The LLoyd blog: hidden talent.

Leveraging Your Employer Brand for Effective Recruitment

Your employer brand is one of your most important recruitment weapons!
In today’s world, a candidate equals a customer. The same attention to detail given to the customer experience should be given to the candidate experience – we are a culture that has come to rely on referrals, reviews and social feedback. By paying attention to your employer brand you are potentially saving on recruiting costs and increasing employee retention. An engaged workforce equals satisfaction, lowers turnover and optimizes productivity.
75% of job seekers consider an employer’s brand before they apply for a position.
To evaluate that brand 62% of candidates typically visit social media channels to gain insight into a company’s culture. Every current employee of your firm should be considered BRAND AMBASSADORS for Talent. They share your company messages, blogs and posts on their personal LinkedIn pages and they often participate in company sites on Instagram, Facebook and Twitter.

To leverage your recruitment brand, think about your online job postings. Just like real estate, a house on the market too long grows stale. Everyone has seen that house posting (for sale sign), there must be something wrong with it – buyers lose interest. Refresh your posts regularly! Invest time in rewriting, think about how you want to BRAND your organization – your mission, culture and approach to work. Put your heads together and think about the market (the candidate audience) you want to attract. By building a talent community, you are building your hiring pipeline – your “bench” of future players.

Read your own Reviews – what do candidates say about you on places such as Facebook, Glassdoor, Indeed, Vault, Great Place to Work, and the Job Crowd. A candidate is always looking for a recruitment message and perceptions that align with their own values and the company culture they seek.

Think about ROLES, not the position. What is the essence of the role? For example, what does a Customer Service Rep spot mean in your organization? Job titles and their responsibilities can sound the same, but can be very different between employers. What do you want to the roles to be, what skills are truly needed? Always TRAIN UP. Go for intelligence and willingness to learn, grow, do – versus key words on a resume.
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Know your customers, both external and internal. What kind of culture are you building? How does everyone interact? What are the relationships like between you and clients, candidates, vendors? All of these components comprise your employer brand.

If you are recruiting for an area where there is a skills gap – you may need to provide training to attract and retain talent when skills are lacking. Also, when possible hire 3 for 1 – meaning you to the Hall of Fame batting 300. Odds at certain levels are that one will leave, one you won’t want and one will be a star. Maximize your training time and resources. If you are training one person, you might as well train three – again, think ROI.

You must creative a positive culture. Studies show that culture can matter even more than compensation. People leave jobs once they become consistently disengaged.

By 2020, close to 40% of the workforce will be part of the “gig” economy….and then we’ll say welcome to Generation Z! They have been called the “Homeland Generation” and are largely defined by a post 9/11 birthdate. Experts say businesses should start to double down now on give-back cultures where employees feel a shared sense of purpose with their work and the community. This group is supposedly considered easier and more mature than millennials – only time will tell!

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