A positive employment brand can help attract top candidates, making recruiting for your top positions easier. But, candidates don’t come to us in a vacuum. Before they even apply for a position or speak to a recruiter, they’ve been exposed to advertising, the experience of family members or friends, and the power of social media to shape what they know, or think they know, about our business. In fact, according to a recent Roper survey, over 60% of the respondents listed word-of-mouth as their best source of information.
And that’s what has brought about a great attention to Employer Branding. Companies are looking to have more control on the impression of their company in the mind of an applicant. And according to a variety of Employer Branding surveys, including early data from one we have in progress (you can share your employer branding experiences here,) those who have succeeded have been guided by the same methods and techniques used by consumer branding agencies. Moving beyond simple brainstorming sessions between Talent Acquisition teams and/or Internal Communications, the research methods used to glean employee information and create employer brands have now expanded to commonly include employee surveys, focus groups and executive in-depth interviews. But, in today’s highly social world, with unemployment at 10 year lows, and the competition for talent a top concern for CEOs everywhere, that still might not be enough.
Talent branding considers that employer branding has become a two-way street, as the employee and candidate experience is sharable (almost viral) and transparency and authenticity are the table stakes.
Talent Branding can be considered the evolution of Employer Branding. At its best, it is the art of making a strong emotional connection from your organization and its culture, to the talent it needs to attract and engage to drive the business forward. And while the visible output of the efforts may be the same- a redesigned or enhanced website, recruiting booths, brochures or website banners, the research and development process has been refined to be collaborative and as inclusive as possible of all audiences and all available information.
We are seeing a greater emphasis placed both on the employee experience, the candidate experience and the development of personalized messages that can speak to the wants and needs of each of our audiences at every phase of the hiring process including candidate rejection and employee termination.
What salaries are you paying? What interview questions are you asking and how do people rate the talents and abilities of your CEO? The answers to these questions are so easily obtained that we take it for granted, yet it might not be that we have given enough thought to the implications and responsibility it places on recruiters, hiring managers and even our employees themselves.
If you are about to embark on an Employer Branding initiative, here’s how you can build a bullet-proof talent brand and take things to the next level.