The Journey of Hiring in the Modern Age Part 2: Building an Employer Brand Image
Warren Pugash | July 18th, 2017
Maintaining an attractive employer brand image is paramount in attracting top talent. A company’s employer brand image is its reputation as an employer as opposed to its more general corporate brand reputation. A positive employer brand image raises the chances that a candidate will want to apply for a job at a specific company and will be more motivated to pursue it. The Harvard Business Review states that 73% of CEOs are concerned about the level of top talent available in the workforce, showing that the ability to appeal to top talent is very important in these times of low unemployment. The Review goes on to state that many of these CEOs have concentrated on building their own employer brand to compete with their rivals in attracting candidates to their companies. Building a strong employer brand first became a major priority between 2004 and 2008 in response to the growing competition for talent and increased accessibility of company profiles and information on the internet. Evaluating employer brand awareness and reputation is very low-cost, easy to implement, and effective.
In the beginning, a company hoping to improve their employer brand image must first evaluate their current standing with prospective employees in order to understand exactly what needs to be worked on. Knowing why someone would work for a company, what the level of visibility with candidates is, and how many current employees would recommend working for that company are all very important aspects to consider. A target audience for this branding must be considered too, and can identified through consideration of what skills are needed for the job and what results are expected from it. Detailing a company’s mission, values, and vision is also especially important and must be examined before to ensure it attracts the desired type of candidate. Candidates do take into account a company’s mission, values, and vision when deciding whether to apply to a job opening or accept a job offer. Finally, based on the distinctive strengths of each company, creating a clear and compelling Employee Value Proposition is the final step. This is the entire package of benefits that the candidate may receive in return for their skills, from monetary rewards to professional and networking opportunities.
Update Your Marketing Strategies:
A fantastic strategy to adopt when building a positive employer brand image is very simple: to treat hiring like marketing. The most obvious place to begin is with social media, where the majority of the candidate pool spend large amounts of time. LinkedIn and Twitter are two mediums that top talent have made use of to market themselves on, so having active profiles on these and other similar sites are a necessity. The profiles must also contain relevant, consistent information highlighting the company’s mission, values and strengths, as well as applicable content from reputable sources. The rise of Glassdoor and other employee satisfaction social media sites are important to monitor as well as them having a huge influence on whether candidates will apply or not. Another strategy for building an employer brand profile is an effective candidate messaging platform. Read our last blog post on Sourcing and Outreach here for more. Highlighting successes of current employees and the perks they enjoy in this outreach is good to include to show potential candidates opportunities that they can look forward to. If email is a primary source of candidate communication, important rules to keep in mind are to use strong language, have a firm call to action, and be clear on the philosophy of the company.
Current Employees Are The Best Ambassadors:
Edelman Earned Brand surveys have shown that people are much more likely to trust a company based on what its employees have to say than on its recruitment advertising. Of all strategies to focus on, guaranteeing that current employees are satisfied and will give recommendations is key. It is important to ensure that all current employees understand the importance of their role in maintaining a good employer brand image and the ultimate future success of the company. Their social and professional networks extend far beyond that of the company alone, and their social sharing of employee experience and referrals prove invaluable talent to the pipeline. This is where the monitoring of sites such as Glassdoor become very important because of their influence on the research candidates do of a company. Of course, using current employees to build an employee brand image comes full circle, because the strength of that brand image can have a significant impact on the employee’s willingness to deliver a positive review of the company. However, building both the brand image and current employee’s enthusiasm slowly can have exponential returns in the future, and is most certainly worth investing the time in.
But Is It Enough?
An improved employer brand image will result in a larger talent pool to choose from and a greater number of qualified candidates who willingly submit resumes. Candidates will be much more motivated and persistent in finding and opportunity at a company with an exceedingly positive reputation. This is especially important in building a strong and dedicated team of the best candidates available. However it does lead to additional work for recruiters and hiring teams; sifting through a tall stack of resumes can consume time and can be very inefficient. Taking advantage of local resources is a large part of sourcing and recruiting. Spark AI is equipped to help manage the influx of resumes by sifting through hundreds in seconds. Recruiters are left to pursue interviews with only the most qualified candidates while cutting the average time to fill an open position by three to four times. Check out our website to get a better idea of how AI is changing the recruiting business and request a demo of our product.
Slezak, Paul. “Employer Branding — How to Attract Top Talent.” Do Better Hiring — The RecruitLoop Blog. N.p., 24 Feb. 2016. Web. 18 July 2017. <http://recruitloop.com/blog/employer-branding-attracting-top-talent/>.
Steele, Jenn. “Get Candidates to Apply — Think Like an Online Marketer.” Do Better Hiring — TheRecruitLoop Blog. N.p., 04 Oct. 2016. Web. 18 July 2017. <http://blog.recruitloop.com/get-candidates-to-apply-think-like-an-online-marketer/>.
Mosley, Richard. “CEOs Need to Pay Attention to Employer Branding.” Harvard Business Review. Harvard Business Publishing, 12 May 2015. Web. 18 July 2017. <https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding>.
Minchington, Brett. “15 Employer Branding Best Practices You Need to Know.” ERE Recruiting Intelligence. N.p., 17 Feb. 2015. Web. 18 July 2017. <https://www.eremedia.com/ere/15-employer-branding-best-practices-you-need-to-know/>.