Given the climate of today’s digital world, recruiting and marketing are two sides of the same coin. In fact, 86% of HR professionals agree that the lines between recruitment and marketing are becoming more blurred every day.
Recruiting is more complex and competitive than ever, and the demand to deliver is colossal. Moreover, the recruiting landscape has shifted towards a more candidate-focused environment. Subsequently, the methodologies recruiters use to attract the best talent often mirror the strategies marketers use to entice customers, with the main overlap found in branding.
Employer branding is essential to recruiting and retaining the best talent in your market. Whether you are new to employer branding or looking to enhance your strategy, we’ve put together simple and effective methods designed to enhance your employer branding strategy.
What is Employer Branding & Why is it Important?
Employer brand describes the combination of an organization’s reputation and identity. The goal of cultivating your employer brand is to attract and retain high-quality employees. However, an employer brand isn’t solely dependent on the quality of your company as an employer. Rather, the employer brand relies heavily on the general perception of your organization as an employer.
When it comes to open positions and hiring companies, today’s applicants have access to a full breadth of information. Modern candidates leverage the power of social media and the Internet to research jobs and employers to find the positions and companies that are most appealing. Therefore, a robust employer brand is essential to attracting and retaining ideal candidates. Consider the following:
- Over half of employee referrals are sourced through social media.
- A strong employer brand can lead to a 50% decrease in cost per hire and a 28% increase in retention.
- A strong employer brand can lead to a 50% increase in qualified applicants.
- 94% of applicants are inclined to apply for a position when a company manages its employer brand.
- Over 70% of job searches start on Google.
- 76% of candidates seek out information that will tell them why they should work for a company.
Simple Steps to Improve Employer Branding
- Analyze Your Company Culture
88% of millennials express that being part of the right company culture is a very important factor when applying for a new job. Additionally, 78% of job seekers will look into an organization’s reputation as an employer before they apply for a job. The strongest employer brands start internally. So if you want a candidate to view your business as an amazing place to work, it must actually be an amazing place to work. Today more than ever, word of mouth is powerful and fast. If your branding campaign promises an experience you don’t offer, your candidates will find out sooner than later.
The best way to assess the depth of your company culture is to talk directly with your employees. Whether through face-to-face meetings or anonymous surveys, it’s important to find out what they love most about working at your company. It’s also equally important to find out what they would like to be different. Listening to your employees not only helps you to identify the strengths and weaknesses your company can improve upon, but it also shows your employees that their opinion matters.
- Create an Employee Advocacy Program
Word of mouth is one of the most efficient and powerful means of sharing information about your employer brand. When current employees share their experience and open positions with their family, friends, and social media networks, it’s a positive endorsement that is worth its weight in gold. In fact, candidates trust the company’s employees three times more than the employer to provide trustworthy information on what it’s like to work within an organization.
Consider offering incentives to employees who share content, recommend new hires, and promote employer information. Employees who feel appreciated and valued will be more willing to support and advance your company and brand.
- Use Social Media
According to recent reports, 79% of job seekers will use social media to find their next job. Social media has changed the landscape of how we interact and communicate with one another. It’s changed the way we share information. As such, social media is a key component when it comes to building your employer brand to attract ideal candidates.
However, simply posting open positions on platforms, like Twitter or Facebook, will not contribute to employer brand building. Instead, you should leverage the power of social media to engage with applicants. We suggest creating a separate social media profile for recruiting efforts. This will allow you to share valuable content while distinguishing your employer brand.
- Measure Your Employer Brand
Most companies believe they have a strong employer brand, but they really have no idea. Measuring your employer brand is all about tracking the right metrics. Be sure to check your reviews and ratings on review sites, such as Glassdoor. This is often the first place candidates will go to determine the status of your employer brand. It’s also important to track your source-of-hire. This will help you recognize your top recruiting channels to determine where you should focus your energies.
Additionally, an employer brand requires happy employees and a healthy culture. It’s essential for you to measure employee satisfaction across all departments and teams. Not only will this help you understand how your employees view your company, but it will also identify the strengths and weaknesses of your employer brand.
Now more than ever, companies must make their employer brand a top priority. Today’s candidates have more control and influence over the hiring process. It’s no longer enough for an organization to post their open jobs and hope the ideal candidate comes along. Companies need to prove they are worthy employers.
MenaITech offers its clients complete end-to-end human capital information technology solutions and services including payroll and personnel management, HR dashboards, data and analytics, time and attendance, and many other services through web-based, mobile, and cloud technology. Contact a member of our team to learn more about how to leverage our solutions to improve your employer brand.