Competing priorities are reality in modern TA, but you can’t afford to let your employment brand slide if you want to attract quality candidates:
- 75% of job seekers consider an employer’s brand before even applying for a job.
- Almost 70% of candidates say they are more likely to apply for a job if the company actively manages its employment brand.
A recognized and respected employment brand has never been more important to your organization’s bottom line. How does yours measure up? Take this quiz to find out.
Is it well-defined?
Employment brand, employment value proposition (EVP) and culture are terms that are interconnected but not interchangeable. Your employment brand is your strategy for marketing your organization as a great place for the best talent to work. Your EVP describes the things your employees like most about their employment experience in your organization. Culture comprises the values, ways of working and social norms in your organization. TA leaders and recruiters promote their EVP and company culture as part of their employment brand. Does that make sense? To launch your brand strategy and messaging successfully, you need to define what it is, and what it is not.
Is it authentic?
Your employment brand should be consistent with your EVP and culture. If it isn’t you may attract high-quality candidates only to watch them walk out the door when they realize your organization is not what they expected. On the flip side, companies realize 30-60% reduction in turnover when candidates get a look at an authentic employment brand and can see is aligned with their own aspirations.
Is it compelling?
Your employment brand should connect and engage with the right talent. As with consumer marketing, it needs to be relevant to your target candidates, and remain relevant in a rapidly changing world. Some companies struggle with candidates’ outdated perceptions of their talent brand. They may be seen as old-school, too traditional or not diverse. Others need to build awareness of their brand from the ground up because they are unknown. Employment brands have to be powerful and captivating in your target candidates’ eyes to deliver value for your team.
Is it aligned with your consumer brand?
Candidates are also customers for many organizations. In fact, exposure to a company during a good customer experience is often a reason that candidates apply. If there are inconsistencies between what they’ve experienced or see with the consumer brand and what they learn about the employment brand, it can be a big turnoff in the hiring process. In turn, that can have a negative impact on your organization’s consumer brand and revenue.
Can it be articulated by your employees?
Research shows candidates trust a company's employees 3x more than the company itself to provide credible information on what it's like to work there. That’s a great reason to ensure your employment brand message aligns with employee perception. Highly engaged employees that can articulate your brand message make strong ambassadors.
Are you measuring its impact?
Measuring your employment brand impact helps you determine its ROI and informs your brand strategy moving forward. Common metrics for evaluating employment brand impact are:
- Retention rate
- Quality of hire
- Cost of hire
- Number of applicants
You can also monitor social media and sites like Glassdoor, and track employee referral rates and the willingness of employees to be brand ambassadors and share their stories.
How to boost talent attraction with your employment brand
If your answers didn’t check the boxes above, an employment brand refresh may be in your future. Here are few strategies you can use to get it back on track:
- Build your team – Strong employment brands are a collaborative effort built with support from many areas of an organization. Consider engaging colleagues from Marketing, PR, IT, Diversity and a C-level sponsor in your initiative.
- Redefine your target candidate(s) – The workforce and talent market have changed markedly in recent years, so consider whether you are really recruiting from the same talent pool as you were even last year. The more you can define and understand your target candidates in today’s talent market, the more personalized and effective you can be with your brand messaging.
- Identify the best ways to reach them: Recruiters say their top three investments in growing an employment brand are social media, their company careers website and marketing/advertising. You can also consider pursuing third party-recognition with awards like Top Workplaces to get your message out there with added credibility.
- Deploy interviewing technology. Modern interviewing platforms help you build your employment brand with a high-tech, high-touch hiring experience that goes well beyond visually branded screens. Video, voice and text options enabled by AI let you create a hiring experience saturated with your brand message to interest and engage both active and passive candidates. With back-pocket technology, they can to get to know your organization and move into your hiring process with ease.
An employment brand takes work, but it’s become table stakes in the modern talent marketplace. Companies that do it well create their edge in hiring. Like to learn more? Check out the section on building a branded candidate experience in The Truth About What's Hurting Your Candidate Experience.