What do you do if your employer brand isn't resonating with candidates?

Dass die eigene Marke nicht ankommt, muss erstmal per se nichts Schlechtes sein. Dies kann n?mlich auch bedeuten, dass die Wertevorstellungen vom Bewerber und mir als Arbeitgeber einfach nicht zusammenpasst. Nichtsdestotrotz sollte jegliches (negative) Feedback von Bewerbern gesammelt und bewertet werden. Es empfiehlt sich, im Anschluss an die Vorstellungsgespr?che aber auch mit best?ndigen Mitarbeiter Umfragen, Feedbackgespr?che o. anonyme Befragungen durchzuführen. So wird sich zeigen, an welchen Stellen die Arbeitgebermarke verbessert werden kann.

If your employer brand isn't attracting the right talent, here's a quick action plan: Listen and research: Gather feedback from current employees and rejected candidates. Look at online reviews to understand their perception. Refine your message: Is it generic or inauthentic? Highlight what truly sets you apart - growth opportunities, unique culture, or work-life balance. Showcase employee experience: Use employee testimonials, social media posts, or "day-in-the-life" videos to showcase genuine company culture. Target the right audience: Tailor your messaging to resonate with specific candidate demographics and their priorities.

Utilize your LinkedIn Company Page's banner image effectively to enhance your employer brand by spreading brand awareness, announcing new products, celebrating awards, or promoting upcoming events. Simplify the application process to improve candidate experience. This will create a better impression of your company for job seekers. Your employees are your best brand ambassadors. Encourage them to share their experiences and what they value about working for your company. Genuine stories from your team enhance the authenticity of your employer brand and make it more relatable to potential candidates. By aligning it with candidate expectations, you’ll create a compelling narrative that resonates and sets your organization apart!

Conduct research: Gather feedback from candidates to pinpoint specific areas of concern. Evaluate brand perception: Assess how your employer brand aligns with candidate expectations and industry norms. Refine messaging: Tailor brand communication to highlight unique selling points and address candidate preferences. Enhance candidate experience: Streamline application processes and improve communication to create a positive impression. Showcase company culture: Share authentic stories and testimonials to illustrate workplace atmosphere and values. Iterate and adapt: Continuously monitor candidate feedback and adjust branding strategies accordingly.

Here are few things which could be done- 1. Gather feedback from current employees and candidates. 2. Identify areas where your brand might be lacking or misaligned. 3. Refine your brand messaging and candidate experience. 4. Update branding materials, online presence, or recruitment processes. 5. Ensure your brand reflects company culture and values. 6. Make changes to resonate better with candidates you want to attract.

In refining your messaging, focus on aligning your employer brand with the actual employee experience and company values. This entails updating job descriptions, careers pages, and social media communication to create an authentic and compelling narrative. By ensuring coherence between perception and reality, you can attract candidates who are genuinely aligned with your organization's culture and goals.

Start by reassessing where the company message fell flat, elicit feedback from both current and prospective employees/ candidates to see how the brand resonates with them. Is their perception accurate and consistent interpretation of your company brand? Roll out a revamp brand message by using your branding team. Implement changes by gathering a consensus on what should be the new message and cascade through your social channels and employer branded outreach. Measure its adoption. Once you hit your target response rate, roll out the message externally.

It's essential that your employer brand reflects your company's work experience and values. You can achieve this by re-evaluating job advertisements, updating your Careers page and modifying your communication on social networks. Communication isn't just about words, it's also about how you use them. Ensure that your tone and style are consistent, and that your entire recruitment team uses the same language and messaging. Don't forget to update your communications regularly to reflect changes in your company and trends in the job market. Keeping your communications current and relevant will help you attract top talent and maintain a strong employer brand.

Employer branding is related to people, focus more on the people and see a change in the employer branding. Sometimes, small little gestures goes a long way in every activity that you do.

After you've understood your business values and employee value proposition, it's important to refine your messaging and focus on aligning your employer brand with real life employee experience. Think your careers page, employee linkedin pages, linkedin content, linkedin page, tiktok, facebook, instagram, job descriptions. Information has never been so readily available for candidates to scrutinise what it's like to work for you. So give it to them!

Die Mitarbeiter:innen sollten natürlich nicht erst in den Prozess der EVP-Erstellung mit eingebunden werden, wenn das Problem auftritt, dass die Arbeitgebermarke nicht bei den Bewerber:innen ankommt. Diesem Umstand gilt es frühzeitig vorzubeugen, denn eine EVP sollte immer sowohl in Richtung intern (bestehende Belegschaft) als auch in Richtung extern (Kandidat:innen) funktionieren. Nichtsdestotrotz k?nnen die Mitarbeiter:innen helfen, hier gezielt Anpassungen / Sch?rfungen vorzunehmen, um zu einer Arbeitgebermarke zu gelangen, die dann als "passender" erachtet wird. Das ist auch insofern kein Weltuntergang als dass eine EVP nie etwas in Stein gemei?eltes sein kann aufgrund von Trends sowie anderen Entwicklungen auf dem Arbeitsmarkt. #listen

Speak with current employees to understand where the company's value lies. Stay interviews with your existing employees will give you insight into what they love about the brand, their role, the benefits, etc. (it will also give you insight into the challenges they face so you can internally address those issues). Focus on their experiences and not the brand highlights drafted by a leadership or an HR team. Your internal candidate stays for a reason and the things keeping them happy in their role are often the things to attract prospective hires.

