50% of recruiters don’t know their own company brand. Often it is because recruiters and employers haven’t taken the time to build it. This can be for a number of reasons, but two of the most common reasons are:
1. Many don’t know what an employer brand is.
2. Many don’t understand why it is important.
Your employer brand is ultimately what you makes you unique. It is essentially the way your organization communicates your mission, values, culture, and personality.
Though your employee value proposition is closely intertwined with your employer brand, it is important not to get the two confused. While your employee value proposition’s purpose is to show your employee’s how you plan to support them, your employer brand’s purpose is to show candidates what it would be like to work for your company.
Because your employer brand is essentially showing your company’s identity and what it would be like for candidates to work there, then increasing your employer brand could be a huge asset for the recruiting and hiring process. There are three major reasons that your employer brand is important when it comes to recruiting and hiring.
1. Employer brand could help increase new-employee retention.
2. Employer brand can help show how happy your employees are.
3. Prioritizing your employer brand can improve candidate experience.
Employer Branding Could Help Increase New-employee Retention.
According to Gallup, 59% of millennials say they want opportunities to learn and grow in the workplace, yet development is one key thing that is missing in most workplaces. That has inadvertently lead to millennials being known as the job-hopping generation.
This shows that one thing that candidates look for when deciding whether to accept a job offer or not is their potential to develop a career with YOU. Candidates aren’t initially looking to job hop, but that becomes an option when they don’t see opportunities for growth.
While recruiting, it is important that your employer brand reflects your willingness to create and facilitate growth opportunities for new-comers. This would make potential candidates more likely to pursue opportunities with your company and play a positive role in job negotiation. If candidates know by your employer brand that you are willing to provide growth opportunities, then they will likely either accept the first job offer or look to negotiate things other than salary.
Ultimately, growth opportunities keep your new employee motivated, busy, and impactful in their environment. They enter their job knowing that they have a home with your company, and aren't anticipating the possiblity of having to change companies to advance their career.
Employer Branding Can Help Show How Happy Your Employees Are.
Here is where employee value proposition and employer brand become intertwined. As Millennials are taking over the workforce and Gen Z are making their grand entrance, the way your company is viewed is going to be increasingly important. These generations are increasingly aware of how your employees are treated and supported.
For example, Amazon is one of the largest companies in world, and a new figure released in July showed that they have employed nearly 1 million U.S. workers. This includes a 64,000 increase in the second quarter of 2021. A large part of this is a result of Amazon taking care of its employees, which in turn makes Amazon a prime location for potential candidates. Amazon has rolled out higher minimum wages, mental health benefits, and increased incentives, which have proven to be supportive during the pandemic.
As you increase your employer brand through taking care of and supporting your employees, you not only show potential candidates what they can look forward to, but you also facilitate an environment of recruiting. Your employees will be more willing to take part in recruiting and referral efforts.
Prioritizing your employer brand could provide a stronger candidate experience.
There is a huge connection between candidate experience and employer brand. In reality, some would say that candidate experience IS your employer brand. So, a stronger candidate experience = a stronger employer brand. This can reduce your cost-per-hire by up to 50%, and reduce your turnover by as much as 28%.
The importance in that stems from the fact that right now candidates are enduring lengthy and stressful job searches. One of the biggest complaints from applicants is that the application process is a nightmare. So providing a better candidate experience is one way to convince your potential candidates that you want them to work for you.
Increasing your employer brand through candidate experiences make it more likely that your best candidate will accept your job offer. It also makes it more likely that the applicants you liked, but did quite fit the mold will reapply for job openings in the future. Lastly, it will increase the likelihood that your company will get more referrals. Referrals for open positions are always highly coveted while hiring.
How to Increase Your Employer Brand
Using video on Introview is one of the best ways to enhance your employer brand to reap the benefits previously mentioned. With video, you have the opportunity to tell your own story, which means you have the opportunity to elaborate on your company culture, show your people and your workspace, and inspire your candidates with your company mission.
Here are three specific ways to use video to increase your employer brand.
1. Add a human aspect to your hiring process EARLY.
One reason the job searching process is a nightmare for job seekers is because of the lack of human interaction. The lack of human interaction starts with lengthy and vaguely bulleted job descriptions, continues throughout the application process, and ultimately ends at the face to face interview.
Applicants want transparency and details, and using video is the best way to be descriptive and personal while trying to attract potential candidates to your job posting. You could add video for the job description, an invitation to the in-person interview, or even to reach out to candidates and encourage them to apply to different roles. Through this you improve candidate experience for all candidates.
2. Show you’ve created an environment where your employees are supported.
With video, you can get your employees involved in the recruitment process. By showing the ways you’ve supported your current employees through video, your candidates can visualize what it is like to work for your company.
In addition, having your employees appear on video as a recruitment strategy allows potential candidates to get to see who they would be working with. They can hear from the employees how eager they are to have them join the team.
3. Show how you’ve invested in growth opportunities and mention those when recruiting.
Video allows you to get across a lot of information in a short amount of time. Therefore, by using video, you can expound on the job description that you post. Instead of using vague and lengthy bullet points, you can describe the initial role you are looking to fill and mention your vision for that role. Include how you see that role benefiting the company and how you envision the person in that role advancing in their career.