With three quarters (75%) of job hunters revealing that they consider an employer’s brand before they apply for any job, this is something that you really cannot afford to neglect.
After all, a strong employer brand can do wonders for your recruitment process and business, while a negative employer brand can have very damaging effects on your ability to attract and secure talented recruits.
To help you out, CV-Library has put together a guide on how your employer brand could be affecting your application rates and how you can ensure you’re building a strong brand.
Good vs bad employer branding
As mentioned above, your employer branding could be affecting your application rates in two ways, positively or negatively. If you’ve invested time and effort into establishing your brand, you’ll be more likely to attract talented candidates to your vacancies.
After all, many professionals consider this when looking for a job and want to work for an employer of choice that’s going to be fun, friendly and progressive.
If your employer brand has taken a hit and you’ve landed yourself a bad reputation, this is going to have a damaging impact on your application rates.
Today’s professionals take peer reviews seriously, whether online or word of mouth. What’s more, with the rising popularity of anonymous review sites like Glassdoor, candidates are happy to leave their opinions of your business online. So put simply, a negative employer brand is going to reduce the number and calibre of people applying to your vacancies.
What can you do about it?
If you’ve found yourself suffering from the latter, it’s time to boost your employer brand and win back more applications! There are several key essentials of an excellent employer brand and we’ll look at these in more detail below.
1. Company culture
You might be wondering what your existing culture has to do with someone who has never worked for your company, but a strong and positive company culture should be at the heart of everything you do.
Create a friendly workplace and show your employees that you care. By offering opportunities for development, rewarding hard work and celebrating success, you’ll make them want to shout about your business and make it clear why everyone should want to work for you.
2. Social media presence
Job hunters are less likely to trust a company that has little to no social media presence. Therefore, it’s vital that you use these platforms to connect with your audience, sell yourself as an employer and encourage existing employees to share why it’s so great to work for you.
These can be an effective and inexpensive way to help boost your employer brand. All you need to do is ensure you’re feeding the right information to your existing employees and pushing positive messaging about your workplace and current opportunities.
3. Website and careers page
Make sure you have a user-friendly website and an exciting careers page. You can use this to showcase your business, talk about your missions and values and help potential candidates get to know a little bit more about what you do.
During the job hunt, it’s likely that candidates will use your website to decide if they want to apply for your vacancy or not. So, make the most of this and include content that’s going to make them want to work for you.
4. Recruitment process
Most importantly at this stage, you need to ensure your recruitment process is streamlined. After all, many professionals don’t like a lengthy hiring process and will be put off applying for your job if the advert is unclear, or the application process is too long.
You also need to keep the lines of communication open throughout. One of the biggest problems for job hunters is not hearing back from recruiters. This can leave a sour taste in their mouth and could end up with candidates leaving bad reviews about your company online.
Your employer brand can have a huge impact on your application rates. Therefore, you need to make sure that you create a great company culture and that this is well presented online.
Make the most of social media and your own website to position yourself as an employer of choice and you’ll soon see application rates picking up.