May 09, 2017
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As an HR/recruitment professional, you spend a lot of time, energy, and money trying to attract the right talent to your organization. But are you paying enough attention to what, in my opinion, is the most powerful attraction tool in your kit; your organization’s employment brand? A recent study from Glassdoor found that a strong employer brand not only attracted more applicants but those applicants would consider a job offer with a lower salary.
In the past, companies were able to craft their own employer brand messaging and present it behind closed doors during the interview process. The Internet has given job seekers access to an unprecedented amount of information. This means that often times job seekers have already made up their mind about a company before speaking to a Recruiter/HR or Hiring Manager.
How does this affect HR/recruitment teams? What can they do to turn this risk into a benefit?
People want to know the truth about a company. Job seekers are approaching the job search the same way they make a major consumer purchase. I can only think of three things more stressful (getting married, buying a house, starting a family) than switching jobs. Potential applicants no longer want to rely on the company’s career site. They want to learn about your company’s culture on platforms (e.g. social media, review sites, etc.) that they are comfortable with, and trust as a credible source of information. If they can’t find out about you, they will wonder, “what are they hiding?”
As a result of this shift, more HR professionals will be pulled into the realm of marketing. They will be forced into not just promoting jobs and talking about fair compensation (that’s table stakes) but also why those jobs matter at the company, how they lead to career growth, and what working at the company is really like.
HR professionals will need to showcase their organization’s corporate culture across a variety of channels (mainly social). This will need to be a multi-channel approach, possibly consisting of:
For the employment brand-focused HR professional, here are some tips to help you review your company messaging and best mediums to communicate it:
Tied closely to transparency is the way a company treats applicants during each phase of the application process and into the onboarding stage. Understandably, not everyone is a fit, but all job applicants need to be treated with respect. Remember – if not a fit for the organization today, they could become a good fit a year or two down the road or perhaps they may know someone who is an excellent fit. If you treat your job applicants poorly they may not consider your company again (and will definitely not refer anyone to your organization).
Here are some tips for HR professionals and others who are evaluating their candidate experience:
As HR/recruitment professionals we can either choose to ignore or embrace this trend towards more transparent and authentic conversations about your employment brand with potential job seekers. It is my belief that organizations who embrace these trends will thrive in the competition to engage and attract top talent.