In a rapidly evolving, competitive world, having top talent at your fingertips can make all the difference. Of course, you need to know how to attract and retain them first, and this is where your employer brand comes in.
According to research, 72 per cent of recruiting leaders worldwide agree that employer brand has a significant impact on hiring. If you’re not familiar with the term, think of it as what job seekers and staff would say if your business came up in conversation at a BBQ.
To get the brightest and best through your door, you need this public perception to be as positive as possible. This means creating a strong brand culture that speaks to the needs of your potential hires. Just follow our 10-step guide and we’ll show you how.
1. Frame your vision
Do you know where your business is heading and can you clearly articulate this to potential recruits? To attract the best talent you need to get them excited about coming on board.
2. Define your values
What are the principles that guide your organisation? Perhaps you’re all about being transparent and customer-focused, or maybe craftsmanship is what matters. Either way, make sure your values resonate with your talent pool.
3. Cultivate a strong culture
People often assume that company culture is about having a cool office space. You need to go deeper and build an environment that taps into the wants and needs of potential hires. This could mean creating a culture of trust and mutual respect, which allows staff more autonomy and flexibility.
4. Hire for cultural fit
It’s important to hire people who gel with your culture. This isn’t necessarily someone you want to have a beer with, but who exhibits the right behaviours. Just one bad egg can create a stink, particularly if they end up being involved in recruitment.
5. Communicate your benefits
To learn more about you, candidates will most likely visit your website and social channels. Make sure they’re up-to-date and give a good impression. You could include customer/client testimonials – and don’t be shy about blowing your own trumpet.
6. Get staff on side
According to LinkedIn, candidates are three times more likely to trust your staff to tell it like it is. It’s a good idea then to nurture brand ambassadors and encourage all employees to share work successes through their social profiles.
7. Review your recruitment strategy
Don’t wait until you have a role to fill to engage with talent – nurture relationships ahead of time. This gives you the opportunity to clearly communicate your employee value proposition – or the ‘what’s in it for me’ – and shows you care about building winning teams.
8. Polish your hiring process
Candidates will see the recruitment process as a reflection of what it’s like to work at your company. Make talent management a priority – let applicants know what to expect and ensure hiring managers are well prepared. Any hiccups can easily translate into negative reviews and damage your future hiring ability.
9. Deliver the best experience
Are your hiring techniques fit for purpose in a modern, connected world? If not it may be time to adopt a more innovative approach. There are a number of up-and-coming techniques you can try to boost candidate engagement.
10. Give good feedback
When actively hiring, companies often overlook the value of timely, structured feedback. Good candidates have come to expect this after each screening round as it enables them to optimise their performance. It’s also a useful way to address questions or concerns.
When competing for top talent you can’t underestimate the importance of how you’re perceived as an employer, especially in high demand markets such as tech. Of course, building an enviable reputation is no easy task. But as a deciding factor in whether a candidate joins your business or goes to a competitor, it’s clearly worth the effort.
This article was first published on the Business Australia website (formerly NSW Business Chamber) in Aug, 2019.
