Our CEO, Emma Hatto, on how an employer brand can make your business stand out during the recruitment process.
When you think of branding, a few things come to mind – a logo, a tagline or even packaging. Basically, everything that’s involved in attracting customers. Now what if you were to take that same principle and use branding to attract the best talent?
Essentially, employer branding is where brand, marketing and HR collaborate – it’s about understanding your brand values, and presenting them in a way that engages the right people for your business. Think of it like a bat signal, but for recruitment.
Typically, those with a strong employer branding strategy in place find it easier to create a consistent candidate experience, which can have a huge impact on finding the right person for their team. In a study by Career Builder, nearly 4 in 5 candidates (78%) say the overall candidate experience is an indicator of how a company values its people, which is why every interview, job spec and even sorry-but-not-this-time email, is an opportunity to get that employer brand across in a way that does your business justice. Unanswered emails, lack of feedback and a clunky recruitment process could damage the employer brand that you’re working to build.
With BOWER, we work with HR teams, PAs (who make great recruiters, by the way) and internal communications managers all the time. We help them to develop and hone their recruitment process to make it a success and present their business in the best way possible to not only attract the right talent, but to leave a positive first impression, no matter the result. As recruiters, we represent our clients but it can be hard to do this in a positive way if our clients don’t give feedback or work with us strategically to make sure they are branding themselves in the best possible way.
So, what are these ‘right things’ exactly?
Again, just like brands create content to attract customers, content can work wonders to attract team members. For a new person who has never seen your company before, a jam-packed ‘about us’ page with information on who you are, where you started and what your brand is about can really help them to see if they’re the right fit for you and if you’re the right fit for them. Even better, a designated ‘work with us’ section can give them a good feel for what it’s like to be a part of your team.
I’m a big fan of the content that Paddy Power created around their employer brand – they have an entire website for recruitment and a great video that shows off their team, their global offices and their fun, mischievous brand personality – a quick snapshot of what it’s like to be part of Paddy Power, all in just 72 seconds.
Videos like this, alongside employee testimonials, current opportunities and corporate social responsibility, allows talent out there to see if their values and personality align with what you stand for as a business. From there, candidates can self-assess – those who don’t align step back and those who do, are more willing to put themselves forward, saving countless hours of sifting through applications and making the recruitment process more efficient. This, combined with news that 90% of candidates would apply for a job when it’s from an employer brand that’s actively maintained, shows just how worthwhile an employer brand can be.
Content aside, one of the most valuable (and challenging) investments you can make in your employer brand is actually living by it. If your business values wellbeing, then it has to be reflected in the set-up of your company culture. It’s this side of employer branding that relies on the skills of your HR and operations team – to help bring that brand to life. When a business lives by its employer brand authentically, it keeps current employees happy, which makes them more likely to refer contacts for new roles within the company (they’re not going to refer someone to a business that’s all talk and no action, right?).
Whether it’s for customers or employees, your brand is your reputation. Combine all of these elements with a strong recruitment process and maybe even some help from experts in recruiting certain roles, you could find incredible, game-changing team members who propel your business to the next level.