There are many crucial pieces to the recruiting process and one that shouldn’t be forgotten is employer branding. It remains a key element to convincing candidates to apply and convincing current employees to stay. In this article we will explain more about the different aspects that make up employer branding.
So, how can we define employer branding? Your employer brand is the way that candidates and employees view your company, the experiences and interactions they’ve had, and ultimately how they would describe your company to another person.
Below are just some of the many facets that shape candidates opinions and can help to create a positive employer brand throughout the recruiting process:
Although perhaps not as essential as your career site, your website plays a part in your employer brand. Candidates will be looking through it to see if they resonate with the work you are doing. If they like what they see, they will be more apt to also visit your career page to see if you have any relevant positions.
Your career page should highlight some of the key elements of your employer brand. Company core values are found here, allowing candidates to decide whether or not they also believe in the same things. Benefits say a lot about a company and what kind of environment a candidate will find there. How you portray your company on this page will determine whether or not a candidate will be ready to apply on the spot.
Screenshot: Career page from StaffXperts
A talent network allows for candidates to feel as though they are a part of the company without actually being in the interview process or working there. If they are receiving regular updates from the company, they will not only learn more about the company’s activities but also will have the chance to see if they identify with the employer brand over time.
Screenshot: Talention's talent network
In the past 10 years, social media has become arguably the best place to cultivate a better employer image. Younger candidates are sure to check out a company on multiple forms of social media before they apply. Social media allows a brand to tell a story about themselves and also show what daily life is like at their company. In addition, it provides a way to engage with an audience of potential candidates in a way that reflects the company's internal dialogue.
Screenshot: A post from Talention's Instagram account
Job advertisements may include various elements of the employer brand like company values, benefits, and images of the company. It should be written in a way that reflects the company’s voice. The job description itself is also an indication of the company culture.
Screenshot: Job advertisement from Talention
A telltale sign of company culture and efficiency is the application process. Candidates are likely to pay attention to the amount of time it takes them to fill out the application, as well as the amount of information needed. The contact process also plays a role here, as candidates will interpret the amount of time it takes to hear back as a reflection of their importance to the company.
The interview process says a lot about the employer brand. Are the interviews more formal or casual? Are they lengthy or short? Are candidates given an accurate depiction of daily company life? These are all questions that a candidate will consider during this process.
With the rise of websites like Glassdoor, candidates are now able to read other’s opinions about a company’s brand. This can either be extremely beneficial or may negatively affect the candidate’s opinion.
Check out our page "The Ultimate Guide to Employer Branding", to find further resources on the topic of employer branding.
Would you like to see more specific employer branding examples from your industry? We would like to show you best practice examples and concrete implementation in the Talention software. Just ask for a free demo here and someone will get in touch with you shortly. Request a demo now.