In this competitive job market, ping pong tables, gluten-free munchies, and office beer taps simply won't cut it. What makes a company stand out in a sea of competitors seeking top talent? Employer branding.
WHAT IS EMPLOYER BRANDING?
Your employer brand is what people think about your company – your reputation, if you will. It’s the impression of your company by current employees, past employees, and prospective candidates, based on what they’ve seen, heard, read or, of course, experienced first-hand.
A strong employer brand (read: a good reputation) can help you stand out from the competition, enhance employee engagement and retention, and enable you to hire the best candidates and keep them on the job for the long term.
IS IT REALLY THAT IMPORTANT?
In conclusion, yes, employer branding does matter that much, and it will only become more crucial. Most job searchers nowadays are completing their research before even considering applying for an open position. They will examine your website, investigate your social media accounts, and read up on your Google reviews.
WHAT ARE CANDIDATES SEEKING?
Understanding your ideal candidate is the first step to constructing your brand. This may call for you to perform a little research of your own to collect some industry-specific intel, but we’ll get the ball rolling with a short list of some of the most common things candidates are seeking in 2022:
Flexibility – hybrid & remote options along with the freedom to choose when, where, and how they work
Work-life balance with more paid leave benefits and vacation time
An environment where people come first and mental health is supported
Lots of learning and development opportunities, coaching, support and mentorship
Growth – a clearly identified path to promotion with the organisation
Fulfilment and happiness in their day-to-day
A sense of belonging with a positive and enjoyable work culture
Transparency and communication
Shared values, community involvement, to do work that serves the greater good
Diversity, equity and inclusion
MODERNISING THE CANDIDATE EXPERIENCE
It is time to get ready to review your current hiring practices – and hold on tight, because there’s probably some work to be done. Given the abundance of options available to candidates in this market, offering a tailored recruiting experience from the application process through onboarding can be a game-changer.
Don’t miss out on your opportunity to make a great first impression!
A peek behind-the-scenes
It's time to amp up your engagement on LinkedIn and Instagram, especially if you've only done the bare minimum thus far. Your social media platforms are a fantastic (and frequently underused) tool for internal recruitment; you can use these platforms to highlight star employees, showcase your unique culture, share pictures and videos of celebrations, and ultimately give potential employees a taste of what it might be like to work for your company.
Additionally, creating a special section of your website where you can post pictures and stories about your business and its employees in addition to the job vacancies that are currently available can be a great option.
Remove any barriers
The last thing you want to do is lose out on a fantastic candidate before the interview even takes place. By making sure your online application process runs smoothly, it will demonstrate to prospective candidates that you respect their time. It should be easy, user-friendly, and intuitive.
The days when companies could get away with being vague about pay and perks are long gone, and time-pressed candidates may rapidly lose interest if they must embark on a wild goose chase to find out basic information about the position. Examine your current job posts to make sure they have all the necessary details and a simple way for people to get in touch with your team for further information.
If you’ve got a generic email where candidates can send inquiries, make sure it’s checked regularly! Not responding to a prospective employee for days on end, however unintentionally, is a definite way to get off on the wrong foot.
Get future-focused
Put opportunities for growth and development at the forefront of your recruitment strategy as they are a crucial consideration for candidates today.
By pointing out obvious paths for promotion, you can show your investment in a candidate’s professional development. A candidate often wants to know that they have a future at your company, so take this opportunity to demonstrate what it looks like.
Move away from traditional thought
Those extremely formal, suit and tie interviews we’re all too accustomed to? They might just be fading out, as companies begin to realise the value in taking a more casual approach to this often nerve-wracking experience.
A less formal interview approach encourages dialogue to flow more easily, which makes it far simpler to get to know a candidate and establish a sincere relationship.
Meet and greet
Of course, most candidates would relish the opportunity to meet with the CEO one-on-one, but don’t underestimate the value of being able to meet some of the team members they would be joining!
You can think about inviting them to see the workplace or setting up a meeting over a cup of coffee or a beer. The purpose is to give the applicant a forum where they may ask open-ended questions to those who have experience in the job regarding the company's culture, management, or business in general.
Don’t drag your feet
In this job market, hiring quickly is crucial. The more you deliberate, the more likely you are to lose a superb applicant to another opportunity or, worse still, a rival. Naturally, you want to be comprehensive when researching a candidate. The objective is to be able to move quickly when you find the appropriate fit, not to compromise on standards in any way.
Reviewing your recruiting procedures on a regular basis is a good idea to determine if there are any areas that can be made more efficient. Getting rid of unnecessary interviews and shortening the procedure duration can be simpler than you think!
AFTER THE OFFER LETTER IS SIGNED
Oh, yes! Your best prospect is thrilled to join your company and is looking forward to working with your amazing team in their new position. However, your work is not yet done. Even after the offer letter has been accepted, maintaining a positive applicant experience is still important.
Precise onboarding
Make sure you're ready for their start date and that you've planned a detailed schedule for them to adhere to throughout their initial days and weeks of settling in. Your new hire's opinion of what it's like to work for your company will be shaped by the experiences they have during this time, and you want that impression to be a good one!
Bring out the welcome wagon
Make sure your new hire knows how thrilled you are to have them on board. Have a team member tour them around the office, introduce themselves, show them where the bathroom is located, and demonstrate how to operate the coffee machine. If possible, give them a welcome package or set up a team lunch; these seemingly small gestures can have a big impact.
Offer ongoing training and support
Give your new employee all the resources they'll need to succeed in their position. A thorough training program should be organised, as well as setting them up with a colleague to whom they revert to for the first few weeks if they have any questions. Offering WFH or remote positions? Make sure your WFH team receives the same kind of guidance and assistance.
Be true to your word
Ignoring to keep the promises you made during the interview stage is the easiest way to turn disengage an excited new employee. Throughout the recruiting process, keep track of your communications and make notes of crucial information to make sure nothing is overlooked.
For instance, if you stated that professional development opportunities would be provided, make it a point to get it done as soon as possible.
Sing their praises
Recognition and rewards are powerful motivators that raise spirits and increase employee engagement. Share victories with your team and let them know how much you appreciate the contribution they make to the organisation's success.
SOME FINAL THOUGHTS
Now that you’ve got all the finer details of how to increase your employer branding, don't be afraid to ask your employees in helping spread the word about what a fantastic place your organisation is to work. Here are a few ways to do this:
Writing a Glassdoor/Google review
Providing a testimonial for your website
Engaging with your content on social media
Creating their own content and tagging your company
Participating in the interview process, sharing their experience with candidates
Referring friends or family
If you’d like to chat about employer branding, your hiring strategy, or the job market in general, give us a shout – we’d love to connect!
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