83% of talent acquisition leaders say employer branding significantly impacts their ability to hire great candidates. Further, companies with positive brands get twice as many qualified applicants. Let that sink in!
Employer branding is just as important as product branding. Attracting great employees does not happen by accident - it takes diligent work on your part and ongoing engagement with your current employees and prospective employees. It's storytelling at its finest.
But what if you're not attracting the right candidates or your candidate pool is thin? It's not too late to take action.
Questions to ask about your company and your recruitment/hiring process:
Who do you want to attract? Once you figure this out, you'll have a better idea of where to look.
What do employees need to be successful in your organization? Have you talked to other employees about why they work for you and what they need to be successful? This information will help in the recruitment phase.
Are quality candidates applying to your job postings? If you're posting on mass job sites and your posting doesn't have some degree of detail, you could be diluting your candidate pool.
What do Internet searches reveal about what it is like to work here? Do you respond to Glassdoor, Indeed, Comparably, Yelp comments in a positive, proactive manner? More people are looking at Glassdoor reviews than an employer's website - know your content.
Are your social media accounts active and engaging? Do you regularly post on Facebook, Twitter, Instagram or LinkedIn about what it's like to work for you? Do current employees contribute content?
Are your current employees acting as brand ambassadors to help you attract great employees? Do you have an employee referral program?
Do you have a video on your website about what it's like to work for you? Do you inspire and create a sense of belonging for your employees? Candidates see this.
Are you sharing authentic images of your current employees and your workplace on your Careers page and social networks?
Are candidates able to apply via mobile?
What is your hiring process like?
Do you notify candidates of non-selection?
Josh Bersin sums it up best, "If you can't excite people about what you do and why they should work for you, they are likely to go elsewhere." Employer branding can be the catalyst to build excitement to attract the best and keep them engaged.