All organisations have an employer brand, whether they know it or not. A strong employer brand can make all the difference when competing to attract the best talent, and even more so in a candidate led market.
CIPD defines an employer brand as, ‘a set of attributes and qualities, often intangible, that make an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture.’
According to data from LinkedIn, companies with a strong employer brand not only attract 50% more qualified applications but experience a 28% reduction in turnover. So what are some key areas to focus on to increase your ability to attract top talent?
Company Values and Culture
Most companies feature their values on their website, but not all companies live and breathe those values throughout the organisation. How are the mission and vision communicated? Do your social channels present a clear picture of what it’s like to work for the company, featuring activities both in and out of the office?
Your talent brand should be an extension of your employer brand, and you want to make a lasting impression for the right reasons. This starts right from the job description. Your job description should not be some dull looking word document that lists what you’re looking for. It should showcase why candidates would want to work at your company and all your benefits. At Hanover we engage and excite candidates with interactive job specs that include photos, video and links to your website and social media.
LinkedIn reports that candidates trust a company’s employees 3x more than the company to provide a transparent view on what it’s like to work there. If you have a strong employer brand, then your employees shoud be your biggest brand ambassadors. They should be engaging and interacting with company social activity, but also generating their own authentic content that is a true reflection of their experience.
If you’re not receiving many applications, losing candidates in the process, or finding that offers are being rejected there’s a few things you should do to determine how your employer brand is being perceived by various stakeholders:
- Audit the candidate journey – is the process too long? Are there too many hiring managers involved? Do you have a clear idea of what you’re looking for?
- Try to get as much feedback as possible from rejected offers
- Administer a feedback survey to determine current employee attitudes
- Host workshops with different levels of management to assess buy-in and engagement
- Monitor feedback (both positive and negative) on LinkedIn, Glassdoor and Google and respond to it
Just like marketers work to attract, build and retain consumer brand loyalty, employer branding must take a similar approach in marketing your offering to current and potential employees. What they see should be what they get, and the overall message should be consistent throughout recruitment, induction and retention processes.