Building a strong brand presence should be more than just a focus for the marketing team. Creating a positive "employment brand" as defined here is an important component when it comes to recruitment. Companies like Google and Salesforce have reputations for being great places to work - from their creative and collaborative work environments to excellent perks, like Google's free cafeteria for employees. When a company has a reputation for being an awesome place to work, applicants come flocking. As we all know, securing the best applicants is challenging in such a competitive market these days. Applicants will reference social media, online reviews and will weigh the benefits that a company offers. Get applicants excited about working for you! A strong employment brand can be the extra factor that makes an applicant come work for your organization.
Recruiting.com points out the benefits of effective employment branding:
- Creates a sense of urgency and excitement about working at your company
- Engages the mind, heart & dreams of candidates
- Complements the company’s product/service
- Provides a clear, compelling reason to work at that firm
- Is consistent with what employees believe about working at that firm
- Evokes feelings of fun, prestige, challenge or rewards
Understand what employment branding is. There's a whole marketing team devoted to building a company's brand image to market to customers. However when it comes to hiring, it's also important to market to applicants - who want information about the culture and work environment. A great product or soaring stock price doesn't necessarily speak for a company's internal operations.
Create an easy and friendly applicant experience. The applicant's experience during the recruiting process sets up their expectations for how things will go as an employee. Let's say an applicant applies to 2 comparable jobs at similar companies. At company A, the application process is smooth, the recruiter and hiring manager are friendly, and the communication is seamless. At company B, the application process is disjointed, difficult and communication is lacking. The applicant will choose Company A without hesitation, based on their experience up to that point. An applicant tracking system like TAM can help streamline the recruiting process.
Showcase company benefits. While salary is a huge factor when applicants make a decision, it's not just about the money. If you can't beat the salary that a competitor is offering, it doesn't mean you've lost the applicant. Promote the other perks that you offer. Do you allow employees to work from home, do you offer benefits or a 401K, do you have flexible vacation time or free snacks in the office? All of these things can add up and influence an applicant's decision.
Write a great job posting. Freshen things up, don't publish the same job postings over and over. Define your company's style and culture. For example if your organization is a tech company, write something edgy with "techy" jargon. Attract applicants that are a good fit with the company's values and work culture.
Have the hiring manager weigh in. "It's crucial to get in touch with the prospective candidate's direct report in order to get an accurate and current snapshot of the work environment," as stated in an article from America's Job Exchange.
Lastly, make sure to clearly state the responsibilities and qualifications for the job. This will help weed out unqualified applicants from applying. Use an applicant tracking system like TAM to create custom pre-screening and knock-out questions.
Build a strong employment brand online.
Leverage social media platforms like Facebook, LinkedIn and Twitter to develop relationships with applicants. This is a great way to communicate more about your company's work environment and culture.
Have a strong careers page. Stand apart from the competition by having a careers page that's modern, sleek and catches the applicant's eye. Market your company. Include information about your mission statement, values, perks and benefits. Make sure applicants can easily apply online and that the process is user-friendly. Don't lose applicants because the application process is a multi-page effort that requires logins, requests for redundant information and unnecessary steps. Use an applicant tracking system like TAM to help create an applicant-friendly, online process that takes just a few minutes.
More and more applicants are applying on their mobile devices, so having a mobile friendly site is another plus. TAM takes it a step further and has a fully mobile responsive site for applicants and users.