With the low unemployment rate, it has become very difficult for companies to fill vacant positions. The challenge of finding great candidates is serious, particularly in high-demand sectors.
Human resources and talent professionals understand that. To be successful in the recruitment game, a company must develop and maintain a strong work culture. Companies need a low-friction application/interview process. However, a vital element in the recruitment process often gets little attention.
A company’s “employer brand” makes a tremendous difference in the recruitment process.
An employer brand conveys how a company is known to its current employees and job candidates.
“What is it like to work at Company X?” “Do employees love working there?” “Does the company value individual contribution and diversity?”
According to a surveys, 69% of job seekers are more likely to apply for a job if the employer actively manages its employer brand. Additionally, 92% of employees would leave their current job if offered another role with a company that had an excellent corporate reputation.
So, how can a company define and manage its employer brand?
Brand messages should be authentic, simple and unique.
Take authenticity for example. The company should actually be a great place to work. Great branding can’t help a company if that work is inauthentic. We recommend recruitment and engagement SaaS tools like Emplify and iCIMs.
We recommend the following process to demonstrate its great employer reputation:
- Define your brand by identifying the special aspects of your workplace. Include how you describe your culture, what great job benefits exist and your commitment to corporate social responsibility.
- Integrate your brand messages into your application process on a “Join Our Team” web page. Consider including employee testimonials, custom employer brand videos, and other key company highlights.
- Promote your brand over time by creating content for your website, corporate blogs, and social media that reflect your employer brand. Find and train employee brand ambassadors and encourage them to join a communications campaign about your company. Do this consistently throughout the year.
Remember the old adage, “If a tree falls in the forest and no one is there to hear it, did it really make a sound?” What if a company is a great place to work and no one outside the company knows it? Can you really expect job candidates to beat a path to the company’s door? Probably not.