Written by Holly Watson | May 6, 2015
When setting up a direct sourcing strategy, it’s important to assess all factors that affect your hiring and recruitment process.
Previously, one area that many HR professionals have forgotten about and, as a result, neglected, is the importance of their employer brand.
However, employer branding, and its influence on the overall hiring process, is something that more and more companies are becoming aware of.
72% of UK talent acquisition leaders cited that employer branding has a significant impact on hiring, according to LinkedIn’s 2015 UK Recruiting Trends report.
And candidates are becoming increasingly more aware of this too, whether they consciously realise it or not.
69% of candidates would not take a job with a company that had a bad reputation, even if they were unemployed, according to the 50 HR and Recruitment Stats That Make You Think from Glassdoor.
So, what do these numbers mean?
They suggest that taking control of your employer brand can be a useful tool to aid your recruitment objectives.
Your company’s brand and overall reputation can be a deciding factor for candidates whether they want to apply for your vacancy or not, and a weak employer brand can be a huge turn off for candidates.
Sounds like something you should be investing in, right?
You’d think so. However, there is a profound gap between prioritising brand investment and actually acting on it, according to the LinkedIn 2015 UK Trends report.
So, to help you on your way, here is our very own Employer Branding Masterclass to provide you with the basics you need to have a great employer brand.
Lesson One – English
Ensuring that your communications are accurate and engaging sounds pretty simple but they can have a major affect on your employer brand. This includes your website content, your internal comms, your job adverts and your candidate communications.
We’re not just talking about correct spelling and grammar (although this is obviously important!) – all of your comms should reflect your brand policies and overall message.
For instance, if you pride yourself on being a fun and quirky organisation, make sure that the content of your communications adhere to this. Likewise, if your business has a more corporate culture, it would look odd if you sent out an email to candidates using colloquial language.
Lesson Two – Art
Consider the visual aspects of your branding to ensure that your brand is recognisable.
Keeping your company fonts and colours consistent across your website and social media pages is important to ensure a seamless visual transition between platforms.
A clean, professional and well-designed website will allow candidates to navigate with ease to learn more about your company and opportunities.
Webrecruit’s recruitment software allows you to customers your applicant tracking system to meet the corporate identity of your business.
Lesson Three – IT
Technology is a fantastic way to promote your employer brand.
92% of candidates stated that a careers site was the best platform to promote your employer brand, with 80% citing social media, according to the 50 HR and Recruitment Stats That Make You Think from Glassdoor.
The internet is a powerful tool to spread the message of your company and promote your company culture to prospective candidates. Use your careers site to shout about the benefits of working for your company – after all, this is where prospective candidates are most likely to visit and the place where this information could be the deciding factor whether to apply or not.
Create a ‘work for us’ page where you can talk about your culture, the great things you’ve achieved and perhaps even some direct employee quotes about what’s great about working for your business.
Use social media platforms, such as Twitter and Facebook, to engage with your audience by responding to any comments and posting photos that highlight your company culture.
Social media pages are also a great platform to promote your job vacancies as those who follow you will already be interested in your company and will be passionate about potentially working for you.
Lesson Four – Geography
A great employer brand translates well across all platforms, all countries and to all people. This means that having a strong presence across all platforms is vital; this includes all forms of social media, your company website and any advertising collateral you send out.
If you’re a local company, it’s important to deliver a universal message, one that everyone can relate to. Some of the best brands attract candidates from across the country (and sometimes the world) who will happily relocate to work for their business.
Lesson Five – Psychology
To reach your users in the most effective way, you need to get inside their minds and way of thinking.
Put yourself in your audience’s/potential candidates’ shoes – these are the people who you want to attract to work for your company. Think about who they are, what they feel when they think about your company and their needs. Make a note of this.
Next, make a note of what you’d like them to think about your company. Compare these two lists and develop an action plan to achieve the latter.
It’s also important to place the user/candidate experience at the heart of everything you do. How easy is it to use is your website? Do you have a long and confusing application form that candidates have to fill out to apply for a job? Or is it simple, short and concise?
Lesson Six – Maths
Consider the metrics involved in your branding. Metrics are great for measuring your success and what you’ve achieved.
Conduct an anonymous survey or questionnaire amongst your employees about your brand and culture and gather the data. Your employees are the best people to ask as these are going to be the ambassadors for your company and the best possible representatives.
So, what’s an example of a great employer brand? Take a look at a company like Innocent Drinks.
They’re a fun business, shown by the use of jokes and colloquial language on their website. However, they also have a strong ethical and health conscious message which resonates across the globe.
In addition to all the standard company and product information, on their website they have a section which tells the reader all about what it’s like to work for them. Included in this is a video showing their fun offices, relaxed dress code and on-site gym, as well as several happy employees speaking highly of them.
Features like these are a great way of not only telling the world how great your brand is but showing them too.
Interested in learning how Webrecruit’s direct sourcing solutions can help your employer branding? Find out more.