The impact of employer branding on the recruitment process
Today in recruitment the power is very much in the hands of the candidate. The traditional methods of recruitment teams waiting for applications to come flooding in is no more.
Companies must therefore market themselves to jobseekers in the same way they would to customers; raising awareness of their brand, promoting the company culture and values, and using social media to reinforce the message that their company is a great place to work. At Sage People, we call this People Marketing.
People Marketing is now a critical part of the wider recruitment process. But that’s not just brand marketing to candidates – it’s creating great one-to-one candidate experiences by personalizing communications throughout the recruitment, selection and onboarding journey. Implementing a People Marketing strategy in your organization is the key to winning the war on talent and securing and retaining the strongest candidates.
Employer branding is just one part of this, but an important part nonetheless. Here are the key ways we believe employer branding can positively impact the recruitment process.
Attracting the right candidates
Your employer branding tells the outside world a lot about the type of company you are, the kind of culture and values you instill, and the sort of people that work at your organization.
According to Manpower’s survey ‘If you build it, they will come: the new role of employer brand’, experienced candidates are more likely to approach recruiters based on branding perception. Companies who provide transparency in their values and how they operate, will attract candidates with a clear understanding of how they’d fit within the company culture and add value to the brand.
Strong, clear employer branding can therefore attract candidates most suited to your roles and company to view your careers page or apply for positions, as it will be clear from your branding if your company is going to be a good match for their own values.
Lower recruitment costs
Employer branding strategies usually involve an element of social media so the posting of job opportunities can be done in a simple, low-cost way across a company’s social media channels. If your brand already has loyal followers on Twitter, LinkedIn, and Facebook you have a ready-made talent community from which to draw from, as well as a network of people that can pass on your job posting to their followers.
Job seekers can find out a lot about your company from a few clicks of the mouse so spending time on getting your employer branding across the careers section of your company website – making it engaged and informative – can save money and time on expensive recruitment campaigns.
Quicker time to fill
Job seekers who are already familiar with your brand will be eager to apply for a company they know and respect so are likely to come knocking on your door, even if you are not currently advertising any vacancies.
Likewise, that brand recognition will speed up the recruitment process as job seekers are more willing to respond to recruiters contacting them about a position within a company that is already on their radar.
Lower turnover of staff
Effective People Marketing creates a bond with prospective employees during the recruitment process, even before the interview process, resulting in a higher engagement level.
If the onboarding process is smooth, the employer branding message will continue to be reinforced creating a great journey for your new recruit and a high level of engagement with your business.
More engaged staff equals lower turnover of staff.
Employer branding is a critical component of providing great candidate experiences and bringing the best people through the door.
In a competitive economy, spending time on employer branding to actively promote that your company is a great place to work, with strong values and, engaged employees, will ensure you win the war on talent.