking current employees about working at your company is the most effective way to understand how your business is perceived. Your employees are best placed to tell you what potential candidates look for and how to attract them. It’s important to have a concrete understanding of how your employees experience your business. If you can take this a step further and create content around employee insights, the return is twofold; this sort of direct and honest communication aids both talent attraction and retention.
Put yourself in the shoes of your target audience, find out what they want to see from you
Organisations are increasingly embracing AI to streamline recruitment, but that doesn’t mean personality is lost. If anything, it should be the opposite.
To really deliver through your branding, you need to think like a candidate. Put yourself in their shoes and understand how your branding shapes their perception of your business. It’s critical to hone your process to not only be efficient, but also to deliver a high quality of service exemplifying EVP. Your candidates need to feel valued and to understand the values at the core of your business.
Before you focus on recruitment strategies, improve your employer branding, it will make recruitment a lot more efficient.
* Want to learn more? 10 employer branding statistics you need to know.