An employer brand is the perception of an organisation that exists in the minds of existing and potential employees. Employer branding is the process of positioning the organisation as an employer of choice among a specific group of suitable candidates. It involves the strategic setting up of the organisation’s work culture and values such that they align with those of the ideal candidates. Potential employees should sense that their experience, skills and abilities would be recognised and valued.
Building an employer brand to attract potential candidates is like building a brand to attract prospective customers. The better the employer brand, the more the chances of attracting the right candidates. Employer branding is believed to have quite a large impact on top talents. In fact, tech candidates pay a great deal of attention to the hiring processes of organisations, and surveys show that organisations with good employer brands are approached by 50 per cent more qualified candidates.
Tech talent is undeniably in short supply. A McKinsey survey found that globally the IT and data analytics sectors are at the highest threat from the talent skills gap. In 2020, talent shortage was reported at 40 million but that is a small number compared to the 85.2 million shortage expected by 2030. HR professionals are constantly racing to find the best talent. Employer branding is the place to start for the most promising results. Recruiting trends over the years show that an organisation’s employee turnover can be brought down by about 28 per cent if they invest in sound employer branding processes.
The employer branding process includes every touchpoint between the recruiter and the candidate, from the first letter of communication to the exit interview. Here is a list of ways to boost an organisation’s employer branding.
Recruitment teams must consider questions such as what makes the organisation unique, what they hope to achieve with the employer branding exercise, what the organisation offers potential employees, how the organisation differs from others in the same industry and so on.
Candidates are known to trust employee feedback more than an organisation’s opinion. Asking employees to post testimonials on popular job portals and other social media platforms is sure to influence candidate opinions.
Employer branding is a smart investment by an organisation. The job market today, in tech or otherwise, is less about candidates waiting for ads to apply to and more about organisations making the effort to attract the right talent. Building a strong employer brand can reduce recruitment effort to some degree; since a reputable brand attracts the best people to apply on their own, there is very little need to chase top talent.
Tools and technologies for employer branding
While employer branding is more to do with people, technology plays a key role in terms of the digital tools that can be used to build your company’s brand.
Tech talents like to have their skills tested objectively by modern testing methods; hence, using tech-based assessment tools and techniques resonates well with them. Adopting appropriate tools for assessment strengthens the employer brand among tech candidates.
One important factor that influences candidate opinion is transparency. The more transparent an organisation is perceived to be, the better its brand value. Candidates seek transparency in recruitment methods and progress, the organisation’s values and systems, and the factors that drive organisational growth other than profits.
Careernet’s talent branding services help organisations build brand awareness among potential candidates so that both employers and talents can find each other. Careernet also organises networking events, career fairs and events for special interest groups to help promote diversity and inclusivity in the client’s employee profile.
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