Using Your Digital Employer Brand to Bring in Top Candidates

   |    3 minutes read

Sep 26, 2016

Yesterday I tried to wrap my brain around this headline from a local employment ad: “We’re always working to work better. If that works for you, we’d like you to work for us.” Yes, this is a real ad, but I doubt it’s getting real results. Never mind that it was in the printed newspaper – what struck me (beyond the tongue-twisting text) is that any candidate who sees this cannot get any sense of what it means to be employed at this company. It’s a very vanilla headline in a place where employers need
to differentiate themselves. Many of our clients are doing this right, communicating their brands digitally to engage top talent. Video interviewing plays a vital role in giving their candidates an authentic look at their digital employer brand experience.


Extending the Digital Employer Brand Message to 1 Million Healthcare Candidates

Northwell Health in New York comprises 22 hospitals and several other healthcare business units. After re-branding at the beginning of this year, its talent acquisition function was centralized. Now, 40 recruiters are charged with handling the system’s one million applicants each year. Providing a better candidate experience is one of the pillars of the new brand.  According to Mary Comerford-Hewitt, Talent Attraction AVP, “We’re trying to be really innovative in reaching our candidates. We’re not going to be able to touch all one million of them, so we’re trying to brand our message and using video interviewing a lot. We’re actually using hiring leaders as well as people who are high potentials in those units to set up the [on-demand interview] questions and tell candidates a little bit about what it’s like to work there.” With this branded experience, the healthcare organization can identify the highest level candidates efficiently while providing a positive experience to all candidates, some of whom may become Northwell Health patients in the future.


Walking the Digital Employer Brand Talk

National insurer Allstate pays close attention to its interaction with candidates and customers to ensure their experience aligns with its well-known brand promise, “You’re in good hands.” They examined every step of their hiring process, and felt Modern Hire’s on-demand video interviewing could help them convey their brand message. Says Michelle Schroeder, Talent Acquisition Data and Technology Manager, “If they can give us an [on-demand] interview on their time without having to schedule and re-schedule that’s where we keep reinforcing that message that we respect your time to the recruiting process, we’re going to respect you as an employee as well once you’re here and on-board.”

She adds, “If you’re going to tout yourself as a modern employer and you [the candidate] can be creative and innovative, if your recruiting process isn’t that, you’re going to lose them along the way.”


How Many Words is a Video Worth?

The value of reaching and engaging candidates through a medium they’re already using in so many other ways can’t be underestimated. Our clients are using Modern Hire’s video interviewing platform very effectively to bring their brands to life and bring authenticity and transparency to the hiring process. If you’d like to learn more about engaging candidates with a brand message via video, view our panel presentation webinar from the 2016 Strategic Talent Acquisition Conference featuring Allstate, Aramark and Northwell Health. Or, contact us for a live demonstration of video and voice interviewing today.


As Modern Hire’s VP of Product, Tom Boyle is responsible for product marketing and strategy, enhancing the product vision and driving the road map forward. Tom has consulted with hundreds of enterprise organizations about their unique Talent Management strategies. He is a regular contributor to industry magazines and blogs, including HR Bartender, the Ladders, ERE and Forbes.