All New Recruiting Trends in 2020 – 4th Article (Employer Branding)

“For an organization to recruit effectively, its brand needs to be known and understood.”

There is no question about the employer brand has a significant impact on hiring people. It reduces the cost and time of sourcing talents, and helps attract the best ones to your organizations. It is worth understanding and investing in.

Here is my fourth article for the top 12 recruiting trends for 2020 that you need to start implementing ASAP…

Let’s get started:

Research by LinkedIn has proven that more than 75% of job seekers research a company’s reputation and employer brand before applying. Companies with a bad reputation not only struggle to attract candidates, but they also struggle to retain employees. This is why employer branding is one of the top recruitment trends of 2020!

Top recruiting trend no. 4: Employer Branding (4/12)

Employer Branding is a key component of every successful Talent Acquisition strategy. Having clearly defined Employer Brand can help you find the right job candidates, attract, engage and hire them. 

What is the Employer Brand?

Employer brand is the term commonly used to describe an organization's reputation and popularity as an employer, and its employee value proposition, as opposed to its more general corporate brand reputation and value proposition to customers. It's what makes your company unique or stand out to candidates who are looking for jobs. Yet, it also helps your recruiting team attract and improve the talent pool of applicants as well.

The importance of employer branding:

When employer branding appeared on the market, it used to be mainly a domain of HR teams. Today we know it requires much more competencies than recruitment only. The joint forces of the company’s management, marketing, PR, communications and HR are the recipe for success.

Moreover, the candidates' behavior has changed the way that they look for jobs. The candidate journey isn't simply a job seeker finding your job and applying. This is especially true of the best candidates - they want to research a company and build a relationship with it before applying for a job. This creates a dynamic where companies who invest in employer branding are seeing lower cost per hire and time to fill.

Employer Branding Strategy in 5 Steps:

1. Set your goals: Get more applicants to get presence, attract talent, reduce time and cost to hire…?
2. Identify Candidate Persona: Identify the characteristics of your perfect job candidate!
3. Define your Employee Value Proposition (EVP): What is it your current employees love about you as an employer?
4. Define the channels and candidate touchpoint: Where and how will you promote your brand?
5. Measure the results: Measure the results of your strategy and efforts, and adjust accordingly.

Here are the 5 steps to follow when implementing an Employer Branding strategy:

Successful recruiters know how to develop and implement a productive Employer Branding strategy, and they are full of interesting Employer Branding ideas.

Step 1: Define your Employer Branding goals

Think about what do you want to achieve with your Employer Branding strategy. Some of the common Employer Branding goals include:

• Get more job applicants
• Get more high-quality candidates
• Increase online engagement
• Increase candidate engagement
• Increase Employer Brand awareness
• Build trust with current candidates
• Get more career site visitors
• Get more applicant from social media
• Increase referral rates
• Increase offer-acceptance rate

Step 2: Identify your Candidate Persona

Defining your candidate persona is a crucial step here. Without knowing who your perfect candidate is, you won't be able to send targeted messages to the candidates that you want to attract. 

Here is our cheat sheet for defining a candidate persona!

Step 3: Define your Employee Value Proposition

Do you know why your current employees have chosen you? Do you know why do they stay? Do you know what do they like most about you as an employer?

These are all the questions you need to answer in order to set up a successful Employer Branding strategy. Answers to these questions best explain your Employee Value Proposition. Your EVP is the message you will target your candidate persona with. 

Step 4: Define the channels to promote your Employer Brand

There are around 10 touchpoints with candidates before they get hires. They are points of, thus called, candidate journey. Many of these touchpoints are also channels for promoting your Employer Brand. 

These are just some of the channels where you can promote your Employer Brand: Social Networks, Career Site, Current Employees, Lectures and workshops, Inbound Recruiting, Job advertisement, the application process, etc…

Step 5: Measure your Employer Branding Success

HR Analytics and measuring the most important hiring metrics has become one of the main 2020 goals for HR professionals. Based on the goals that you set up in the first step, you should measure the success of your Employer Branding strategy. 

Data-driven recruiting, however, is impossible without the right recruiting tools and offshore RPO support! Today, there are many offshore RPO solutions that help Staffing firms excel in their Employer Branding strategies.

Consult us today to get Bespoke Offshore RPO Support! CLICK HERE

Let’s take your Employer Branding Strategy to a whole new level in 2020!

Stay tuned for more upcoming articles with more trends and updates!!!…

Did you miss the previous articles? check below links:

1. Top Recruiting trend no.1/Social Recruiting? CLICK HERE
2. Top Recruiting trend no.2/Candidate experience? CLICK HERE
3. Top Recruiting trend no.3/Recruitment Marketing? CLICK HERE

DM me to learn more about how you could leverage the offshore RPO support to save more TIME and MONEY in 2020.

Thank you! - Neil Verma