Employer Branding in the Recruitment Process

Recruiters, put yourself in a candidate’s shoes: what do you think is the most important thing they are looking for in a new job? Great salary, competitive benefits, and engaging workplace culture are all high on the list…and what do all of these things have in common? They are all elements of employer branding: the image that your company projects to potential candidates, demonstrating the ways in which you are known to treat your employees.

In today’s candidate-driven market, employer branding is one of the most important things that recruiters have to consider. Check out these statistics:

  • 78% of job seekers say the overall candidate experience they get is an indicator of how a company values its people
  • 84% of job seekers say the reputation of a company as an employer is important
  • A negative company reputation costs companies at least 10% more per hire

Employers with a positive image and reputation is clearly important to job seekers, which means it should be important to recruiters, too.

So, what is Employer Branding?

Not to be confused with your company’s overall brand, your employer brand is strictly about how you are viewed as an employer, based on the views and feedbacks from your past and current employees as well as the general public, in attempts to attract new hires.

A number of elements fall under the umbrella of the employer brand: “everything from the salary and benefit packages you offer, to advancement opportunities, to weekly happy hours, the culture of an organization and the treatment of its employees can greatly impact the impression you’re trying to make on potential candidates”.

Today, being seen as a great place to work is vital if you want to have a decent chance at attracting and retaining new, quality employees.

Where does Employer Branding Fit into the Recruitment Process?

Simply put, having a positive employer brand will make it more likely for potential candidates to want to work with you. Social media is a great place to start building your brand.

Consider this: 79% of job seekers use social media in their job search. The chances of someone passively coming across your social media profiles before coming across your job board are growing rapidly – this alone should be enough incentive to infuse your social media posts with your employer brand. These days, social media and recruitment go hand-in-hand, and therefore, so do employer branding and recruiting.

So, by maintaining a great employer image you can increase your talent pool: “[it gives] your company the best choices of who to effectively hire for a given position. When you have a company with a solid reputation, genuinely showcasing employee stories online, and keep a unique work culture, you’ll have no problem attracting the best people.” Also, the more you fine-tune your employer brand, the more likely you are to attract candidates whose values really align with yours – which will save YOU a lot of trouble and money in the long run.

How Can I Improve My Employer Brand?

The logic is fairly straightforward: present or market your company as a place that people want to work at. But how do you communicate this effectively to your target audience?

Today, job seekers are looking for more than ‘just a job’. The concept of the employer brand has evolved over time. Focuses have shifted quite drastically – instead of just filling jobs, employers are trying to make the world a better place; instead of being disconnected from their customers, they are actively creating a sense of community.

Here are a few methods you can consider when starting to develop an effective employer brand:

  • Listen Actively: during interviews, put yourself in the position of the candidate – can you detect any themes or patterns among the kind of person that is seeking out your company? If you can, you might be able to form a more effective strategy that will attract better fitting employees
  • Communicate: More than 50% of candidates have said that long response times from employers is the most frustrating thing about the hiring process. By showing your potential candidates that you are a responsive employer right from the get-go, they may be more inclined to pursue a job with you
  • Be Unique: Standing out from the crowd is much better than doing what everyone else is doing. Offering unique perks or benefits to your potential candidates or creating an off-centre image online are great ways to attract the best of the best

Do you have any questions about employer branding and its role in the recruitment process? We are here to answer any inquiries you may have – leave a comment below or email us directly to join the conversation.

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