Employer Branding 101: Why should I work for you?

(2.5 minute read)

We use marketing to attract customers, we use employer branding to attract talent. Whether or not you actively manage your employer brand, you already have one. This concept is not new; however, its importance is often overlooked.

What is an employer brand and why does it matter?

“69% of active job seekers are likely to apply to a job if the employer actively manages its employer brand.” – Glassdoor

It is your clearly defined value proposition from the candidate’s viewpoint. It tells your target talent “this is the company I want to work for” over the other companies courting them. It’s intangible and a powerful recruitment strategy tool. Your employer brand should highlight the kind of employment experience candidates will have at your organisation and development opportunities available which ensures that the people you attract will thrive in your culture.

Start by reviewing what you have. From your careers page to your social media, think of it as a catalogue of all the things that make working for you great, so that prospective hires can really picture themselves in a role at your company. This is not limited to C-suite; get all your employees involved, as they can be a wealth of information when developing a great Employer Brand. Candidates want to see where and who they’ll be working with, and remember that being authentic is more important than being overly professional. Get creative and really show the diverse personalities and culture that make up your workforce. It’s all about great storytelling.

Treat declined applications as future leads. Perhaps the candidate is a little too junior for your current needs, but they may be the perfect hire in the future. Make sure that they have a positive experience so that if you do reach out again, they want to hear from you.

Create a GREAT candidate experience. You can’t hire every candidate that walks through your door. But you can make sure that they leave feeling good about you. There is no such thing as communicating too much with a candidate, so be transparent. Let them know what your hiring process looks like from the get-go, from interviewing to shortlisting to how long it will take to hear from you. In the digital age, a positive experience is paramount.

Invest in learning and development programmes. By 2025, Millennials will make up 75% of the workforce. This generation has a hunger for learning new skills and honing the ones they have. Not only is this a great way to attract and retain this demographic, but it’s a great strategy for preparing your current workforce for the future of work. If carefully considered, your current workforce could be future ready potentially eliminating the need to hire expensive minority talent in the future.

Bonus: Reply to EVERY applicant. As human beings, we have a natural desire to be acknowledged. Simply acknowledging all applicants will leave them feeling good about you even if they didn’t make the cut. You can set up automated emails thanking applicants for their time and letting them know what to expect. Keep it real, be sincere and employ a more personalised tone.

Designing a great Employer Brand that works is no easy feat, but it’s worth taking the time to do it. Increased staff retention, better performance, and better candidate leads are just a few of the benefits. When crafting your plan, keep in mind to put yourself in the candidate’s shoes, think “What’s in it for me?” and always involve your current workforce – no one knows your culture better than they do!

Angelique Burger | Training & Development Manager at DAV | angelique.burger@dav.co.za | +27 11 217 0000 | +27 79 886 3323

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