Is Your Employer Brand Affecting Recruitment?
The success of your business depends directly on the quality of your hires. While there are many ways of sourcing prospective employees, how do you ensure that you’re hiring the best people out there? To attract the attention of the best talent in the job market (particularly that of passive candidates), your employer brand needs to be powerful.
When your company’s employer brand is notable, your task to attract the top talent becomes significantly easier. When your employees are happy and engaged at work, they are likely to project those positive feelings outward, which in turn will make prospective candidates much more open to the idea of working with you. Companies like Google, Amazon, and Goldman Sachs have well-established employer brands, so when a passive candidate receives a call from any of these, you can be assured that s/he will more than just take the offer into consideration. This is not likely to be the case with a company that has a poor or negative brand image.
Here are some other ways in which your employer brand has an impact on your recruitment initiatives.
1. Quality applications: A strong employer brand is sure to attract applications from quality candidates. This only means that you’ll be sifting through fewer irrelevant and underqualified applications.
2. Responsive candidates: When your employer brand is coveted and you reach out to a prospective candidate, you are likely to see that the candidate is both interested and responsive. If your employer brand is poor, candidates will typically be dismissive of the offer.
3. Employee referrals: It has been seen across companies and industries that a good employee is likely to know other talented people. Using employee referrals for hiring is a cost-effective decision. This works best when your employer brand is impressive.
4. Activating passive candidates: When you’re able to get the attention of talent that isn’t even on the lookout for a job, you’ve set a new benchmark for effective recruiting. Candidates are more likely to engage with you and consider your offer seriously even when they had no intention of switching jobs.
5. Company growth: To help your business flourish, your focus should always be on hiring the best people. If your employer brand just isn’t good enough, you’re not going to be able to attract or retain talent. If you continue to hire from the bottom of the talent pool, it’s almost certain that your company will fail to stand the test of time.
To develop and hone your company’s employer brand, there are a few questions that you must seek to answer.
- What are the key characteristics that set your company and its visions apart from the others in the industry?
- What is the work culture like and what do your current employees think of it?
- What are the most important roles and functions in the company—and what kind of employees do you need for them? How do you attract and retain talent for the same?
- What do you look for in your prospective employees?
- What do you think your current employer brand is like and what kind of effect is it having on your recruitment process?
Along with employee engagement, developing its employer brand should be your company’s top priority.
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