Written by Holly Watson | May 20, 2015
So, you’ve heard about the concept of employer branding and all the statistics suggest that you should be investing in it.
In fact, 72% of UK talent acquisition leaders say that employer branding has a significant impact on hiring, according to LinkedIn’s 2015 UK Recruiting Trends report.
But what exactly is employer branding? And how can it help you with your direct recruitment efforts?
Your employer brand is your reputation as an employer. When thinking about your employer brand, it’s worth considering the following:
– How well do you treat your employees?
– What’s your culture like?
– What do potential candidates think about your company when applying for a role?
If candidates have a positive impression of you as an employer, this can significantly influence them to apply for a job opening. Equally, if you have a bad reputation as an employer, chances are that candidates are less likely to want to work for you.
Do you think that your employer brand needs some work? To give you some ideas of where to start, take a look at Webrecruit’s ABC guide:
A is for…Ambassadors
Want to spread the word about what a great employer you are? Your employees are the best ambassadors for your company.
Make sure that they live and breathe your values and take the time to ensure that they’re happy, motivated and engaged in their roles.
B is for…Benefits
Do you have a great benefits package? Or does working for your company open up a whole new world of opportunities?
Whatever benefits you can deliver to the lives of your employees, it’s worth mentioning them on your company website or careers site to attract candidates.
C is for…Culture
Your company culture is important to prospective candidates as it gives an indication of the kind of environment they’ll be working in. It’s important that candidates fit within your culture to maximise their happiness and fulfilment in their role.
If you’re a quirky and relaxed organisation, make sure that this is shown through your website and external communications as someone suited to a more corporate environment probably wouldn’t feel comfortable in this culture.
D is for…Design
The design of your careers site is important; for most candidates, this will be the first impression they have of your company so it’s vital to provide them with a good experience.
Make sure that your website is designed with your audience in mind, is easy-to-use and is regularly updated with your latest company information.
E is for….Engagement
Make sure that you engage with your audience and any potential candidates who want to work for your business.
Utilise social media channels, such as Twitter, to promote your jobs and get in touch with your audience. Think about the tone you use when engaging with your candidates – be friendly and informative.
F is for…Feedback
If a candidate applies to work for your company and receives no response or acknowledgement, they may be left with a bad impression of your business and are unlikely to apply for another role.
No matter how busy you are, ensure that all applications receive a response and try to provide constructive feedback to any unsuccessful candidates when requested.
G is for…Goals
Keep your company’s goals and aims at the forefront of your mind at all times. This should be reflected in your external communications, your website content and your recruitment activities.
This will allow prospective candidates to understand the direction of your business and imagine themselves fitting in with your long-term plans.
H is for…HR
Your HR team play a vital role in the provision of a great candidate experience. When recruiting, they’ll be interacting with candidates directly and it’s this interaction that will leave a positive (or negative) impression on candidates.
I is for…Identity
Keep your brand and corporate identity at the forefront of your mind and allow it to shine through everything you do.
J is for…Jobs
Make sure that your latest vacancies are clearly displayed on your company website. If no-one knows you’re hiring, the response to your vacancies will be limited.
Take every opportunity you can to promote your latest openings – don’t be afraid to shout about how brilliant it is to work for your company.
K is for…Know your Audience
Having a solid understanding of your appeal as an employer brand makes it easier for you to target potential employees. For example, if you’re a cutting-edge start-up looking for technically savvy staff, focus on digital channels.
L is for…Logo
Make sure that your logo and company colours are consistent throughout all of your communications and content for continuity. This ensures that your brand is recognisable and creates and more professional image.
M is for…Metrics
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 they are going to be the ambassadors for your company and the best possible representatives.
N is for…News
Ensure that your website is kept updated with any company news, events or new projects. This is a great way of showing potential candidates what you’ve achieved and what you’re working towards.
O is for…Optimised
With more candidates than ever using mobile devices whilst job hunting, it’s important that your careers site is mobile optimised to ensure a smooth application process.
P is for…Pool of Talent
Having a great employer brand makes it easy to build a talent pool. Make sure that you provide any unsuccessful candidates with constructive feedback and a great experience – they’ll be more likely to want to be contacted in the future about further job openings.
Q is for…Quality
To create a good, professional impression of your business, ensure that all content and communications that your company sends out are of a high quality. This means no bad grammar!
R is for…Reputation
Your reputation as an employer plays a huge part in your recruitment goals. If you have a bad reputation as an employer, top candidates will be unlikely to want to work for you.
S is for…Social Media
Social media is a great tool for engaging with your audience and promoting your employer brand.
Make sure that you communicate with candidates, post insightful updates that reflect your values and build a brilliant impression of your company.
T is for…Technology
Recruitment software can do wonders for your employer brand by streamlining the application process for candidates and improving the efficiency of your recruitment activities. Find out more.
U is for…Usability
Is your website easy to navigate? Is it easy to understand? Or does your application page lead to a 404 error? These are all factors to consider when evaluating your employer branding and direct sourcing strategies.
V is for…Values
What do you value as a company? Do you have a strong CSR policy? Are you committed to the training and development of your employees?
Make sure that you explain these on your website to create an idea of your culture and the type of environment candidates will be working in.
W is for…Website
An informative, well-designed website is crucial to ensure that candidates are able to find you online and research what you do and your latest vacancies that you’re advertising.
X is for…eXperience (okay, we cheated a bit)
When recruiting, the candidate experience should be at the heart of everything you do. Each step of the application process, from filling out the initial application form to their first day on the job, should be as simple and straightforward as possible.
Y is for…Year-on-year Growth
If your company is growing rapidly, shout about it! An expanding business can be very appealing to potential candidates as it can provide lots of opportunities for advancement and progression.
Z is for…Zero Margin for Error
Don’t mess up your brand strategy. Any employer branding mistakes can be detrimental to your overall reputation.
Interested in learning how Webrecruit’s direct recruitment solutions can help to boost your employer brand? Find out more.