Employer Branding (EB) and Recruitment Marketing (RM) go hand in hand when it comes to attracting the right talent.
Employees form the beating heart of a business. Every organisation is looking for the best of the best and hence talent acquisition is a true challenge. Most companies resort to the usual methods via which they can attract the right employees such as emphasising the benefits of working within the organisation, providing strong incentive programs or offering a higher salary package. While these techniques might work on a short-term basis, you need to make sure that you set your organisation apart from the competition by providing a strong employer brand. According to Harvard Business Review, employer branding is becoming strategically more important to CEOs, HR and marketing leaders with a third looking to build their global employer brand by 2020. There are two major buzzwords in the world of recruitment and these words are related. Employer Branding (EB) and Recruitment Marketing (RM) go hand in hand when it comes to attracting the right talent. EB indicates your organisation’s reputation as an employer and RM is all about the marketing tactics that help convey a strong employer brand. Here are some ways via which you can anchor your brand image in order to attract top talent.
ICIMS (2016) asserted that 86% of HR professionals agree that recruitment is becoming more like marketing. Over the years, marketing has become a core competency when it comes to hiring the right talent. Marketing is the mirror that reflects the nature, vision and mission of your organisation. Your online presence as an organisation and all related marketing materials define your business. When candidates look at your job posting, the next thing they’d logically do is search for the organisation online. Regularly monitoring and correctly reacting to what is being shared on the internet about your business can increase your chances of making the right hire.
One of the most critical questions that recruiters ask themselves before making a hire is “Will this candidate be a good cultural fit.” Believe it or not, the candidates are also asking themselves the same question before taking the decision to join your organisation. Most organisations are placed within four walls behind closed doors. Before a candidate decides to accept a certain offer, they need to get an insight into the company’s culture in order to understand whether they will be a fit. Thankfully, social media now gives businesses the chance to portray the kind of culture they have. According to the Society of Human Resource Management (2018), building an employer brand and company culture helps companies increase qualified candidates (49%), increase diverse candidates (32%), increase employee referrals (41%), and hire the right people (55%). Whether your business offers flex time, great health business or exciting incentives, your company needs to reflect that through their website and social media platforms. As an employer, place yourself in the shoes of an employee before trying to portray a certain vision or indoor activity online.
Always keep a forum open for potential talents to have a conversation as you might be missing out on the talent you have been looking for. Organisations with closed comment sections and unresponsive social media messages tend to portray the wrong image. Give your audience a chance to post salary reviews and comments that might greatly contribute to your employer brand and promote you as a trusted and credible source of information. Chances are, your business will get a high rating the more you allow your social media platform to be interactive. Allowing an online conversation reflects the kind of communication strategy implemented within your organisation and consequently, talents will get a grasp on the kind of culture your business provides.
Having a strong online presence and correctly portraying your employer brand can take your organisation to the next level. Talents are no longer only interested in a pay raise and a good package only as the competition in the market is getting fiercer by the day. What might differentiate you from another organisation is your brand presence, your online engagement and how open you are to feedback.
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