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What are the best ways to maintain a positive employer brand during recruiting?

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Recruiting is not only about finding the right talent for your startup, but also about creating a positive impression of your company culture, values, and vision. A strong employer brand can help you attract and retain top candidates, reduce hiring costs, and enhance your reputation in the market. But how can you maintain a positive employer brand during recruiting, especially when you face challenges such as limited resources, high competition, and fast growth? Here are some best practices to follow.

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1 Define your employer value proposition

Your employer value proposition (EVP) is the unique set of benefits and opportunities that you offer to your employees and potential hires. It should reflect your mission, goals, and culture, as well as your competitive advantages and differentiators. To define your EVP, you need to understand what your target talent segments value, what your current employees love about working for you, and what gaps or challenges you need to address. You can use surveys, interviews, focus groups, or online platforms to gather feedback and insights. Once you have a clear EVP, you can communicate it consistently and authentically across your recruiting channels, such as your website, social media, job ads, and referrals.

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Shelby Grip ????

Director, Global Talent Attraction at Mastercard
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The best way to get started is to turn inward and ask your existing employees questions like: - What are the top 3-5 things you look for in a job/company? - Why did you join the organization? - What do you like best about working here? - What could be better about working here? By getting the responses from these important questions, you'll begin to see patterns and understand the key messages that you can use to start to build your brand pillars, as well as focus areas of improvement.

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2 Showcase your culture and impact

One of the most effective ways to maintain a positive employer brand during recruiting is to showcase your culture and impact through storytelling. You can use various formats and mediums, such as videos, blogs, podcasts, or webinars, to share stories that highlight your values, achievements, challenges, and learnings. You can also feature your employees, customers, partners, or beneficiaries, and let them speak about their experiences and outcomes. These stories can help you build trust, credibility, and engagement with your audience, and demonstrate how your startup is making a difference in the world.

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3 Engage with your talent community

Another way to maintain a positive employer brand during recruiting is to engage with your talent community, which is the network of people who are interested in or connected to your startup. You can use various tools and platforms, such as newsletters, social media groups, events, or webinars, to keep in touch with your talent community, and provide them with valuable and relevant content, updates, and opportunities. You can also encourage your talent community to interact with each other, share feedback, ask questions, or offer referrals. By engaging with your talent community, you can nurture relationships, build loyalty, and create a pipeline of qualified and enthusiastic candidates.

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4 Optimize your candidate experience

Your candidate experience is the journey that your potential hires go through from the moment they discover your startup to the moment they accept or reject your offer. It is a crucial factor that influences your employer brand, as it shapes the perceptions and expectations of your candidates. To optimize your candidate experience, you need to ensure that you provide a smooth, transparent, and respectful process, that you communicate clearly and frequently, that you provide feedback and support, and that you solicit and act on feedback. By optimizing your candidate experience, you can increase your conversion rates, reduce your drop-off rates, and improve your referrals and reviews.

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5 Align your team and stakeholders

Finally, to maintain a positive employer brand during recruiting, you need to align your team and stakeholders, such as your founders, managers, employees, investors, or advisors. You need to ensure that they understand and support your EVP, that they represent and promote your culture and impact, that they participate and contribute to your talent community, and that they deliver and enhance your candidate experience. You can use various methods and tools, such as training, coaching, guidelines, or incentives, to align your team and stakeholders, and empower them to be your brand ambassadors and advocates.

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Shelby Grip ????

Director, Global Talent Attraction at Mastercard
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It's crucial that key stakeholders understand the importance of your employer brand and how it impacts the entire employee lifecycle. Arm them with data around why your EB matters: - A strong Employee Value Proposition = 20% increase in applicants, 29% increase in new hire commitment and increased retention. (*Corporate Leadership Council) - LinkedIn found a 43% decrease in cost per hire for businesses with a strong employer value proposition. (*Harvard Business Review) - An organization that effectively delivers on their EVP can decrease annual employee turnover by 69%. (*Gartner)

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Steve Hamblin
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One of the biggest things to consider during the recruiting process is the employee's first day (and beyond of course, but let's talk first day). Do they show up feeling welcomed, greeted by name? Do they have a clean desk or workspace? Do you have company branded things to make them feel welcomed and part of the team? Or...does IT not have a computer yet, is their desk full of crumbs and pennies and old hot sauce packages? This is the time to show your brand consistency isn't just a sales pitch during the recruiting period. This bumps against bigger brand and culture strategies, but first impressions and feeling welcomed to the new role is a very important piece of the process, and it can reinforce (or damage) your culture.

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Shelby Grip ????

Director, Global Talent Attraction at Mastercard
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Authenticity builds credibility. Make sure that your EVP messaging aligns with realistic experiences. Misrepresenting your company culture or work environment in your messaging can lead to a damaged reputation, recruitment difficulty, and a negative impact on employee morale.

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What are the best ways to maintain a positive employer brand during recruiting?

1

2

3

4

5

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1 Define your employer value proposition

2 Showcase your culture and impact

3 Engage with your talent community

4 Optimize your candidate experience

5 Align your team and stakeholders

6 Here’s what else to consider

Startup Development

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What are the best ways to maintain a positive employer brand during recruiting?

1

2

3

4

5

6

1 Define your employer value proposition

2 Showcase your culture and impact

3 Engage with your talent community

4 Optimize your candidate experience

5 Align your team and stakeholders

6 Here’s what else to consider

Startup Development

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