Attracting and retaining the best employees is a constant struggle for business owners. However, it becomes even more challenging with talent scarcity on the rise.
According to 2023 statistics, job openings in the US were nearly 9.9 million, but only 5.8 million Americans were currently unemployed. The number implies a huge talent gap that will probably grow in the future with a significant part of the workforce reaching retirement age.
A strong employer brand can help you overcome this concern because people prefer to join companies owning it. Candidates prefer applying to jobs in companies that actively manage their brands. Additionally, a strong employer brand can lower employee turnover and boost retention. Undoubtedly, you have a good reason to invest in your reputation as an employer.
Employer branding is more than creating an ideal work environment for your employees. It should start with ramping up your recruitment practices. This first step can build a positive perception about people who join your company, and even the ones who don’t.
In this article, we will highlight a few actionable recruitment strategies that can help you build a strong employer brand.
Highlight Your Employer’s Value Proposition (EVP)
An EVP includes the unique values and benefits people can gain by working for an organization. Like a customer value proposition, it can set your business apart from competitors and give prospective candidates reasons to choose you. Gartner notes that organizations delivering on their EVP can gain 30% on new hire commitment and lower annual employee turnover by 70%.
Highlight your EVP in the recruitment process itself, showcasing factors such as company culture, work-life balance, compensation, career development opportunities, and mission alignment. You can present them on your company blog and social media pages as most candidates likely check these resources before applying for jobs. Remember to post first-hand employee reviews to add credibility.
Offer a Positive Candidate Experience
Did you know that 42% of candidates decline job offers due to a bad interview experience? The candidate experience is another crucial aspect of employer brand perception.
A great experience ensures seamless, respectful, and transparent interactions with candidates, from initial contact to interview rounds and onboarding. You can do it by communicating clearly, providing timely updates, and offering feedback to unsuccessful candidates.
Consider incorporating technology into the application process to streamline hiring. GEM recruiting CRM is an example of a tool that unifies your recruiting tech stack. It merges candidate touchpoints from email, LinkedIn, and the ATS. With all relevant candidate information available in a single view, reporters do not have to context-switch between tools.
A positive candidate experience translates into a lasting impression, even on candidates who do not seal the deals. They may explore the option of working with you down the line, or recommend your company to others.
Emphasize Diversity and Inclusion
A Glassdoor survey reports that 3 in 4 job seekers consider workplace diversity a plus while weighing a job opportunity. Nearly a third would not even apply to an organization that falls short of diversity in the workforce. As you build your recruitment strategy, remember to embrace diversity and emphasize it in your job posts.
Implement unbiased recruitment practices, actively looking for candidates from underrepresented groups. Also, create an inclusive work environment where employees feel respected, and valued, regardless of their roles. That’s how you can live up to your word to candidates joining your business because of the inclusive workplace it promises.
A diverse and inclusive workplace does more than give your employer’s brand a big boost. It empowers your team with different ideas, experiences, and perspectives. Your business benefits from innovation and creativity in the long run.
Encourage Employee Engagement and Advocacy
Engaged employees can be your best brand ambassadors, helping you build a successful hiring process and a robust employer brand. Statistics show that organizations with employee advocacy programs have 58% better chances to attract top talent and 20% to retain it. Consider it like word-of-mouth marketing increasing the demand for your products or services.
Build a culture of engagement with open communication, collaboration, and recognition. Employees should have a platform to share their experiences and ideas. For example, they can write blog posts, participate in industry events, and share job openings on their social networks. When employees working with you have good things to say, job seekers will surely pay more attention.
In conclusion, building a strong employer brand is an ongoing process. Organizations need to follow it diligently rather than taking a set-and-forget approach. The best place to start is the first touchpoint, which is the recruitment process. Ensure a great experience for candidates and showcase what you have to offer. It will help you attract the best talent and strengthen your brand as an employer. That’s a win-win!
