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Employer branding is how you build a positive perception among job seekers and create a reputation for your company as an employer. This is how you portray your company so people will want to join your company as well as internal employees.
Benefits of Adopting an Employer Branding Strategy
According to our research, 55% of candidates take job offers based on flat salaries and brand values. Employer branding reduces the hassle of attracting quality talent. Once a brand is built, it is easier for job seekers to believe in your company and for you to control the narration. This shrinks the amount of time that you’d normally spend to convince candidates to work for you and will result in reducing the cost-per-hire significantly by as much as 70%.
Top Strategies for Successful Employer Branding
Identifying Your Target Talent Group
Once your goals are set for a candidate-driven talent approach, you need to create a set of candidate personas and deep research into the target talent Group. Defining a candidate persona includes:
- Profile of the candidate
- The motivation of the candidate to change jobs
- Skill sets and culture fitness
Controlling the Narrative
It is very unlikely that a candidate will accept a job offer from a company with a bad reputation. Devising an employer branding strategy gives you an understanding of what goes out to the world and how potential candidates perceive the company. The first step is to define your company’s Employer Value Proposition:
- Why should anyone join your company?
- How does the company help in a candidate’s career?
- How is the working environment?
- What perks and benefits do you offer?
This employer value proposition should align with the company’s as well as the candidate’s goals. The messaging should always be clear and precise with a language that resonates with the applicants.
Finding the Right Channels
Recruiting is now completely data-driven ie. candidate data-driven. The best way is to rely upon the candidate’s behavior, demographics, and psychographics by using the data from ATS’s candidate data, social media analytics, market research, employer review sites, etc. Once you’ve collected your data, you can identify your target candidate.
Channels for employer branding include:
- Career site
- Social media
- Current employees
- Offline events
Leveraging Candidate Engagement Tools (Applicant Tracking Software)
Applicant Tracking Software (ATS) reduces the complexity of the application process by automating repetitive tasks and reducing time consumption. You can create the best messaging and social media marketing programs for your brand, but it still needs to connect to the candidates? How long does it take for the candidate to finish the application submission process? An ATS provides candidate information based on AI matching and parameters that you define and keeps a track of all the data. Once you are using an ATS, you have-
- Integrated Career Site. A career page of the company provides a glimpse of how the company functions. When your career page is integrated with an ATS, all the job application processes can be redirected to the career’s site.
- Social Media and Job Boards Integrations. Let you publish job requirements in as many channels as you want in a single click letting you stay ahead of your competitors by reaching out to a wider talent pool.
- Automated Communication. Communication is two-way. Using an ATS, you can schedule automated emails, schedule interviews without having to worry about manually sending personalized information.
- Easy Onboarding. ATS’ are used to enable recruitment functions from hire to retire. An ATS makes the onboarding process completely paperless and allows you to keep track of the candidate’s information and activities.
Final Note
Talent acquisition professionals are working in a very critical recruiting environment today. With everything becoming digitalized and transparent, the market is also growing increasingly competitive. In order to stay afloat and get the best shots, talent acquisition specialists have to focus on not just attracting talent, but also fostering them and creating a long-term relationship with all candidates.
