Pretend for a minute that you are a job seeker who doesn’t know much about your desired company. You’ve just come across a job posting and you’re curious to learn more. What do you do? Where do you look? What will you find? Will it leave you with a positive impression? Would you be able to learn enough about the job, the company and the culture to make you apply?
Doing this exercise can help you assess the strengths and weaknesses of your employment brand, says Keith Hadley, practice leader, employment branding at CareerBuilder.
As part of CareerBuilder’s “HR Connect” monthly webinar series, Hadley along with Jennifer Way — president, Way Solutions — offered up tips that you can take to create a winning employment brand.[contextly_auto_sidebar id=”VxxbPIPcUG0QAtmgZqQVimVNEGd5tsR7″]
Why should you care?
The unfortunate reality is that more than 1 in 3 employers have no employment branding strategy, which doesn’t make much sense given that it can help any company build its competitive advantage.
For instance, did you know that more than 2 in 3 (68 percent) candidates say they would accept less than their minimum salary requirement for an organization that provided a good impression during the hiring process? Yet only 15 percent of candidates feel that companies have been responsive during the job search process.
If you’re in HR or recruiting, employment brand must be forefront in your mind because you need to stand out, says Hadley.
If you could read the minds of candidates, you’d find they have three basic expectations when applying to your company:
- They want the process to be easy, which means they’ll most likely kiss your application process goodbye if you have 42 pages for them to fill out.
- They want you as a company to be transparent, so what they see is what they get.
- They want the process to be personal, so they don’t feel like they’re stuck in the dreaded black hole.
4 Steps to develop your brand
Think of these as four stages you have to go through to unleash the power of your company’s employment brand.
Step 1: Employee perception. What do your employees like about your brand?
Step 2: Candidate perception. What is most appealing about your brand to your candidates?
Step 3: Executive expectations. What does executive leadership say about your brand?
Step 4: Brand differentiators. How are you different from your competition?
And finally, Hadley advises that once you define your employment brand, don’t think that your work is done. It’s important to go back and reinforce it among your employee base at every turn so that it gets embedded within the fabric of your organization.
Missed the webinar, or just want a quick refresher? Listen to the full webinar here, and keep the below slides handy as you continue to improve your sourcing and screening process.