Show, Don’t Tell: What Role Does Employer Branding Play In Your Talent Acquisition Strategy?
A recruiter thinks about three important things when devising a talent acquisition strategy:
1. How to get the best talent?
2. How to retain them?
3. How to attract talent instead of chasing them?
Everyone wants to be employed at the best workplace and with the best people but, recruiters often forget that the talent is also trying to judge whether the company is the right fit for them. So, when it comes to finding the best quality of candidates, you also have to take into consideration that they’re also trying to find you.
And this is where employer branding plays an important role in your talent acquisition strategy. It can help you attract talent so you don’t have to run after them and can also help you retain top candidates for a longer time.
Ideally, employer branding – when done right – can help you bump up the market share for your company and improve its perception for your customers. But now, experts reveal, it plays an integral role in the talent pool and the quality of candidates you attract.
This is not that hard to believe. In light of the Great Resignation, we have witnessed numerous people quitting jobs that they’ve been working at unhappily for years. How does employer branding change that? Let’s dive in.
What is employer branding?
Just another marketing gimmick? Not really.
Employer branding is the way a company presents itself not just as a brand selling a service, but also as its reputation as an employer. Everyone loves XYZ company for the product/service they sell, but do the employees love working there? Do they treat their people right?
Employer branding is a talent acquisition strategy about communicating the company’s brand values, mission, and culture as well as the value it adds to its current employees and the prospective ones. It’s about the work culture and the overall personality of the organization that makes it an attractive place for a good candidate to work in.
Why is employer branding important for your talent acquisition strategies?
1. It helps you access a larger pool of candidates
The cultural mindset about what makes an organization the ideal place to work is changing. Employees want flexible work hours, the option to work remotely, and most importantly, they want to feel good about where they work.
A lot of people derive a sense of purpose and mission from their jobs, and when it’s just a means to an end and not something that ignites them, motivation levels tend to plummet. Smarter organizations are noticing that it’s a better talent acquisition strategy to brand themselves as good employers. This is especially true when you need to hire the best technical talent, and want to retain them for a long time instead of investing time and energy in training new employees.
Moreover, as far as talent acquisition strategies are concerned, many recruiters are aware that candidates like to research the company before an interview. They go through the social media profiles as part of the research process and also use them to form a direct relationship. Hence, using these profiles to showcase the culture of the company and what life is like working there makes a positive impression on the candidate.
2. It gets the current employees engaged and brings them on board
As a recruiter, you know that your job doesn’t just end as soon as the candidate signs the dotted line. Part of the talent acquisition strategy is to engage current employees in the recruitment process as well. When an existing employee is motivated at the company and talks about the job, they are more likely to be passionate and talk about the positives at the workplace. This tells prospective candidates more about the company and also makes them curious about exploring a future there.
3. It makes the recruitment process better
A strong social media presence is the first time your company communicates to its clients, and its employees, including prospective candidates. Whether you’re reaching to candidates to get them on board or posting about job opportunities, the odds are in your favor if people have heard of you before.
If you’re not well-known or your social media isn’t updated, a candidate will not be able to gauge the kind of company it is, or whether you can offer them benefits. Branding yourself shows that you care about your image and that you are willing to invest in the company culture. It helps you start your relationships with prospective candidates on the right foot.
Best employer branding practices
Here are a few employer branding practices to help you strengthen your talent acquisition strategies.
1. Set out your company culture and values
You need to talk openly and frequently about your mission and vision and keep the messaging consistent throughout. Not just on your social media, but the way the employees interact, dress and the kind of culture in the company are all representing your values.
2. Launch an employee advocacy program
There’s no better way to spread the word than getting current employees on board! It’s a more verified way to talk about the company when it comes from the people who work there.
3. Make a smoother candidate experience
Whether it’s the hiring process or how engaging the interview is, you have to ensure your candidates have a positive experience. This is a crucial takeaway for the candidate because this is the first time they are formally interacting with the company. From the moment you greet them, to how you treat them during and after the interview (whether you communicate promptly), these are all factors that will leave a good impression on them.