Recruiting & HR
Employer branding, and its influence on the
overall hiring process, is something that more
and more companies are becoming aware of.
Some stats for you
to think about.
72% of UK talent acquisition leaders cited that employer
branding has a significant impact on hiring, according to
LinkedIns 2015 UK Recruiting Trends report.
69% of candidates would not take a job with a company
that had a bad reputation, even if they were unemployed,
according to Glassdoor.
sounds like something
you should be
investing in, right?
Youd think so. However, there is a profound gap between
prioritising brand investment
and actually acting on it,
according to LinkedIn.
Ready for your lesson in
Take a look at your communications. This includes your website content, internal comms, job adverts and candidate communications.
Ensure that they are accurate - no outdated information and certainly no typos!
Does your language reflect your brand? If candidates recognise your brand as fun and quirky, using corporate jargon will seem out of place.
Lesson One: English
Make sure that the content that you produce or the communications you send out adhere to your overall message
(if pride yourself on amazing CSR then a news item on your
latest charity fun run is bang on!)
Consider the visual aspects of your branding; its important that your brand is recognisable.
Keep fonts and colours consistent across your website and social media pages to ensure a seamless visual transition between platforms.
A clean, professional and well-designed website will allow candidates to navigate with ease to learn more about your company and opportunities.
Lesson Two: Art
Technology is a fantastic way to promote your employer brand.
In a Glassdoor survey, 92% of candidates said careers sites were the best place to promote your employer brand, 80% said social media.
Talk about your culture on your careers site by including a Work for Us page.
Lesson Three: IT
Use social media platforms to engage with your audience, post photos to highlight your culture and promote your job
vacancies. Your followers will already be somewhat interested in
your company a great starting point for potential candidates.
Make sure that your brand message translates well across all platforms, countries and people
Even if youre a local company, aim to deliver a universal message that will attract candidates from across the country
Understand how symbols and language resonate in different cultures
Lesson Four: Geography
Get inside the minds of your audience and candidates
What do they feel about your company when they think about you? What do you want them to think? Write down all your ideas and make a plan of how to reach your
Place your audience/candidates at the heart of everything you do. Think about how easy it is for them to use your careers site. Do you have a long and confusing
application form? Is your site easy to navigate?
Lesson Five: Psychology
Consider the metrics involved in your branding
Metrics are great for measuring your success and what youve achieved
Create an anonymous survey or questionnaire amongst your employees about your brand and culture, and gather the data. Aim to make your employees the
ambassadors for your company.
A set time after implementing your branding strategy, re-calculate those important recruitment metrics, including your time and cost per hire.
Lesson Six: Maths
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