by Juliayn Scales on January 18, 2019
3.5 min read
Competing priorities are reality in modern TA, but you can’t afford to let your employment brand slide if you want to attract quality candidates.
Competing priorities are reality in modern TA, but you can’t afford to let your employment brand slide if you want to attract quality candidates:
A recognized and respected employment brand has never been more important to your organization’s bottom line. How does yours measure up? Take this quiz to find out.
Employment brand, employment value proposition (EVP) and culture are terms that are interconnected but not interchangeable. Your employment brand is your strategy for marketing your organization as a great place for the best talent to work. Your EVP describes the things your employees like most about their employment experience in your organization. Culture comprises the values, ways of working and social norms in your organization. TA leaders and recruiters promote their EVP and company culture as part of their employment brand. Does that make sense? To launch your brand strategy and messaging successfully, you need to define what it is, and what it is not.
Your employment brand should be consistent with your EVP and culture. If it isn’t you may attract high-quality candidates only to watch them walk out the door when they realize your organization is not what they expected. On the flip side, companies realize 30-60% reduction in turnover when candidates get a look at an authentic employment brand and can see is aligned with their own aspirations.
Your employment brand should connect and engage with the right talent. As with consumer marketing, it needs to be relevant to your target candidates, and remain relevant in a rapidly changing world. Some companies struggle with candidates’ outdated perceptions of their talent brand. They may be seen as old-school, too traditional or not diverse. Others need to build awareness of their brand from the ground up because they are unknown. Employment brands have to be powerful and captivating in your target candidates’ eyes to deliver value for your team.
Candidates are also customers for many organizations. In fact, exposure to a company during a good customer experience is often a reason that candidates apply. If there are inconsistencies between what they’ve experienced or see with the consumer brand and what they learn about the employment brand, it can be a big turnoff in the hiring process. In turn, that can have a negative impact on your organization’s consumer brand and revenue.
Research shows candidates trust a company’s employees 3x more than the company itself to provide credible information on what it’s like to work there. That’s a great reason to ensure your employment brand message aligns with employee perception. Highly engaged employees that can articulate your brand message make strong ambassadors.
Measuring your employment brand impact helps you determine its ROI and informs your brand strategy moving forward. Common metrics for evaluating employment brand impact are:
You can also monitor social media and sites like Glassdoor, and track employee referral rates and the willingness of employees to be brand ambassadors and share their stories.
If your answers didn’t check the boxes above, an employment brand refresh may be in your future. Here are few strategies you can use to get it back on track:
An employment brand takes work, but it’s become table stakes in the modern talent marketplace. Companies that do it well create their edge in hiring. Like to learn more? Check out the section on building a branded candidate experience in The Truth About What’s Hurting Your Candidate Experience.