Employer branding is one of the hot topics in recruitment at the moment. This post will clear up exactly what employer branding is and why it is so important in recruiting the best candidates for any industry.
Employer branding: definition
Wikipedia defines a brand as “name, term, design, symbol or other feature that distinguishes one seller’s product from those of others”.
So, your employer brand is made up of anything that distinguishes you from other employers. It could be culture, work ethic, salary and benefits, or even your CEO! Anything that shows what life is really like as an employee in your company.
Employer branding is the process of promoting your employer brand to a targeted audience of potential future employees with the goal of positioning your company as an employer of choice.
“Spray and pray” recruitment is dead
As the standard recruitment approaches are producing poorer results every month, recruiters are having to go into new areas.
This new land is called “inbound recruitment”, or “recruitment marketing”.
I suppose you could call it “candidate attraction” but some recruiters already think that they are doing that!
TIP – posting a standard job description on a job board is NOT candidate attraction!!
So in the new world, as recruiters, we need to showcase what the candidate will get out of successfully securing a job with us, or our client.
How do we work out our brand?
This is down to the needs and wants of the candidates (talent market) and your business. No more, no less.
What are your goals and objectives?
You need to know where you’re going before you can chart a course for the candidate!
What are the candidates’ expectations?
You need to know what they need and how your business can give them this. If you can’t, then you don’t have a brand!
When you know what you both need you can tell the world what makes you a great employer! This statement is also called an Employee Value Proposition (EVP).
Your EVP is the magical crossroads where your unique strengths and features meet the ideal candidates’ expectations. Agter this is defined, you just need to put your EVP in front of them! Easy…!
Unfortunately it isn’t just quite as easy as this!
Employer Branding Insights
Definitions are easy to create, but creating an EVP and promoting your employer brand take a lot of work. Take this diagram from Hudson RPO as an example:
4 separate phases but all involve a lot of work and research!
How to collate the information required to set up an effective employer branding management process is out of the scope of a single blog post. We will be covering this in more detail in future posts!
We will be covering this in more detail in future posts though.
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Visit our latest recruitment marketing posts for background information on where to get started with your brand building.