Employer Branding (EB) is a crucial element for a TA (Target Analyst) professional (84% of candidates decide to apply for and accept a job based on the reputation of the company and its employer brand).

Competition among employers is becoming more intense, and to recruit more potential and high-quality candidates, employers need more effective recruitment campaigns than ever before. The advantage of building and managing an employer brand image, and the best way to make it feasible, is to implement a smart EB strategy.

1. DEFINING YOUR EMPLOYER BRAND

Employer branding is how a company expresses its reputation through its employer. When employers plan and conduct recruitment campaigns, they upgrade their company brand.

Employer branding encompasses everything a company wants to convey and promote regarding the value of its employees.

+ Typical Recruitment Process:

- Planning, building, and implementing a recruitment branding strategy

- Creating an attractive recruitment page

- Utilizing social media to promote employee value

- Creating and managing profiles of potential employees

- Researching employee experience profiles during the selection and screening process.

- Participating in Job Fairs or employment events.

Over 59% of recruiters believe that recruitment branding is one of the competitive factors and represents the company in the entire HR department's campaign.

SO WHY IS IMPLEMENTING A RECRUITMENT BRANDING STRATEGY IMPORTANT?

Large businesses worldwide invest in developing their employer brand, and it's clear that employers are always setting up effective talent acquisition strategies for their companies.

2.1 FACTORS EMPLOYERS WANT TO ACHIEVE

Numerous surveys demonstrate that organizations use their employer brand to attract talent:

- 9 out of 10 candidates apply to a company after learning about its employer brand (Workable)

- 84% of candidates apply after hearing about the company's reputation (TalentNow)

- 80% of talent recruiters believe that employer branding greatly influences recruitment rates (LinkedIn), and 50% of potential candidates apply to a company because of its employer brand.

2.2 REDUCING EMPLOYEE TURNOVER RATES AND MINIMIZING COSTS

The company invested in developing its employer brand to find potential candidates who aligned with the company's core values. The results showed a 28% reduction in employee turnover.

Investing in branding also helped the company optimize recruitment costs.

2.3 BUILDING TRUST IN THE COMPANY TO CREATE A FOUNDATION FOR DEVELOPMENT AND DIVERSIFICATION OF THE ORGANIZATION

64% of consumers do not support a company's products/services when they learn that the company has poor employee policies.

According to LinkedIn research, companies on LinkedIn with strong talent brand metrics (TBI) grew 20% faster than companies with weaker talent brands.

Organizations with clear employer branding strategies are far better at attracting diverse talent to their organizations and strengthening their diversity and inclusion initiatives.

Recruitment channels like social media provide opportunities for employers to demonstrate their social and corporate responsibility and build more diverse workplaces.

3. 8 STEPS TO BUILDING AN EFFECTIVE EMPLOYER BRAND

Step 1: Define the EVP (Employee Value Proposition)

Let's briefly recap what an EVP is: the characteristics that a business/organization uses to attract potential candidates.

The EVP simultaneously represents the core values ​​of the business (Mission - Vision - Culture). These are also the factors that help you stand out from the competition.

A small fact: only 61% of businesses know and build an EVP, and 44% of leaders don't know how to leverage their company's EVP.

EVP is only effective when it is demonstrated in a practical way. Many businesses only showcase extremely attractive corporate values, but in reality, that's not the case.

“Employer branding starts from within.” If you want to attract talent to your company, the first prerequisite is that your company must be a good place to work.

Step 2: Understanding the challenges and future needs of TA professionals

When implementing an employer branding strategy, you must understand the challenges in recruitment. In addition, you also need to understand current recruitment needs to address the difficulties in recruitment.

For example, when recruiting IT technicians, attracting a large number of IT candidates is your challenge, and you need to focus on the segment of candidates who are experienced or have received formal training.

 

 

Step 3: Define Objectives

Common objectives for recruiters:

- Increase the number of potential candidates

- Increase traffic to recruitment websites

- Increase interaction between EB and job postings in media

- Reduce time and costs

- Reduce the number of candidates who drop out of interviews

Step 4: Sketch a Profile of the Suitable Candidate's Personality

To make employer branding campaigns more personalized and effective, it's crucial to identify and understand candidate personalities. The best way to identify candidate personalities is to start with your own employees and answer questions such as:

- What generation are they from?

- What is important to them when it comes to their careers? Is it salary, growth and development, company culture, exciting projects, job flexibility, work environment, or something else?

- Where are they looking for job opportunities?

- What type of employer-related content do they find valuable?

- Do they spend time on social media?

- Are they active or passive job seekers?

Once you have the answers to these questions, determining what type of content should be created and which channels should be used to promote it will be much easier.

Step 5: Optimize Recruitment Channels

According to LinkedIn, the top 3 most popular recruitment channels for businesses are company websites (69%), professional recruitment channels (61%), and social media (47%).

Therefore, it is crucial to identify, build, and optimize your company's recruitment channels so that job postings can reach candidates and attract more quality candidates in the future.

Step 6: Attract not only candidates but also your employees

The most effective and fastest way to source recruitment is through your own employees.

We can communicate internally that the company is hiring for this position and ask employees to share the job postings on their social media. This method attracts many views and applications.

The advantage of this approach is that when high-ranking employees directly speak out about recruitment, the effectiveness is even better. If possible, persuade your employees to promote the company's image externally. This makes the employer brand much more trustworthy.

Step 7: Gather candidate experiences after the interview

Some candidates will send thank-you emails and talk about their experience after the interview. This is also an important part of building the employer brand.

The recruitment community can spread the word about the candidates they interviewed, just as candidates will share their experiences applying and interviewing at that company.

78% of candidates consider the interview experience very important to them. For companies with high ratings, they may continue to spread the word to others even if they weren't hired.

The worst-case scenario is when candidates give a negative review of a company, and a ripple effect begins as they stop buying or using the company's products or services, and their acquaintances do the same.

Step 8: Measure Results and Optimize Based on Insights

To measure the success of your employer branding campaigns and initiatives, you should revisit your defined goals and conduct pre- and post-marketing analysis.

However, while 96% of companies believe that employer branding and reputation can positively or negatively impact revenue, less than half (44%) track that impact.

4. CONCLUSION

The recruitment story is a three-way story: the employer, the company, and the candidate. The current recruitment trend isn't just about continuously recruiting as many talented people as possible, but about finding the right people to develop the company's core values.

Employer branding is a long-term strategy that must be built realistically, meticulously, and carefully. Because employers and companies are not the only ones evaluating candidates. Today's candidates have many standards for where they work and develop.

Therefore, the issue of branding cannot be underestimated, whether for employers in general or companies in particular.

Source: bcc.com.vn