One of the hot topics in business, especially in the Human Resources industry, is all about employer branding. Organizations have come to realize that in order attract and retain quality talent; they must focus on creating an employer brand that will do so. Many organizations have taken the strides required to create a brand that will allow candidates to see why they are the employer of choice. However, many organizations are still running into talent acquisition issues even though they have taken the necessary steps to build the brand. Part of the reason for this is because they aren’t properly marketing it so candidates are aware.
How can you ensure that your strong brand is being properly marketed?
- Research your industry: get to know what areas are highly visible to the candidates in the industry. This can help you know where to focus your efforts so you will be involved in the highest visibility and traffic areas.
- Speak their language: Make sure that the marketing campaigns you create are in the same “language” that your candidates “speak.” Just like recruiters, candidates are also looking for keywords when it comes to finding their next job or employer.
- Explore your options: all candidates are different; therefore, each will be attracted to a different marketing campaign. Make sure you take the time to evenly spread out your options. For example: social media promotions; webinars; on-site events; videos; blog posts; and Q&A chats with different people in the company. This can increase visibility and give candidates options on what they respond to best.
- Stay current: regularly update your information for any changes that occur in the industry or within your company. Celebrate new things, promote events within your company, and keep your candidates up-to-date on happenings within the organization. This can help candidates see how your organization has progressed, keep you in the front of their minds, and also confirm that they’re getting current information about your company.
- Keep the conversation going: an effective way to market your brand is not to promote AT candidates, but to promote WITH them. This simply means that you need to take the time to communicate with candidates, answer questions, and engage in dialogue within a timely manner.
Having an amazing employer brand is great but it won’t do any good when it comes to attracting talent if no one knows about it. Be proud of your brand; be transparent, responsive, and visible. Taking the necessary steps to continually market your brand can help increase candidate engagement and potentially transfer that into an engaged employee.
Image: Horia Varlan/Flickr