Your company is hiring, which means you have done the groundwork and communicated the job opening externally. So why aren’t there more “A” player candidates knocking on your door?
A recent LinkedIn survey of 26,000 professionals found that the main reason people do not apply for a job is that there is not enough company background or motivational information on the open position. If your company cannot attract suitable candidates, your employer brand may likely be lacking. Effective employment branding can attract even those who are not actively looking. Establishing a unique and compelling employer brand is one of the most effective ways to attract and keep top talent in your company.
According to Entrepreneur, out of 100+ HR professionals and executives surveyed by Brandemix, 80 percent said they believe strong employer branding is effective in hiring top talent. So, before you start your hiring efforts, consider the following steps for strengthening your employer’s brand:
Make a great first impression with a mobile, quick-apply process
In today’s world, most activities have become mobile-friendly for consumers, including applying for a job. Fueled by increasing candidate demand for simplicity, these convenient applicant tracking systems are increasingly being used by recruiting firms and talent acquisition teams at companies to transform the job search experience. According to LinkedIn, 94 percent of recruiters post jobs, establish professional connections, and build rapport with candidates.
Leverage existing employee advocacy and leadership
The focus of the employer brand has changed with the times, and the evolution of social media has made companies more transparent. As a result, potential candidates are more likely to listen to what a company’s employees have to say than their advertising tactics. Today, attracting talent relies much more on the advocacy and engagement of your employees. It is important to keep in mind that your employees can either be your company’s strongest brand ambassadors or your biggest critics. These are the individuals who truly represent your company culture and brand. It’s their voice that potential candidates will trust most. Check out Glassdoor and see what current and past employees say.
Make it a team effort
The face of an organization should be well-rounded and include all employees. Potential applicants are just as interested in learning more about their future peers and co-workers as they are their managers, directors, and even C-level executives. Make it a team effort by providing candidates with the opportunity to hear from people at various levels in the organization. Whether it’s in the interview process, through employee testimonials on your website, or social media engagement, job seekers should receive the same message about what it’s like to work at your company. Similarly, just as the messaging should be uniform across all company departments, the entire team should be living out the brand in the same way. This is accomplished through engaging with the community, demonstrating company values, and exhibiting company work ethics.
Showcase company culture through videos
Most potential candidates are looking for more than just a job; they’re looking for a career at a forward-thinking company with exciting opportunities and ideas. This is where you can really get creative with video and social media posts that bring to life your company’s culture (i.e., employee recognition, social events, and charitable activities). In addition, try to showcase the day-to-day life of your organization, providing a realistic inside glimpse into your company.
Consider outside perspectives
Sometimes being too close to your employer brand will prevent you from promoting it clearly to prospective candidates. If you’re looking to attract top, passive candidates, collaborating with an external industry recruiter could highly benefit your employer brand. With expert insight into your competitors, a good recruiter will strategically leverage your brand to attract the best talent that is not necessarily on the market or replying to an ad. In addition, skilled recruiters have visibility into what your competition is doing to attract the same level of talent.
Summary
By following these five tips, you can build a captivating and sincere employment brand that actively attracts new talent while retaining your current workforce. Above all, stay true to your brand in both your words and your actions. Consistent, positive messaging about the employee experience at your company is key in positioning your organization as an employer of choice.
About the Author
Gary Bozza is the founder of P3 Executive Recruiters, established in 1997. Recognized for his ability to get results, he has been building high-performance leadership teams for four decades on both hiring and recruiting sides. Gary’s and his team are dedicated to helping Owners, CEOs, Presidents, and Private Equity Firms maximize the effectiveness of human capital resources, drive profitable growth, while building enterprise value. Their proven and rigorous search methodology consistently produces timely, strong results. They were recently recognized by Forbes as one of “America’s Best Recruiting Firms.”