Finding candidates isn’t enough — your employer brand must set you apart from the competition
As HR professionals already know, building a talent pipeline is key to any organization’s sourcing strategy. But simply finding candidates is no longer enough. Perhaps the most significant challenge recruiters and HR teams currently face as they seek to recruit top talent is convincing candidates that their company is the best place for them to work. This is where employer branding makes or breaks your talent acquisition efforts.
In a nutshell, your employer brand is your company’s reputation as a place of employment. According to Glassdoor's Employer Brand eBook, “Your employer brand sets you apart from other companies competing for the same talent. The best talent has plenty of options, so differentiating your organization is critical. The time to start thinking about positioning your company as a great employer is long before you ever post a job or interview a candidate.”
A Glassdoor survey also revealed that 69 percent of Americans would not take a job with a company that had a bad reputation, even if they were unemployed.
Consider these top 3 tips if you’re looking to strengthen your employer brand and build an exceptional talent pipeline:
Employer Branding Tip #1: Identify your dream candidate.
Before you can cultivate a stellar employer brand, you need to consider who you wish to attract with that brand. Imagine your ideal candidate. Consider their values, interests and what motivates them professionally. Once you know who your target audience is, you are better able to craft messaging and strategies that attract and engage those individuals.
Employer Branding Tip #2: Take a deep look at your organization’s strengths (and weaknesses).
Why should someone work for your company? An employer brand audit is a crucial step in answering this question. Evaluate what sets your company apart from the crowd, and where you may be falling short. Aim to thoughtfully develop your organization’s value proposition, but also identify common pain points that may be scaring good talent away. If you haven’t already, this is a great place to employ some useful HR tech tools, such as employee engagement and performance management software.
Employer Branding Tip #3: Craft the right content.
When a potential candidate Google’s your company or searches for you on social media, what will they find? Your employer branding efforts should include a content strategy that is authentic to your brand, but also appeals to your target audience. Messaging should be consistent and easy to engage with, as well as appealing to both potential candidates and current employees.
Looking to take your employer brand to the next level? Stackrock Talent is ready to help you optimize your talent strategy to attract, engage, and hire the right talent for your company. Contact us at (208) 412-6781 or email email@example.com.
About the Author
Cammas Freeman, SPHR, SHRM-SCP is a talent strategy leader and founder of Stackrock Talent. She has over 15 years combined experience in recruiting, human resources, technology and marketing. She helps companies — big or small — develop digital talent attraction strategies that target the right talent, more efficiently and cost effectively.