EMPLOYER BRANDING : 7 IMPORTANT POINTS TO REMEMBER
Employer branding is a highly researched subject.Savvy employers are learning how to capitalize on the strength of their employer branding as the war for talent increases, .
They do so in order to attract top candidates.
The wider perception of an organization can impact recruitment and retention and can be used to strengthen the overall reputation.
In this new era, employers will influence rather than control their employer branding. They should actively participate in social media where they’re being discussed.
• Have a presence. Above all, make sure you are online, or else you’ve already dropped the ball.
“The candidate of today communicates via social media. To not have a presence would suggest that the organization is not progressive,” Tiffany Quinlan, HR Director at Randstad, said.
• The responses indicate that the maximum population is users of social media, Facebook topping the list followed by LinkedIn for professional purposes. These websites are free to access and creating an account costs nothing.
It also indicates that the audience captured here are much higher when compared to any other advertising websites.
Hence,Employer brands or branding promotional offers and advertisements need to make their presence.
Where there is higher mass involvement and word of mouth if they want to cater to the needs of the generation.
Understand their consumption pattern.
• Take note of negative feedback.
Poor reviews or negative comments about your organization on social networking sites shouldn’t be disregarded.
Try evaluating them objectively, and seeing if there is anything you can learn.
• Respond to criticisms. The advantage of social media is that you have a voice, too.
Well thought-out responses to criticisms you receive can not only provide a weighted voice.
But people will appreciate that you are being proactive.
• Use employees as ambassadors. Whether you are or not, the majority of your employees are on social media sites such as LinkedIn.
By ensuring your placement on their page .You can do so either through mentioning in their CV or through advertisements.
The star-power of your high-performers can help validate your organization and bolster your employer branding.
• Know your audience. Successful businesses know how to adapt their employer brandings to appeal to different target audiences;
taking into account different values, ambitions and cultural backgrounds.
What makes a graduate tick is unlikely to excite an experienced worker in the midst of their career.
So speaking the right language is key.
Think about the sort of person that you’re trying to attract, what they will be looking for in terms of their career.
How your company’s vision can align with their immediate and long-term ambitions also matter
• Every impression counts. While a jobseeker’s first impression of your organization will determine their immediate interest in you, this judgment is continually changing.
Each brush with your brand influences a person’s perception of you. So the process of building a favorable employer branding actually begins far earlier than the recruitment process itself.
Address this by reviewing every encounter an individual might have with your branding – from calling your helpline as a customer, to receiving interview feedback as a jobseeker.
Identify where your branding may be falling down before, during and after the application process; and work with your recruitment partner, HR department and marketing functions to create a favorable experience at every stage.
