We have been talking a lot on the blog about retention as a top concern for companies in 2018. In our 2018 hiring trends post we touched on how a company’s employer brand can make an strong impact on the recruiting process, among other things. In an increasingly competitive global marketplace, attracting and retaining the right kind of talent is vital to an organization’s ability to grow.
Employer Branding Best Practices
A strong employer brand can be a powerful tool used for both business and recruiting. In fact, according to Corporate Responsibility Magazine, 92% of candidates say they would consider leaving their current job if a company with an excellent corporate reputation offered them another role. Similarly, 80% of talent acquisition and HR leaders agree that employer brand has a significant impact on their ability to hire great talent.
What does your company stand for? What is the value proposition extended to potential and existing employees? According to the Society for Human Resource Management (SHRM), “The answers are revealed in the organization’s employer brand. The employer brand can be defined as the image of the organization as a great place to work in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The employer brand captures the essence of a company in a way that engages employees stakeholders. It expresses the firm’s value proposition, reflecting the organization’s culture, systems, attitudes and employee relationships.”
Creating an Employer Branding Strategy
Long gone are the days when job seekers are just happy to receive an offer. Now candidates, especially at the executive level, want to know ‘what’s in it for me?’ Many candidates compare companies and look at much more than the job role and salary to determine company fit. For example, according to Glassdoor, the majority of job seekers read at least six reviews before forming an opinion of a company. Do you know how your online reputation looks? If current or former employees believe in and support your company brand, it will show online.
An effective employer branding strategy has a transparent message. It reflects how the organization wants prospective and current employees to see the company. The most highly successful companies have three top goals for their strong employer brand: helping employees internalize the company’s values, achieving a reputation as an employer of choice, and recruiting and retaining employees.
Whether your organization has plans to hire or not, the employment brand is a vital component to perception and ultimately, recruiting success.
Continue to visit our blog Pass the Torch regularly for helpful content focused on executive search and recruiting success.