EMPLOYER BRAND SUPPORT
Every business wants to be able to attract the top talent. With the current skills shortage in many disciplines, the most talented individuals know they hold all the cards, and will only work for the best. A bit like consumers, they know that businesses need them – not the other way round. Businesses can’t afford to leave it to chance that the best people will naturally navigate towards them when they go looking for a new job.
The answer for firms fighting the war for talent is to build a strong employer brand, leveraging recognition and trust to get the edge on their competitors.
Why Employer Branding is so vital
Your employer brand is a reflection of your organisation’s personality – the thing that prospective employees use to decide whether you’d be a good business to work for. It’s key to attracting millennials who want to see evidence of an open, democratic culture, and by 2025, millennials will make up 75% of the global workforce.
"Millennials are known to be more purpose-driven, so as a company both internally and externally we're always communicating what our values are and trying to be true to those things.” (Nathan Blecharczyk, co-founder of Airbnb)
Building an employer brand will:
- Allow you to create an impression of your brand that tallies with reality.
- Make your company visible and credible, positioning it as a natural first-choice destination for talent.
- Raise the profile of your company’s employees, showcasing the calibre of people that new recruits would be working for, or alongside.
- Help current employees get completely on board with your brand, creating loyalty and advocacy.
- Provide a platform for growth, with a pool of talent whose expertise can take your business to the next level.
How can brands communicate their values?
Content is the window into your organisation. Written content can describe what it’s like to work for your business. Visual content allows people to picture themselves working for your business. Video content can ensure the impression of your business tallies with reality.
So when they decide that they want a change of scenery, they see only one possible destination... you guessed it!
Did you know ...
Most job changes are to companies candidates already know.
66% of people who recently changed jobs are aware of the company by the first time they hear about the job.
Most job seekers these days go online to find information about your company before they apply.
80% of job seekers will research an employer online before deciding whether to apply for a position there. The majority of job seekers read at least six reviews before forming an opinion of a company.
A strong employer brand will help you source.
92% of candidates say they would consider leaving their current jobs if a company with an excellent corporate reputation offered them another role.
Employer branding starts internally.
Employee referrals are the top source of quality hires (48%). Referred employees are faster to hire, perform better, and stay longer in the company.
Candidate journey’s are critical
85% say a positive or negative interview experience can change their mind about a role or company, and 72% shared their experience on an employer review site or social media.
72% of hiring managers say they provide clear job descriptions, while only 36% of candidates agree.
The majority of talent experts already see the value in employer brand.
80% of talent leaders agree that employer brand has a significant impact on their ability to hire great talent.
Sources: LinkedIn global talent trends report 2016 - LinkedIn global recruiting trends 2017 - Corporate responsibility magazine - Glassdoor - Careerealism
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