The year ended with a blowout jobs report—The Bureau of Labor Statistics shared the news that 312,000 jobs were added to the U.S. economy in December. Only 184,000 new jobs were anticipated, and stocks surged on the news. With unemployment at levels not seen since 1969, making sure you’re in the best shape possible to attract and retain talent is critical. And your employer brand is a powerful tool in your arsenal.
Ensuring that your brand is authentic, engaging and relevant means examining everything from what you have to say (experience) to how you say it (messaging) and where you say it (recruitment marketing strategy). So, take time now to review your brand’s status and adjust accordingly. Not exactly sure where to start? Here are 8 GR8 things you should consider for employer branding success in the coming year.
- Candidate experience. How you treat candidates is a direct reflection of your employer brand. If you claim to be an agile company where things move quickly but your application process is cumbersome and lacks mobile-friendly features, then your experience is not aligned with your brand. Also, don’t inadvertently lose out on great talent because there isn’t an immediate fit with a current opening. Tools like a Candidate Relationship Management platform, along with a winning strategy to keep leads warm, allow you to establish and nurture relationships that will keep your recruiters’ pipelines flowing.
- Goodbye to ghosting. Even in an economy that substantially favors job seekers, organizations are harming their brands by failing to communicate with applicants. Think about a service level agreement for candidate communications (a very important aspect of your candidate experience) and then stick to the plan. Your ATS and CRM likely have the features and functionality you need to meet your service standards.
- Authenticity assessment. Are you still living the values that originally helped define your employer brand? Assess and evaluate the pulse of employees and the messages sent by talent acquisition to ensure they are aligned.
- Onboarding overhaul. Your onboarding program plays a major role in new hire satisfaction. The biggest problems with most onboarding programs? They’re too short and fail to encourage the workplace connections that people crave. Look critically at your onboarding process. It should work with, and not against, your brand.
- Target value propositions. If you want to connect with passive candidates, you need meaningful messages that resonate. Creating value propositions specific to key audience segments can make a big difference. You can start by building candidate personas as the foundation for TVP development.
- Integrated storytelling. Employee profiles have long been a mainstay in recruitment marketing but thinking bigger will uncover numerous ways that storytelling can bring your brand to life. Why summarize your benefits when you can emphasize the outcomes associated with what you offer? For example, let those who have used education reimbursements or student loan forgiveness benefits share stories about the positive effects on their professional—and personal—lives.
Recruitment Marketing Strategy
- Brand ambassador training. According to SHRM, employee referrals account for approximately 30% of all hires, often offering higher conversion rates and quality of candidates. Kick the year off with an evaluation of how your HR technology can help automate and communicate consistently. Be sure that the communication involves guiding employees on how to spot and make referrals.
- Seamless across social. Is your visual and verbal messaging consistent across all platforms or could your Glassdoor page and Instagram account use some love? Are your profile photos full of people who don’t work there anymore? Review your social content and make updates that result in a seamless social experience.
Today’s candidates are extremely sophisticated. They understand and value the importance of an organization’s employer brand and will overlook those who fail to offer compelling evidence of a strong brand on their career site or communicate and engage without leveraging the communication channels of today. Provide an exceptional experience and avoid any mishaps by tending to your brand with these first steps in the right direction.