Why should you invest in your employer brand?
It’s pretty simple! A solid recruitment strategy is the key to reducing turnover and winning the talent war.
Whether you like it or not, your company already has its own employer brand. It’s reflected in your employee’s perception of the company- and yes, the same goes for the candidates who come in contact with your organization. The real question is: does this brand image work in your favour or not? Setting in motion a recruitment strategy will boost that perception, amplify campaign impacts, and work in favour of employee retention.
A strong employer brand proves to candidates that their ideal career awaits them- right here with you.
The talent war is wreaking havoc
In the best of worlds, exceptional candidates would rush to your doorstep- and it may have already happened before!
But in the current market, many employers find themselves in troubled waters: some have to hire less qualified candidates, while others are cutting positions, as they can’t find the right people to fill them. Worst of all, some companies even have to close their doors.
And, as boomers slowly make way for Gen Y and Gen X workers, the attitude towards job searching changes.
Because the younger generations haven’t experienced the effects of economic crises on the labour market, they tend to value different advantages than job stability: flexibility and well-being. Of course, this affects turnover.
In addition to fighting against their competitors, today’s employers have to fight against employees’ urge to be their own boss. Over the past ten years, the entrepreneurial intention of young people has tripled! Recruitment efforts must be doubled to attract the best talents.
Your best ally: your employer brand
If arguments like salary, job stability, or even traditional social benefits lose their pull, it’s mostly because workers know they can find those conditions anywhere.
So how do you convince them to choose you over someone else? Well, it’s time to emphasize your identity and culture.
Working in a positive environment and sharing their employer’s values is increasingly essential for candidates. Some tend to choose a team more than a role! They want to be proud of their work and the setting in which they do it.
That’s where your employer brand comes in. By finding common ground between your brand’s identity and candidates’ expectations, you’ll present yourself so that attracting talent to your company will be as easy as ABC.
That’s the key to effective recruitment: attracting qualified people, both skills and personality. The more established your employer brand is, the more likely candidates will come to you on their own, looking to evolve in an environment that suits them. You just need to find the right strategy!
Is taking care of my employer brand important?
Those stats may change your mind if you don’t think so!
of applicants say an employer’s reputation influences their decision
of people abandon the application process if they see negative comments
more CVs are received for a position in a company with solid employer branding
So, what does a recruitment marketing project take?
Recruitment marketing aims to create a strong enough branding for employees to come to your company. As suggested by the name, the goal is to apply the principles of marketing… to recruitment. Think of it like treating candidates as customers! But don’t get it twisted: it’s not about “dressing up” your company to appeal to job seekers.
An unfounded employer brand would quickly go unmasked- so don’t think your recruitment marketing ends once the contract is signed! Building a strong corporate culture is essential to ensure both mobilization and retention of talent.
Your recruitment marketing strategy can take many forms, but its main objective is generally the same: to attract, engage, and retain your employees. With some help from a friendly strategist specializing in employer branding, you can set up a heap of projects that will allow you to bring that company culture to life- on several fronts.
Over time, your reputation will allow you to reduce the effort you put into your recruitment while minimizing your turnover rate and augmenting commitment within your team.
Looking for ideas on recruitment marketing projects?
Diagnosis and communication plan
Before diving into a recruitment marketing project, it’s crucial to understand your team’s needs and expectations. Get the pulse of your workforce with surveys and focus groups before working to create a tailored action plan that delivers the results you need.
Mission, vision, and values
Are you missing a crucial piece in your business puzzle? It could be time to start building your company culture! A well-defined culture informs your business strategy, brings your team together, and helps onboard new hires.
Positioning strategy
Your unique selling points have more power than you think. Identifying what sets you apart from the competition, and defining your company’s employer brand, is primordial.
Find your targeted personas
Want your marketing messages or recruitment campaigns to have an impact? It all starts with knowing your ideal audience. The more you know them, the better you understand their needs, wants, and pain points- making your arguments more persuasive.
