Hiring top talent is a two-way street. Before candidates sell their skills, experience, and personality to a potential employer, they have to be sold on the company. That’s where proper employer brand management comes in.
Understanding Employment Branding
An employment brand is how past, present and potential employees feel about the working experience at a company. This perception stems from factors such as company culture, office environment, employee benefits, management style and opportunity for growth. Think about big brands like Google and Amazon that are recognized across industries for their innovative, trendy and fun working environments.
According to research from Glassdoor, employer reputation impacts 95 percent of job seekers’ decision to even apply for a position. If potential employees don’t like what they see about your company online, you may lose out on the best applicants.
With the right employment branding strategy, you can build a positive reputation and send a compelling message that attracts valuable employees.
Mastering Your Employer Brand Management
Follow these tips to make sure your employer branding is on point:
1. Strike an emotional chord
Connect with potential candidates before you even start talking to them. Highlight company culture on your website, then create a job posting that sells not only professional benefits but also personal ones. Engage desires to reach professional dreams by emphasizing opportunities for growth. Pull at heartstrings with a genuine depiction of the passions and motivations behind your mission statement.
2. Start a genuine conversation
Remember that potential employees may engage with your website and social media networks, so make sure you’re sharing relevant content. Post blog articles that spotlight news in your industry, the goings-on of specific employees and upcoming company events. Instead of simply talking about your brand, build an engaging two-way conversation with your audience. You never know which viewer could become your next rock star employee.
3. Focus on what makes your company different
Why should someone want to work for your company? Paint a picture that makes your company look like a place where employees are proud to work. Find out what your competitors offer employees and try to provide something different. Survey your current employees to understand what they think makes your company stand out from the crowd. Use these insights to market your business to other potential employees.
4. Lead an engaging interview experience
Once you attract top talent, don’t lose them during the interview process. Try not to drag it out with several rounds of interviews. Candidates will get restless, and they may accept other opportunities before you even offer them a position. Create a candidate nurture funnel that touches base with your applicants regularly throughout the hiring process.
5. Show your employees how much you value them
Employer brand management doesn’t end once you hire a new employee. Promote career development and training opportunities, offer competitive benefits and encourage workplace collaboration. Be sure to recognize employees for their hard work. When they feel valued, employees are more likely to produce fantastic work, not to mention act as advocates for your business in their social circles.
Hiring Top Talent with Profiles
If you’re looking to hire the industry’s best candidates, the creative recruiters at Profiles can match you with the perfect fit. Along with strong employment brand management, a partnership with Profiles will help you attract the talented employees your business needs to grow and succeed.