Introduction
The process of attracting and retaining the best talent in today’s market goes beyond competitive salaries and traditional recruitment methods. It delves into the realm of effective employer branding – how your company is viewed by prospective employees – that tells a story of why employees would want to work for you, especially in a competitive market. Today, we start to peel back the onion on employer branding, focusing on its influence on candidate research, the attributes sought by candidates, and its role in building a robust candidate pipeline. In future articles we will dive deeper into the creation of an employer brand, the methods and channels for communicating the message and best practices.
Elevating the Importance of the Employee Brand
Low unemployment means that top-tier employees have choices of where to work and most of the time they will research a company before applying to a position or responding to an outreach. An important impact of the pandemic has been a re-evaluation of priorities within employees, meaning that job responsibilities are lowered in importance, elevating aspects like fit with the company culture, accommodation for a preferred lifestyle, career growth and benefits. Additional factors like mergers and acquisitions, private equity buyouts, subsequent layoffs and boom-bust economic cycles have candidates looking for stability, growth and longevity in a company.
Understanding Candidate Research Behavior
- In-Depth Company Research: Before applying or responding to recruitment efforts, candidates are likely to conduct thorough research on potential employers. This includes scrutinizing the company’s careers page, LinkedIn profile, Glassdoor reviews, and other online resources.
- Evaluating Online Presence: A company’s online presence, particularly the website, but also on platforms like LinkedIn and Glassdoor, offers valuable insights into its workplace culture, employee experiences, and market reputation. An appealing and informative online presence is crucial for making a positive first impression.
- Seeking Authentic Insights: Candidates often look for genuine employee testimonials, company event highlights, and behind-the-scenes glimpses into the company culture. These elements help them gauge the authenticity and appeal of the workplace.
What Candidates Are Looking For
- Reputation and Benefits: A company with a good market reputation and comprehensive benefits package is more likely to attract top-tier candidates. Benefits such as health insurance, retirement plans, and flexible working arrangements are particularly appealing. With recent return-to-office popularity, companies that can thrive with remote workers have a particular advantage.
- Employee Satisfaction and Career Growth: Prospective employees seek assurances of high employee satisfaction and clear opportunities for career growth and development. “Lack of Growth” is still a top reason candidates cite for changing jobs. Demonstrating a commitment to employee advancement and skill development can significantly boost employer attractiveness.
- Social Values and Community Engagement: Increasingly, candidates are drawn to employers who demonstrate strong social values and a commitment to giving back to the community. Corporate social responsibility initiatives, environmental consciousness, and ethical business practices play a significant role in shaping a company’s image as a desirable employer.
Employer Branding as a Catalyst for Building a Candidate Pipeline
- Proactive Engagement: Strong employer branding encourages potential candidates to engage proactively with the company. This includes following the company on social media, participating in community events, and keeping abreast of company news and updates.
- Creating Brand Ambassadors: By fostering a positive work environment and culture, existing employees become brand ambassadors, sharing their experiences and advocating for the company, thereby attracting potential candidates.
- Facilitating Eager Responses to Recruitment: A well-crafted employer brand ensures that when the company reaches out to potential candidates, the response is enthusiastic and positive. A strong brand reputation makes the recruitment process smoother and more effective.
Conclusion
Employer branding is not just a facet of your marketing strategy; it is a foundational element of your talent acquisition and retention efforts. By understanding and catering to the research behaviors and preferences of candidates, and by fostering a positive employer image and proactively providing the information that candidates want, organizations can build a strong pipeline of potential employees. These candidates are not only qualified but are also genuinely interested and engaged with what the company stands for.
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How has employer branding impacted your talent acquisition, either positively or negatively? Share your experiences and join the discussion below. For more in-depth insights, visit our blog about better hiring at Coppertree Staffing.