Employee value propositions
Once your positioning axes have been defined, you’ll be ready to create compelling messages that resonate with candidates. What will inspire them? What will excite them?
Brand manifesto
When correctly done, a well-crafted brand manifesto will showcase your company culture in a way that inspires and engages new hires. Not only does it set the tone for your company culture, but it can also serve as a starting point to tell your brand’s story.
Employee Handbook
You can wave goodbye to boring employee handbooks! You can showcase what matters by creating a modern and engaging guide that puts your company’s unique culture at the forefront.
Content Strategy
Crafting compelling content that attracts top talent AND aligns with your content strategy is an art form. Create content that resonates with current and potential employees, from eye-catching social media posts to engaging blog articles.
Recruitment campaign
Recruitment marketing is multi-faceted, encompassing everything from attractive job postings to targeted ads. However, if you want to make an impact, you will have to stand out.
Dressing up your office
Your office walls are like a canvas waiting to showcase your brand. By creating a space that reflects your unique company culture, you can transform your office into one that inspires your team and impresses visitors.
Careers microsite
A dedicated microsite can be the perfect spotlight your employer brand deserves. A unique and attractive virtual space that also showcases your company’s cultures and values? Yes, please! If you’re curious, here’s an example that our team created.
Video production
Video is the ultimate tool to bring your company to life. Whether recruiting top talent, showing your unique culture, or even highlighting your team, well-made video content will capture your audience’s attention and bring your content to life.
Ambassador program
Turn your employees into brand ambassadors! An invested team serves as the perfect spokesperson for your employer brand.
Culture Book
Think of a Culture Book as the Bible of your corporate culture- a powerful tool to inspire and evangelize your future disciples. Initially popularized by tech companies, culture books have now been embraced by any forward-thinking company and are a great tool to capture the essence of your company while inspiring your team to do great things.
Still not convinced that your employer brand needs a hand?
We get it! Trying something new comes with its fair share of questions- and reluctance! We may have yet to find the answer to everything, but we can certainly offer solutions.
Will an employer brand that comes on as “too cool” and appealing to young people will impact my credibility in front of clients?
If your recruitment strategy aligns with your corporate branding, then there is nothing to worry about!
If beer Fridays and skateboarding at the office aren’t quite exactly in your DNA, there is nothing wrong with leaving those options to others and focusing on finding your own voice to attract talent. After all, if all companies followed the exact same model, it would be even harder to stand out! Undertaking a recruitment marketing project is about highlighting what already works in your corporate culture and why your employees love their work. Nothing scary for your customers here!
My business is too dull to be attractive.
Take this out of your head immediately! Each company is unique; you need to find a way to present it in the best possible light.
The idea behind employer brand is that specific recruitment techniques are applied to attract talent. Ultimately, the candidates are looking for a team in which they’ll feel comfortable and people who align with them. Find what sets you apart: is it your passionate employees? Your close-knit team? Your social activities? Your exciting projects? Be bold and base your strategy on those key points.
My business is not unique- how can I set myself apart?
It’s the concept behind it that makes all the difference! To stand out, your image must:
- Get people’s attention; captivate and delight!
- Engage with the personas you are targeting
- Meet your brand’s standards
- Highlight your employee value propositions
- Rely on proper evidence
- And most importantly, be authentic!
Ready to take a step towards an attractive employer brand?
If you want to start a recruitment marketing campaign, but need help figuring out how to go about it, then we have just the thing for you! Our practical handbook was made to accompany you on this journey from start to finish.
Our guide will help you master all the steps of a radiant (and successful!) recruitment campaign, such as:
- Surveying your employees and analyzing the competition
- Diagnosing your current employer status
- Establishing the position you want to achieve
- Writing your employee value propositions
- Developing a creative concept that is out of the ordinary
- Launching your campaign and measuring its results
Feel like facilitating your recruitment process?
Reflecting on your employer brand won’t hurt and is a great place to start! Together, we can work on developing an effective strategy and assess the tactics that best meet your business needs.
