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Employment Branding > Survey Results

What Do Candidates Think About Your Employment Brand?

And who are they talking to about it?

A new survey by CareerBuilder and Inavero highlights the role a company’s employment brand plays in its ability to attract and engage job candidates.

According to the 2012 Candidate Behavior Study, 35 percent of workers begin preparing for their next job within weeks of starting a new one. Why so soon? According to Kassandra Barnes, Content and Research Manager at CareerBuilder, the explanation is simple: “The job search process never really ‘shuts off’.”

There’s also the fact that people treat new jobs the same way they treat major purchases: they do extensive research – mostly with the help of digital tools – before making a final decision. Therefore, Barnes says, workers may continue researching other opportunities after they’ve made a final decision in hopes to reassure themselves they made the right decision.

“It’s like they’re trying to make sure they don’t have buyer’s remorse, so they keep shopping around to make sure they got the best deal,” she explains.

This finding underscores the need for employers to clearly define their employer brands. A defined employer brand clarifies the culture of a company – and helps candidates determine whether or not they’d be the right fit before they even apply. It also sets realistic expectations for what would be expected of candidates once they join the company (as opposed to finding out the company is nothing like they expected on their first day on the job).

Furthermore, it’s important to understand that engagement doesn’t end after a candidate accepts a job offer, and if employers want to retain employees – and continue to build a reputation as an employer of choice – they need to put in the effort to keep their employees engaged and deliver on the expectations they set up during the recruitment process.

Thanks to the increasing prevalence of employer ratings sites like Glassdoor.com, which enable employees to openly and honestly discuss their experiences at certain companies, employers can no longer hide their cultures – nor can they assume that candidates aren’t paying attention, either: Nearly two thirds of workers  who participated in the survey said they consult employee ratings sites to research potential employers prior to submitting an application.

“This study shows how much candidates rely on these sources to evaluate potential employers, and it speaks to the importance of creating internal brand ambassadors,” Barnes points out. “If a company has an unhealthy culture, candidates will find out about it.”

All of these findings stem from the 2012 Candidate Behavior study, which you can learn more about at www.careerbuilder.com/candidatebehavior

Mary Lorenz

About Mary Lorenz

Mary is a copywriter for CareerBuilder, specializing in B2B marketing and corporate recruiting best practices and social media. In addition to creating copy for corporate advertising and marketing campaigns, she researches and writes about employee attraction, engagement and retention. Whenever possible, she makes references to pop culture. Sometimes, those references are even relevant. A New Orleans native, Mary now lives in Chicago, right down the street from the best sushi place in the city. It's awesome.
2 comments
Britni
Britni

You spelled this out very well. I agree the job search process never really ‘shuts off.’With the increased competition in finding top talent, having a  stellar and quick hiring process is more important than ever. Add that to the power people have with social media and the candidate has more influence now than ever. Companies need to keep this in mind when they don't reply to applications.  

Bread lee
Bread lee

It’s like they’re trying to make sure they don’t have buyer’s remorse, so they keep shopping around to make sure they got the best deal,” she explains.

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