Employer brand and why it matters
Recruitment agents are now well versed in the benefits of a strong employer brand. In today’s market, recruitment isn’t just about posting job adverts and hoping or the best, it’s about pro-actively making sure that your business is the first choice for the best candidates.
Here we take a look at the notion of the employer brand. What exactly is it? Why should you invest in one, and how do you ensure that your particular brand is a success?
EMPLOYER BRAND – WHAT IS IT?
An employer brand is the personality of a business, encompassing your values, principles and ethos. A solid employer brand distinguishes your company from every other business out there. Essentially, it’s the means by which you communicate to the world what it’s like to work for you, and why somebody contemplating a move should apply.
Arguably, your employer brand forms the very foundation of your recruitment strategy. As more and more companies compete to prove that theirs is the best place to work, employers are investing heavily to get their brand bang on the money. And, it seems, rightly so, since according the research, 52% of UK professionals stated that a companies purpose was a deal-breaker when it comes to a job offer.
When you hear a phrase like ‘employer brand’, it’s easy to dismiss it as another buzz word doing the rounds on the recruitment circuit. However, you’d be wrong. Having a strong employer brand is extremely important and here’s why.
EMPLOYER BRAND – WHY DOES IT MATTER?
It matters to candidates
When it comes to the job search, candidates are no longer happy to accept the basics from their employers. Those people seeking new opportunities, particularly those who are younger and more junior, want to know that they’ll be working for someone reputable and fun, and where there are opportunities in abundance. This speaks volumes about the future of recruitment, as it becomes less and less dependent on traditional job advertisements.
Your bottom line
The latest research shows that recruitment, in general, costs less for those companies with a strong employer brand. A survey conducted by Linked In, found that in the US, the cost per hire is over two times lower for those companies with a strong employer brand https://business.linkedin.com/talent-solutions/blog/2011/12/whats-the-value-of-your-employment-brand.
Overall, when the brand is strong, talent is easier to source and retention rates are much, much better. And when recruitment costs are lower, your companies bottom line increases.
It attracts the best
There’s no doubt about it; when it comes to attracting the best to your business, employer brand is vital to help you tap into the passive talent pool. Given that 80% of the workforce is not actively seeking a change in employment, you have to stand out if you want to attract the best.
EMPLOYER BRAND – MAKING YOURS A SUCCESS
We all know that there are certain companies out there who have no trouble attracting applications. Google (yet again), Apple and Amazon, to name but a few. Each of these companies is a classic example of an employer who attracts talent not because of their overall CONSUMER brand, but because of their EMPLOYER brand. They’ve garnered reputations as pretty ‘cool’ places to work and where employees are looked after and can thrive.
Here’s our top tips for how you can make your employer brand stand out from the crowd.
There’s no point establishing an employer brand if you’re not going to act on it. It’s got to mean something. You’ll need to live and breathe your brand. You’ll need to make sure that it encompasses yourcompany culture,your vision and your goals and dreams for the future.
Your people need to know that the company they applied to is the one they’ll get to work for and that they weren’t sold something that doesn’t exist. If you’re successful at authenticity, you’ll very soon find that you’ve created a team of brand ambassadors who believe in you and your values completely.
Target appropriately and spread the word
Once you start to think about your employer brand and invest in it, you need to target any recruitment drive at the right candidates. This is why we use psychometric profiling, because it ensures that the people who apply are the right people for your brand and the role on offer.
As always, it’s always worth speaking to an expert recruitment professional in this regard. Given the fact that so many candidates place such a high value on employer brand, it’s pretty shocking to know that in the UK, 77% of businesses fail to talk about or mention their brand or purpose on forums like Linked In. Talk about why you’re great to work for, communicate your message and discuss it during interviews. Don’t just invest in the brand, shout about it.
Build on your brand
During the recruitment process, offer training and development as par the course. this will help to keep your staff engaged, knowledgeable, and at your company. Make development a fundamental part of your brand and you’ll find that this does wonders for your retention rates. In addition, candidates will be attracted to a brand that promises, and delivers, opportunity for progression and growth.
Employer branding arguably makes for a more level playing field when it comes to attracting talent, meaning that the start-ups and SME’s can complete with bigger, global companies.
If we’ve said it once, we’ve said it a thousand times; the skills shortage is getting worse. Why wouldn’t you invest in something that makes recruiting skilled and enthusiastic employees far more of a certainty, when it’s evident that it matters so much? Find your brand, invest in it, and watch your business succeed.