The tides are turning. Once the news was full of tales of employers looking up candidates’ social media profiles, discovering posts and photos that would only be at home on Snapchat. Now it’s the employers who are being Googled - and sometimes found wanting.
If you want to Win the War for Talent, fine-tuning your employer brand is essential. As a recruitment consultancy, we see what employers are doing to attract the best candidates and are privy to what candidates value.
This is not another blog post with a few, select tips. It’s intended to be a one-stop guide to the steps you need to take to overhaul your employer brand. We’ve rounded up the best resources, facts, real-life examples and our own experience into an extensive resource. That’s why we’ve included a clickable Table of Contents, so you can dip in and out as required:
What is employer branding?The stats: why employer branding mattersDefining your Employer Value PropositionLive and breath your values, missions and cultureHow to communicate your Employer Value Proposition authenticallySpread employer brand awareness: social media, employee advocacy & moreImprove your Candidate ExperienceInterview for cultural fitEngage: effective onboarding and beyondHelpful toolsNext steps
The most successful companies realise that their employees are the lifeblood of their organisation. They understand that attracting and retaining top talent is a must if their business is to succeed and thrive.
Employer branding is the story you tell of what makes your company or organisation a great place to work at for your ideal employees. How and where you tell your story takes many forms and it needs to be promoted to be heard.
Employer branding is a hot-topic in recruitment right now. From standing out to the best candidates, to improving employee retention rates and saving costs, there are plenty of reasons to invest in your employer brand.
Chances are, you already know it’s important. However, sometimes other priorities get in the way. Or maybe others on the board have different ideas on how best to allocate the human resources budget and manpower.
If so, the infographic below provides 15 stats on just how vital employer branding is - and why you’ll get left behind if you don’t continue to nurture it.
If you want to find out more about how to avoid common employer branding pitfalls, check out our blog: Ignore at Your Peril: 5 Employer Branding Stats
Before you can begin telling your story, you need to determine what that story is. This is your Employer Value Proposition.
Your Employer Value Proposition (EVP) is what you can offer your ideal employees that they will value in exchange for their work.
Like your Unique Selling Points (USPs), to be effective it must be UNIQUE, COMPELLING AND RELEVANT to your ideal employees. It should also be TRUTHFUL.
Only 51% of companies have formalised their EVP and only two-fifths of employees feel that their company’s EVP is compelling or differentiated.
According to Mercer: “Strengthening your Employer Value Proposition”
The quick-fire guide is below, but if you want the detail then you’ll want to read our blog: 7 steps to creating an irresistible Employer Value Proposition. (The tips in the final step will save you hours in creative brainstorming alone.)
Taken from health, wealth and careers consultancy, Mercer’s guide:
“Strengthening your Employer Value Proposition”
Find out what your ideal candidates are looking for
Nine out of ten employees (89 per cent) claim that remote working is their number one motivator to boost their productivity at work.
Data published by HSBC, as reported on Workplace Insight
Find out more about the ‘cheat’ most copywriters use to craft their USPs and how it applies to your EVP: 7 steps to an irresistible Employer Value Proposition
STUCK FOR INSPIRATION? We love the round-up by Link Human: 30 Employer Value Proposition (EVP) Taglines from Leading Employers
Your employer brand comes from within. It should be at the forefront of every single touchpoint you have with employees - future, present and past - including:
Your EVP should be clearly communicated at every stage. Remember, actions speak louder than words. Promotions, rewards and incentives should therefore be aligned with your values.
We don’t like to blow our own trumpet. In fact, one of our key behaviours is that we are confident but never arrogant. However, we have worked hard to live and breath our values, missions and culture at Cast UK.
At the hiring stage, we screen for cultural fit as well as skills and experience. From the minute that a new hire signs on the dotted line, they then have access to Our Vision, Mission, Values, Behaviours, Expectations, Goals and Promotion Criteria.
And our office acts as both a daily motivator and reminder of our values.
Your employer branding should be backed up with actions and content that proves your Employer Value Proposition at every stage of the candidate lifecycle. You’ll find our best-practice tips below for how to make sure your EVP shines in a crowded marketplace.
Video is here to stay and provides the greatest opportunity to showcase what it’s really like to work for your company. Videos can be used across your website, LinkedIn and social media.
Effective internal communication helps ensure that all members of the organisation are working collaboratively towards a common goal. It develops a cohesive culture and empowers employees to make the right decisions in line with the organisation’s goals. This in turn leads to greater efficiency and productivity and improves customer service. These outputs are relevant to every organisation, so size really shouldn’t matter in this respect.
John Ritchie, whilst CEO of Ellipse, via BMMagazine.co.uk
The above branded job ad makes it clear what kind of person they are after and would excel at Bunzl, as well as promoting their culture.
The candidate experience starts from the very first time a potential future recruit hears of your company. From job adverts and LinkedIn posts to careers fairs and the first time a recruitment agency speaks to a candidate, all first touchpoints are crucial for your employer brand.
As our infographic, “15 Eye-Opening Employer Branding Stats” shows, the number one reason candidates will withdraw from the interview process is due to their time being wasted. Another big no-no is failing to feedback to candidates.
Below you’ll find the top recommendations we provide our clients as a recruitment consultancy, time and again.
There are numerous tools at your disposal to ensure that your candidate will fit in - from solo video interviews to assessment centres and psychometric tests - but make sure they are proportionate to the role. Two-stage interviews are usually sufficient for most roles, whilst management roles may require testing and any senior roles in the third party sector may involve a third meeting with the client.
After creating your Employer Value Proposition, you should have an idea of who your ideal employees are and have attracted the right kind of candidates.
However, you will still receive applications from candidates that have the skills for the role but wouldn’t fit culturally.
We often recommend initial screening via video interviews, as they can provide a much better insight into what a candidate is really like and whether they will fit in with your team. They can also significantly reduce time-to-hire and cost-per-hire. It’s also vital that you ask the right questions, that dig deep enough to assess cultural fit properly.
Read more: 5 benefits of video interviewing
We cover the essential questions you need to ask and the warning flags to look for in our guide: Interview Questions for Cultural Fit
Most employers are all too aware that the first few weeks on the job are the most crucial when it comes to retaining employees. That’s once they’ve started. The notice period is fraught with pitfalls such as candidate buyback, competing offers and changes of hearts.
Here are our top onboarding tips, so you can avoid an employee leaving before they’ve even brought their favourite coffee mug into the office.
There are a number of tools available that can help with various aspects of employer branding, such as employee advocacy, research, content creation and candidate relationship management. We love the list compiled by The Undercover Recruiter: 25 Extremely Useful Employer Branding Tools
If you want the upper hand in attracting the best talent that will fit with your organisation, our premium service bundle EDGE can help. With branded job adverts and micro recruitment sites shared across our extensive online and social network, alongside video interviewing and psychometric tests, we can make sure your next hire is truly ‘on-brand’.
Why not find out more about how we can assist you with an employer branded recruitment campaign by watching our Edge benefits video or reading our Edge brochure?