The latest news and advice from our recruitment experts.
To attract and retain top talent, building a strong employer brand is a key objective of many businesses and organisations today. A number of studies show that potential candidates are more likely to engage with an organisation if they get to see a tangible slice of their culture and values.
In recruitment, your culture often seals the deal. In a nutshell, a powerful employment brand should communicate openly what it is like to work for your company, and an effective way to do this is by including real stories.
Incorporating stories into your recruitment marketing can attract and engage job seekers in a way that statements and statistics alone can’t. The facts rarely speak for themselves.
Start by asking current employees what they would tell a friend about working at the company. Your staff members will be your strongest brand ambassadors. Then look at the company’s profile on all online job boards and social media platforms and re-evaluate where necessary.
Just about everyone is using Facebook, LinkedIn, and Twitter to network - both for personal and professional reasons. Using social media to source suitable candidates is a growing trend, and a strong employment brand is even more important when taking social sharing into account. Your message will reach far and wide and if done well, it will appeal to active as well as passive job seekers.
There are several tools that can be used to bring the facts about a company to life. Posting a video that tells a compelling story about what it is like to work for your organisation is an effective way to communicate your employment brand. Use video to give a clear view inside the business, and make sure not to polish the result too much. Striving for perfection will unlikely have the desired effect.
A blog on the corporate website where employees share real-life stories about their working environment is another way to spread the word. The dynamic content will allow candidates to experience a taste of the company and it helps with search engine optimisation (SEO), too.
The key aspect of successful employer branding is to make sure it reflects the reality of what employees experience while working within your organisation. What it takes is to be consistent, relevant and honest. Be straight forward, and make sure the picture you paint is a realistic one.
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