Just when you think you have a good handle on how your brand is perceived by your target audience, we’re here to throw you a curveball: how does your brand look to potential recruits? If you find yourself just trying to fill open positions instead of recruiting top talent to help grow your company, it’s time to take a close look at your employer brand.
Recruiting is Marketing
Ten years ago, most of the workforce was simply happy to have a steady paycheck. Companies didn’t have to offer fancy amenities and perks, because they had the upper hand. Fortunately, the economy has recovered quite well, and unemployment has dropped to its lowest rate since 2000 (as of June 1, 2018). This means employers need to put forth effort to actually attract the type of employees they want.
Understand Your Brand
Just as you would conduct an external brand audit, you need to take a hard look at your employer brand. As you evaluate your recruiting assets, make sure your brand voice and feel is weaved through every piece of collateral. The same is true for the onboarding process, a new employee’s first true interaction with your company. Every member of your team – from customer-facing positions to the person processing payroll – should be able to explain your company’s culture. Word-of-mouth endorsement from your employees is just as good as any lead generation initiative.
Look from the Outside In
Once you’ve examined your company culture, take a look at how (or if) you’re promoting yourself as an employer. It might seem self-serving to talk about all of the wonderful benefits you offer your employees, but that is going to be one of your best assets when it comes to recruiting the most qualified talent to join your team. Applicants want to know these things, and not sharing what sets you apart is actually going to hurt your chances at recruiting.
Recruiting top talent to work for you is a plight understood by every company, but the ones who get it are the brands that treat their recruiting process the same as their sale process. Click here to read more about how to improve your internal and external brands for overall success.