inside
A strong employer brand can result in financial benefits
talented employees. It is important to remember that an employer brand cannot be created or destroyed. It already exists. But what we can do is influence it.
Where do you begin? Talking to your current employees is the best place to start. Find out what makes your a great place to work and what are your real strengths as an employer. But don’t be afraid to listen and take on board those areas in which you need to improve. Talk to people outside of your business. Ask them, how do they see you? How do you measure up against their expectations? To be honest, you can’t get enough insight at this point. It is this insight that can then be used to create
specific marketing messages aimed at each of the groups of job seekers that you are looking to target. It can help shape your recruitment advertising activity, the messages that you have on your careers website and everything that you share on social media. By championing the things that you do really well and showing how you’re addressing the things you don’t do quite so well, you can start influencing people’s perceptions of you, both internally and externally - offering an honest and much deeper insight into what life is like in your company.
What are the benefits? According to LinkedIn, a strong, positive employer brand can lead to a 43% decrease in a company’s cost per hire. With the average cost per hire in the UK currently standing at £5,300 (Bersin by Deloitte, 2014) - that would amount to a saving of £2,283 per hire. Small potatoes, maybe – but not if you recruit 50 people per year. That could result in an annual saving of over £114,000! The financial benefits are clear, but organisations
with a strong employer brand are also noticing other attractive benefits:
FEATURES
• Reduced need to engage recruitment consultancies • Increased quantity and quality of applications • Increased conversion from ‘offer’ to ‘hire’ • Improved quality of hire • Reduced attrition of people within the first six months of employment
All of which suggest that those employers that have
a strong employer brand are better placed to attract, engage and retain talented people than those who haven’t.
Your website. Your primary employer
branding tool. Chances are that your careers page on your website is going to be the first place that a job seeker will be exposed to your employer brand. Which means that not only do you have a fantastic opportunity to make a great first impression, but also to position yourself apart from your competitors for talent. That said, the demands of a job seeker are increasing all the time. They are no longer interested in simply finding a job, they are looking to your website to give them an insight into what it is actually like to work for you. To offer more than a job search engine and online application form, but also information around your culture, values, rewards and benefits, training and development – in fact anything that can position you as an employer of choice. In fact, your careers page on your website should
never be considered ‘finished’. It should be a continuously evolving piece of communication. Changing to meet the recruitment needs of your business. Changing to meet the expectations of job seekers. And changing to build on the things that work well.
Mark Beavan is head of That Little Agency, a Bristol- based employer branding and marketing agency.
NOVEMBER/DECEMBER 2017 insight 23
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