Employer branding has a lot of different facets, which is perhaps why some HR Professionals are tentative to approach building out their employer brand.
Despite the challenges in managing it, employer brand is a vital aspect of candidate recruiting and company culture. To get talent management professionals to see how important it is, we picked the top questions people have on employer branding and answered them here. Check them out:
If you ever plan to hire another employee at your company, then employer branding will affect the outcome. Companies are being thoroughly scrutinized by candidates: Over 72% of them spend more than 1 hour researching a job before applying.
The job market is very competitive, and for some industries it is extremely difficult to hire people who are both qualified for the position, and a cultural fit. Everything from time to hire to employee fit is affected by the employer brand you project into the world. Your brand impacts how your internal employees feel about the company and forces your talent acquisition department to assess their true strengths, weaknesses and differentiators as a company and an employer.
Even though you might not realize it, you already have an employer brand. You’re just not paying attention to it. In fact, in 2015, only 14% of CEOs were focused on building a global employer brand. But just like company culture, it’s there whether you intended it to be or not: you just have to discover what yours is. One of the best ways is to work with your team, via surveys and reviews.
In your surveys, you should be asking employees questions like:
These questions should reveal your employer brand. You’ll find out which aspects of your company are most likely to attract fitting and qualified candidates, which you can then showcase. While surveying internally is helpful, gathering research about your target market’s goals and needs from an employer can help shape your brand. Perusing review sites like Glassdoor, Comparably and FairyGodBoss can also give you an idea of what former and current employees and candidates have to say about their experiences. All this information should be taken into consideration when trying to identify what your employer brand is (and what you’d like it to eventually become).
Consumer and employer brand, while not the same thing, do need to be related and aligned. Unfortunately, less than 20% of employers have a combined consumer and employer strategy in place. In order to align them, your HR and marketing teams need to be working very closely together. Not surprisingly, 86% of HR professionals agree recruitment is becoming more like marketing. While alignment is crucial for consumer companies, B2B companies have to make less effort to keep their consumer and employer brands in sync. While your recruitment marketing initiatives should reflect your marketing campaigns, seldom is it useful for them to be an exact mirror, as marketing and HR have very different goals and objectives.
The best ways to project your employer brand to candidates is through employee reviews and referrals, your career site and job advertisements and finally, social media.
Our EB Now 2017 survey revealed the best social media networks to display your employer brand are Instagram and Youtube. Both networks have shown a 15% uptick in employer usage in the last year. And according to CareerArc, 62% of job seekers visit social media channels to evaluate employer brand.
However, if that’s a little out of your scope, the two most essential for employer branding are Facebook and LinkedIn. As of February 2017, there were 65 million business pages created on Facebook.
You should be using these channels to promote your employees and culture: broadcast your team’s achievements, successes, office parties, new hires and anything else they do that’s noteworthy.
Even after you get the ball rolling, you need to be carefully monitoring to see where things are working and where your employer brand is failing. As your company changes through new employees and new initiatives, your employer brand is going to need to adjust. There are a few important metrics to keep an eye on that will give you an idea of where you’re sitting:
You don’t want to hire just anyone to work for your company, you want candidates who are qualified, fit the culture and will make your company more successful. That’s why employer branding is so important: it helps you find just those candidates, both active and passive. In fact, 84% of candidates would consider leaving their current job if offered a job from a company with a stellar reputation. With these questions answered, you’ll have a good place to start actively managing your employer brand and getting the candidates you need.
ABOUT THE Talent House Recruiters:
Brendon Myles Carroll is an ambitious entrepreneur and lifelong marketer and salesperson. With an innate passion for “connecting people”, consumer promotion and digital media, Brendon has been building teams for startups and well-established companies such as: News Corporation, Cox Communications and Catalina Marketing since 1995, then transitioned effortlessly as Founder & CEO of Talent House Recruiters, Inc in 2012. For more information about recruiting services, please visit www.TalentHouseRecruiters.com.