From the November 2007 issue of Ceridian Connection

By Michael Palmer, executive director, Ceridian Talent Acquisition Practice

It's no secret that the biggest challenge companies will face in the coming years is an increasing shortage of skilled workers. According to the Society for Human Resource Management (SHRM), there will be 22 million new jobs created by 2008, with only 17 million new workers entering the workforce. The Conference Board has predicted that 76 million U.S. workers from the baby-boomer generation will begin retiring in 2010. These are alarming numbers.

Top organizations are moving far beyond simplistic "Employer of Choice" rhetoric to developing rigorous branding strategies that will attract and retain the right employees.

High-performance companies understand that the key to attracting and retaining talent is to be recognized as a top-tier employer that can meet the needs of high-potential and high-performance employees. A 2005 Watson Wyatt study determined that companies with superior recruiting practices financially outperform those with less-effective recruitment programs.

By living a strong employment brand and clearly communicating that brand through effective marketing practices, employers get the edge they need to attract the best talent and keep them.

There are some key areas you can focus on when creating, living and enhancing your employer brand.

Find a way to touch every candidate
Each and every time you advertise a job opportunity you attract a number of candidates. Some may fit this opportunity today (the "right-now" candidate), some may fit another existing opportunity, some may be a great fit in the future and some may never become a serious candidate, but may be a great potential source for referrals. Most recruiting organizations focus only on the "right-now" candidate and, unfortunately, ignore the latter three groups. This can prove detrimental to your brand. It's important to recognize the value in all candidates as potentials for existing and future opportunities, referral sources for top talent and existing or future customers.

The manner in which you communicate, or fail to communicate, is a clear demonstration to every applicant of how you operate as an organization and how your company values its employees and candidates.

Avoid the "black hole" of recruiting
Most companies do not acknowledge the receipt of a resume. Some indicate on their job ads that only candidates selected for an interview will be contacted. Less than one percent of companies notify candidates of their status if they are not selected for an interview. Frequently referred to as the "black hole" of recruiting, correcting this situation is by far the simplest way to set yourself apart from your competitors. Finding a way to keep all your candidates informed -- whether they are up for consideration or not -- may require the use of some technology, but the impact this simple enhancement brings to your recruitment process will pay off in spades.

Leverage your talent pool
You will find there is already a pool of available talent at your fingertips using an Applicant Tracking System (ATS), Customer Relationship Management (CRM) software or a creative manual system to track qualified candidates. If, for every employment advertisement that you place, you receive 50 candidates and 49 of those candidates are not hired, you've just created a pool of 49 potential candidates. In the world of recruiting, this is referred to as talent pool management.

Effectively marketing to and mining from a talent pool of interested and networked candidates is more efficient and effective than additional advertising and far less expensive.

Train hiring managers to be effective interviewers
Unfortunately, many hiring managers are not highly effective interviewers. This is not necessarily a lack of capability or desire. Usually, it is a result of a lack of training, coaching and ongoing support.

For candidates, the interview is a way to judge and assess their future employer and manager. The effect of poorly conducted interviews can have a negative impact on the company, as candidates will tell people they know about their experience, resulting in a "knock" against your brand.

A good interview experience can help candidates accept a rejection when they are not the best fit.

Build and use consistent employer messaging internally and externally
Your employer brand is far more than what you're communicating to the outside (and inside) world; it's what your employment experience is all about. Consistently and repeatedly communicating why your company is a great place to work is the way to begin your branding initiatives. However, it really comes down to the employee experience -- how much they enjoy working for the company and how engaged they are.

There is little doubt that recruitment over the next decade will have its challenges. We can mitigate some of these challenges by embracing our employment brands and using best recruitment practices. At the most fundamental level, how you recruit, manage the hiring process and bring new employees into your organization is what will set you apart from your competition.

Contact your Ceridian representative to learn more about Ceridian Recruiting Solutions.