Recruiting top talent in your industry is vital to the success of your business.
But, in order to do that, you need to stand out and prove your company is better than the rest - at least in terms of employee satisfaction.
This is where your employer branding really comes into play.
But what exactly does that mean?
Employer branding encompasses how current and potential employees view your organisation, their expectations of what it would be like to work for you, and how you position yourself in the market.
It’s basically the image people - especially potential new recruits - have of your business.
Creating a public image that communicates the culture of your company is key today, especially when the “personality” of your business is the second most important thing potential candidates look for.
So, with such importance resting on how you present your business to the world, how do you even start conjuring up an attractive and powerful employer brand?
Before You Begin, Ask Yourself These Questions:
What’s the most compelling thing about your organisation for potential employees?
What roles in the company are critical to your success and what do you need to do to attract and retain the best talent in these areas?
What are the characteristics and attributes of current employees?
What are the current perceptions of working in your organisation?
How to Develop Your Employer Brand
Now you’ve got the basics of your business down and what makes it unique, you can start forming a brand that will attract the kind of employees that will make your organisation shine and succeed.
1. Promote Employee Stories
Who better to share stories about your business than the people already working there?
By encouraging your current employees to share stories via social media and on your website about what it is they love about working with you, you’re humanising your brand and adding in a hearty dose of word-of-mouth marketing (which, by the way, is still the most successful form of marketing).
This phenomenon is known as employee advocacy, and it’s essentially the idea that your current employees are your biggest advocates when it comes to both new hires and generating a buzz around your business.
2. Nurture Company Culture
Solidifying and showcasing your employer branding is a great way to highlight your company culture, but you need to nurture that culture for it to work.
According to experts, the term company culture is used to describe the way an organisation does things, and is almost like an civilisation within a workplace.
Once you’ve developed a system that works on the inside, then it’ll be easier to shout about it from the outside to new, potential employees.
3. Keep Things Personal
People like to interact with people, so making your brand as human as possible will help potential candidates relate to it and want to be a part of it.
Think about personalising the hiring process, whether that’s by using a specific software to send out individual responses to lots of applicants, or by reinventing the copy on your site to make it more connective.
4. Get the Word Out
It’s all well and good creating an awesome employer brand, but if no one knows about it then does it even matter?
Once you’ve established how you want people to see your brand from the outside, it’s time to put yourself out there on social media and via other methods to attract a wider pool of applicants. You’ll then have more chance of catching the attention of the hottest talent, too.
5. Consider the Candidate’s Experience
Behind everything you do, you want to be thinking about the candidate experience. Consider how you want potential employees to feel when they interact with your brand and the most important things you want them to know about working with you.
This will drive all communication and how you present your brand to the outside world, as well as how you position yourself in the market.
How Your Employer Brand Helps the Recruitment Process
When you create a brand and push it out there for all to see, candidates know what to expect from you and, if they like what they see, they’ll actively want to work with you.
You’re putting yourself out there to a broader range of applicants and reaching a wider pool of people so you’re more likely to grab the attention of top talent in your industry.
In a study by CareerBuilder, organisations that have a strong employer brand attract at least 3.5 times more applicants per job, which means more qualified candidates, and more chance of your hiring the perfect fit.
Get Your Employer Brand Together and Attract Top Talent
These days, people are looking to work with a brand they love.
When an employee and an organisation are the perfect fit together, it can mean great things. Just look at this study for proof:
A whopping 94% of respondents said they’d produce more work for their company if they loved working there.
Luckily, creating a space that people thrive in is easy if you know what kind of experience you want them to have.
This ultimately boils down to building and nurturing a company culture they gel with, but also a brand they can see themselves working with for a considerable amount of time.
Creating an employer brand that shows this off means you’ll attract the right kind of people and will be able to consistently find employees that are not only the top talent in your industry, but that are the perfect fit for your business and its goals.
A company’s recruitment partner should be uniquely placed to advise their clients on how easy or difficult it is to attract candidate interest in their company.
Richard Lawrance, CEO of Resourcing Solutions reports “in a talent scarce marketplace the candidate is king, and employers will be in stiff competition for the talent out there. Finding talent is much easier than recruiting talent, and as a recruiter we need to be armed with compelling reasons why a candidate should upsticks and move. The reputation and employer brand of our client is critical. We consult heavily with our clients on how to steal an advantage over competitors through enhancing the candidate experience during the recruitment process. This is making a significant positive difference in their ability to win much more than their fair share of talent in the battle to attract critical skills to their business”.