There's an acute need for companies to find and retain top talent to stay successful.
And if this has made you recruit less-than-perfect people in a desperate attempt to fill the gaps in your team, then you are not alone. More and more HR and recruiting departments are feeling that they are simply making do. But there is a solution and that is to develop and implementing an employer branding strategy.
If you really want to attract the best, then it's time to start learning the strategies you need to build a sustainable employer brand.
What is Employer Branding?
How do people perceive your company? Not just your customers, but your employees, shareholders and future candidates.
Are you someone that people want to work for?
Stand out from the crowd when recruiting with an employer branding strategy that focuses on promoting your most inspirational stories and aspects that differentiate your company from others. Candidates are more likely to apply to companies that showcase their employer brand and share the same values. Stand head and shoulders above your competitors and hold the enviable position of having your pick from your talent pool when you next recruit.
To build a powerful employer branding strategy, you need to focus on one question -
"What makes your company the
best place to work?"
Here are the Do's and Don'ts of creating or refining your Employer Branding Strategy
DO ask for, listen to and act upon feedback from employees
There are so many reasons to include your employees in any employer branding strategy. Firstly, you will be able to very quickly find out if the reasons you think people should come and work for you are the same as what your employees think. And if not - it's time to re-think!
Creating a confidential survey that really digs into what your employees think about your brand is an excellent way to gather information. Find out how they would describe working there to their friends and keeping it confidential is a great way to get very honest feedback.
If the survey raises issues, then it is important that you create an action plan to rectify problems with your culture. Share this plan with your employees and let them know that you appreciate the feedback and you are more likely to get more in the future. Another benefit is that your team will be happier, more engaged and more likely to stay if they can see that you are being proactive in this area.
DON'T forget about your website
Candidates are researching companies before applying for jobs, just like when they buy a product. If you have a strong employer brand presence across social media but it isn't consistent with your website, then you will lose interested candidates. You may have a very corporate website but a more creative and fun employer brand - if so, it's important to have a separate careers page or website to enable you to be consistent with your culture.
DO be authentic!
If you create a fake culture or more of a culture that you aspire to, then this won't have a positive impact on your employer brand. In fact, it will have quite the opposite. You need to be transparent and show what life is really like behind closed doors. If you are authentic then you will attract people that share your values and will become strong employee advocates. If you are not, then you may attract people to interview, but as soon as they see your culture for real, they will be left with a bad feeling and are less likely to want to work for you.
DON'T forget to track and monitor your results
Like any marketing strategy, don't just fire out a lot of content and think that it's all working well. Track and monitor what's working and what's not - is there a piece of content that has gained a high level of engagement, a video that has the best reaction? If so, make sure that this is included in your content strategy. Obviously, if something isn't working then stop and try something else!
DO create a content strategy
It's important that your employer branding strategy is exactly that - a strategy and not just posting the odd picture of the office. To get the best from your employer brand, you need a content strategy that ideally covers a 12-month period. This should tie in with your business goals and headcount plan and the content should be planned to suit.
DON'T just use social media
Whilst your focus may be on brand awareness initially, don't forget that there are also other areas you need to be monitoring and promoting as part of your employer branding strategy. Posting on social media is just part of the plan. Stay on top of review sites like Glassdoor and make sure that you have a strategy to respond to reviews, both positive and negative.
DO give your employees a voice
There's a lot of work involved in creating content for social media and your careers website and it's unlikely that you have a team of people who are responsible for employer branding. However, you do have a team! Every single employee could be an advocate of your employer brand. Not only can you ask them to share the content with their network, which in turn will increase your reach considerably, you can also ask them to get involved with creating content for you. Maybe they host a Facebook Live session, take over your Twitter for a day or interview a team member for a Q&A style post. With a little guidance, your employees will be invaluable!
DON'T just focus on recruitment
Asking your employees to help on your employer branding strategy will not only help you recruit more of the right people, but it will help you retain your teams. If an employee feels that their opinion counts and that they are instrumental in the recruitment marketing plan then they are likely to be highly engaged, feel appreciated and be a long-term employee.
JobHoller can help you to create outstanding employer branding solutions to help you attract, engage and retain the very best talent. Want to know more? Get in touch 01244 567 967