Recruiting skilled candidates is no easy task, but with advances in social media and other technology, companies are pulling out new bags of tricks to get in front of their target talent. One way to do so is by developing a compelling and visible employment brand, which is essential to attracting and retaining best-fit candidates in today’s recruitment environment.
Companies with a strong employment brand get 3.5 times the applications than those who are less known. And when properly implemented, a strategically developed employment brand will help you stand out among the competition, get more out of your HR budget, retain employees and ultimately enhance your bottom line. Let me elaborate:
1. Because the competition is hiring. It’s been said that 2 out of 3 workers are actively looking for a new job. A well-developed employment brand will set you apart from the competition in the eyes of your prospective employees. It sells the appeal of working for you, so by taking the time to develop a compelling brand campaign, you’ll be in a better position to attract target talent and stand out as the employer of choice.
2. Because your HR budget is limited. A well-developed employment brand campaign is designed to capture job seekers’ attention. Your dollars won’t be wasted on candidates who never apply because you will have created a campaign that appeals to a relevant audience.
When you establish a clear and attractive employment brand, job seekers are given a glimpse of what it would be like to work for you. Those who aren’t impressed will leave, but the ones who stick around (and hopefully submit their resume) are who you’re ultimately after anyway. Being open and honest about your culture allows you to reach ideal candidates. There are fewer surprises and thus, less turn-over.
3. Because you need to keep your employees. A well-defined employment brand leads to an informed and empowered workforce. When you are able to communicate your expectations to employees upfront, you empower them to live the brand daily though their words and actions. Workers are more likely to be satisfied in their position when clear expectations are set.
4. Because the company needs to be profitable. Employee productivity is the key to profitability. An empowered workforce knows what to expect from you and what’s expected of them. Clear expectations lead to job satisfaction, and happy employees tend to be more productive and efficient in their jobs. The results can be seen in the bottom line.
Image: Steven Depolo/Flickr
Author: Katy Zimmerman
As a self-proclaimed social media junkie, Katy has helped numerous companies extend their brands into the ever-evolving world of new media. With over a decade of experience in marketing and PR, she is currently a social media consultant and freelance writer. Katy is a cake decorating extraordinaire and a proud mother of two little boys. Connect at linkedin.com/in/katyzimmerman.
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