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How To Attract Staff

Worthwhile recruitment is two-fold. Of course, you as a business owner will need to choose the candidates you think would be of benefit to your company, but candidates will also be considering whether you’re the right employer for them. The world of recruitment has come a long way from simply advertising a job and taking your pick of the applicants. Now, employers need to work hard to attract the best talent, and those companies with a strong employer brand will undoubtedly always be ahead of the curve. 

The most successful businesses are never short of applications from great candidates. Why? Because they’ve got amazing employer brands. It’s important that your business becomes a place people want to work, as this will make recruitment of the right candidates far more successful. 

Creating Your Employer Brand

Your employer brand is the mechanism by which you tell prospective candidates what it’s like to work for you, and why they should want to. It should be the cornerstone of each and every one of your recruitment drives. Essentially, your employer brand is what lies at the very heart of your business and what makes you stand out from the crowd as an employer. Your brand should epitomises your company’s principles, values and ethos. 

So how do you create an employer brand that attracts the best candidates to your business?

Make sure that YOU understand YOUR  brand identity.

If you don’t, you should. You can’t expect candidates to choose you as an employer if you don’t have the faintest idea about what you stand for. Think about what you’re trying to achieve and what your values are. If you’re living and breathing your brand, you’re far more likely to attract the right candidates to it. 

Know your competition

Take a look at businesses similar to yours in the surrounding areas. How strong are their brands? Are they successful in their employment strategies? Figure out where you sit in the market and develop your brand from there, it’s important to know who you are and who you’re not.  

Have clear values

The things you stand for, your ethos and values – these are the foundation of your employer brand. What do you believe in? What makes your company stand out? These are all things to think about when working on your employer brand. 

Company culture

Have a think about the kind of company culture you’d like, and that fits with the way you work as a business. Put yourself in the shoes of a prospective candidate and consider how you look from the outside. Is it a place you’d like to work? Are you happy with what you see? You have to have a company culture that works for you. Whether it’s laid back and fun, or corporate and competitive – if it’s not right, you’ve got no chance of attracting the perfect candidates. 

Build on your brand

Once you’ve established your employer brand, it’s time to build on those impressive foundations. Get the message out there, live and breathe the brand and make sure you lead by example. This way, your employer brand filters down the ranks. Invest in your people and make this a key part of what your company is all about. Allowing your staff to train and develop will help your employee retention rates and also attract the right candidates in the first place. It will also ensure that your employer brand doesn’t stagnate and always feels fresh and innovative. 

At Headway Recruitment, we’re big believers in the importance of a strong employer brand. One way to gain a greater understanding of your business is to identify your company’s brand archetype. The brand archetype is a concept developed by Carl Jung, and makes you think about which particular character models best describe your business. 

Why not identify your company’s employer brand using Headway’s online exercise? We’ll let you know which character archetype resonates the most with your business, then we can help you target the candidates who are the best fit for your company. 

Becoming A Desirable Workplace

Once you’ve successfully created your employer brand, it’s then time to start marketing that to a wider audience – and this includes your potential future employees. Your target audience needs to know that you’re a desirable employer with lots to offer. 

The core values and culture of your company should be audible and visible in EVERYTHING that you do. Whether that’s in the letters and emails you write, the message on your website, or your social media content – the more effectively you spread the word and familiarise people with your employer brand, the more candidates you’ll see wanting to work for your organisation. It’s the reason why we use psychometric profiling, because it allows us to find those candidates who are perfect for your brand and your business. 

There are other ways to ensure that your business is a desirable place to work too. 

Be open about your employer brand

This means talking about your brand and employer identity with people who apply for a job with your company. This is the perfect way to promote who you are and what you do, whilst at the same time ensuring that you’re hiring those candidates who fit perfectly with your values and ethos. Ask candidates their opinion on your employer brand – their answers will most likely tell you a lot.

Be serious about your corporate responsibility 

Having a commitment to corporate social responsibility should now come as standard to any company serious about their employer brand.  It gives your company a sense of purpose, and goes a long way to promoting your values and ethos to a much wider audience.

At Headway Recruitment, we’re serious about our corporate social responsibility. We’ve chosen to work with Rethink Food – an organisation dedicated to improving the health and wellbeing of school-age children across the country, whilst helping to attain the UN’s Sustainable Development Goals. 

Remember that good candidates like companies who have a strong reputation for corporate social responsibility, so if you’re not on board already, make sure that it’s at the top of your to-do list.

Be authentic in your brand 

It takes a lot of effort to develop a successful employer brand, but there’s no point in doing so if it doesn’t mean anything to you. As an employer, you’ve got to embody your brand to the core. You’ve got to lead by example so that it filters down into every aspect of your business. Candidates will know if they’re being hoodwinked – authenticity is absolutely key when it comes to good recruitment. 

Hire for attitude and train for skill

At Headway, we talk about hiring for attitude and training for skill, a lot. When it comes to your company’s brand, ethos and culture, the attitude of the candidates you hire is paramount. Whilst skills are important, these can be learned on the job. The right attitude is far harder, if not impossible, to develop. 

Attracting the right people to your company is non-negotiable. Getting this wrong will cost you time and money, as well as causing damage to the employer brand you’ve worked so hard to establish. 

Talk to us about how you can establish a brand that results in the recruitment of staff that fit your business perfectly. Contact Headway now for further advice. 

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