Billions of euros are spent every year in corporate marketing and advertising across the globe. How many corporates pay even a fraction of this attention to their employer brand?
An employer brand denotes 'an organisation's reputation as an employer'. Companies need to consider how they are perceived not just by current employees, but by perspective ones too.
Unfortunately, in many cases, the candidate experience throughout the recruitment process is below par. This is feedback which we receive on a regular basis from frustrated job seekers. Poor communication and feedback is the number one issue that we encounter when talking to candidates about their job search.
Before most candidates apply for a job they go through considerable preparation. They carefully read the job description, take the time to consider their suitability for the role, research the company, tailor their CV and write an appropriate cover letter. And their reward? It is often complete silence! Complete silence, especially after an interview can turn even the most patient individual into a bitter person. You can guarantee that over time they will discuss their experience and dissatisfaction with at least ten people either in a professional capacity or over drinks in the local. Employers need to limit this brand damage.
To have a strong employment brand provides a company or organisation with more bargaining power, as employees will want to work for them more than anyone else, even those that have rare or most in demand skills, irrespective of salary levels.
We are seeing a trend again towards a candidate-driven market. Our top candidates have plenty of work choices and are savvy when making them. The reality is that one of the deciding factors is how the company makes them feel throughout the process. Consider going above and beyond!
Imagine the goodwill a thank you email, after every interview would create with a candidate, especially when no one else is doing it!
By focusing awareness on your candidate experience, you can make their job search a more positive and enjoyable one, contribute towards a better employer brand, and ultimately attract and retain the best talent for your business.