Employee content gets 800% more engagement then the exact same content posted by a company. Why? Cause people buy from people. Support your employees to build their own personal brand, be authentic and give them the skills and resources to tell their own story. Whether it be about their progression in the business or what it's like to work for you!

Incorporating employee stories into your employer branding strategy can significantly boost authenticity and relatability. Empower your team to share their experiences and insights through testimonials, social media posts, and industry engagements. By leveraging your employees as brand ambassadors, you create a more genuine and compelling narrative that resonates with potential candidates, enhancing your employer brand's appeal and credibility.

Who better than your employees to share the richness of your working environment? Encourage them to share their experiences, their successes and the great times they've experienced at your company. These authentic stories, shared on your career site, social networks or at professional events, will reinforce the authenticity of your employer's brand. You can also try more specific actions, such as setting up "virtual open days" to allow potential candidates to discover your company from the inside. Every voice counts, and every experience is unique. By giving value to your employees, you humanize your brand and attract talent who identify with your corporate values and culture.

If you actively recruit from university campuses, start a campus ambassador program. Hire your interns to represent you on campus. Equip them with training on your brand messaging and your hiring process before they head back to school in the Fall. Assign them to host a few events on campus each semester to share their internship experience and encourage others to apply. Ask them to introduce you to influential faculty and student group leaders. When you visit campus, put them front and center to tell their story. Feature them prominently on social media and let them tell your story for you. Prospective employees, especially early career candidates, want to hear authentic stories from their peers.

If your employer brand isn't resonating with candidates, you need to make sure it resonates with your employees. If you haven't done an internal survey to measure the effectiveness of your messaging, that's the best place to start - and to get answers.

Increase responsiveness on job boards, actively participate in social media conversations, and host events showcasing your company culture. By engaging with the job-seeking community, you demonstrate a commitment to building relationships and highlight your organization's value for candidate interaction.

To stimulate engagement, it's essential to think outside the box. In addition to being responsive on job boards and social networks, you can organize webinars, an ambassador program or virtual tours of your offices. These initiatives will give an authentic insight into your corporate culture and attract candidates who identify with it. Don't forget that every interaction is an opportunity to show that your organization values communication and building strong relationships with candidates. Make the difference by focusing on innovation and authenticity in your exchanges with jobseekers.

Ensure that every interaction candidates have with your organization is positive and memorable, from the initial job application process to the interview stage and beyond. This includes providing timely communication, offering transparent feedback, and treating candidates with respect and professionalism throughout the hiring journey. And don't forget - people talk. If your messaging does not align with experience, it will get out there that your company is inauthentic.

If your employer brand isn't striking a chord with potential candidates, it's time to innovate. From embracing cutting-edge tech to diversifying content strategies, and perhaps even revising the very culture of your firm, staying ahead is key. Keeping abreast of industry trends is essential in ensuring your brand is both dynamic and appealing.

Adapt and evolve your employer branding strategy to remain relevant in a changing job market. Embrace new technologies, experiment with diverse content forms, and consider redefining company culture. Monitor industry and job market trends to ensure your employer brand stays dynamic and competitive.

There is nothing worse than bandwagon or purposeless 'innovation' however. Think carefully about your ideal candidate, who they are, what they need to know or might be interested in and where they 'hang out'. Only then can you choose the strategy.

The employer brand landscape is ever-shifting. Don't get stuck in a rut. Continuously innovate and adapt your strategy to stay relevant and attractive to evolving candidate preferences. This might involve embracing new technologies for showcasing your company culture, experimenting with different content formats to engage talent, or even reevaluating your company culture to ensure it remains progressive. Stay on top of industry trends and broader job market shifts to ensure your employer brand stays dynamic and competitive. By demonstrating a commitment to growth and adaptation, you'll attract forward-thinking talent and solidify your employer brand as a leader in its space.

Regularly assess the effectiveness of your updated employer branding efforts by tracking metrics like application rates, candidate quality, and employee turnover. Use these insights to adjust your approach and refine your employer brand, ensuring it remains attractive to the talent you seek to attract.

Revamping your employer brand is an ongoing process. Don't implement changes and walk away. Track key metrics to measure success. Monitor application rates, candidate quality, and even employee turnover. These benchmarks will tell you if your employer brand refresh is attracting the right talent and fostering a positive work environment. Analyze the data and adapt your strategies as needed. This data-driven approach ensures your employer brand stays relevant and continues to resonate with the high-potential candidates you seek to recruit, building a strong employer brand over the long term.

Your employer brand isn’t the wrapper you use to attract people to your chips or candy bar. It’s an expression of who you are. If your brand isn’t “resonating” with candidates, there are only two issues. Either you are talking to the wrong candidates (lack of awareness of what you offer and who wants it) or you are (like so so many companies do) spouting platitudes that no one finds interesting, useful or credible.

Empower your current employees to become brand ambassadors by encouraging them to share positive experiences and insights about your company on social media or through word of mouth. Employee testimonials and referrals can significantly enhance your employer brand credibility and attract like-minded candidates who resonate with your company culture and values. Additionally, prioritize creating a positive candidate experience throughout the recruitment process, as this can greatly impact how your employer brand is perceived. Investing in candidate-centric practices, such as clear communication, timely feedback, and a personalized approach, can leave a lasting impression on candidates, regardless of whether they are ultimately hired.