Is there such a connection between employer branding and talent acquisition? Does recruitment have anything to do with how employers present themselves to the world?
Employer branding is paramount in recruitment and talent acquisition, thanks to the focus career review websites, the Internet, and social media put on it. Job seekers can find online information about the companies they’re applying at and decide if they’re suitable choices for them. It’s not hard to imagine what happens when a business has a negative reputation online, candidates will refrain from applying, and it’ll struggle to capture talent.
Regardless of the field of work, talent acquisition enables companies to gain a competitive edge. Businesses with a fruitful recruiting and hiring workflow can attract more efficient and skilled candidates compared to their competitors.
Most companies fail to understand that talent acquisition doesn’t start when they post a new opening. Their entire employer brand affects their recruitment process, and it’s crucial to build a strong image to attract and retain the right individuals.
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A brief overview of employer branding
Businesses are concerned with the image they present to the public, but it’s also vital to consider how potential employees perceive their brand. Employer branding or recruitment marketing is where marketing meets human resources. Companies with elevated employer branding find it easier to attract top talent to fill their vacant positions. Employer branding enables businesses to display their unique attributes to attract candidates. Company culture, work environment, company vision, and brand values are the main characteristics that build an employer brand.
Ways employer branding impacts talent acquisition
Nowadays, people look for more than a salary when they compare employers. Employers must put themselves in the candidates’ shoes and consider what they’d need to be satisfied with their professional life. Most people are more likely to apply for a position if they think the business’ reputation is attractive. Often, they prefer a lower salary but working for a company that shares their values and provides them with other benefits.
More and more brands approach recruiting and marketing as separate fields. Still, they must understand that while marketing generates positive impressions and awareness among clients and attract buyers, employer branding does something similar within the labour pool.
According to statistics, over 80% of recruiters think employer branding significantly impacts talent acquisition. Unfortunately, many companies neglect employer branding because they try to save up resources for other operations and processes. However, building a strong employer brand can bring a competitive edge, and offering it the necessary attention is crucial.
Employer branding consolidates a company’s brand identity
Candidates have several choices when opting for a job, and companies need to highlight their unique brand values to attract valuable talent. Top candidates always choose employers with a solid brand image because, for them, a company’s reputation is as important as the salary it offers and its overall business performance.
Employer branding makes it easier to acquire talent
The entire purpose of a great employer brand is to attract, employ, and retain professionals. A business is as great as its workforce, and talented specialists want to associate themselves with top brands. The businesses that build their employer brands on social media platforms like Facebook, LinkedIn, or Twitter allow candidates to take a closer look at their companies and provide them insights about their unique attributes.
The employees are brand ambassadors
Strong employer branding also focuses on current employees. Satisfied employees become ambassadors for their employers and offer referrals. When current workers talk about their workplace, they strengthen the employer brand without requiring the brand to spend resources.
Reduced recruitment costs
The recruitment market is more competitive than ever, and companies need to advertise their open positions on portals like https://www.legalrecruitmentagencyuk.co.uk/ to source the right talent. Creating a solid employer brand can help companies save money during recruitment because they differentiate themselves from their competitors. Businesses with strong employer brands can spend less on marketing and advertising than those without it.
How can companies develop a strong employer brand to help them acquire top talent?
It takes some time for a business to differentiate itself from its competitors, but here are some ways to do it.
Post on social media
Social media is quite helpful when building an employer brand because it enables companies to engage directly with their public. LinkedIn is the top channel for brands because it has a professional focus. However, platforms like Facebook, Instagram, and Twitter also serve employer branding. Social media feeds should be a mix of content that allows the public to gain in-depth knowledge about a business and its processes.
Establish company values
When a company grows, it’s more challenging to project some consistent values throughout the entire organisation. But strong company values help businesses build an employer brand, and it’s essential to establish and maintain them. Brand values should come in everything a business does, from the salary it offers to employees to the non-profits it supports.
Gather employee feedback
The key to hiring top talent is understanding what the current workforce thinks of their employer. Employer branding highlights the strengths and shows the business’s efforts to improve the weaknesses; therefore, positive and negative feedback helps.
Companies must create safe lines of communication with their workers so they can gather valuable feedback. Anonymous surveys could encourage employees to share their complaints.
Incentivise employee advocacy
While the company must try to market its employer brand, statements from employees will make it more credible. Just as buyers trust user-generated content over traditional advertising, they’re more likely to trust a review or recommendation if it comes from a current employee rather than from the brand.
Employee advocacy promotes the idea of encouraging workers to boost the employer brand. When businesses develop employee advocacy programs, they usually offer their workers incentives to share content about the companies.
When companies are trying to attract talent, they often focus solely on salaries and benefits. And while they’re critical, employer branding can also make a difference.